Posted by Barry Silverstein on November 20, 2013 12:41 PM
Holiday hysteria is officially upon us, and with it brings new attempts by brand marketers to break through the clutter, pitch new products, and attract the gift-buying public. And something intriguing is happening this year: Even online tech brands are reaching out to consumers via more traditional retail channels so they can serve up better customer experiences.
While most consumers may think of Google as the de facto standard search engine, the company is in fact as much into hardware as software; it owns smartphone-maker Motorola and also manufactures its own smartphones, tablets and laptops. These are products people need to see, feel, and play with_and that means the physical items need to be accessible.
Rather than enter the crowded retail store environment and compete for attention, Google's answer is to create its own environment in the form of Winter Wonderlab, not only a play on "Winter Wonderland" but also a unique pop-up store open for the holiday season in six locations: New York City, Paramus, NJ, Washington, DC, Chicago, Los Angeles, and Sacramento. Interestingly, except for the downtown New York location, the others are all located at malls run by Westfield. And no barges are involved in this seasonal experiential branding effort.Continue reading...
Posted by Sheila Shayon on August 25, 2011 09:58 AM
The recently opened BMW Guggenheim Lab gives new meaning to pop-up art, as seen in the above video. Reclaiming a rat-and-rubble infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living.
“When people say we’re taking it to the streets, we literally are. Hopefully this will be a petri dish of ideas for the decision makers of tomorrow,” said Richard Armstrong, director of the Guggenheim Foundation.
BMW unveiled the six-year project with the Guggenheim Museum in May, described as a traveling cultural project for cultivating 21st century design and urban living ideas, while including the public with free programs and spaces. Running through October 16 in NYC, more than 100 events are planned centered on the theme “Confronting Comfort” – how to make urban life more livable.Continue reading...
Posted by Sheila Shayon on August 2, 2011 05:30 PM
The BMW Guggenheim Lab, which opens tomorrow in New York, gives new meaning to pop-up art.
Reclaiming a rat- and rubble-infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living — through October 16th, when the pop-up co-branded installation takes off on a six-year world tour to inspire eight other cities.Continue reading...
Posted by Shirley Brady on August 1, 2011 01:00 PM
Gap is turning to storytelling in its new global campaign, promoting its 1969 premium denim collection with "real people" (to start with, the team behind the collection, at its Los Angeles denim studio) and some other local touches, including tapping into the mobile truck craze and even featuring the studio's resident dog.
The first major campaign by the brand's new CMO, former Ogilvy exec Seth Farbman, the "1969: L.A. and Beyond" campaign aims to tell "the story of its 1969 fall collection from the inside out. Starting with the personalities behind the denim, 1969: L.A. and Beyond gives a transparent look at the designers and how they come together each day to create the latest in denim fits, fabrics and washes. Taking it from the studio to the real world, the campaign also shows how the denim comes to life in various cities by the people who wear it."Continue reading...