Ed Cotton: Building The Brand Experience–Vice And Intel

The Creators Project in Brooklyn, NY, last week demonstrated the power of subtle branding.

Last weekend I was fortunate enough to see The Creators Project in all its glory in DUMBO, Brooklyn. It blended art, music and technology and cleverly used the unique C19th warehouse architecture around the area.

With two music stages and numerous art installations in a half mile radius, it made for an interesting day out.

What I appreciated more than anything was how subtle and intelligent the branding was; no demo stations, no pamphlets or street teams handing out Intel t-shirts, the music and art was allowed to breathe on its own, without brand mentions, or the apparent insistence that Intel’s technology was used to create the experience.

In a world that’s increasingly demanding free culture, it’s a very clever move by a technology brand to bring leading edge creativity to a cultural and tech savvy audience via a branded experience.

Some of the best work included:

An installation by acclaimed film an ad director Jonathan Glazer, who together with J. Spaceman created a physical manifestation of the Spiritualized track- “Ladies and Gentlemen We are Floating in Space” which re-defined the listening experience with a combination of light, sound and architecture.

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Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

Photo by Bryan Derballa.

 

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