The cool’ test: What can advertisers teach us about designing places people love?

Advertising has the jump on designers and developers looking to engage their end users. 

They know how to make audiences feel, think and sometimes, even vote. 

This skill is invaluable when applied to the thinking of planning, designing and delivering exceptional public places that not only serve a function but also create memories and change culture. It goes for companies investing in workplace design, too.

If you’re an organisation increasingly challenged by a fragmented and large workforce competing for talent, how do you get your workers to emotionally connect with your goals? 

Recognising that an emotionally engaged, connected workforce is more productive and more attractive to top talent, many organisations are turning to design strategists.

Experience designers like Freestate understand how to create emotional connections in space. 

It’s about looking at audiences not through the lens of data or analytics – but through a deep and personal insight into what makes them tick. The idea that energy – what most organisations desire in their employees and workplace is born of the free flow of people, program and space.

Principal Andrew Low spoke to brand strategist Adam Ferrier, founder of creative consultancy agency Thinkerbell, about what designers and developers can learn from advertising, brand thinking, and why cool matters.

Adam’s an authority on behavioural economics, with a Cannes Gold Lion and Gold Effie to prove it. 


Hassell Talks: Episode 2


Andrew Low, Hassell


Adam Ferrier, Thinkerbell


Matthias Widjaja, Hassell


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Maybe the world of architecture needs to quantify the value of making people feel good.”

Adam Ferrier Thinkerbell

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