The Way to Increase Brand Visibility in Shopping Malls: Spatial Design Approach via MUA Kanyon Kiosk
- Serkan Duman
- Apr 10
- 3 min read
In the retail world, where brand experience is becoming more and more important every day, the value of the first contact established with the consumer has reached an indisputable point. Especially in areas with high circulation such as shopping malls, not only the product or service a brand offers, but also how it looks, feels and is remembered are of great importance. As Foxmark, we have undertaken a special project where we brought all of these concepts together with the MUA kiosk design located in Kanyon AVM. In this blog post, we will discuss in detail the strategies for obtaining maximum efficiency in small square meter areas through the MUA project, how corporate identity is integrated into the design and the power of collaboration.
1. The Beginning of the Project: The Journey from Corporate Identity to Space
MUA is a young and dynamic brand that presents the Italian gelato tradition in Türkiye with a unique brand language. The brand wants to position itself in an elegant, energetic and eye-catching way. Our first step in starting the project was to analyze how we could transfer this brand spirit to spatial design.
We had generally preferred white tones in the kiosks and small retail spaces we had previously designed. However, in this project, we adopted a more striking approach, based on the strong effect of the fuchsia color in MUA's corporate identity. We designed a striking but easy-on-the-eyes, warm but professional atmosphere dominated by the fuchsia color in a limited area of 3x3 meters.
2. Big Impact in Small Space: Design Strategy
One of the main design goals of the MUA kiosk was not only to be eye-catching, but also to maximize functionality. Achieving maximum efficiency within the confines of a small space required both an aesthetic and ergonomic design.
The following strategies emerged during the design process:
Zoning: We divided the space into three main sections: service counter, production and preparation area, and seating area. This way, each area was used efficiently in terms of both user and employee experience.
Vertical Space Usage: We increased brand perception with countertop visuals, wall decorations and logo applications. Vertical surfaces were used for both communication and decorative purposes.
Power of Colors: We used fuchsia not only on the walls and countertops, but also in bench details, logo boxes and accessory elements. Thus, a holistic atmosphere was achieved.
3. Collaboration and Implementation Process: Strong Team Spirit with More Engineering
The difficulty level of the project was to get maximum efficiency in a small area. Areas where the customer could easily use all the equipment requested were created in the designed area. As Foxmark, we only prepared the design in this project. We worked with our business partner More Engineering during the implementation process. We remained in constant communication to eliminate technical difficulties that may be encountered during the implementation processes of the area with fast solutions.
A user-friendly design was provided in details such as equipment placements, electrical connections, material transitions. We created functional areas to meet all equipment demands of our customer. In a limited area; we solved all units such as ice cream cabinets, display products, washing and service areas in a compact and efficient way.
At this point, we have experienced once again that the key to success is for design and implementation teams to work in complementary disciplines.
4. Experiential Design: Seating Area and Inviting Atmosphere
The project had not only a visual but also an experiential dimension. The small seating area we designed right next to the kiosk was designed to support MUA's intimate communication language. By continuing the same fuchsia tones, we both achieved integrity and increased perceptibility when viewed from a distance within the shopping mall.
Creating a micro-space where visitors would not just buy the products but also experience them, albeit briefly, and connect with the brand was one of the most important outcomes of the project. The wood tones used on the stools in this area enriched the user experience by creating a warm and refined atmosphere.
5. Result: Strong Harmony of Brand and Place in MUA Canyon
The MUA kiosk project was a successful example that proved how small square meter areas can become a powerful brand communication tool. Thanks to the design being shaped by the right hands, with the right analyses and the right collaborations, a result that is both aesthetic and functional, warm and professional emerged.
As Foxmark, we aim to transform the brand's story into a space, not just to produce a space in every project. We are pleased to achieve this goal with MUA, and we continue to make the power of design visible in retail spaces.
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