SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp

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After releasing a Boot Camp recruitment video, we received hundreds of applications from more than 25 countries around the world. It was a tough task but we managed to narrow that list down to eight …

After releasing a Boot Camp recruitment video, we received hundreds of applications from more than 25 countries around the world. It was a tough task but we managed to narrow that list down to eight creative talents from a variety of backgrounds and disciplines. On May 30, 2011, they arrived in Montréal. Their mission? To imagine the next decade of Fatboy®—everything from products to branding. We chose to partner with Fatboy® because it shares with Sid Lee an open-minded, multidisciplinary approach that is ideal for this project. We believe that bringing together a diverse group of creative talents—with different ideas, knowledge and experience—produces the best and most innovative results.

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  • 1. sid lee Boot camp Imagining the next decade for Fatboy®SID LEE BOOT CAMP
  • 2. CONTENTABOUT THE BOOT CAMP - 04THE CREATIVE APPROACH - 06THE RECRUITS - 10THE COACHES - 12THE ASSIGNMENT - 14THE THEMES - 16THE GUESTS - 19THE SPACE - 20WHAT WENT DOWN - 24 THE RESULTS - 38 WORD OF MOUTH - 58ACKNOWLEDGEMENTS - 64ABOUT SID LEE - 66
  • 3. ABOUT THEBOOT CAMPAfter releasing a Boot Camp recruitment as open and inspirational as possible—video, we received hundreds of applications is divided into four areas based on thefrom more than 25 countries around the themes of REST (where their tents areworld. It was a tough task but we managed pitched), EAT (the kitchen area), PLAYto narrow that list down to eight creative (a lounge area filled with Fatboy beanbags)talents from a variety of backgrounds and and MOVE (an exercise area with adisciplines. On May 30, 2011, they arrived basketball hoop and a punching-bag).in Montréal. Their mission? To imagine The Boot Campers were asked to basethe next decade of Fatboy®—everything their creative ideas and output aroundfrom products to branding. these four themes—to think of waysWe chose to partner with Fatboy® because that Fatboy could develop products andit shares with Sid Lee an open-minded, experiences related to resting, eating,multidisciplinary approach that is ideal playing and moving.for this project. We believe that bringing Sid Lee documented the entire Boottogether a diverse group of creative Camp experience, posting short videostalents—with different ideas, knowledge every day on Vimeo and Facebook. Overand experience—produces the best and the 10 days, the recruits were coached bymost innovative results. the best of the best in the Sid Lee team andIn order to provide the perfect setting for other industry experts. They worked hardthis experience, Sid Lee transformed an and played hard, taking part in all kindsindustrial workspace into an indoor camp of activities—from cycling in the Tour(complete with tents and a fake campfire!) la Nuit and dragon boating to relaxing atwhere the Boot Campers slept, ate, played the Bota Bota spa and eating poutine atand created. The space—designed to be La Banquise. SID LEE BOOT CAMP SID LEE BOOT CAMP
  • 4. THE CREATIVE APPROACH Commercial CreativityTM is at the heart of the first stage of the process is called the Sid Lee philosophy and of this project. Defining the territory. This is the planning It is an approach that seeks to break down stage where the strategist, creative lead the boundaries between disciplines in and account manager work with the client order to bind the commercial and the to write a comprehensive brief, to clearly creative element. The working model define the project and creative goals. Once involves a team of multi-faceted creatives the creatives understand the brief, they (from designers and copywriters to can move on to the second stage, Finding architects and creative technologists), the stone. The objective of this