The ‘home nesting’ trend is one of the consumer behaviour patterns born out of the COVID lockdowns around the world. Nesting has been well researched and documented over the past 18 months, and is said to persist beyond the COVID induced restrictions. See McKinsey study here.
As designers of brand environments and experiences, we have noticed a very similar trend in the corporate world. We call it ‘Corporate Nesting’.
Instead of spending money on travel, conferences or exhibitions, client entertainment and the likes, medium sized businesses are looking inward for ways to improve their brand presence. And this is most evident in Australian, owner-run businesses with a high level of innovation and local manufacturing content.
The annual conference and exhibition budget will typically be enough to create an exclusive destination showroom. A destination showroom is more than a branded space; it is a long-term investment that inspires as a product exhibit and innovation centre, it entertains with interactivity, events and slick media presentations, it educates staff and clients alike. It can be a 3D online store and a conference centre at the same time.
Brand Dimensions specialises In maximising the ROI of brand environments such as showrooms and retail spaces. We have recognised and addressed the need for peace-of-mind when it comes to developing corporate brand experiences in uncertain times. Corporate Nesting is a trend that is here to stay. Get in touch if you would like to know more.
