Cool Involvement

CoolInvolvement

In this flat, overly crowded and hyper-connected world, many people scream for attention, attention and more attention. The same analogy applies to a great deal of brands today. Yet the most important aspect in attaining attention is getting others involved. It is this element that lies at the heart of the ongoing intensifying Mentality Trend Cool Involvement.

Cool Involvement is a huge challenge in the offline world of Stuff and Spaces.  Tapping into the world of the Experience Economy, might just be a very fruitful step in the right direction. As soon as people’s basic needs like food and shelter are met and there is money to recreationally spend, many people long to get surprised, amazed and even transformed by the products and services which are offered to them.

CoolInvolvement

Nowadays -with the introduction of the Online Universe- there is another dimension in which Cool Involvement has to be realized in order to be successful. How do websites involve people? How do viral communication messages aim to do the same? New research questions are defined within this context. We have come up with two directions.

For one, there is the principle of games. They have impressively proven their power to involve their primary target group: gamers. Yet we are seeing more and more that the same gamification principles are extending into other realms of life, from education and raising kids to health improving behavioral ‘nudges’. From the sports world of human movement, to initiatives to improve an eco-friendly life style.

Secondly, the suggestion of some secrecy helps consumers to get involved. When something is for the happy few and not for everybody, when the door is not open for all, when the offering is limited and exclusive, the experience tends to become more special. That’s what we call Secrecy, Please.

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  • Architecture Meets Fashion

    November 27, 2011, 4 Comments

    What it is: Hotel The Exchange is a hotel with a special love of fashion. Students of the Amsterdam Fashion Institute dressed the rooms like models on the catwalk.…

  • Total Transparancy: Nothing To Hide

    November 16, 2011, 3 Comments

    What it is: LAY’s Potato Machine This concept combines valued characteristics: total transparancy + original products. We all know traditional chips, even though we get a little bored… although…

  • Keep Pace with Advertising

    November 15, 2011, No Comments

    What it is: This is an Asics promotional for their top marathon athlete Ryan Hall: ”For the 2011 ING New York Marathon, Asics wanted fans to truly experience a champion marathoner’s…

  • World of Experiences

    November 14, 2011, 2 Comments

    What it is: Voestalpine is an exchange-listed Austrian steel corporation with locations worldwide and over 40,000 workers. Their latest project Stahlwelt (steel world) is not aimed at enhancing the…

  • Fontys ILS Top, 17: Urban Quiver

    November 6, 2011, 4 Comments

    The designers of the Urban Quiver (brought to us by Cecile Cremer) wanted to create a camerabag that is more functional and also radiates a plain, sturdy coolness that goes beyond the…

  • Fontys ILS Top, 22: Invitation Only

    October 24, 2011, No Comments

    In the same line with Kickstarter where creatives get financially empowered, Airbnb where they -amongst others- get leisurely empowered there are also platforms where they can get there inspiration,…

  • Santini

    October 16, 2011, No Comments

    Example submitted by Orlando Freitas Santini is a traditional hand-made, very high-quality ice cream parlour in Lisbon, who have innovated in the way they create new flavours, by…

  • Revolution From The Past

    October 8, 2011, No Comments

    For those born after the advent of CDs (not to mention iPods), the above is a representation of an audiocassette: a revolution from the Seventies that allowed many…

  • The Pandorga Shop

    October 4, 2011, No Comments

    Example submitted by Carla Quelhas. The Pandorga (“Kite” in southern Brazilian parlance) is more than a shop Continue reading

  • Coca Cola Goes Personal

    October 1, 2011, No Comments

    Example submitted by Carla Quelhas. Ever since its inception, there was only one way to get Coca-Cola: and that was as Coca-Cola and nothing else. Continue…

  • Armenian Air

    September 23, 2011, No Comments

    Example submitted by Alexandre Amorim Air from Armenia in a tin - no more, no less, and containing - according to the label (in Armenian, Russian and English):…

  • Location, location, location

    July 15, 2011, No Comments

    Filmmaker David Lynch, is swapping from screen to real life by designing a nightclub called Club Silencio - also the name of the club in his 2001 psychological…

  • Beer agarden

    June 28, 2011, No Comments

    Is this a bar? Continue reading

  • Fiat app evolved streets forever

    May 9, 2011, No Comments

    . With QR codes and location based services all the rage at the moment Fiat decided to tap into both trends and create a little bit of marketing genius…

