The new D’Espresso on Madison Avenue (at 42nd) in New York has received more media attention than is generally awarded to a tiny coffee shop in this world of millions of new coffee shops.
The reason for the attention is the fun design by the Manhattan-based nemaworkshop, a team of designers and architects that has created numerous cool retail and hospitality concepts. Founder Anurag Nema took the idea of a coffee shop that looks like a library – giving a nod to the nearby New York Public Library’s Bryant park branch – and turned it on its side. The walls are not lined with books but the floors and ceiling are. Except that it is all an illusion, a life-size image of books printed on custom tiles. Pendant lighting does not hang from the ceiling; it sticks out from the walls.
The tiny coffee bar of 420 square feet (39 square meters) is the second for owner Eugene Kagansky (the first one is on the Lower East Side) who plans to create an entire empire of coffee shops. Apparently, the next one will be completely upside down. - Tuija Seipell
This six-floor, 15,500-square-foot warehouse built in 1915 in TriBeCa does not match everyone’s idea of a perfect family home. Mixed Greens gallery owner Paige West, her husband and their three sons thought otherwise. They summoned their many-time design magician Ghislaine Viñas to create their most imaginative project yet while Peter Guthrie handled the renovation of the actual structure.
This is the kind of home where you imagine Willy Wonka to live, or some other out-there character who throws crazy dinner parties that are talked about months afterwards. West’s family occupies the top four floors that are capped by a green roof. The lower two levels are taken up by a guest duplex that is not your typical guest house either. It includes, among other surprises, a two-storey climbing wall.
The old frame has been restored in a subdued style leaving a suitable background a lots of room for the wild interiors. Most of the time, one is not quite sure what one is looking at. It is a delightful, colorful and slightly mad mix of styles, colors, art and props, reminding us of a few hotels - including Hotel Fox in Copenhagen - where each room is decorated by a different artist.
A chandelier made of ping-pong balls, a self portrait by chocolate artist Vik Muniz and a pair of sheep sculptures grazing on a fuzzy green carpet are just some of the crazy details in this home, that according to the designer and owners, was also designed to be easy to care for and live in for a family with young kids. One thing is certain; the kids will not describe their home as ordinary or boring. - Tuija Seipell.
Dutch artists, mother and daughter Michèle Deiters and Bibi van der Velden, have created a series of sculptures that demand a double take. Their new partnership, Bibi Michèle, combines van der Velden’s conceptual vision with Deiters’s sculptural talents. The resulting pieces of art seem both new and timeless. The reflecting surfaces of the bold human-head sculptures incorporate the texture and light of the surroundings, and ask the viewer to participate.
The viewers can also see themselves reflected back from the sculptures which evokes a feel of conversation and communication. According to the artists, the viewer is an essential ingredient in the art by contributing emotion.
Weightlessness and an eerie out-of-placeness characterize the powerful pieces that are the duo’s first main body of work as a team. - Tuija Seipell
Audi, a brand exuding an attitude of self confidence and progressive thinking, and associated with the latest technology and innovative design, is a perfect brand to pioneer this entirely original concept, a new breed of “billboard” created by Access Agency.
It is a display of four life-size Audi cars, suspended inside the silver rings of a massive Audi symbol attached to an iconic bridge structure or in front of landmark spaces — the Sydney Harbour Bridge, Brooklyn Bridge, Tower Bridge, Venice. The rings rotate around, light-up at night, and move up and down the bridge. Against the backdrop of spectacular urban architecture, the Audi installation reflects Audi’s continuous challenging of the status quo, its capacity to innovate, and its ability to avoid the bland and the ordinary.
But what will create valuable media attention and social media buzz is not just the actual final display, but the entire anticipation, the process of creation, the engineering feat of the installation and the spectacular launch event.
The manufacturing and transportation of the gigantic rings, the installation of the rings, the hoisting of the vehicles, the first test of the lights, the rehearsals of the launch…By the time the installation is complete, and the unveiling event is about to start, the news about it will have reached those in the know.
PR — locally and globally — plus participation and rallies by dealers, and other in-town and on-site activities and happenings leading up to the unveiling, will add to the echo effect of this one-of-a-kind promotion.
The anticipation, excitement and buzz will culminate in an epic night-time launch event that we envision including a live symphony orchestra playing on a barge right under the suspended rings or on the bridge itself, a fireworks presentation or a LED light show above the bridge, and the ultimate unveiling of the rings. Bill Tikos
When you are Nike, you just do it. There’s absolutely no point being timid or ordinary. You blaze trails, create trends, draw attention.
Here at Access, we are creating Nike Extreme experiences around the globe. Here are a few of our concepts in which we use the Nike singular swoosh power to create serious buzz. The kind of buzz that goes viral because people love it. Because they are having fun doing it.
This kind of concept/campaign ticks all the boxes. It creates a unique, fun offline experience and then shares it with the online world. You film it, and that becomes the TV ad; you photograph it and that becomes the print ad; and both are used in online and social network campaigns. Put all those together with individual participants’ own social network buzz and you have a run-away funfest across channels.
But it all starts with an offline experience that is big enough to create that initial pick-up spontaneously and authentically. It must be worth their while. Then people will talk about it online, bloggers will feature it, and the rest of media will cover it. When serious, authentic viral kicks in, it proves that consumers loved what you did and want to share it. That is worth more than any push campaign result because it has become THEIR experience.
