While Cole Haan is known as an American lifestyle brand, it is not quite as well known for its idea generation as it is its footwear, for example. The retailer partnered up with Flavorpill to create an 'inspiration workshop' and weekend innovation lab focusing on the idea behind their History Begins Here campaign.
The idea generation event featured speakers from General Assembly, who inspired people to write their own history. PSFK attended and described the "carefully curated workspace" at Manhattan's Lower East Side. The two-floor venue provided inspiration at every level, including stop motion videos, notebooks of Luca Chiriani's artwork, doodles and a wall-mounted mini version of the Sketchbook Project. Cole Haan's History Begins Here fall campaign stars Dree Hemingway.
Why This Trend Is Growing
- Idea Generation Workshops
- Brands partnering with external organizations to create immersive idea generation events to inspire innovative campaigns.
- Curated Workspace Environments
- Creating carefully curated workspaces that stimulate creativity and provide inspiration for new ideas.
- Collaborative Campaign Creation
- Brands collaborating with artists and professionals from various industries to co-create campaigns that resonate with their target audience.
Industries Being Reshaped
- Fashion Retail
- Fashion retailers using idea generation workshops to develop unique and impactful marketing campaigns.
- Creative Services
- Creative agencies providing curated workspace environments for brands to immerse themselves in during the campaign ideation process.
- Art and Design
- Artists and designers collaborating with brands to create visually appealing and innovative campaigns that tell a compelling story.
