One Minute with... Geometry Global's Richard Hartle

Richard Hartle, head of experiential design at Geometry Global, tells Event about the newly created role he took up at the beginning of April.

Richard Hartle, Geometry's new head of experiential design
Richard Hartle, Geometry's new head of experiential design

Hartle joins from Saatchi & Saatchi X London where he worked as lead 3D designer, a role that saw him responsible for design brand experiences across the agency. 

He brings more than 10 years' experience of international retail, FMCG and luxury design experience to the role, and has worked in the UK, Europe and Australasia. 

Why was Geometry Global an attractive option to you following Saatchi & Saatchi?

There’s a clear understanding at Geometry Global that the needs of the brand, shopper and retailer are often inseparable and are key to clients' growth. Because of that, Geometry has cleverly built its business not only around creative delivery, but around uncovering deep insights and opportunities for shoppers and brands through offerings such as Geometry Intelligence.

That multi-faceted yet holistic nature of the business was a big attraction for me. It parallels with the type of creative I’ve become through my work across a wide range of design-led industries.

What will your remit be at Geometry?

I am looking to bring a rich understanding of the retailer and shopper to brand experience opportunities – exploring the opportunities within the trifecta of brand/retailer/shopper to create inspiring environments based on powerful designs that deliver on brand experience, enrich the retailer environments and influence people to purchase well.

Which clients will you be working with initially?

I’ll have a hand in all brands with whom we’re helping to develop visions affecting the shopper or retail environment. From experiences to environments, I’ll be looking to bring something to the table for any opportunity.

Do you see experiential design as a growing market?

To some degree, the delivery of a meaningful experience goes hand-in-hand with what we know is a rapidly changing retail and shopping landscape.

Both brands and retailers know they need to deliver something that engages and excites the shopper over and above the end product, so experiential (in one format or another) is more of a 'must have' than a 'nice to have'. And rapid change creates the opportunity for rapid growth. 

What makes experiential design successful?

It’s about bringing design and an idea to life as a seamless entity. Brand platforms have long since moved on from the simple visual representation of an idea, but instead have become an interactive physical realisation of the idea.

The more seamless the link between experience and environment, the more successful the outcome. That’s why design is truly fundamental to the process – designers (especially environmental and product designers) have a very human-centric approach where the interaction between the person and the environment or object is at the heart of the way they learn and operate.

More: One Minute with... Echo Fall's Laurence Hinton

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