Hasta La Creative!

Will Zoku spell the end of the hotel room as we know it?

It’s way too early to tell, but that’s the bold proclamation already made already by the parties behind the new loft chain, which, all hyperbole aside, serves as a compact home office/bedroom hybrid. Aimed at a sector of business travelers labeled “global nomads,” Zoku–which will officially open its first venue in Amsterdam in fall 2015–aims to transcend the standard hotel experience by unveiling what it deems “social spaces” within a hive-like environment that encourages work, play and longer stays.

How so? Well, the idealistic brand not only provides a loft-style sleeping space but an alcove desk with office supplies, a four-person table for dining and even retractable staircases–so in essence, a playroom for adults.

To help initiate Zoku’s Amsterdam launch, the brand collaborated with hometown agency We Are Pi to develop a brand identity, etc. The brief film above provides a glimpse into the loft, which was conceived following crowdsourcing and research efforts by London-based consultancy, The Future Laboratory. In a statement, Future Laboratory co-founder Chris Sanderson–whose firm worked with interior design/architectural firm Concrete to bring Zoku to life–coins a new term, saying:

“The merging of business and leisure – a trend we have identified as bleisure – represents one of the fastest growing and dynamic business opportunities in recent years. Today’s business travellers are re-writing the rules. Their outlook on work and play demands new services and a new approach to the hospitality sectors. The business hub will be the opportunity of the next decade in terms of hospitality value creation.”

Along with Amsterdam, Zoku plans to target more creatives throughout Europe by opening up operations in Paris, London and Berlin, with global expansion on the horizon.

Film credits:

WE ARE Pi

Managing Director: Alex Bennett Grant
Partner: Patrick Garvey
Strategy Director: Jessica Perri
Strategist: Andrea van den Bos
Executive Creative Director: Rick Chant
Executive Creative Director: Barney Hobson
Creative Design Director: Nessim Higson
Art Director: Kaz Salemink
Account Manager: Sam Speed
Account Executive: Hollie Beever
Executive producer: Kimia Farshidzad
Project Manager: Ambar Surastri

Film and Photography Production

Photographer: Bill Tanaka
1st Assist: Collin Hill
Art Director / Props: Meike Sier
Catering: Nanja Theus

Editor: Sanne van Hecke
Animation Production: Joe Flemming
VO artist: Jason Huggings, Intervoiceover
Music and sound design: Michael Kneebone, Toolbox

Mannequins usually symbolize the consumer ideal of the “good life,” draped in couture and jewelry in department-store window displays. But now they’ve fallen on hard times in a JWT stunt meant to raise money for Amsterdam’s growing homeless population.

Agency staffers rounded up unused mannequins, dressed them in ragged clothes and placed them around the city with cardboard signs asking for money. Each mannequin also had a piggy-bank-style donation slot cut into its head, and donations went to advocacy group BADT.

Critics might suggest that using “dummies” somehow demeans or trivializes the homeless, but I think it powerfully underscores just how dehumanizing it can be to live on the streets.

Produced in a week on a budget of less than 100 Euros, the effort seems to have yielded a good number of donations and, more importantly, attention for the issue. 

Still, I wonder how many passed the mannequins by with barely a glance? And how often do we ignore flesh-and-blood human beings, shivering beneath rags and huddled in doorways? Sadly, such sights are so common, they can fail to move us, or else they simply don’t register anymore.

Homelessness dehumanizes us all. Even those of us who have homes.

Via Ads of the World.

Les architectes hollandais de chez D/Dock se sont occupés des bureaux du géant Google basé à Amsterdam. Cela donne des bureaux qui portent les couleurs du logo et un mélange de fausse brique et de faux parquet. De beaux clichés signés Alan Jensen sont à découvrir sur Fubiz dans la suite de l’article.

Les équipes de Marc Koehler Architects ont imaginé la transformation d’un vieil hangar situé à Amsterdam sur l’île KNSM-eiland en appartements de très grande qualité. Profitant des espaces offerts par la structure, cette réalisation composée en 4 parties séparées propose un aménagement des plus réussis.

L’agence publicitaire JWT s’est installée aux Pays-Bas dans un bâtiment du 19ème siècle au coeur d’Amsterdam. Située près de Leidse Square, ces bureaux proposent un design très réussi et étrange qui mixe différents des univers graphiques pensés par RJW Elsinga. A découvrir en images dans la suite.

Afin d’illustrer et d’introduire ses différentes séries de photographies prises durant ses voyages, le designer Gokhun Guneyhan compose des typographies de toute beauté qu’il appose sur chacun de ses clichés. Retrouvez une sélection de ces montages dans plusieurs villes en Europe dans la suite de l’article.

Fazer ação na Berrini é moleza, quero ver criar e “veicular” no Red Light District em Amsterdam.

Nessa ideia da agência belga Duval Guillaume Modem, as mulheres expostas em vitrines – típicas do bairro – fazem uma performance contra o tráfico de mulheres.

Para centenas delas o que foi prometido era uma carreira de dançarina na Europa, mas o trabalho acabou sendo bem diferente do combinado.

Post originalmente publicado no Brainstorm #9
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