ABSTRACT
Brand identity as an intangible existence has a robust perception in the mind of customers, which in this case focuses on the food and beverages (F&B) industry. The physical evidence of servicescape plays a major role in delivering brands by creating a concept that lies within what? This concept has a very close relationship with space in architecture. The way of space is built by concept with its elements; it creates identity through spatial concept as well as the marketing way of telling stories through experience. The objective of this study is to examine experience through experiential marketing in servicescape of three well-design cafes by renowned architects in Java, Indonesia. The components of the research are focused on the experiencing process by customers towards experiential value that leads to customer satisfaction. The research method consists of in-depth interviews with all of the object’s architects and owners to match the brands’ identity and their spatial concept that will be the basis of twelve hypotheses of customer experience. Furthermore, marketing will not be enough to be told only from customer orientation but also the sense of space that creates an intertwined story.
