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