phase is to a creative lead, a strategist and an unearth as many ideas as possible, however account manager. out-there or unrealistic they may seem, Together, they work to create a brand in the hopes of finding a diamond. This experience that allows the brand to brings us to the third phase, Polishing the engage with consumers on a personal and stone, where the best ideas are refined and interactive level. developed to produce a roll that showcases and explains all the creative work. The final Sid Lee’s model involves a four-step phase is the Diamond phase, where the approach to the creative process, designed best idea chosen by the client is executed to organize and structure all creative in production. output. Using archaeology as a metaphor, The Boot Campers stopped at the third phase of the creative process. The client may decide to develop an idea at a later date, but the goal of the Boot Camp was more to create a unique and educational experience than to produce actual campaigns and products.Sid Lee BOOT CAMP SID LEE BOOT CAMP -6-
  • 5. THETEAMS SID LEE BOOT CAMP SID LEE BOOT CAMP - 8 - - 9 -
  • 6. SANJA DEVRIES RUBEN BEDDELEEM Nigtevecht, The Netherlands Antwerp, Belgium (currently lives in Vietnam)THE RECRUITS SAMUEL DOLPHIN Milwaukee, U.S.A. ALBANE GUY Lyon, France (currently lives in Montreal)EVERY RECRUIT CAME FROM A MULTIDISCIPLINARY BACKGROUND AND CONTRI-BUTED EQUALLY TO EVERY ASPECT OF THE CREATIVE PROCESS DURING THEBOOT CAMP. THEY WERE SELECTED NOT ONLY BECAUSE OF THEIR IMPRESSIVEPORTFOLIOS, BUT ALSO FOR THEIR PERSONALITIES AND HOW WE THOUGHT THEYWOULD CONTRIBUTE TO THE GROUP DYNAMIC. CHRISTIANE HOLZHEID BAUKE KNOTTNERUS Berlin, Germany Rotterdam, The Netherlands JONAS JOHANSSON STÉPHANIE LEBŒUF Stockholm, Sweden Montreal, Canada SID LEE BOOT CAMP SID LEE BOOT CAMP - 10 - - 11 -
  • 7. AND GUIDE THE RECRUITS.SID LEE BOOT CAMP THE COACHES COACHES FROM SID LEE AND GUEST COACHES WERE AT THE BOOT CAMP EVERY DAY, TO BRIEF, ADVISE KRIS CHIE F. BOOT CAMP LIVED WITH THE ENTIR E 240-H OUR RECR UITS FOR THE EXPE RIENC E AS THESID LEE BOOT CAMP MARIE-ELAINE BENOIT - Creative Director, HÉLÈNE GODIN - Executive Creative Director and Partner, YANN MOONEY - Creative Director , BERTRAND CESVET - Chairman and Senior Partner, KRIS EKMAN - Digital Experience Specialist , VICKY CHEN - Strategist, Sid Lee Amsterdam, PHILIPPE MEUNIER - Co-founder and Creative Chief , MARTIN LEBLANC - Architect and Partner with Sid Lee Architecture
  • 8. Fatboy is known for product design in the home furnishing category, where “innovation” usually equates with new, clever solutions to home living. However, our aim is not tothe create more solutions. We are here to craft productassign- designs that contribute to indoor/outdoor living expe- riences. By tapping into envi-ment ronmental design, adverti- sing, creative technology, graphic design, industrial design, and architecture, our assignment is to create expe- riences that rethink the way we live (eat, rest, play, move) in and around the home of the future. Sid Lee BOOT CAMP Sid Lee BOOT CAMP - 14 - - 15 -
  • 9. THETHEMES Sid Lee BOOT CAMP Sid Lee BOOT CAMP - 16 - - 17 -
  • 10. nler - o lder A THE GUESTS wu f l i fe Eat Play ENJOYING, CREATING, EAT PLAY EXPERIENCING, SHARING ENTERTAINING FRÉDÉRIC GAUTHIER DIANE BISSON MARTIN LEBLANC MIND/BODY Co-founder of Montreal Product Designer, Anthropo- Architect and Partner with Sid Lee Architecture publishing house La logist and Associate Professor Pastèque and lead designer at the School of Industrial of the SAT’s Foodlab Design at the University of Montreal Rest Move THINKING, SLEEPING, GETTING FROM RELAXING, ONE AREA TO ANOTHER REJUVENATING. (PEOPLE, OBJECTS, SPACES) REST MOVE CRISTIANE BOURBONNAIS LUCY MCRAE Owner of Cohesion Strategies, a marketing and Artist, Body Architect, Dancer advertising firm in MontrealThere are four themes within fatboy’s house, not defined through function (e.g. rooms/physicalconfines of a house), but through “experience” categories within a home environment.
