Bespoke experiences, designed storytelling
Consuming experiences instead of consumer goods has been emphasized in recent years; travel, self-care and self-care have been marketed as an obvious alternative canvassed against a backdrop of mass-produced goods in abundance. This is one of many signs of how we shift our mindset from being a production society to a service society. We see patterns in the way we live – values ​​become more important than results, personal branding and relations more important than social status.

Our view on technology and innovation, previously pictured as either savior or foe is also maturing slowly. AI - Artificial Intelligence - is reformulated into Assisted Intelligence. Virtual Reality, once seen as a next generation media platform, is, together with its siblings AR (Augmented Reality) and MR (Mixed Reality), renamed Virtual Influence, as an inspiring part of a larger context rather than one sole channel for story-telling. The pendulum is slowly turning away from the performance-based and the data-driven towards value-based, empathic, relation-focused and the notion of a diffuse and complex society.

And it is through working out from this understanding that is the key to succeed today –– by creating a seamless narrative with clear values, showing empathetic understanding of the recipient, being transparent about who we are and what we offer. Not only our flawless façades but also by sharing how our backyard looks. and being innovative, not only with innovations, but also how to compose the bigger story.

But what of the consumer goods then? Well, they live to the highest degree, but they also serve as actors in this larger history, sometimes as the star and sometimes as provocative supporting actors. Products, their packaging, and physical environments represent the worldly, the powerful sensory experiences where the digital world yet has a long way to go. Physical entities are in open dialogue with consumers, and they are at their best when in conversation with an overall story. The days when the product´s monologue was exalted for all to listen is over.

Brands such as Goop offer both beauty-products as well as related experiences such as yoga-classes or conferences in a seamless sentence, Apple highlights how the balance of services and products have become their focus, fashion brands such as Supreme, pick up other products and brands in their seemingly turbulent journey, triggering our imagination and in this way give space for other voices in their narrative. Creating a new dialogue and relevant collabs have become a new standard for most in the fashion industry.

If it is good, and if it is done right, good narrative empathically reads the needs of the recipient, who at any given time can jump in and out of the story, and creates a bespoke experience  to be enjoyed both in the digital as well as the physical realm.

A good example is how we worked together with Scandinavian Man, who with strong values and consistent tone-of voice merge printed content, digital forums, products and cutting–edge activation, such as the recent fashion show in central Stockholm, into a strong compelling story. 

4 pointers when creating a bespoke experience

- Understand the story you want to tell, from the receiovers perspective, enhance it with as many senses as possible per channel, find new rooms and mediums –  the strongest impressions are still the haptic and spatial.

- Innovate with Empathy (not to be confused with sympathy). Create experiences that understand the user – and build relevance.

- Use data wisely, we have more data than ever, but it tells a one-sided story. Percive the story behind the data, use semiotics, and semantics, mix both explicit and implicit narrative to communicate

- Show your backyard, show the factory, be transparent and let your receiver in.

Jonas Lundin