  • Bench Tweets

    April 26, 2011, No Comments

    This is a project called TweetingSeat , an exploration into the potential for connecting physical and digital communities. What this means is that the bench is an interactive…

  • The friendship machine

    March 24, 2011, No Comments

    Coca Cola is very active in managing profitable & innovative promotions worldwide. During these months there are a lot of different initiatives promoting new ways of dealing with…

  • School of Recycled Pepsi Bottles

    March 8, 2011, No Comments

    . The first school building in Asia constructed from recycled plastic bottles Continue reading

  • Jumbostay

    January 31, 2011, No Comments

    Jumbostay doesn’t offer a flight but a night by being transformed in a hotel and based at Stockholm airport. Continue reading

  • Hidden Visuals

    January 26, 2011, No Comments

    Part of the Mental Visuality Top 10 What it Is: Hidden visuals, whether it is in a piece of clothing or on a wall: communication on a ‘secrecy please’-level.…

  • Location Based 'Street Art'

    January 18, 2011, No Comments

    Part of the Mental Visuality Top 10 What it Is: To paint over billboards is nothing new, but some of French artist OX’ billboards are very smart. He actually…

  • iWallet: a High Tech Portable Safe

    January 17, 2011, No Comments

    Iwallet is the only high tech wallet developed by engineers that work in projects with NASA. Continue reading

  • Undercity

    January 16, 2011, No Comments

    Andrew Wonder was taken down into the underbelly and bowels of the New York city. We’ve all seen Miru Kim’s TED presentation , Joseph Brennan’s work on abandoned…

  • Read The Ink

    January 15, 2011, No Comments

    Part of the Mental Visuality Top 10 What it Is: Tattoos are hugely popular these days and everybody has them (eg. one in three US youngsters). An interesting fact…

  • Three Dee Revival

    January 10, 2011, No Comments

    Part of the Mental Visuality Top 10 What it Is: One of the latest technology trends is 3D. Game, film and TV producers are creating more and more material…

  • Legal Nomads

    January 7, 2011, No Comments

    Jodi Ettenberg, a former lawer from Montreal has documented her trip around the world on her website Legal Nomads . Continue reading

  • The New Artisan

    December 13, 2010, No Comments

    In the latest advertisement from GUCCI the typical supermodels are replaced by artisans. “ The man. The passion. Continue reading

  • Memory Time Watch

    December 10, 2010, No Comments

    While most watches focus on telling us the exact time at the moment, the Memory Time Watch does things a little differently. It tries to make you value…

  • 3939 Shop

    December 6, 2010, No Comments

    Check out this brand new store in London. 3939 (pronounce: Thank You Thank You) Shop is a co-operative lifestyle and retail conceptstore, which includes an online and offline…

  • Dot Gloves

    December 5, 2010, No Comments

    During extreme cold you need a pair of gloves, but they won’t let you use your modern touchscreen device! These Dot Gloves are the solution.

  • Tryvertising

    November 30, 2010, No Comments

    Sample Lab is a new concept that opened several stores in Tokyo’s trendy Harajuku area where Japan’s youth come to play and to see the latest trends on…

  • The New Romanticism

    November 29, 2010, No Comments

    The Dutch design agency Tjep . was invited amongst six other international artists and designers to create a Christmas window for Italy’s most famous department store: La Rinascente…

  • Desire To Escape

    September 22, 2010, No Comments

    Part of the Expo Top 2010 What it Is: Several EXPO countries compete in offering the hard working citizens of this world the very best locations to relax and…

  • Little Surprises

    September 20, 2010, No Comments

    Part of the Expo Top 2010 What it Is: The Danish pavilion has the theme ‘Welfairytales’ and tells the tales of modern and future Denmark in a playful way.…

  • ESPN Murals & Truck

    July 9, 2010, No Comments

    Part of the World Cup Top 2010 What it Is: Like our number 11 Louis Vuitton, ESPN, an American sports broadcaster, doesn’t really have that tight of a connection…

  • Interactive Billboard is Creating Awareness

    April 26, 2010, No Comments

    . The Dutch governmental organisation Postbus 51 focused it’s last years campaigns mainly against aggression and violence, in particular against public service employees. Their new campaign is an absolute…

  • First Dutch Augmented Reality Flashmob

    April 21, 2010, No Comments

    Interesting for our Dutch readers (and visitors from abroad) with an iPhone or Android with Layar : This saturday is the first Augmented Reality Flashmob on the Dam…

