American Lifestyle Brand Opens Doors to Inspiration Lab for Idea-Generation
Cole Haan's 'History Begins Here' campaign fueled by creativity and knowledge
With Cole Haan’s separation from Nike, PSFK was curious to see how the clothing brand would present itself to its community. On Saturday, we attended their carefully curated workspace at Wallplay in the Lower Eastside of Manhattan. The iconic American lifestyle brand partnered with Flavorpill to create a weekend inspiration lab for idea-generation and history-in-the-making. Guests were taken inside the inspiration processes of artists and entrepreneurs alike; the environment acted as a workshop, capturing points of inspiration and helped share useful information. The experiential programming gave guests the tools they needed to write their own history and actualize Cole Haan’s creative idea, ‘History Begins Here.’ Andy Gray, Creative Director of Cole Haan, explains the workshop:
We believe that substance is the best style, and we want to inspire people to work for what they believe in. ‘History begin here’ is a call to arms. It’s a challenge to imagine the future and then to summon the will to act to shape it as you see fit.
The first floor had cafe tables with stop motion videos and open notebooks of Luca Chiriani’s art. On the wall, a mini Sketchbook Project Library lived where guests could browse through multiple stories. On the second floor, guests could find inspiration from doodles and daily lists of writers, performers, CEO’s, architects, and painters that were aligned with Cole Haan’s passion points.
Over the course of two days, speakers from General Assembly were brought in to teach and discuss topics that emphasized Cole Haan’s creative idea and that inspired guests to write their own History. Saturday’s topics focused on creativity, and Sunday’s centered around business. Jana, a guest of the event, had this to say after the weekend was over:
When I got home last night, I couldn’t sleep from the excitement of what had taken place for me at the Inspiration Workshop. Not only was my inspiration re-fueled, I came out of there with tools I was able to apply within minutes and getting results like never before. I feel like I came out not carrying a beautiful blue notebook, but an encyclopedia of knowledge. The content was rich, informational, practical, relevant and fun.