The first Lecture for the day was Marina Willer, Head of Creative at Wolff Olins, talking about ‘Branding and Spaces’. She gave a big background on herself originating in Brazil and explained many of the cultural differences between South Americans and the British as well as other places in the world. The first piece of work that she showed was a sort case study on the work that Wolff Olins did to recreate the Tate brand in time for the opening of the Tate Modern in 2000. She described how they wanted to create a brand that was not solely built upon the architecture of the building but also reflecting the style of work that they would curate in the exhibitions and how they would curate it.




She described it to be unlike the Guggenheim Museum which is generally known for the experience of visiting the building itself rather than the particular exhibitions that are shown. This continued with a series of photos of how they implemented the design across the whole building from signage to information graphics.



She then went on to present a story on how she worked within a team that branded a “unique shopping, dining, residential and parking experience” in Miami, Florida. You can see more information about this at 11 11 Lincoln Road. She also presented some of the branding and promotional work that she has been doing with the Southbank Centre, London. This was a different take on branding compared to most other briefs. She said it was not about simplifying things down, but more about celebrating the richness and culture of the environment that they were in. You can see more of the work for the Southbank Centre over at Wolff Olins.