Workshop of world known architect Clive Woodger visited by hundreds of Expoforum exhibitors and guests

The furor the workshop of Clive Woodger made did not remain unnoticed. The topic “The art of creating habitat – creating synergy of branding and architecture” became interesting for numerous designers, architects, public characters, representatives of state authorities and mass media. Let us remind that Clive Woodger is the architect of the Royal Institute of British Architects (RIBA).

The information presented during the report was very diverse and extensive. Clive and the workshop partner Anna Poberezhna, Ukrainian market coordinator at CSG International (London), spend over 2 hours in order to dwell on the topic and answer the questions of the audience.

Clive Woodger said that at the time a great challenge for an architect was to make the housing fashionable and the one people would love to live in. Construction of not merely houses, but rather areas was an actual challenge for them.

Clive underlined peculiarities of city construction that were characteristic of all cities attractive for the tourists. These were thoroughly planned city organization, entertainment places, historic heritage, architecture, ancient districts, skyscrapers and local landscape. The British architects noticed that greenery made a positive impact onto perception of a city; the same was true for harmonic landscape design, though commercial basis was needed for both. The architect thought that at city construction the basic needs of people should be taken into account notwithstanding the technological development.

Based on the example of London, Clive described in details how a city could become a brand. Such sights as Сheesegrater, Leadenhall Building, London Eye, Walkie Talkie, Millennium Dome had become visiting card of the UK capital and were bringing much profit from the visits of tourists.

Clive Woodger told much interesting about the British property market, particularly about the prices, tendencies, leading construction companies – their office interiors, the way they positioned and developed themselves. Moreover, he offered objective analytic data about branding in the property market of Ukraine, which included many indexes like social and economic factors, examples of advertising campaigns and promotion programs. His knowledge and understanding of Ukrainian market did surprise most of the workshop participants.

The last but not the least important section of his report was the matter of placing the object. It should be noted that during the seminar the architect paid much attention to this as an important component of the branding process.

The brand reflects architecture, and architecture reflects the brand.

Clive Woodger