Summer 2018

93 Brigada is a Zagreb, Croatia based agency consisting of architects, designers and retail consultants, focused on transforming spaces and creating unique experiences. Taking time to provide us with an overview of the firm was Brigada’s CEO, Damjan Geber who went into great detail about the innovative firm. The main field of our work is office and retail concepts, starting from unique strategies and creative concepts to making them real through interior and product design. Based on more than 10 years of experience and a leading role in the region, we recently became part of the WPP global group and the European Retail Design Hub for Grey Global Network. In every project the first step is always a detailed analysis of all relevant aspects. Each client and project we approach differently, adapting to their specific needs. Our in-depth analysis ranges from analysing the brand story, its positioning on the market, through analysis of space and all its parameters, and finally to client needs and customer behaviour. Every detailed analysis leads to creating a spatial strategy and creative concept that are the basis for the design development. If they are well set, the rest of the process becomes very clear and the space which will be developed from it will give the perfect answer to the needs of the clients and all potential users. The second stage is architectural and product design based on the creative concept and spatial strategy. At that point, we make complete look and feel of the space in accordance with functionality, location and client needs. The process at Brigada continues with detailed production and technical drawings of the space, custom furniture design and, supervision of the construction and production process. Unlike many other studios, building the interior isn’t the end of our care for the space and its users. After a period of time we come back to it and research what can be upgraded or what could be improved. In the end, a successful space is the one that feels good, looks great and meets the client’s needs. The main differentiator between our process and classic interior design is the analysis through which we can evaluate what are the brand goals and which are the steps that will lead to sales or performance increase. Efficiency of our solutions is proven the increase in sales results by an average of 10-15 percent after only six months from opening. To achieve the best results the whole team is constantly upgrading and expanding their field of expertise. Key members of the Brigada team never miss relevant marketing, digital transformation and neuromarketing workshops and festivals, or main architecture and design exhibitions. To increase our results, the synergy with and wide array of partners is very important. We worked for a long time on creating strong connections with different specialist (contractors, digital experts, advertising agency, carpenters, horticulture, etc.) who we don’t see as our suppliers but as our full-time partners, since a close cooperation is crucial for the success of the project. The space is a mediator which helps customers feel comfortable and ‘read’ clearly the brand message. Present office and retail interior trends are more and more influenced by digital technologies and the digital transformation that is taking place in almost all segments of society. The only response brick and mortar can provide in the age of technology is experience. Finding a unique experience is what people will search for, no matter how far the AI or VR technology develops. Creating this experience is exactly what we as strategic designers need to create. In office design there has been increment in producing new generation of offices which are trying to make employees feel like home in a search for increased creativity and loyalty. They include different content retain employees and attract the best talents on the market. A lot of natural elements (plants, colours, light, etc.) are used in space to bring nature closer to employees and make them more motivated and relaxed. Selection in LUX’s 2018’s Top 50 in Interior Design has been a confirmation that we are true experts in our field, and that our work is recognised as high- quality beyond the borders of our region. It is certainly a great motivation for further progress and never-ending education. Every new project comes with new challenges and we always try to learn something from them. If we must choose, we would highlight the exhibition ‘Throwback Tunnel’ as it has been recognised in Croatia as well as around the world, winning the prize for the best world’s designed exhibition in the opinion of IIDA. Currently we work on several challenging projects, like hotels and hospitality category that will bring strong customer experience through different engagements in space design, but also with a strong digital presence. At the end, we would like to emphasise that it is very important to not only decorate spaces and design furniture. It is also very important to try to understand the essence of brand and space which will help clients to rearrange their business, feel good in the space and help them to grow. Contact: Damjan Geber, CEO Company: Brigada, Zavrtnica 17, 10000 Zagreb, Croatia Telephone: 00 385 1 6064 034 Web Address: www.brigada.hr Contact Email: [email protected] Creating Success Style 1807LU38