A Long Island City-based organization offers a case study in the sense of community and local-focus that the marketing industry and brands are striving for.
We were recently introduced to Flux Factory, a NYC-based organization that supports innovative and collaborative art works. More vividly described by Flux, they are;
…primarily an incubation and laboratory space for works that are in dialogue with the physical, social, and cultural space of New York City (though collaborations may start in New York and stretch far beyond). The goal of the Flux art collective is to create a forum where Flux artists can collaborate with each other as well as others in an experimental lab that produces new works. These new works force participants to work with people they’ve never worked with before, or with unfamiliar media, or formal constraints.
Upon attending a benefit for Flux this week, we were struck by how Flux embodies some of the same notions that our industry is trying to integrate into our respective disciplines, and that brands are trying to create with their customers. From a true sense of community, to collaboration in the creative development process and a local focus in its subject matter, Flux has made these values part of its mission, and delivered on it in their work product since their inception in 1994;
Flux Factory supports work that reflects upon and alters public space in dynamic ways. Flux Factory is also a public and community space in itself. It provides a computer center, darkroom, performance space, musical recording space, publishing equipment, and a weekly Thursday night dinner and salon that has become a well-known venue for artists and intellectuals to present both finished pieces and, more importantly, works-in-progress.
Inspiration comes from everywhere – and Flux, its community of collaborators and work may offer a good source of it.