We start with a swoosh-shaped Nike Extreme Swoosh Toboggan Ride – a toboggan slide shaped like the swoosh. Of course, the toboggans themselves are shaped like swooshes, too. You can try this at the coolest ski resorts of the world.
As it isn’t snowing everywhere, those more inclined to enjoy themselves on the beach get to try the Nike Extreme Swoosh Slide. A fun and bouncy inflatable megaslide in the shape of the swoosh, appearing at the world's coolest beaches.
And who would want to remain bound to the ground? Not those who take off in the Nike Extreme Swoosh Hot Air Balloon. Flying over big cities, the Swoosh can be seen from miles around. When you’ve ticked off all three from your “Must-do Fun” list, you’ll probably be in the need of some new Nikes and you’ll certainly have something to talk about. - Bill Tikos
Forget thinking outside the box. Forget the box. Where brands need to go today, there is no box.
As consumers, we are all skeptical, cynical and tired of being marketed at. We crave relevance, value, real connection, engagement, something surprising, an experience. And we crave entertainment that is worth our while. The success of Avatar, Toy Story 3, Cirque du Soleil or the iPad, or the virtual runaways of Evian Rollerbabies or Old Spice, testify that no matter how depressed the economy, how uncool conspicuous consumption, we happily spend our hard-earned money and our scarce time on entertainment, products, ideas and campaigns that pick us up, dazzle us, and give us more that we imagined.
With social media, the experience economy has exploded to cover every type of brand, nearly all socio-economic groups, and almost every part of the world. Everything has sped up and amplified. By the time traditional marketing catches up to an idea, the leading edge of consumers has seen it somewhere already, moved on, and told everyone else about it.
Now more than ever before, brands need to be fast, smart and way ahead of the curve to speak directly and engagingly to each consumer segments. That's where Access comes in.
Wasn’t it Andy Warhol who said something like “if we are going to be living much longer, we’d better learn to remain children much longer”? We are becoming more and more attached to this wise sentiment as we are seeing an increasing number of cool developments for kids’ spaces.
This gym certainly does not look like anything we can remember from our school days.This is an extension by the Swiss L3P Architects of the multifunctional double sports halls of Eichi Centre, located in the small town of Niederglatt in northern Switzerland. The original centre was built in 1985 by architect Walter Schindler. In 2007, a school house, also by L3P, was added.
Continuing the original centre’s theme of a basic square box or cube, and extending further the use of vivid colors and simple materials adopted in 2007, L3P has created a vibrant-looking addition that fits perfectly within the existing environment.
The 2007 colors were warm tones, oranges and reds. The colours used in this latest addition that started operation in August 2010, are equally striking but come from the cooler family of hues and include lime green and intense blue that are used in floors, ceilings and walls in surprising and unconventional ways.
Simple plywood paneling and the creative use of the circle are also used throughout this sports hall. Round holes perforate one wall of a long corridor to create interest and to insert both whimsy and much-needed light to what could seem like a boring tunnel. Circles are also imprinted on ceilings and walls in many areas to break up monotony and to depict a happy, bouncing ball. Tuija Seipell.
In the friendly tradition of ice-cream trucks and pop-corn carts, the highly visible McMobile brightens up the day at large sporting events, concerts, street festivals and any other events where large crowds are present — and hungry!
And for people waiting in long line-ups to get into such events or to buy tickets, the McMobile would be not only a welcome and entertaining distraction, but a chance to get something to eat that they would probably eat anyway when they get into the event.
Depending on the location and specific requirements, the McMobile could take the shape of just the one main car or it could become an entire fun train with various components of a meal depicted in each car.
To make most of the fun of this fun meal-on-wheels, the concept would be further enhanced by specific music, mascots, staff and entertainers interacting with the crowds — all part of the experience of encountering the McMobile.
With its bright colors and cute appearance, McMobile will be photographed and broadcast in social networks by consumers where-ever it shows up. McDonald’s could even run a “Spot McMobile” contest online to increase the visibility.
McMobile is a concept created by Access Agency which will be sold as a franchise model and also used as a branded marketing experience.
See also McFancy
Our favorite Holly Fulton dress so far is this "mummified" dress that's a perfect fit for Cleopatra, too. A special sculptural and graphic magic is going on in the London designer's first solo collection of Autumn/Winter 2010. Fulton's first two collections, with Fashion East, featured similar, strong lines, and Art Deco, Mackintosh and cinema-inspired pieces adorned with metal and Swarovski crystals. Fulton is a designer we will be hearing more about in the years to come. So far in 2010, she's won the Elle Style Award for New Designer, and the Young Designer of the Year Award at the Scottish Fashion Awards. - Tuija Seipell. via Fashion 156
We were delighted when AT& T contacted us and asked if they could use TCH as part of their commercial for BlackBerry Torch. We said yes because we know how effective an appearance on TCH can be for a product or service – just like the story of the handbag in the AT& T ad which we featured a few years ago.
We have seen it happen dozens of times. TCH connects directly and immediately with a global audience and the outcome can be spectacular. We love it! Read some of the success stories here