Luxury is all about experiencing

Tell me what you're passionate about, I'd design your house!

Vaness — Tue, 26 Jul 2011 06:30:01 +0200

etnies PAS House for Public Domaine La Gaite Lyrique from etnies on Vimeo.

It's such a cool project footwear and apparel brand Etnies, founded by ex skateboard champion Pierre André Sénizergues, ordered in their research theme "Imagine the future of skateboard"!

French artist Gil Le Bon Delapointe with the help of architect François Perrin imagined how skateboard could be even more present in our daily lives and devised the PAS House: a in-house skate ramp/park for skateboarders!

A whole house dedicated to skateboarding where interior architecture as well as furniture has been thought to serving the purpose of skateboarding. A real fan's dream! Might be a nightmare for the fan's parents actually...

Very interesting project you can see more about if you're lucky enough to be in Paris before August, 7th, since it's part of a series of exhibitions, talks, performances about the skate culture initiated by new creative venue La Gaîté Lyrique. I am and I've already bought my ticket! Not tat I'm a skateboarder myself (I wish I could) or living the skate culture, but I've always been interested in that culture! See you there!

Source: www.trendhunter.com

Instant party for brands by Boxman Studios

Vaness — Mon, 16 May 2011 06:00:00 +0200

Not a brand-new idea to recycle containers into pop-up spaces; nor is this specific idea: the Boxman Solar (launched in 2010). I've heard about it for some time now and I've never taken the opportunity to speak about it here.

So here I am! Why is the Boxman Solar interesting amongst the quantity of container-based pop-up spaces? Simply because it's a ready-to-be-used environment-friendly pop-up lounge. A "Party Box"!

20mn to set it up and get a 500sq feet lounge, energetically independant since it's solar-powered, furnished, branded. Super convenient for a brand that doesn't want to invest time, teams and money in designing their own lounge when sponsoring an event.

More information on Boxman Studios website here.

Source: www.bornrich.com

Absolutely Fabulous: YSL Thursdays (Paris, France)

Vaness — Thu, 12 May 2011 13:09:56 +0200

Spotted: the "YSL Thursdays". A new concept launched on April, 7th by haute-couture brand Yves Saint Laurent: until the end of the Summer, from 5 to 8pm every Thursday at Yves Saint Laurent Hommes, rue du Faubourg Saint-Honoré in Paris,you could shop over a glass of champaign and get some advice from the sales team.

Saint Laurent lovers, don't miss tonite!

Source: www.parischeri.fr

Let the sunshine in: Tropicana experiential marketing

Vaness — Wed, 09 Mar 2011 07:00:00 +0100

I've just discovered that awesome initiative by Tropicana in January last year. To concretely illustrate their new campaign "Brighter Mornings for Brighter Days", the juice company has come up with a bright brand experience: on January, 8th, 2010, they decided to bring the light back to the small town of Inuvik, northern Canada, to break up with the traditional all-dark-winter they entered 30 days before that day. Better than any word, just look at the commercial below:

100000 lumens, an 11-meter wide balloon specifically designed, 40- to 70000 watts of electricity for 2 days of light. It's been said total cost of the project amounted to $1M, $100 per minute of light...

However, though I find that experience fantastic in itself, I'm feeling the link between the brand values and the illustration of it may be a little bit far-fetched.

In any case, congrats BBDO!

The Freemasonry Café (Lyon, France)

Vaness — Mon, 31 Jan 2011 08:00:00 +0100

Spotted: one of the oldest and strongest brand in the world opened yesterday its first-of-its-kind café in France: the Freemasonry Café.

Hosted by the Café de la Cloche in Lyon, this is a place to debate, question, inform yourself about the not-so-secret Freemasonry. A concept launched by a group of Freemasons and non-Freemasons. A place that wants to be kind of opened-minded to open a little bit more the doors of that controversed group and pursue the Freemasonry goals: sharing about society issues to move forward. But watch out: that group may be open-minded, the Freemasonry spirit is there: asking a participant about his/her belonging to the Freemasonry is forbidden; not asking permission to speak is also...First topic: "What is the Freemasonery? What is the use for?"

