Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
Expert Class Brand Experience38182/3630/2627/1/25
Study guide

Expert Class Brand Experience

38182/3630/2627/1/25
Academic year 2026-27
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 8 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Druyts Stijn
Other teaching staff: Draulans Frederik
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 208,00 hours

Caution

IPMDI/GDM/005

Prerequisites

There are no prerequisites for this course.

Short description

In this module, you will discover how brands bring their stories to life in physical spaces. You will explore how brands and creative agencies use space, atmosphere and storytelling to make a brand truly tangible. You will analyse the spatial customer journey and identify the key touchpoints.

Drawing on these insights, you’ll design your own brand experience in the form of, for example, a retail environment, exhibition stand or installation. You’ll translate brand values into a concept that brings together visual, physical and sensory elements. By building prototypes, you’ll test whether your idea works – and whether it makes an impression.

You’ll learn how multisensory design and spatial storytelling create both an experience and a connection. In this way, you’ll develop a multi-layered brand experience that not only stands out but also leaves a lasting impression.

Within this module, there may be an additional cost for a visit to a museum, trade fair or event, which may include transport costs, digital prints and basic drawing materials such as pencils, felt-tip pens, a craft knife, a ruler, an A4 cutting mat, a fine black felt-tip pen, an eraser, a sketchbook, etc.

Learning outcomes (list)

You analyse the working methods and portfolios of progressive agencies and brands to gain insight into the strategic choices that create the impact of their brand experiences.
You describe, using documentation, how contemporary brand experiences use space, atmosphere and storytelling in the customer journey, supported by relevant visual and spatial elements.
You map out the most important touchpoints of the spatial customer journey based on observations in a retail environment.
You design a coherent brand experience in an existing store volume, supported by insights from spatial analysis.
You design a spatial concept for a brand experience in an existing store, in which you translate the customer journey of the target group into spatial interventions that match the brand values ??and the behaviour of the user.
You develop prototypes that demonstrate the feasibility and experience of your design in an existing volume.
You set up a complex customer journey for a spatial brand-related 360 experience.
You design a freestanding structure that guarantees interaction, visibility and flow from all directions
You create a strategy-based spatial storytelling concept for a freestanding trade fair or event environment, in which you roll out a layered narrative through different zones and touchpoints.
You develop prototypes that demonstrate the feasibility and experience of your design of a freestanding volume.
You master the basic principles of multisensory design so that you can link these to relevant brand values ??and brand stories.
You design links in the brand experience in which at least three senses are addressed to increase the added value for the customer.

Course content

The following topics will be covered:

  • Spatial branding
  • Customer journey mapping
  • Spatial design
  • Storytelling through space
  • Multisensory design
  • Touchpoints & brand experience
  • Retail & exhibition concepts
  • Prototyping
  • Brand identity in space

Study material (list)

Adobe Creative softwareMandatory
Online Learning material on DigitapMandatory
Study guideMandatory

Educational organisation (list)

Learning Activities
Practicum30,00 hours
Work time outside of contact hours178,00 hours

Evaluation (text)

For the conditions governing the resitting of a missed (partial) examination within and outside the examination periods, please refer to the Teaching and Examination Regulations.

Outside the examination period, the following also applies: Not every assessment activity can be resat for organisational or pedagogical reasons.

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodSkills assessment permanently during class weeks (Permanent evaluation)100,00digital and/or oral presentation
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodSkills assessment during the examination series100,00digital and/or oral presentation