Interpolis the Dutch re-insurance company based in Tilburg has managed to translate its brand into space so effectively that the award-winning architecture has now become better known than the brand it represents.

This is an excellent example not only of how a brand can be depicted in space but of how space can be used enhance "Identity" and support knowledge and awareness of the brand.

Interpolis is an example of a new trend in marketing whereby the space defined by company value and brand becomes a brand in its own right. For the 6,000 people who visit Interpolis annually this brand-space transformation, i.e. this brandscaping, is a unique experience of how space can be exploited.

Buildings and rooms, usually blasé and inter-changeable non-places become new comprehensible and interpretable places. Designed as "Brand Architecture", these rooms are more than simply a sign or expression of a company's self-image. In a real sense, they embody "brand value."

In doing so, they provide consumers with new opportunities to encounter and experience the brand. They can get "in touch" with their brand and so interpret it anew. A certain spot becomes an innovative brand experience.