With the advent of the trysumers, a new wave of consumers who are willing to try just about anything, many companies are taking novel approaches to their brand and marketing strategies. First there was the flagship store, pop-up retail, and then tryvertising, but now a lot of companies are developing their own brand spaces.

What exactly is a brand space? A brand space is a place where customers can immerse themselves into the total experience of a particular brand. Due to the dynamic interaction that can result between the brand and consumer, a branded space can contribute to brand esteem and knowledge, two pillars of brand equity that make up brand stature. Being in a brand space enhances the connection the consumer has to the brand and can stimulate their emotions, thereby building esteem, or regard for the brand. They can also increase their understanding of what the brand stands for, also known as brand knowledge.

One of the most recent ventures into brand spacing was made by La Casa del Camino in Laguna Beach, California. This elegant Mediterranean-style landmark hotel, built in 1929 as a seaside retreat for Hollywood stars, was brought to new life by having 10 of its suites turned into 10 different brand spaces as part of the Casa Surf Project in the Riviera Magazine Design Series.

Take a look at the photo below. Dubbed as a “surfer’s paradise”, Suite 206 exudes true Billabong style, with its use of natural materials and a wash of soothing colors coupled with energetic bursts of sunset orange. The decor includes a three-dimensional art piece telling the history of the company, with the Billabong logo cut into reclaimed wood, as well as a a hand-painted surfboard.

Besides Billabong, La Casa del Camino also collaborated with Glacéau, Rip Curl, etnies, Roxy, Quiksilver, L* Space and Lost International; a different designer was recruited to create the theme in each branded suite, so guests can choose exactly what kind of immersive experience that they want to have.

Not only did La Casa del Camino save money by subsidizing their renovation costs, but they brought something new to the table by offering a unique and remarkable experience to their guests. At least for those who choose to stay in Suite 206, for a few days, they will be able to feel what it’s like to live in a surfer’s paradise.

At the same time, the hotel gave brands an opportunity to build their brand stature, comprised of esteem and knowledge. As long as the occupancy rates stay high, this could be a winning combination for the hotel, the brands, and the guests.