Absolut Experience

I must admit after the Absolut Experience I couldn’t stop talking about it. I loved it all. Actors in boiler suits greeted us and a very charming doorman, in full attire, gave each of us an umbrella so we could walk through a tunnel of rain to reach the entrance of the building. We then entered the building and had a cocktail before we started our ‘experience’.

My definition of the event is ‘a fun house mixed with an interactive art exhibit’. I honestly felt like a child again, but as an adult I could appreciate every part of it. We were made to be creative in many ways.

Moving mirrors provided a bizarre experience but a great start to the event. Then some really cool 'Absolut Art'. What followed was equally interesting:  UV mazes and music making... we sounded pretty good I think ;-). The vibe was cool and everyone was being really creative and enjoying every minute. I was a little sad when that experience was over but the next stage soon made me happy again. We all had to participate in a life drawing session with the lovely Lee from Hebe Media as our model (check out our drawings!) then a giant game of ping-pong and a never-ending drunken story! The experience ended with another cocktail and some music from a live Dj. The event was genius in my opinion. I wont forget it easily.

Shang Ting also loved the experience "I'm not saying this should be in the text book, but the Absolut experience should be a model of how much effort and thought should go into an event. The staff are nice, every section was interesting and the night just made you excited as hell. Out of all the events I have been to this year, this is one of the most memorable"

Lee thought the concept sets a precedent "The night was so much fun. The staff played a key part in taking you out of your comfort zone so your senses were heightened and everything seemed more intense. Working in fashion and music we attend a lot of events and 'launches' but this really stands out as a brand taking a chance and scoring big"

Big well done to Ablsout and looking forward to what they have planned next!

The Palace, Barcelona

Yesterday I attended an event called Innovation Lab in Leeds. As I sat and listened to some of the conversations taking place I began to think about the place I felt most 'innovative' and how that special feeling was created. There is no doubt in my mind, one place stands out above every other: The Palace, in Barcelona.

The place I am talking about was not pre-made or planned by a strategic agency, it simply evolved and changed as we went along. During the second year of our studies at the European Institute of Design, myself and a friend: Marcus Carlsson decided that as well as having somewhere to live, we wanted to have a 'space' big enough to share ideas, play music and drink beer.

Background

An apartment came on the market, it had small bedrooms but an amazing open-plan living area. As soon as Marcus and I had seen the space, it was decided and we took the 2 year lease. The apartment was completely empty but we decided the first three things we needed shipping in: Massive TV, PS3 and CDJs. Once they arrived, the first building blocks were in place for our very own 'Barcelona Innovation Lab' 

The look and feel of The Palace was really created as we went along, what was for sure was that plain white painted walls would not inspire creativity. We invited in some of our friends: Albin and our soon to be third roommate Shahin (both amazing graphic designers) to basically do what they felt like on one side of the room. The result was really cool as you can see in the picture. On the opposite wall, we had a massive painting of a super-hero (maybe that was our inner-child taking over) and the two sides contrasted well and both caught your attention equally. 

The main feature of the room had to be 'the booth of love'. What started out as a simple table with decks and a mixer quickly turned into the 8th wonder of the world: a 10 foot high, 2000 can Dj booth made of our empty Estrella cans. This structure took me around a year to make and is still one of my greatest achievements!

As the weeks and months passed, The Palace became a hub for some of the city's most exciting creative types. But this did not just happen overnight and neither was it planned this way. It actually started out very simple: come round to listen to some good music (depending on who was dj-ing!) grab a coffee or a few beers, read a book, sit on YouTube for hours, have a nap, whatever you want. We had certain projects we had to work on for our education but most of the coolest ideas that came forward were actually completely separate from our course work and more often then not included people from totally different creative backgrounds and countries.

Lessons

So the lesson here is to create a place where people can drink, smoke, play music, watch YouTube and then come up with ideas for projects? Not very realistic for a brand or a city, obviously. But there are things we can take from this moving forward. I firmly believe that to be 'innovative' and creative you need space, you do not need a pre-decided plan that needs to tick boxes or be measured every step of the way. Brands and cities need to take a punt, have a little faith. Sometimes brilliant, sometimes crazy, sometimes rubbish ideas will emerge but if the group of people involved are intelligent, talented, outside-of-the-box thinkers, then the time and money spent on creating this space like this can be paid ten times over with just one amazing project or idea.

We started projects like 'The First Six' something way ahead of it's time, (something we looking to move forward in 2011) art exhibitions, viral campaigns, international branding strategies, city vision strategies and marketing plans, music events, fashion brand launches and much much more and all these came from our time in this seemingly un-planned environment. Most of what we did was cutting-edge, creative, interesting and relevant.

Some of the former regulars at The Palace have gone onto amazing things: published writers, magazine editors, agency directors. Some have moved on to be professional photographers, bloggers, stylists, fashion designers, teachers, brand consultants, music video directors and probably many more we do not even know about.  

I will always look back fondly at this period of my life and I am sure there are many more who will do the same. It helped to shape my approach to projects we are currently working on and also lots that we will be announcing next year. I am sure there will be people who believe that a much more structured environment is the way to go and innovation can be 'taught' but we at Hebe firmly believe that by thinking about things in a different way and in a different environment can lead to innovation and creativity flourishing... now to paint that super-hero on our new office walls!

STP's Far East Feature: Ume Kayo

You know the feeling that you just can't stop yourself while flipping through VICE magazine's Dos & DON'Ts section? I have the same addiction when I look at Ume Kayo's work.

Ume Kayo is a Japanese photographer. I like her photography because it is about everybody, anybody, in everyday life. Ume Kayo doesn't have fancy skills and editing in her shots, she is constantly using the same Canon Eos 5 camera, the same mode, you can even see date signs on some photos. There are no models, sets, or lighting, Ume Kayo simply uses "the moment" to connect to people.

“Well, when I was in college, I was deciding a theme for my photo series, and I’d always thought the neighborhood elementary school boys were so cool, I still think so now. The boys were so outrageous because I couldn’t understand what they were saying. And how they moved around! And they were really stupid, so stupid that I thought they were invincible. You know, I admire invincible people and I thought those kids were really invincible, and I wished I could be like them. That’s why I had chosen them for my subject.” - Ume Kayo

You can see more of Ume Kayo's work with music in this video we found on YouTube:

MOJO Bar: Cocktail Preview Event

On Thursday we were invited along to preview the new cocktail menu at the awesome Mojo bar in Leeds. We were taken on a taste-journey by the owner Malcolm and it was amazing!

The new menu features some interesting-sounding mixtures like the Corpse Reviver No 2 and Diplomatico Daiquiri but they are actually delicious. You can tell how much Malcolm cares about the drinks at Mojo and takes great pride in explaining why certain things have been selected and included. Mojo also whipped up a few strawberry mojitos that we have not had since our Barcelona days which was a nice treat!

Leeds Lights 2010