Building Intentionally: learning from retailers

This is the second in a series of 5 articles that explore the idea of creating buildings for the church within this time of cultural change.

I think it is true to say that we get comfortable with our surroundings over time. We tend not to notice what is all around us. But it is different when we go to a place for the first time. We ‘read’ the place intuitively and decide whether we like it or not. This gut feeling is often more powerful than our logic to being there. Marshall McLuhan said ‘the medium is the message’ and our buildings are no exception.

Retailers such as the Gap, Old Navy, the Body Shop, and Starbucks are keenly aware of this emotional response to buildings. They spend significant research dollars to ensure that their store designs send out the right message to their customers. Recently I read that it is no longer sufficient to just offer quality products - we must also have a quality environment to display the product. The designers of retail space have gone so far as to say that quality retail environments must include entertainment, excitement and fascination. It seems to be working for them so retailers spend ever more to get us in their stores. Some have even stratified their approach based on demographics (Gap, Gap body, Gap Kids, Baby Gap). The broader cultural impact of this trend is that it reflects our ever-growing desire to be fashionable at every age.

So what are the implications to the church? Do churches need to be fashionable? Are we to carry out market studies and redesign all of our churches? Is Christianity a commodity?

Biblically speaking, the word ‘church’ refers to the followers of Christ, NOT a building. The buildings we utilize are meant to support the mission of the church. However, our buildings also send out a message about who we are. Winston Churchill said that ‘we design our buildings and afterwards they design us’. Have you ever taken a walk through your church building as though you were new to the whole church thing? What would it say to you? What does it feel like when you walk through the front door? How is the church environment influencing your experience as a follower of Christ? Is the message conveyed reflecting where you want to be and where your church is going with its mission?

Retailers such as Starbucks are very intentional about the message they are projecting within their facilities. They are promoting a lifestyle which transcends necessity and evokes being comfortable and nourished - both physically and emotionally - as soon as you enter the door. They set the tone with colours, music, sound, visual imaging, AND their employees. All these work together to help make us feel secure, open to our surroundings and what they have to offer.

We need to be intentional if we want our church facility(s) to reinforce a message of welcome and spirituality. Our space / rooms / colours affect us as much as our people. Take the time to consider your building. Think about what messages you want to convey. What environment will best support your mission, values and goals? This is not an easy thing to do and requires honest thought and reflection. It may also help to have a VISIONING Coach.

Over the next three articles, we will continue to examine some of the fundamental issues surrounding a church community's decision to build within the context of a shift to a post modern culture. We need to rethink the role of purpose built church buildings. The next article in the series will consider BUILDING CREATIVELY.

Stephen J Mawdsley is a Partner and Principal Architect of SJMA. If you would like to discuss these concepts in more detail, Stephen can be reached at 519.649.0220 or stephenm@arch-pm.com.