  • 11. THE SPACE SID LEE TRANSFORMED AN INDUSTRIAL WORKSPACE INTO AN INDOOR CAMP (COMPLETE WITH TENTS AND A FAKE CAMPFIRE!) WHERE BOOT CAMPERS SLEPT, ATE, WORKED, PLAYED AND CREATED. THE SPACE—DESIGNED TO BE AS OPEN AND INSPIRA- TIONAL AS POSSIBLE—WAS DIVIDED INTO FOUR AREAS BASED ON THE THEMES OF REST, EAT, PLAY AND MOVE.SID LEE BOOT CAMP SID LEE BOOT CAMP - 20 - - 21 -
  • 12. Eat PlayRest Move SID LEE BOOT CAMP SID LEE BOOT CAMP - 22 - - 23 -
  • 13. DAY zeroWHAT ARRIVAL OF OUR CAMPERS The campers are welcomed in the space and meet the Sid Lee, Fatboy andWENT Autodesk teams.DOWN SID LEE BOOT CAMP SID LEE BOOT CAMP - 24 - - 25 -
  • 14. DAY ONEFINDING THE STONEThe campers are briefed on Finding the Stone with Philippe Meunier andtake a carriage ride through the city. DAY TWO EAT– GUEST COACHES – FRÉDÉRIC GAUTHIER AND DIANE BISSON The creatives spend the morning at Spa Scandinave, are briefed on EAT with Frédéric Gauthier and Diane Bisson, and visit an exhibition at the Centre de Design de Montréal. SID LEE BOOT CAMP SID LEE BOOT CAMP - 26 - - 27 -
  • 15. DAY THREePLAY – GUEST COACH – MARTIN LEBLANCThe campers begin the day with a mini triathlon and are briefed on PLAYwith Martin Leblanc. DAY FOUR REST – GUEST COACH – CRISTIANE BOURBONNAIS The day begins with a trip to Bota Bota spa, followed by a brief on REST with Cristiane Bourbonnais. At night, they participate in the ‘Tour la Nuit’ (dressed in skeleton costumes!) SID LEE BOOT CAMP SID LEE BOOT CAMP - 28 - - 29 -
  • 16. DAY FIVEMOVE – GUEST COACH – LUCY MCRAEThe campers live a day of physical release with Lucy McRae, artist, bodyarchitect and dancer. SID LEE BOOT CAMP SID LEE BOOT CAMP - 30 - - 31 -
  • 17. DAY SIXCREATION – GUEST COACH – BERTRAND CESVETBertrand Cesvet takes stock of the issues and comments on the creationand ideas. day seven RECONSTRUCTION – GUEST COACH – YANN MOONEY The creatives spend the day with Yann Mooney to redefine, restructure and reconstruct their ideas. SID LEE BOOT CAMP SID LEE BOOT CAMP - 32 - - 33 -
  • 18. DAY NINE PRODUCTION – ROLL PRINTING Following a visit to the Cirque du Soleil workshop, our creatives work on the final presentation of their ideas and concept.DAY eightPOLISHING STONE – GUEST COACH – BERTRAND CESVETThe Campers refine their ideas, are briefed on Polishing the Stone withBertrand Cesvet, and begin the production of the presentation roll. SID LEE BOOT CAMP SID LEE BOOT CAMP - 34 - - 35 -
  • 19. DAY TENROLLOUT & CELEBRATION – ROLLOUTBy the end of the Boot Camp, the team produced a roll to showcase theirideas based around the concept of A Wonder-fuller land, a playful,interactive destination where people can experience the Fatboy® brandand products. SID LEE BOOT CAMP SID LEE BOOT CAMP - 36 - - 37 -
  • 20. THERESULT SID LEE BOOT CAMP SID LEE BOOT CAMP - 38 - - 39 -
  • 21. RATIONALE MANDATE onlerde r- A de onler r- A w ul f l i fe w ul f landA WONDER-FULLER LIFE - ONE OF COLLABORATIVE CREATIVITY COMMS PRODUCTS & PROGRAMS BRAND VALUESA Wonder-fuller Life is the Fatboy life: playful, imaginative, filled with surprise. But most importantly, it’sone of collaborative creativity. EAT BOLD, COLORFUL, OPEN-MINDED,Collaborative creativity is about inviting people to co-create Fatboy products and experiences. In doing so,we position ourselves as a brand that supports and fosters artistic expression, which will achieve 2 things: CHEEKILY HUMOROUS, STYLISH, PLAY I EXPERIENCE REST• Help us appeal to our targets: Design Elite & Modern Mother (whose children are active creators) SYMPATHETIC, RELAXED, IMAGINATIVE• Build a sense of community amongst current and future Fatboy fans, which will help us shift brand perception from product-focused to lifestyle-centric. (CREATIVE, ARTISTIC), SURPRISING MOVEOne of our main objectives from the start was to move Fatboy from “a beanbag company” into a lifestyle (FLEXIBILITY IN USE)brand. Collaborative creativity will enable us to achieve that objective. SID LEE BOOT CAMP SID LEE BOOT CAMP - 40 - - 41 -
