Dynamic #1

Creative euphoria

From an art of living to an art to live, transforming creativity into a collective experience.

"Cultural democratization has never been so popular, as has embracing art and culture for brands (...) The idea is to succeed in converging economic interests with creative projects deployed for the greatest number." Edouard Auger, Culturall

Eager to become stakeholders in lived experiences, individuals expect the experiential to transform to awaken their senses and invite them to action. While creativity and the world of arts are profound vectors of emotions, living the creative process of artists firsthand is a strong desirability lever. Encouraging to impact society and create spaces for bringing together, companies are transforming into true experts, creators of immersive and engaging experiences. Bringing individuals together around an art to live, they invite them to enrich the brand in turn with their creative universe.

Federating artification

#creative network #collective emotion #experiential celebration #cultural decadence

If the world of arts is a central event pillar, it is evolving towards more proximity and opening up to new forms. If 67% of generation Z thinks that technology disconnects us from reality, bringing together communities of enthusiasts, imagining experiences where individuals are deeply connected to their environment is essential. Then, a creative process coming from diverse artists emerges, offering the public total immersion in their creative universe. Experiences centered on curation and gathering appear.

67% of generation Z thinks that technology disconnects us from reality.

Culture in motion, Chaillot-expérience, FR, 2024

Via a discovery weekend, the institution immersed in the protean world of the artist, inviting visitors to vote for Lip Sync performances, take dance classes, do karaoke, dance at the club... For experiential actors, offering collective experiences where audiences are engaged, allows to eventize culture and gain proximity.

Hidden celebration, iconic cabaret bar, Bloom, Ulysse hotel, US, 2023

With the slogan 'Hard drinks, soft bed', the Ulysse hotel's cabaret bar offers its clientele a discreet experience, nestled outside the boundaries of time where they can experience shows inspired by the 1930s. Immersing individuals in scenes from an unknown past, in a dramatized and dissident manner, renews the exclusive character of experiences.

Embodied reminiscence, Vesper Bar, The Dorchester hotel, UK, 2024

The Vesper Bar offers cocktails inspired by its mixologists' memories. A memorial experience unfolds through the prism of unique flavors, stimulating the emotional connection between clients and the hotel. By transforming intimate memories into universal experiences, it seems possible to uniquely bring to life the brand's creative universe and those who make it.

Polysensory creativity, Steinbeisser, Gucci Osteria, SZ, 2023

By bringing together several artists to create a gastronomic experience, the collective

renews the way of eating and confuses all senses. Through living arts, it is possible

to create highly emotional experiences, promoting exchange and memorability.

Collective imagination

#experiential mutation #mind art #tangible dream #creative unconscious

In this desire for proactivity and faced with the decompartmentalization of the notion of artist, individuals expect to live experiences evolving according to their creativity and collective iteration. While new technologies make it possible to analyze the mind, personalization evolves through the prism of everyone's imagination and makes possible the creation of ultra-creative immersive experiences. Going beyond the individual sphere, collective spaces push for introspection and become playgrounds where creative communities gather.

Faced with individuals' desire for proactivity, experiential evolves according to collective iteration.

Real fantasy, Strange Thoughts, UK, 2023

The agency puts its teams at the service of realizing the crazy dreams of internet users. Transforming the inconceivable into achievable, new experiences unfold, giving life to increasingly creative proposals that are genuinely attractive to those who enjoy them.

Collective introspection, Brainstorm, Frameless, UK, 2024

Celebrating the anniversary of a Pink Floyd album, Gala Wright created an immersive museum experience. Transforming into artwork the scanned brain activity of participants when they listen to music, the space evolves according to visitors and opens up to a form of collective creation. Thanks to AI, the artification of the intimate becomes an experience transforming the visitor's status into artist.

Tailor-made immersion, Martinez hotel, 360 Mapping, FR, 2024

The Martinez hotel inaugurates an immersive space in which visual atmospheres offer an evolving space. Thanks to new technologies, the hotel gives clients the keys to shape a singular environment. If the personalization and thematization of spaces are increasingly important, technologies open the way to new creativity.

Mindart, Alpha Wave Experience, FR, 2023

The Alpha Wave experience invites spectators to listen to musical waves while receiving light frequencies that stimulate the optic nerve and thus creativity. Visitors can then transform their psyche into digital artwork and leave with it. Opening artistic workshops to new technologies makes possible a form of ultra-desirable instinctive art.

Experiential entry keys

1. Invite diverse artists and ambassadors to reinterpret the company's DNA in order to create highly creative events.

2. Capitalize on the world of nightlife and live performances to bring to life celebrations inspired by 'alternative' cultures.

3. Place employees in an artist's posture and invite them to actively participate in the deployed experience, highlight talents and reveal their creativity.

4. Use new technologies especially AI and augmented reality to transform reception spaces according to employees' imagination.