Brandscaping: How Cozey brings brand identity to life spatially

by Julia Pott

Between online stores and social media channels, it can still be profitable for a brand to have a physical presence where people can experience the company with all their senses. Impressive showrooms or flagship stores are therefore experiencing an absolute hype – even from digital-first or eCommerce companies.

When designing showrooms, the question arises: how can a company bring its identity to life in a physical space? The answer lies in brandscaping: a strategy that seamlessly combines architecture, design and brand values.

Brandscaping is more than just store design – it is the spatial translation of a brand. It is not just about logos or advertising messages, but about creating an environment that reflects the identity, philosophy and aesthetics of the brand. Through the targeted use of materials, colors, light and spatial structure, an immersive brand world is created in which customers connect emotionally with the brand. In short: brandscaping = branding + landscaping; a strategic design that makes the brand tangible.

Canadian furniture start-up Cozey, which developed its first flagship store in Toronto together with LAAB Architecture, provides an impressive example of brand scaping. Cozey was founded as a digital-first company, but with the opening of its first store, the brand wanted to bring its values to life offline. The concept was to intelligently combine physical and digital elements. The result is a store without stock, without tills – instead, the furniture on display acts as “physical avatars”, while the entire purchasing process continues to take place online.

The store in Toronto was designed as a seamless omnichannel experience: Customers are guided through successive, softly sculpted “rings” – inspired by photo studio cycloramas that create a captivating, immersive backdrop. These rings not only serve as a design element, but also subconsciously convey the feeling of living spaces through their proportions, without resorting to artificial room staging, as many traditional furniture retailers do.

A highlight of the store is the impressive shop window installation, which attracts the attention of passers-by with an oversized fabric mesh. This design element symbolizes both the modularity of Cozey furniture and the central theme of comfort. The targeted lighting and the curved walls create a warm, inviting atmosphere that conveys the brand essence of “coziness” in the space.

Another example of successful brand scaping is the design center at the end of the store. Here, customers can individually select materials, colors and configurations – an interactive extension of the online experience.

Cozey's first store impressively demonstrates how brandscaping can transform physical retail. The close integration of UX design, architecture and brand strategy creates a completely new approach to retail interior design. Instead of a classic showroom or furniture store, visitors experience a sophisticated, immersive brand world – a concept that redefines brick-and-mortar retail in the digital era.

Sources: Press release by LAAB architecture inc.