addictlab

The Moral Duty of Creation.

2009-09-04T00:12:00.000-07:00

I'm trying to get my thoughts together, on this particular issue. I'm asked to do a talk on eco-design. Green design. Sustainability. You name it, it's that hip subject and my talk obviously comes as a result of our Ad!dict #28
on Eco-Research: World 2.0.
In that issue we talked about re-design, re-cycle, re-act & more.
We have 10 ways to create a better world, as I posted here.

I' m trying to think beyond the plain eco-message. Looking back at the different projects we have been doing with Addictlab, be it on our own, or for third parties, there is something that is popping up: there is a clear wish to create sustainable concepts. Sometimes, this is even an extra to the requested or commissioned deliverables. An extra filter and task we give ourselves, adding to the client's briefing.

I know that this might be a personal thing, a result of my personal drive. But what if this comes naturally with the process of sourcing and the methodology behind Addictlab? What if bringing people together in collaborative processes results in interaction, in surprising or out-of-the-box ideas, but also brings forward a clear wish to create 'for the community'?

Could social awareness be one of the outcomes of an addictlab-sourced project? Then maybe that is the most remarkable thing to be studied. Because that would mean that we play less 'individually' when creating in and as a group. So the methodology itself steers the result in a certain direction. We create differently in a group, and we add an extra 'social' layer to the filters we use to generate our concepts. Am I making sense? Let me make a quick sketch here.

1. a conventional creative process.

There will normally be a client, a company, most probably, that is spending some of its budget to start a creative process. This process should create changes for that company. That can be new products, a communication strategy, brand reflection, revenue, a new building, and more. What if we could quantify those 'changes', be it economical, brand-related or more.

• The blue part then shows the 'amount of changes' that are the result for the client.

• The red part shows the other party that will be involved in this process: the agency/designer/consultant. Changes as a result of this process for the agency will be primarily income, but one could also add field experience, for instance, or added value. (We did THIS for THAT client)

• Next to that, we can/should expect more income (or added value) for external and even internal creative resources. That's the yellow part.

• The Green part, is the social part: the PR value, the story to tell that can be picked up by journalists & media. Probably, and most of the time, this will be limited to the peer group of both agency & client. Both agency as client will probably get press in BTB media.

2. Addictlab process.

Now. Let's look at what I believe should be an ideal Addictlab project.

• The blue part stays pretty important: a client - any client - should get the changes they are paying for, and more.

• The red part then, is about quantifying the beneficial changes and/or income (but not necessarily only money) for Addictlab, as facilitator & methodology to create.

• The yellow part here, shows you the income/added value for Labmembers involved. These are how I call the creative resources, registered on Addictlab. Mark: the sizes of client/addictlab/labmembers are equal. Important, as we want to do anything but abuse the creative resources. This sometimes is completely opposed to how creative minds are treated/neglected by the agencies.

• The green part is for the lab's partners & sponsors. Addictlab's labpartners should be benefiting too. Labpartners can step in & tap into certain research fields. Addictlab's proactive way of working & global research fields demand research partners. The partners/sponsors should receive added value for any process done by the lab.

• Next to that, we are looking at changes for society. Why? I believe we shouldn't only create to earn money, or a company shouldn't pay us just to get added value for its board of directors. We have a moral duty when creating. This section is quantifying the social implication of the creative process. The result for our society, the people. Changes here could be heritage, regional branding, respect for social groups & more. the list is long.

• The orange field - I've called it 'Credibility Independent Lab' - is the authenticity factor. It's as important as the benefits for society, and it's what changes we are creating to remain true to the lab's independency and authenticity. If the lab is not authentic, the previous parts are simply just not possible. (This is why some political decisions to sustain the creative industries simply don't work. Politics is all from top down. Creative process is from bottom up.)

• If all those last elements are ok, we have come to the last part, the brown part on the chart, being the PR value of the project. The size is the same as the ones in the beginning. As important, because the story we now can tell, is a story that is authentic and very credible in view of sustainable changes. A broad selection of media should be interested in bringing the results of the process, generating PR for the company and the labmembers.

Now tell me. Addictlab has been a start-up company for the last 10-12 years (Or so it seems). It seems difficult to control, set up, steer in the direction wanted. Maybe it's just to naive an approach?

Jan Van Mol

Message to & on South Africa.

2009-07-07T15:36:00.000-07:00

openlab4 speech

Message to & on South Africa.

(this speech was exhibited at the last OpenLab4.0 in Johannesburg)

I don’t do speeches. Not that I’ m afraid of facing a crowd: only this weekend I went for an interesting game drive to Lofters in Pretoria, where I witnessed a live kill and about 50.000 extraordinary blue-ish species.

It’s just that I learned that setting a time for a speech at an event like this is just not possible. Or you’re here and might not be interested in what I have to say. Or you’re not here, then you’ll miss out to what I would say anyway.
Hence this poster: it gives you the power to neglect it, or to dive into my mindset whenever it pleases you.

My journey here in South-Africa was planned for about 3 years. And those 3 years are coming to an end. I will be moving out, to a place where there’s more white snow and less black diamonds.

