(Video) Partners & Spade: PSFK Conference New York 2010
Andy Spade & Anthony Sperduti, founders of studio and consultancy Partners & Spade, discuss how they create authentic products, experiences and stories to redefine brands.
At our PSFK Conference New York 2010, Andy Spade & Anthony Sperduti, founders of studio and consultancy Partners & Spade, discussed how they create authentic products, experiences and stories to redefine brands.
Watch the video of their presentation below:
Some highlights and quotes from their presentation:
– “The bigger a brand gets, the smaller it should act… Acting small should be a continuous state of mind, because no one likes big.”
– Partners & Spade created a compelling story around J. Crew’s men’s line by thinking small: they bought up the space formerly owned by the classic Liquor Store Bar in Tribeca and transformed it into a one-of-a-kind J. Crew Men’s Store, stocked with fine apparel, accoutrements, and even some carefully curated artwork by NY artists. The store looks, feels, and acts like a true men’s boutique – a genuinely distinct experience created by presenting J. Crew not as a behemoth global brand, but as a company in touch with the local culture of the city, its tastes and its heritage.
– “Everything communicates.” Spade and Sperduti stressed the importance of authenticity – not in a singular piece or moment, but across the entire store/brand experience. Every element of the Liquor Store, from the old-fashioned attire of the store-tenders to the shop’s selection of books from The Strand, serves as a perfect complement to the store’s overall aesthetic and identity.
– “For every accountant hired, hire an artist.” A simple, yet powerful idea: for every consideration of money and business objectives, think about counterbalancing it with an injection of creativity and artistic whimsy. Partners & Spade were able to revive an aura of sophistication around J. Crew’s menswear line because they were thinking as much like artists as they were businessmen. Their creative vision dictated the brand story – which resulted in something authentic, bold, and profitable.