http://www.influxinsights.com/blog/ 2008-12-04T01:19:16Z http://www.influxinsights.com/blog/article/1615/pushing-the-experience-envelope.html 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.<br><br>The <b>Pop-Up Store</b> 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. <br><br>If brands get involved in cultural and social debate just like Dove has done, surely these experiences could be richer and more rewarding? <br><br>This weekend, the<b> Serpentine Galley</b> is pushing the cultural envelope yet again with another <a target="_blank" href="http://www.serpentinegallery.org/2007/08/park_nightsserpentine_gallery.html">24 Hour Marathon </a>experience that involves dozens of "experiments" performed by artists, architects and scientists, including: Marina Abramovi&#263;; 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.<br><br>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. <br><br>What meaningful and rewarding cultural experience could your brand create?<br><br><br>Posted by Ed Cotton Influx Insights 2007-10-10T10:26:16Z