Corporate strategy as design orientation of spatial function and environmental identity: a case of Kasikorn Bank's branch office in Bangkok

Abstract

Recent literatures empirically proved that spatial arrangements, interior ambient environment and architectural legibility are features reflecting corporate distinctiveness. This study endeavors to examine the linkage between corporate strategic orientation and its environmental design as corporate identity, focusing on visual and spatial design features. The objectives of the research are to study factors determining the design which conveys the corporate strategies, to investigates clients' perceptions vis-a-vis the existing corporate design and finally, establish the relationship between the environmental identity design and corporate strategies. Furthermore, the process within which the design is derived.