Brand Lands, Hot Spots and Cool Spaces: Welcome to the Third Place and

To successfully establish an emotional bond with the customer, marketers have to access the mind and heart. Put the customer in the right mood, make him feel good and he's likely to spend money. In this riveting book, Mikunda analyses how this is achieved. From the Peggy Guggenheim Museum in Venice to Caesar's Palace in Las Vegas, from Swarovski's Crystal Worlds in Austria to the Guinness Store House in Dublin, we're taken on an exhilarating voyage of today's spectacular 'third places' - the new 'experience worlds' - and how they are created. The crucial point of Mikunda's observations is how a visitor's emotions are influenced through light, colour, shows, core attractions and sensory experiences. We learn how themed, or rather staged, marketing has become de rigueur in today's leisure-entertainment business.