  • 22. living art installationFLOATING EXPERIENCE HANGING EXPERIENCE SID LEE BOOT CAMP SID LEE BOOT CAMP - 42 - - 43 -
  • 23. DIGITAL INTERACTIVEEXPERIENCE the 4 themes THE WONDER-FULLER LINE CAN ALSO BE DECONSTRUCTED TO CREATE STAND- ALONE INSTALLATIONS. THE HANGING COCOONS COULD BE SET UP ON A BRIDGE OVER LA SEINE IN PARIS, WHILE THE FLOATING COCOONS WOULD BE PERFECT FOR HYDE PARK IN LONDON. The Play zone could be installed in Tokyo’s financial district as a fun distraction for businessmen and women, or as a temporary museum exhibition. The Move zone would be ideal for sporting venues or destinations — for snowboar- ders in the Rockies, or surfers in Australia. The Eat area could be set up at food festivals like the Taste of Chicago, or at the Jazz Festival in Montreal. Finally, the Rest area could be set up in international airports and train stations, as a fun and relaxing experience for travelers. The versatility of this experience perfectly matches the Fatboy brand and values. It is a way for people to come together and discover the Wonder-fuller world of Fatboy in innovative and creative ways.INTERACTIVE LULLABYThe Interactive Lullaby allows guests to collaborate and create an orignalorchestration of light, color, and sound.The Fatboy Whisperer app features a simple layout that enables usersto select which tent they’d like to interact with. The tents are positionedon the screen in the same fashion they are in real life. The experiencebegins when the user blows into the microphone, and according to thestrength or frequency, sound and visual outputs adapt accordingly. SID LEE BOOT CAMP SID LEE BOOT CAMP - 44 - - 45 -
  • 24. EATEVENT/PROGRAM PRODUCT Communal Nap Area A floor made of spongy Fatboy material that you can bounce around on, sink into, wrap yourself up in, etc. Communal Picnic Blanket Fatboy picnic blankets come in varying shapes that allow people to create customizable, communal dining spaces by connecting the blankets together. Growable Lunch Fatboy lunchboxes contain seedEAT ¡PIÑATA! pouches with pre-planted seeds in them, so people can re-grow the ingredients from their lunch.The EAT zone promotes the growing movement of com- Piñatas in the shape of Fatboy products will be hungmunal dining and suggests new and sustainable ways to throughout the Eat zone in Wonder-fuller land. As peopleexperience food in the world of Fatboy. break them open, they’ll find surprising inserts and give- aways inside. Mini lamp that captures light during the day and lights up at night. SID LEE BOOT CAMP SID LEE BOOT CAMP - 46 - - 47 -
  • 25. RESTEVENT/PROGRAM PRODUCTRESTThe REST zone is a place for people to unwind and leave their routine and daily stresses behind, to relax with friendsand strangers while experiencing the Fatboy lifestyle and products. Community camping bags Sleeping bags can be shared with groups of friends, family members or strangers, to encourage a sense of com- munity and fun. SID LEE BOOT CAMP SID LEE BOOT CAMP - 48 - - 49 -
