Workshop: How can interactivity extend the magic life of brands?

Champagne Valentine and the Icelandic Design Centre hosted a well-attended and thought-provoking workshop, featuring CAOZ’s Hilmar Sigurdsson on the panel and discussing the relevance of interactivity and engaging new technologies in creating original sensory experiences for brands. The visionary Champagne Valentine were the perfect people to open up questions about how to reach out to people who wouldn’t otherwise be attracted by ‘technology’ per se, but are magnetised by beauty, good ideas, humanity – bringing the two together is the key to finding, and keeping, an audience.

Champagne Valentine’s Anita Fontaine suggested that, “as opposed to making experiences for the wealthy, which is what we do, we create work for those who can afford to look at it, why not have a brand sponsoring experiences” that can bring people together and reach out further.

CV’s Geoffrey Lillemon said that they aren’t always paid as much as people think for their work for large brands, particularly if the work demands a lot of their own out-lay. “You have to make something nice to prove you can do something for money.” Fontaine: “We want to make everything we do the best possible product, our name is on it. But that sometimes means we spend too much time on things.”

Sigurdsson expressed his concern for the social problem created by technology, despite the ‘interactivity’ aspect. “Technology is distancing us – you see people in the same room but o

n screens. There have never been more lonely people in the world, in the Western hemisphere at least.” Ultimately it’s vital to find a way around that, to bring people together rather than separate them.

Fontaine and Lillemon mused on the concept of holograms… and put it out there that maybe someone in the room was a hologram, maybe we are all holograms, maybe indeed nothing was real at all, prompting an unexpected existentialist tangent that raised a smile and closed the session.