Experience is a new frontier for brands

Explore the intersection of brands and digital spaces, drawing insights from industry experts, aka Pause Awards judges. We’re talking about the future of connection, spatial computing and the transformative role brands play in crafting cutting-edge experiences.

Pause Fest online presents a carefully curated first of seven sessions with an expert panel of judges, on topic specific talks. ‘The Future of Connection’ is panelled with industry experts Emile Rademeyer from VANDAL and David Constantine from Ellis Jones Consulting.

The rapid advancements in the digital realm continue to reshape how we interact, work, and perceive the world around us. To glean insights into this constantly changing landscape, we look to experts like Emile and David. Drawing from the panel discussion they recently participated in, we can better understand the future trajectory of digital experiences and the pivotal role brands play in this equation.

1. The Cutting-Edge of Digital Experience: A New Frontier

Emile quips about the advent of brands like Gucci launching their fashion range on platforms like Roblox, remarking, “Brands do not create products anymore. They create experiences.” The transformation has been profound. No longer limited to physical products, modern brands are forging ahead into digital spaces, crafting experiences that resonate with a younger, digitally-savvy generation. Platforms such as Snapchat, TikTok, Roblox, and Fortnite are not just recreational spaces anymore; they represent the next phase of digital experiences.

2. Spatial Computing: Breaking the Boundaries

Spatial computing stands out as a domain promising unparalleled immersion and engagement for its users. As David points out, “with [spatial computing and] decentralisation, you’ll be able to transact in those worlds.” This potential evolution could see us owning land in digital spaces, investing in unique game skins, and even exploring limited digital artwork editions – all within a 3D environment.

3. Brands as the Architects of Experience

The intertwining of brand and experience has never been more evident. George Hedon mentions the bold moves of giants like Nike and Adidas in the digital realm, emphasising the strategic shift from physical-first to digital-first product launches. The inherent advantage? By tapping into the digital psyche of the consumer, brands can foster deeper engagement, build trust, and create loyalty.

Referencing a significant brand overhaul, David sheds light on Wedgewood‘s transformation. This traditional ceramics manufacturer underwent a seismic shift by “commissioning a number of 3D artists from around the world to 3D scan their most [precious pieces]…create NFTs.” By doing so, they not only rejuvenated their image but also bridged the generational gap, appealing to a fresh demographic of digital enthusiasts.

4. Co-Designing: Enhancing Productivity and Engagement

Collaborative design in the digital space offers a unique proposition. It prompts us to question: does co-designing make us more productive or simply more engaged? The panel leans towards a blend of both. While collective design initiatives bring forth fresh perspectives, the exhilaration of the creative process can sometimes be mistaken for productivity. Yet, as Emile suggests, the inherent value lies in the shared experience, where brands and consumers are co-creators, shaping the narrative together.

The future of connection, as Emile and David illuminate, lies at the intersection of brands and digital experiences. As we stand at this juncture, it’s clear that brands need to continually adapt, innovate, and most importantly, connect in more meaningful ways. The next frontier is not just about products but about crafting immersive experiences that resonate on a personal level. The challenge, as always, is to stay ahead of the curve.

Book next sessions here: https://lu.ma/BREAK-THROUGH