  • 26. MOVEEVENT/PROGRAM PRODUCT Stuff-Your-Own Beanbag Beanbags that can be filled with sand, snow or other materials, which you can take to the beach, to snowy mountains, etc. Completely open to the imagination.MOVEThe MOVE zone is a space where people can interact and move with Fatboy products in original and creative ways.The versatility of the products encourages people to express their creativity and imagine new ways to use and ap-proach everyday household items. Giant Bean Bag Pillow-Fight Beanbags Pillow with handgrip for extra swing power. SID LEE BOOT CAMP SID LEE BOOT CAMP - 50 - - 51 -
  • 27. PLAYEVENT/PROGRAM PRODUCT Velcro Add-Ons Customizable furniture pieces with Velcro that you can attach to chairs and other Fatboy products for extra com- fort — headrests, armrests, etc.PLAY House CarpetThe PLAY zone is a space for people to have fun with the Fatboy products, explore textures and materials Small carpet pieces that you can turn into a work of art.through technologies, and create customized products. SID LEE BOOT CAMP SID LEE BOOT CAMP - 52 - - 53 -
  • 28. KARMA PROJECTWEBSITE INCREASINGLY, CONSUMERS ARE LOOKING TO BRANDS TO “DO GOOD.” STRATEGYONE’S 2010 STUDY FOUND THAT 1 IN 3 MILLENIALS LOOK FOR BRANDS TO MAKE A POSITIVE IMPACT ON THE WORLD, AND GIVE PREFERENCE TO SUCH BRANDS. WE BELIEVE FATBOY COULD INCORPORATE A ‘KARMA PROJECT’ TO NOT ONLY GROW CONSUMER PREFERENCE, BUT TO ALSO REFLECT BRAND VALUES. Karma Project Recommendation At the entrance of the “PLAY” zone, we ask our guests to make a donation in exchange for a KARMA KOIN. As they go through the space, they will be able to draw on products, explore movement and sounds, and more. Guests will be asked to place their coins in the collection box that corresponds to their favorite activity. All proceeds from the coin donations will be given to a local charity that matches the activity (dance, draw, compose, etc.). SID LEE BOOT CAMP SID LEE BOOT CAMP - 54 - - 55 -
  • 29. Approach to FutureProducts NEW COLOR PALETTE“FORM FOLLOWS EXPERIENCE” ORIGINALS HIGHLINE GRADIENTS“FORM FOLLOWS EXPERIENCE”In addition to finding an archetype from within a category and turning it into an icon, we will break daily life rou-tines and truly communicate the Wonder-fuller life from a product level. SID LEE BOOT CAMP SID LEE BOOT CAMP - 56 - - 57 -
  • 30. Search: #sidcamp SID LEE BOOTCAMP | DAY 00 LIKE LATER SHARE RT@kumii: Photo:Sid Lee Boot Camp http://bit.ly/mOLWWR#sidcamp thx EMBED Kumii Sid Lee, [+] Tue 14 jun 09;27 via Tweet Deck RT@sidlee: BOOT CAMP ROLLOUT| http://bit.ly/mOLWWR#fatboyusa#fra SID LEE BOOTCAMP | DAY 01 mepublishers#autodesk#sidcamp LIKE happyjoseph05, [+] Sun 12 Jun 12:16 via HootSuite LATERWORD OF SHARE RT@sidlee: BOOT CAMP ROLLOUT| EMBED http://bit.ly/mOLWWR#fatboyusa#fra mepublishers#autodesk#sidcampMOUTH http://bit.ly/k8cde1 MTLbuzz, [+] Sun 12 Jun 10:41 via twitterfeed RT@sidlee: BOOT CAMP ROLLOUT| http://bit.ly/mOLWWR#fatboyusa#fra SID LEE BOOTCAMP | DAY 02DURING THE 10 DAYS OF THE BOOT CAMP, LIKE mepublishers#autodesk#sidcampFANS COULD FOLLOW THE CAMPERS ON LATER Antiart, [+] Sun 12 Jun 10:27 via twitterDeckSID LEE’S FACEBOOK, TWITTER, FLICKR SHARE BOOT CAMP ROLLOUT|AND VIMEO PAGES. EVERY DAY, NEW EMBED http://bit.ly/mOLWWR#fatboyusa#frameFOOTAGE WAS PUBLISHED AND CAM- publishers#autodesk#sidcampPERS WERE ENCOURAGED TO TWEET Sid Lee, [+] Tue 12 jun 10:25 via Tweet DeckAND POST REGULAR FACEBOOK UPDATES. RT@Baz33: Fin de 11 jours deTHE RESULT? HUNDREDS OF THOUSANDS SID LEE BOOTCAMP | DAY 03 tournage#sidcamp Bauke Albane JonasOF VIEWS, SHARES, COMMENTS AND LIKE Ruben Sam Sonja Stephanie