Branding heritage crafts in Sri Lanka: contribution of experiential architecture via strategies of experiential marketing

Abstract

This paper investigates the relationship between heritage crafts store architecture and consumer experiences to brand heritage crafts through experiential architecture and marketing. The research establishes a theoretical framework to qualitatively measure consumer experiences in the context of heritage crafts branding, drawing upon Schmitt’s Experiential Marketing theory (1999), Klingmann’s Experiential Architecture theory (2010) and Lee’s characteristics of interior space (2022). To refine and validate the framework, the research explores three local heritage crafts stores, consults with professionals and experts and conduct a questionnaire survey with 50 respondents. The results indicates that architectural elements predominantly influence consumers’ emotional and intellectual responses, creating a distinctive atmosphere. Key architectural appeals include the use of rustic and weathered textural finishes, the integration of large volumes with multiple heights, spatial adaptability reminiscent of old traditional houses and providing sense of belonging through culturally and historically familiar elements. Moreover, the architectural program significantly impacts consumers’ engagement, retention and immersive experiences within the crafts store, such as incorporating complementary functions like a cultural centre, café, exhibition space in addition to crafts selling and providing visits to craft villages. In conclusion, the research contributes a set of architectural appeals that can be integrated into experiential architecture for heritage crafts.