  • HAG Art

    April 13, 2010, No Comments

    Our post about the Heart Attack Grill was probably the funniest post of this year. HAG has its own fanpage , which contains lots of screaming fans dying…

  • Renova Toilet

    March 31, 2010, No Comments

    Part of the Brazil top 10 2012 What it Is: The time spent in a toilet can be really colorful. The RENOVA colored toilet paper series shows that even down the…

  • Eye Candy

    March 29, 2010, No Comments

    Part of the Brazil top 15 2010 What it Is: Wouldn’t you want to taste what you see on your screen when browsing the internet? With Eye Candy you…

  • The Five Hotel

    March 23, 2010, No Comments

    Part of the Brazil Top 15 2010 What it Is: Spotted by Marcela Benassi Fernandes, ESAMC Coolhunt ‘10, Brazil. 
The Parisian The Five Hotel was designed to “stimulate every…

  • PETER GREENAWAY'S ART INSTALLATION

    March 17, 2010, No Comments

    Part of the Brazil top 15 2010 What it Is: The film director Peter Greenway, doesn’t limit his creativity to the film world. His latest work in the series…

  • Stone Island Jacket

    March 12, 2010, No Comments

    Part of the Brazil top 15 2010 What it Is: The company Stone Island was set up in the 1970’s but has continually managed to keep itself fresh and…

  • B(L)ABY

    March 6, 2010, No Comments

    Part of the Brazil top 15 2010 What it Is: No this is not about the the heart of Leicestershire, but it’s a massaging wrap. The B(l)aby is one…

  • Reef Fanning Sandal

    February 26, 2010, No Comments

    Part of the Brazil top 15 2010 What it is: The Reef Fanning sandal is a design that REEF developed together with Mick Fanning, a two time ASP World…

  • Heart Attack Grill - Burgers To Die For

    January 11, 2010, No Comments

    Part of the January top 15  ’10 What it Is: The Heart Attack Grill, in Phoenix, Arizona, is the most outrageous, politically-incorrect burger joint on this planet – and…

  • True Blue: The Cult of Raw Denim

    November 18, 2009, No Comments

    Part of the Fashion top 15 ’09 What it Is: The growing recognition of the beauty of raw denim is now reaching the masses while at the same time…

  • Sew Me - Tailored Denim

    November 9, 2009, No Comments

    Part of the fashion top 15 ’09 What it Is: Amsterdam is the city where denim label G-Star originated. 20 years ago G-Star released the Elwood: A ‘revolutionary’ denim…

  • Urban Technical: Surviving in Style

    October 30, 2009, No Comments

    Part of the fashion top 15 ’09 What it Is: This is the territory where outdoor and sportswear meet tailoring and urban wear. It’s mainly menswear. Technical materials from…

  • 04. THE RETURN OF STORYTELLING

    October 8, 2009, No Comments

    Part of the top 15 coolest worldwide. September 2009 What it Is: In a recent, popular series of blog posts, Italian journalist Dario Olivero articulates his impressions of a travel across…

  • 8. Horror Toilet Paper as Sublime Advertising

    September 30, 2009, No Comments

    Part of the top 15 coolest worldwide. September 2009 What it Is: Mr. Koji Suzuki is a well-known cult horror Japanese author. Worldwide he is known for the Hollywood…

  • 13. Bob Basset's Creations

    September 20, 2009, No Comments

    Part of the top 15 coolest worldwide. September 2009 What it Is: The shoes and backpack on the images are just two examples of Ukrainian artist Bob Basset’s work.…

  • 10. iPodmybaby.com

    June 16, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, June 2009 What it Is: A website that sells cool fashion and accessories for babies. The most successful one is the BabyGroo which…

  • 11. Reflect, a Conversation Sensitive Table

    June 15, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, June 2009 What it Is: Reflect is a luminous board embedded in a table. It monitors conversations via microphones and shows a visualisation…

  • 14. Muji: Simple Living

    June 12, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, June 2009   What it Is: The Japanese Muji chain sells lifestyle in categories such as clothing, home decoration, office furniture and…

  • 01. JUMBO HOSTEL

    April 1, 2009, No Comments

    Part of the top 15 coolest worldwide. March 2009 What it Is: When you exit Arlanda Airport, Stockholm, you will see a Boeing 747 on a grass-covered mound just…

  • 5. The Ultimate Louis Quatorze Digital Experience Spot

    March 28, 2009, No Comments

    Part of the top 15 coolest worldwide. March 2009 What it Is: The Louis Quatorze fashion brand flagship store in Seoul recently implemented a new type of digital window display that…

