What’s Better: Metal or Wood?

Material selection is serious business, and it’s important to be mindful of constructability, durability, maintenance and cost. But selecting material finishes—particularly for retail and hospitality environments—is primarily a brand decision. This short talk will cover some of the basics around aligning materials with brand image, including how materials were linked to strategic image goals in the rebranding of Nissan car dealerships and other real-world examples.