The Importance of Play
Transcript of The Importance of Play
the importanceof play@FITCHdesign
storydoing vs storytellingshared experiencesplay as an experiencewho does it well?the commercial value of playyour unique experience signature
storytelling
brands create experiences and communicate them to consumersstorytelling
storydoing
brands invite consumers to create experiences togetherstorydoing
storydoing participatorypersonalplayful
yayoikusama
yayoikusama
460 window schemes64 countries7 special concept stores
— selfridges’ yayoi kusama louis vuitton concept store repeatedly sold out of pieces from the collection
red bull
red bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you wings”
philosophy: don’t rent space at other people’s events — create (and own) your own experiences
red bull
— a natural outgrowth of the company’s strategy: personal interactions, athlete sponsorship, event participation
red bull
red bull
80 tv stations50 countries280 digital partners52 million views
— the most-watched live stream in history
red bull
In the six months immediately following stratos, sales rose 7% to $1.6 billion in the U.S.
intellectual
aspirational
playful
sensory
social
physical
emotional
behavioural
sharedexperiences
intellectual
aspirational
play
sensory
social
physical
emotional
behavioural
sharedexperiences
play reason
learningas kids
reasonplay
learningas adults
play reason
what aboutkidults?
play has commercial value to businesses and brands to sell products and services
happinesscreativityinnovationlearning
play can unlock:
happinesscreativityinnovationlearning
play can unlock:
happinesscreativityinnovationlearning
play can unlock:
happinesscreativityinnovationlearning
play can unlock:
coca cola hello happiness
play happiness
delltechnology park
play happiness
play creativity
bmw + guggenheimthe lab
play creativity
legoplay well
play innovation
box park dubairevolutionary retail
play innovation
pirchhow to live, not what to buy
play learning
metro trains melbourne dumb ways to die
play learning
asian paintscolour confidence
play
commercial value to your business
story doing
some of the most successful businesses we know today adopted the concept of play more than a century ago
the theatre of retailmr harry gordon selfridge
1909
selfridges1909
selfridgestoday
selfridges is not just about playful experiences
bold thinkingseamless experience
we create what we call your unique ‘experience signature’
we believe if your brand is your essence...
then your experience signature is your presence.
what is yourexperience signature?
thank you
what is yourexperience signature?
@FITCHdesign