Interesting idea for that brand to add that point of contact to their traditional ones. Because yes, I consider it as a brand and a strong one. Think about it, you should agree, no matter what your opinion on that group is...

So, interested? Visit their Facebook page here.

Source: www.lepoint.fr

On top of the world: Agassi + Federer...

Vaness — Sat, 21 Aug 2010 08:00:00 +0200

Dubaï is THE place of all crazyness! Money, space and a future to design, this is the place to be creative! Here's the most stuning tennis court of the world: the Burj Al Arab hotel tennis court...

Not only is the court at 210m above the sea but there's no vertical filet to ensure you stay on the platform should you become too focused on your game and try to catch a ball after the back line of the court...So who said tennis was no dangerous sport?

And to advertise about that amazing tennis court, top-of-the-world tennis players André Agassi and Roger Federer tried it! As you can see, the game is not very committing, the back line being so close to the edge of the platform! Enjoy that pure moment of childish discovery with Agassi and Federer. So which was so lucky as to try that tennis court?

In Bed With Ikea...(Paris, France)

Vaness — Thu, 08 Jul 2010 13:45:54 +0200

On July, 5th, Ikea hit again with an unconventional initiative: inviting press and clients to test their new Sultan matress for a whole night at...the Olympia, iconic concert hall in Paris, France.

Around 80 draw clients were invited to spend the night at the Olympia for a pure Swedish night. Programm thay could attend: a cocktail, a visit of the concert hall by its Director, an Abba symphonic concert and the latest 2 Millenium movies in preview...all that quietly (or not) layed down in a Sultan double bed! Bonus: a wake-up call by birds at 7am...

An experiential marketing from the test itself to the unique opportunity to spend the night at the Olympia, what to say more? Oh yes, that the result of the test were positive: the matress is a good mattress!

Source: www.strategies.fr + www.agence-modedemploi.com

Mmmh...Délicieux (Padova, Italy)

Vaness — Wed, 17 Mar 2010 12:34:13 +0100

Do you feel like having some a croissant this morning? Go to Mmmh...Délicieux! What about lunch time? Something to take away or rather a table for two? Go to Mmmh...Délicieux? Oh, you need some delicatessen for your dinner? Go to Mmh...Délicieux. And what about having a drink tonite? Where? At Mmmh...Délicieux, of course!

Because Mmmh...Délicieux is all of them! This is the latest concept-store in Padova, Italy, imagined by the Minale Design Strategy agency for a French client. An all-in-one 150 sq.m venue. But not designed through different corners for different functions in the same space. No. This is about one function at a time. 150 sq.m that change several time a day to adapt the function of the venue (restaurant, bar, deli, bakery). The concept is very consistent: space lay-out, merchandising and communication are all changing together to make the place the dedicated function it has to become. Interesting, right?

Pictures here.

A night in the museum (Paris, France)

Vaness — Sun, 31 Jan 2010 21:25:49 +0100

On January, 19th, the famous Parisian Museum of Modern Art, the Centre Pompidou, turned into an ephemeral nightclub for one night! The responsible for it? The alcohol brand named J&B to make their new water beverage Aquapax well known. A colourful party inside the walls of the museum, 2000 flashy-colour-dressed guests invited through the use of the onlines communities, famous DJs for the music. A premiere for the museum. If you were lucky enough to get an invitation, please tell us about that night!

Source: http://aquapax.blogspot.com

Hidden nest (Harads, Sweden)

Vaness — Sun, 13 Dec 2009 12:20:24 +0100

Huts have been a trend for a few years. Individual housing, hotels, restaurants, everyone has tried to use this architecture to propse an experience to the consumer.

The Treehotel in Harads, a small town hidden middle of the forest of Sweden, doesn't break with this trend. True, that's one more hotel proposing a hut as a room. Not one room, but 6 different rooms, 6 different huts. OK, the "new concept" as their website sells is gathering famous designers and architects. Resulting in futuristic huts. But it's still about huts.

Yes it is. But I can't help being transported when I see this mirrored cube hanging on a tree, reflecting the forest around to the extend the hut is completely disappearing.

So yes, it's one more hotel hut, but experience should still be there. Now, we can only wait for the hotl to be built. Opening next year.

Source: www.paperblog.fr et AD Magazine, May 2009.