Christiane et Kris vont me manquer un peuLIKES FROM AROUND THE GLOBE, AS LATER Sid Lee, [+] Sat 11 jun 12:09 via Tweet DeckWELL AS INCREASED MEDIA COVERAGE. SHARE EMBED RT@Kateboushel: #sidcampcampers are giving their rollout presentation to To view videos of the Boot Camp: #fatboyusa # framepublishers #auto- HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011 desk - it’s stellar! Stay Tuned for To view photos of the Boot Camp: pics/vid! HTTP://J.MP/SIDCAMPPIX bcochet [+] Fri 10 jun 10:47 via Echoton SID LEE BOOT CAMP SID LEE BOOT CAMP - 58 - - 59 -
  • 31. Godin says. "Everyone was really involved. Half were in their uncomfortable zone and Sid Lee Boot Camp: half were comfortable, but they all worked together." UPDATE II In attempting to design the future of Fatboy, Jun 06. 2011 | Text by Lydia Parafianowicz their ideas have ranged from brand gyms, campsites, treehouses and airports, to a "nap-kit" for busy people on the go. Today is day seven of Sid Lee’s Boot Camp and the participants’ weekend has proven to em- So, what’s their best idea yet? According to ploy a "work hard, play hard" mentality. Godin, it’s a floating Fatboy space, like a campground, that can allow users to dis- Between a cocktail party and photoshoot connect from busy cities. Inside the floating (where everyone dressed up in large Fatboy space, people can keep their most coveted boxes), the campers have been dreaming up Fatboy products that will accompany them the future of the Fatboy brand. Frame caught wherever they go. up with Sid Lee’s Chief Creative Officer, Phi- lippe Meunier, who is working to guide the "Imagine a floating city, on water or in air," Sid lee Boot Camp campers, to ask what he hopes will be the out- come of the inaugural event. Godin says. "You can be invited to join the community of Fatboy and live and expe- UPDATE! rience something really special. The goal "I see this brand as something like a hermit wasn’t to create advertisements or pro- Jun 03. 2011 | Text by Lydia Parafianowicz crab, where we can carry our Fatboy homes ducts, but to create experiences." with us, bringing something comfortable whe- rever we go," Meunier says. "I think we will Stay tuned for our final Boot Camp report, Sid Lee’s unique and inventive Boot Camp is close the gap between the product and the ac- to find out if and how the idea is polished now in full swing, bringing together eight tual body of the user." and presented! creatives from around the world for an inten- sive 10-day design event. Meunier says the Fatboy brand has the poten- tial to offer a "total way of living." Sid Lee has The inaugural Boot Camp is seeking to design the future of the Dutch label Fatboy in just 240 divided the event program into four prime as- Sid Lee Boot Camp: hours. The eight young, talented and (dare we pects for examining: work, eat, play and move. THE FINAL ROLL OUT! say) feisty participants have gathered in Mon- Campers say Fatboy can potentially range from producing cooking supplies for kitchens, Jun 14. 