Led by Associate Principal and Discipline Leader Keith Curtis, the Branded Environments Group at Perkins + Will Atlanta operates as much like a business consultancy as it does a design firm, with work spanning 3-D environments, 2-D visual identities, the intangible
elements of strategy, and beyond. By focusing on brands’ experiential and
cultural facets as much as aesthetic ones, they are able to tap into the rich
histories and unique identities of their clients’ businesses to tell brand stories
in ways that question the traditional boundaries of design.
Their project work has proven to increase clients’ sales and customer
recognition, raise their perceived value with investors, and boost employee
satisfaction, productivity, and morale. We spoke with Curtis and Senior
Project Designer Katie Janson about their process for several retail clients.
For them, sourcing product is less about the final specifications and more
about the thinking that happens along the way.
Before going to press Perkins + Will informed some of their clients
about this story, and they requested approval of revised quotes to run. We
chose instead to scrub their names and identifiers, as a courtesy to Perkins
+ Will out of respect for their ongoing client relationships. Anything you see in
[brackets] in this story was rewritten to conceal the names of those companies.
All photos are of [the infant and toddler product manufacturer] referenced in
the Q+A, but we’ve decided not to caption for more detail.
INTERIORS & SOURCES: Can you explain what the Branded Environments
Group does? How would you describe the underlying principles of
KEITH CURTIS: We think of ourselves as a living lab that finds new ways to
112 INTERIORS & SOURCES MAY 2015
By Erika Templeton | Photography by Valerie Clarysse