DESIGN AS A MEDIATOR BETWEEN THE “MIXED REALITY”, A TRADITIONAL URBAN ENVIRONMENT AND SMALL BUSINESSES

Abstract

Modern urban space is a hybrid combination of real and virtual spaces. They not only coexist in parallel but actively interact, forming a new type of the urban reality - Mixed Reality. The task of design is the development of a cultural code that facilitates the transition from different spaces and preserves the continuity of existence in them, including business as well. Corporate logos and symbols should be designed with the new task in mind. In the article, I showed this by the example of rebranding a small enterprise producing soft toys. I propose promotion of the company’s products in two ways. The first way - by creating accounts in social networks. The second way - by using the so-called “third places” (cafes, shops, clubs, exhibitions). The overall goal is synchronization of the two paths, which will lead to increased opportunities in both urban spaces.