
Shama Hyder and Jared Skinner Shake Up the Architectural Design Space
Shama Hyder, founder and CEO of Marketing Zen, and Jared Skinner, an award-winning architect, have launched MADE (Marketing, Architecture, Development & Education), an architectural design firm focused on integrating branding into physical spaces. This collaboration stems from Hyder's belief in the expanding field of marketing to encompass physical experiences, aligning with Skinner's contemporary approach to design. Their goal is to revolutionize how people interact with brick-and-mortar locations and workspaces by emphasizing user experience and brand reinforcement.
The co-founders contend that while some foresee the decline of physical retail, there will always be a demand for stores that offer unique experiences. They cite Nordstrom as an example, where customers can receive personalized styling and services while their online orders are delivered, transforming the store into an experiential hub rather than just a point of sale. This philosophy underpins MADE’s approach: to make physical spaces engaging and memorable, giving consumers a compelling reason to visit beyond mere product acquisition.
Hyder draws parallels between the early skepticism she faced when launching her social media marketing agency and the current reactions to MADE. She argues that businesses must innovate rapidly to avoid obsolescence, highlighting the failure of Toys"R"Us due to its inability to adapt to e-commerce and create experiential stores like American Girl or Lego. She stresses that in today’s market, selling a product is secondary to selling an experience, and physical spaces must evolve to compete with online convenience.
Skinner elaborates on MADE’s process, which begins with in-depth questioning to understand a client's brand and customer touchpoints. Unlike traditional retail rebranding efforts that merely rearrange layouts, MADE aims to restructure the entire user experience. This involves considering multisensory elements such as smell, touch, and presentation, ensuring that every detail reinforces the brand identity. The objective is to create bespoke, tailored environments that resonate deeply with customers.
For Hyder, effective design, much like effective marketing, starts with understanding the client's core objectives. Whether it's driving app sign-ups through brand activation, creating a community-focused coffee shop, or designing a corporate headquarters that inspires productivity and excitement, MADE's approach is client-centric. They prioritize discovering client needs before embarking on design, ensuring that the physical space serves strategic business goals rather than just aesthetic ones.
Both Hyder and Skinner emphasize the importance of designing for younger generations, particularly Millennials and Gen Z. They note that despite popular misconceptions, these demographics still value physical spaces but expect them to be seamlessly integrated with technology and offer immersive, interactive experiences. MADE designs spaces where technology isn't an afterthought but an intrinsic part of the environment, accommodating constant connectivity and the desire for shareable, "Instagrammable" moments.
In terms of workspace design, MADE moves beyond conventional layouts and cubicles, advocating for open, collaborative environments that foster creativity and communication. Skinner highlights innovative solutions like Idea Paint, which transforms walls into whiteboards, promoting spontaneous interaction. They acknowledge that while tech integration is important, the core focus is on fostering a sense of community and ownership among employees, drawing inspiration from companies like Google and Facebook that have redefined the workplace as a vibrant ecosystem rather than just an office.
MADE offers a comprehensive, "one-stop shop" service, managing projects from schematic design through construction, development, and marketing. They believe that infusing marketing into architectural design will become a necessity in the competitive landscape, much like social media marketing evolved from a "nice-to-have" to a "must-have." Hyder points to Amazon's acquisition of Whole Foods as evidence of the growing recognition of the value of physical presence and foot traffic in an increasingly digital world, asserting that consumer expectations for engaging physical experiences will continue to rise. While specific current projects remain confidential due to their innovative nature, MADE is positioning its clients to be pioneers in this evolving design paradigm.
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