pushing the experience envelope

10/10/2007 07:22:53 AM
Brands tend to play around the fringes of experience, while a trendy word in the early 90s it usually translated into a poorly executed trade show booth or something similar.

The Pop-Up Store has been the most recent manifestation, the problem is that these ideas follow the rules of old school 1.0 Marketing, they are just extensions of exisiting campaigns placed into a three dimensional format- they don't give much back.

If brands get involved in cultural and social debate just like Dove has done, surely these experiences could be richer and more rewarding?

This weekend, the Serpentine Galley is pushing the cultural envelope yet again with another 24 Hour Marathon experience that involves dozens of "experiments" performed by artists, architects and scientists, including: Marina Abramović; Simon Baron-Cohen; John Brockman; Peter Cook; Tim Etchells; Sophie Fiennes; Armand Leroi; Gustav Metzger; Steven Pinker; Pedro Reyes; Matthew Ritchie; Israel Rosenfield; Tomas Saraceno; Angela Sirigu; Andreas Slominski; Luc Steels; and Lewis Wolpert.

It's an idea that seems crazy and impossible to execute, but it will sell out and people who attend will talk about this for years to come.

What meaningful and rewarding cultural experience could your brand create?


Posted by Ed Cotton
Tags: serpentinegallery (1) culture (7) 24hourmarathon (1) experiences (3)

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