Brands in space
Designworks launches spatial offering
The future of spatial and environmental design is in good hands with highly experienced designer Clark Pritchard joining Designworks to head up the group's new Spatial Design Division.
As Clark sees it, Designworks is the only design company in New Zealand to offer a complete package from brand strategy through to interactive and ‘spatial’ design – “the physical embodiment of the brand experience”.
“It’s about bringing a brand into a physical reality in a way people can experience it,” says Clark, who joins the team on the back of more than two years working alongside Designworks whilst an Associate at Gascoigne Associates, on a number of Telecom projects including the 'Concept Store' at their new head offices in Victoria St Auckland and the soon to be opened Willis Street store, in central Wellington.
“This is a brilliant opportunity to work with a larger company that is really expanding its thinking and growing opportunities across Australia and into Asia,” says Clark.
Clark brings nearly 25 years' experience in spatial design to the team with a career spanning everything from architectural design to designing the head offices of major Australian corporates. “I’ve been lucky enough to work with some top companies,” says Clark, who started fresh from college as an architectural designer before moving into senior design roles working for the likes of well-known New Zealand and Australian architecture and interior design practices such as Martin Hughes, Hayball Leonard Stent and later as an associate director for Retail Consulting Group.
So Clark has developed a breadth of impressive specialist knowledge. He’s designed everything from Plumbing World showrooms and duty-free stores in NZ and Fiji to beauty therapists, cosmetic dental surgeries, lawyers and accountant offices and much more – not to mention the exterior / interior of a helicopter – completed whilst at Martin Hughes.
His international experience includes completing two major projects in Australia: designing the Victorian State head office of the St George Bank in Melbourne whilst at Smith Madden, which involved pulling together five individual businesses into one building, and; designing the Victorian head office of Coffey Project Management on Southbank in Melbourne, completed whilst at Hayball.
His panache for taking a new approach certainly manifested with the Coffey project. “It’s a completely transparent fit out, with no doors and using mesh so clients can see through all of the office space,” says Clark. “My approach here was to show Coffey’s new face in the project management world which is typically very secretive. With this environment they’re saying to their clients, this is how we do business, we’re open and we’re transparent."
Likewise he sees a new face for retail emerging as online buying takes a chunk out of the traditional market. “The future of retail and service is experiential, it’s about theatre, a place where people can go to see, touch and feel what the brand is all about and if they like it, they might buy online. Clark concludes, "This is the broader, more in depth brand experience work that I'm looking forward to developing in partnership with an energised Designworks leadership team."