Branding beyond the digital deluge: Designing third spaces for real-world connection

Abstract

In a time when algorithm-curated feeds and AI-generated content saturate our screens, the most radical move may be to log off. Meanwhile, from book clubs in fast food chains to sunrise raves in coffee shops, emerging social formats point to a growing hunger for unstructured, analogue connection. As digital exhaustion deepens, an increasing number of consumers are seeking offline ‘third spaces’ ߞ physical settings that invite unfiltered, real-world connection. This paper examines how brands are responding (or failing to respond) to this cultural shift, arguing that community is no longer built through content, but through context. Drawing on Oldenburg’s theory of third places and examples from Ace Hotel, Patagonia, The Offline Club, and grassroots venues like Alternativni Kulturni Centar Fuzz, the author explores what it means to design for spontaneity, trust and shared presence. Brands that rely solely on curated experiences may fall short; those that design with communities ߞ not just at them ߞ stand to rebuild relevance in an age of digital fatigue. In this context, the most future-ready brands may act less as hosts and more as stewards ߞ supporting third spaces without commercialising or overbranding them and investing in environments that communities can shape on their own terms. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/