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Tradeshow Booth Design

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Trade Show Display Stand: "Think Different"

  
  
  
  
  
  

Think Different
"Steve was among the greatest of American innovators – brave enough to think differently, bold enough to believe he could change the world, and talented enough to do it." President Barack Obama, 2011

At EuroShop 2011, Strohbach & Krey Messebau Design GmbH & Co. KG was bold enough to execute the maxim "Think Different". It transforms the exhibiting space into a sand-covered beach. It even goes a step further. The space gives you the illusion of walking down right into the beach. The built-up pier being the corner stone of the exhibit design is very cleverly scaled. You walk on it and disappear into the large graphic wall mural: a magical union of the 2 dimensions. The running clips of the waves lapping at the beach makes a keen appeal to your limbic system. You are transported.

"Think Different" was the new campaign that was the turning point for Apple. It gave the brand much needed vigor and destined Steve Jobs with a cult-like euphoric followers. All because he designed different, so different that he altered our behavior. He propelled the human race forward.

Thank you Steve Jobs. You were a phenomenon.
Thank you Craig Tanimoto. You were the much needed vitality for the weary brand.

"Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.
The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.

While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

Magic by Design: Enchanted by the "Guy"

  
  
  
  
  
  

magic of enchantment

The Art of the Start got me started on the "Guy". Guy Kawasaki that is. I was intrigued by the 3 pearls of wisdom that he offered. "Reboot your brain": Break away from old way of doing things and elect new ones, right in accordance with Rumi, "Conventional opinion is the ruin of our souls".  "Kill the Cash Cow": Apple killed Apple II in order to make way for the Macintosh. They could have continued milking it, but they would have eventually gotten passed up by everybody else. Clear away the old to make room for the new should be the on-going mantra. Skyline took this mantra to heart and re-defined trade show portability by introducing Arrive. "Polarize People": You obviously cannot be everything to everyone. Your goal is to create "high value, high uniqueness". What is so enchanting about these 3 pearls are its' strong bias towards contrarian belief system. Yet, it is firmly grounded in the perennial nature of our lives. You may use it to enhance your personal brand and escalate your professional career.

When Enchantment was published, it was all but natural for me to be bewitched by the "Guy" one more time. Of the 10 enchanting facets he talks about: Overcome Resistance, Chapter 6 was the enchanting factor for me. "Show People Your Magic". He cites an example: After automation, Waterford, the crystal maker in Dublin laid off more than 1000 craftsmen in 1987. Four years later, Dennis Ryan convinced three of these laid-off employees to move to Nova Scotia to preserve their craft. They opened a factory and showroom in 1996 and called the company Nova Scotian Crystal. During warm weather, the company opens a large garage door to the street so people can peer into the factory and watch the craftsmen at work. According to Rod McCulloch, the CEO of the business, enabling people to watch the manufacturing process “gets them into the showroom to buy eighty-dollar glasses”.

When people see how your magic works, they develop an interest in what you do and are more apt to buy your products, "support your ideas and join your cause." One a personal note, recently, Apple performed one such magic on me. When my G5 came to a crashing halt, I was crushed. I was equally enchanted by the magicians of the Genius Bar at the Apple store. My G5 is back, running like new at NO CHARGE. And of course, the machine was not under warranty. That day, some one in the Apple chain of command decided to cast the magic spell.

It worked! I am still spellbound.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

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