2011 | Text by Lydia Parafianowicz treal for the occasion. rainboots at music festivals, rickshaws and The team includes Stéphanie Leboeuf (Cana- student living items. As the video above shows, Over 240 hours later, the participants at Sid da), Bauke Knottnerus (the Netherlands), Ru- Boot Camp participants have spent the wee- Lee’s intensive design Boot Camp have pre- ben Beddeleem (Belgian living in Vietnam), kend working on "rest," thinking of blankets- sented their final creations. Samuel Dolphin (USA), Christiane Holzheid turned-tents and car seats for "fatbabies." (Germany), Jonas Johansson (Sweden), Al- With the task to design a "Wonder-fuller bane Guy (Canada) and Sanja Devries (the "It’s a matter of taking an idea, someone grab- Life" for the Fatboy brand, the campers Netherlands). bing it, looking at it, and realizing we can turn examined the areas of eat, rest, play and it into something magical," Meunier told the move during their 10-day stay in Montreal. For 10 days, their mission is to live, eat and campers upon arriving in Montreal. breathe the Sid Lee creative process to dream "The design objective was to take Fatboy up new brand ideas and experiences for Fat- Meunier says he hopes this Boot Camp will be from a beanbag company to a lifestyle boy. Their daily program includes lectures by the first of many to come, eventually creating brand," explains Hélène Godin, Sid Lee’s guest-speakers, workshops, briefs and plenty a concept that Sid Lee can host multiple times a creative director. "The result was A Won- of think-tank brainstorming sessions. year to strategize and design for various companies. der-fuller Land. It’s a collaborative crea- tion that’s playful, imaginative and filled And what would Boot Camp be without physi- with surprise. The camp theme essentially cal labour and basic accommodations? The became a springboard of creativity." eight creatives are spending the week at a for- mer industrial workspace that has been trans- Sid Lee Boot Camp: The final design includes hanging cocoons, formed into an indoor camp, complete with UPDATE III where guests can create their own light, co- tents, a make-shift campfire, workspaces and lour and sound orchestrations. Their goal rest areas filled with Fatboy furnishings. Jun 07. 2011 | Text by Lydia Parafianowicz was to create a utopian space that could be a travelling living art installation that Camp Chief Kristoffer Ekman, a specialist in breaks away from tradition. digital experiences at Sid Lee Amsterdam, is With the conclusion of Boot Camp just two playfully supervising the team and leading days away, we’re curious to know what the ‘Adaptable and versatile, the concept really their morning wake-up drills, military-esque participants have designed during the inten- pushes the brand towards a creative expe- time schedules and a bit of fun – from a horse- sive 10-day creative camp! Rumour has it rience, making it more high-end and al- drawn carriage ride through Montreal to a re- their final solution might just float away … lowing for creative collaborations where laxing spa trip at Bota Bota. consumers connect, create and share in the During Boot Camp’s first 96 hours, the eight experience,’ Godin says. ‘They can choose We’re looking to create an experience that participants examined topics day-by-day: eat, molds, frames, colours, textures and even takes collaboration and creativity to a new le- play, rest and move. According to Hélène Go- substance and sounds.’ vel, à la Sid Lee and à la Montreal, and we’re din, Sid Lee’s creative director, it wasn’t until thrilled that Fatboy was up for the experi- day two that nerves were pushed aside and During their research lab experience, the ment,” says Hélène Godin, Sid Lee’s executive creative juices flowed. eight creatives were challenged to work to- creative director. gether using an entirely new and unfamiliar "The campers started to brainstorm in the creative process. Stay tuned to framemag.com for more updates morning and find ideas, put them on Post-It240 - we can’t wait to see what