  • 14. Light Harps in Profane Places

    March 19, 2009, No Comments

    Part of the top 15 coolest worldwide. March 2009 What it Is: A light harp (for example by Jen Lewin) is an interactive instrument played by breaking light/laser beams. When…

  • 3. Adidas Store Stockholm

    January 26, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, January 2009 What it Is: The Adidas Exclusive store I spotted in Stockholm, sells gear they sell nowhere else in the world. Exclusive…

  • 5. Cross Media Bi-Interactive Billboards

    January 24, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, January 2009 What it Is: Kia motors in Korea recently introduced a new brand called Soul as a new type of car using…

  • 7. Choose Your Own Adventure Path

    January 22, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, January 2009  What it Is: Simple Video stories/adventures that empower the viewer to make choices throughout the video. The viewer can choose his…

  • 10. Tocques et Clochers

    January 19, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, January 2009  What it Is: In coöperation with Albert Boswijk: The French region of Limoux boasts many medieval clock towers ( “clochers”).…

  • 15. The Greenhouse

    January 14, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, January 2009 What it Is: Joost Bakker is without a doubt one of Melbourne’s most resourceful men, creating incredible industrial flower displays, furniture,…

  • 07. FELICE VARINI: YOUR POINT OF VIEW MAKES IT WORK

    November 21, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, november 2008 What it Is: So you walk around in this garage, or in this Osaka shopping mall. And you see these…

  • 09. INDIVIDUAL TREEHOUSES

    November 18, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, november 2008 What it Is: It’s not a tree cabin. It’s a luxurious tree house! Like, say, a boat with a sunroof, where…

  • 15. GARMENT GRAFFITI

    November 13, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, november 2008 What it Is: Thomas Voorn, a Dutch Renaissance man/artist/designer makes Garment Graffiti. He leaves (his) clothes in public spaces transforming…

  • 2. Stencilled Graffiti Art

    June 29, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, june 2008 What it Is: A great example of the evolution of graffiti. Last year, two “graffiti artists” stenciled She Loves The Moon…

  • 11. Louis Vuitton + Timberland

    June 29, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, june 2008 What it Is: Art is brand, brand is art. Now that outrageously many Japanese women own a Louis Vuitton handbag,…

  • 12. The Better Toilet Experience

    June 29, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, june 2008 What it Is: The government of New York is working on free public toilets for about 14 years and there…

  • 14. A New Generation of German Non-alcoholics

    June 29, 2008, No Comments

    Part of the Top 15 Coolest Worldwide, june 2008 What it Is: Fritz-Kola comes in a recyclable glass bottle – no plastics, please – and contains the highest amount of…

  • Ouch! Bling!

    April 3, 2008, No Comments

    What it Is: These are called bling band-aids. Wear them as jewelry. How to really turn your OUCH into BLING. Packaging : Three plasters in slide top tin. One…

  • The Pond Pop-Up Bar

    April 3, 2008, No Comments

    What it Is: The Pond is a short-term pop-up bar that has been purpose-built to burn bright & die young in Melbourne – it has a lifespan of only…

  • Daylight Revisited

    April 3, 2008, No Comments

    What it Is: Recently Philips introduced the Daylight Concept Active Glass at their Simplicity event, here in New York. The unit transforms an entire wall into an interactive multi…

  • Nokia Experience Centers

    April 3, 2008, No Comments

    What it Is: Nokia has rolled out its own stores over that last year and a half, called Experience Centers. But there’s a twist: the 25 Experience Centers around…

  • Brazilian Sneaker Culture

    April 3, 2008, No Comments

    What it Is: The ultimate piece of Brazilian fashionistas is on the floor level. Showing that you know what’s cool means now you need a vamped sneakers on you…

  • Artek 2nd Cycle

    April 3, 2008, No Comments

    What it Is: Artek, a high-end iconic Finnish manufacturer of furniture goes to flea markets and the internet to buy back its own vintage products from consumers. They fixed…

  • Worn Again

    March 3, 2008, No Comments

    What it Is: Worn Again is a joint venture between Anti-Apathy and Terra Plana. They recycle a lot of totally cool gear and offer it for sale on the…

  • Jin Lee Street

    December 3, 2007, No Comments

    What it Is: This is a place in Chengdu, China, that truly floored me with its beauty, its excitement, its buzz—and that it was only a few years old,…

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