Space design as an expressive device in ambient marketing: Case studies of Deutsche Bank and Banca Monte dei Paschi di Siena

Abstract

This paper opens new insights into the use of corporate architecture in ambient marketing communications. As an expressive system, architectural discourse transcends functional use-value, while providing potent contextual cues that enhance brand engagement. Within the integrated marketing communication mix, spatial signifiers create epistemic and experiential value. Two case studies from the European finance sector exemplify the communication relevance of architectural design. The interpretative methodology, based on a contrasting semiotic analysis, explores the meaning-generating potential of the square, a central structural element of the headquarters of Deutsche Bank and Banca Monte dei Paschi di Siena. Symbolic correlations between spatial organization and connotative implications show the salient features of aesthetic place-making in financial communication. This paper contends that corporate architecture not just serves as a support for ambient marketing initiatives, but its sign value as an urban and cultural touch-point represents a symbolically charged communication tool in its own.