the campers dream up! Follow their daily updates on Twitter and notes on walls and made 3D mock-ups," Go- din says. "Everyone was really involved. Half This was the inaugural Boot Camp and – we’re happy to report – it’s not the last! The Facebook. were in their uncomfortable zone and half creative success of the campers andPHOTOS Boot Camp has been hosted by Sid Lee in were comfortable, but they all worked to- gether." coaches has Godin saying Sid Lee will su- rely apply this multi-disciplinary research SID LEE BOOT CAMP conjunction with Autodesk, Fatboy and Frame SID LEE BOOT CAMP - 60 - - 61 - method to more brands in the future. magazine. In attempting to design the future of Fatboy, their ideas have ranged from brand gyms,
  • 32. At Sid Lee, we conceive and communicate brand expe- riences. We create products, services and spaces and market them through ad- vertising, experiential mar- keting, branded contentABOUT and interactive communi- cations. This integrated,SID LEE multidisciplinary approach is something we call Commercial CreativityTM. Sid Lee Collective is a cultu- ral and commercial incu- bator that allows our team to push the boundaries of creativity further. SID LEE BOOT CAMP SID LEE BOOT CAMP - 62 - - 63 -
  • 33. Sid Lee Collective would like to thank the following: HE SID LEE COLLECTIVE BOOT CAMP IS A MAJOR INITIATIVE UNDERTAKEN IN COOPERATION WITH THREE PRESTI- GIOUS PARTNERS: FATBOY®, AUTODESK, AND FRAME MAGAZINE. Fatboy® www.fatboy.com is an imaginative lifestyle brand that excels in thinking outside the box. Founded in the Netherlands in 2002, Fatboy® has gone on to conquer country after country without resorting to voodoo or cunning marketing tricks. Once the original Fatboy® beanbag took off, there was no stopping the family tree. Gigantic lamps, über- sized umbrellas, magical hammocks, and outdoor chandeliers followed— all designed in the name of a wonder-fuller life. Keep your eyes peeled, because this is only the start of the Fatboy® legacy. Autodesk, Inc. (www.autodesk.com) was the sponsor and software supplier for the event. Autodesk, Inc., www.autodesk.com. is a leader in 3D design, engineering, and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries—including the last 15 Academy Award winners for Best Visual Effects—use Autodesk software to design, visualize, and simulate their ideas. Frame www.framemag.com is the worlds barometer of interior design. The magazine shows you whats happening and where to find it. The latest interiors and products, spiced up with some art, shop windows, and sets: thats the essence of Frame magazine.SID LEE BOOT CAMP - 65 -
  • 34. To view videos of the Boot Camp:HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011To view photos of the Boot Camp:HTTP://J.MP/SIDCAMPPIXMEDIA Katherine Boushel EMAIL : kboushel@sidlee.com PHONE : 514 - 282-2200, ext. 521CONTACTWorkshops: Montreal 75 rue Queen, Suite 1400 Montreal, Quebec H3C 2N6 Canada Phone: +1 514-282-2200 Amsterdam Gerard Doustraat 72 1072 VV Amsterdam The Netherlands Phone: +31 (0) 206 623030 Paris 12 rue du Sentier 75 002 Paris France Phone: +33 (1) 44 88 83 90 Toronto 55 Mill Street Building 5, Suite 500 Toronto, Ontario M5A 3C4 Canada Phone: +1 416-421-4200 Austin 3601 South Congress Suite D-102 Austin, Texas , 78704 United States Phone: +1 512-444-3533Websites: sidlee.com sidleearchitecture.com conversationalcapital.com jimmylee.tvFATBOY fatboy.comAUTODESK autodesk.com SID LEE BOOT CAMP SID LEE BOOT CAMP - 66 -
  • 35. fanzineAnother SID LEE BOOT CAMP - 68 -