I am still amazed by the beauty and richness of both your country & culture. Of course, I’ve had some interesting downsides, anything from companies not being visionary, people not living up to their word, getting run over by a truck, your every day card fraud or gun against your head.

But I need to thank all believers in Addictlab. Marike, Dan, Haldane, Jabu, Sean, Niik, Snowy, Linel, Craig, Michaella, Joanna, Leila, Clive, Tim, Amor, Katrin, Waldo, Hildegarde, and the list actually keeps on growing every day.

These and other creative minds from South Africa & beyond are constantly inspiring me and giving me the drive to take on a naive project like Addictlab,
where we are discovering creative talent, accelerating it, generating innovation and, yes, some times, I actually think we are making some progress in creating sustainable changes for the community involved.

I need to call on all of you to help me in our next projects.
• The set up of a lab in Soweto to help discover and accelerate creative talent. ‘Sowetolab.com’ would be the most important project to proof me right.
• I want to create a new publication of a book on
South-Africa and 2010 : we definitely need more sponsors.
• The offering of creative processes for companies looking for innovative ideas and concepts. We need companies, but they definitely need us too.
• And above all, a clear open mind to set up collaborations.. To create what you might not have created.
This 4th OpenLab is an example and opportunity. Sit next to Kasi Custom Rides making their car , or Solomon designing a radio using ewaste... Chat to Clive Rundle or listen to one of the bands playing for you tonight.
It’s not just about what they create. It’s about their life, vision and dreams.

It goes without saying that this isn’t a farewell. I simple haven’t finished here. What am I saying.
Addictlab South Africa has barely started.

Jan@addictlab.com

When your agency wins in Cannes, please fire them.

2009-04-28T12:49:00.000-07:00

I've tried to convince my friends and fellow colleagues of the advertising industry about how the business was changing and how one could react on that.
Well, I'm sorry to say... I failed.

At least, it's that what I was thinking when running around at the Salone del Mobile in Milan this year, where I obviously ran into a crowd of friends and people from the design industry, but apparently none from the advertising scene.

Has Milan turned into the center of branding? No, of course not. There are too many buyers and sellers and salesmen around that try to convince you of a new leather sofa.
But when you look beyond the dead cow covered sitting objects, you can see a parallel inspirational branding universe.

I admit: the abundance of chairs, tables and whatnot's is painful for the eye and the eco-friendly heart. Since who needs a new chair anyway? But when that chair comes with an added value, a story to tell, a function to add...

I realise I'm wandering through design heaven (or hell) with branded eyes, discovering gems of parasite branding and guerilla marketing tactics. Seeing inspiration for brands to get experiences across. That's why I can not understand that agencies are still choosing the Cannes beach in stead of the Zona Tortona.

Next time when your agency wins in Cannes, please fire them.
Don't get me wrong. They have proven their added value and we should honour them for that. On the advertising industry's funeral, we should speak with respect. The skills of the industry should be passed on by parent on child, and occasionally exhibited in museums over the world.

But a brand needs all senses to become a brand. In view of sustainable change, brand innovation and a holistic brand approach, you, dear marketer and/or CEO of a company, should look at other resources.

In fact, when using any creative resource for any project for your company, it should always be used with the bigger picture in view. This turns the advertising industry into craftsmanship and skills, and leaves a big space for true strategic and holistic brand consultancy, using a model of genuine collaboration, out of the box thinking and respect for the brand's surrounding environment.

I can be wrong and all the intelligent people in the advertising industry can still be right. In fact, I received yet another email from a big budget brand just now 'that we might be looking at a test project in 2010'. So when looking at what I earn today as compared to what I did when in advertising, I'm completely wrong.

Apparently it's waiting for the recession and it's fall-out to have companies realising the need for change. And if that doesn't do the trick, consumer behaviour will.

I hope I won't be painting sunsets in Namibia, by then.

Milan - some pics & thoughts.
-------------------------------

A female stand-up urinal. I'm not sure if this will make it to the market. What do you think? For me it 's a proof that tangible ideas can generate change.
In it's best, these concepts have a brand - and- social potential that can be enormous.

Ok, I was in Milan and I thought of recession when I saw this badly printed A4. (Chances are it's not the Mr Ferrari, but for the sake of my story, I need to believe it's the real one :-)

Our friends of .MGX / Materialise who will produce our Pine Cone light, had a collaboration with Renault. By far the most impressive work, tucked away in a small room at the Zona Tortona. Obviously deliberately anonymous, but with a potential to fill a complete hall.

A Retro-vintage ifoon.
For me this has brand relevance: dive into your heritage and past. It might need some tweeting and adjusting, but you'll have a unique story to tell and have a commercially successful project that goes with it.

The People Parking. Now here I saw a solution for the earth's global warming and a witty lounge concept, all in one. I also ran into a friend 'parked' there :-)

Diesel and Moroso. Combining fashion and design, and succeeding big time.

When looking at the following concepts, try looking beyond the physical object, but grasp the creative twist that makes up the story.

For more brand thoughts and help, a Creative X-ray or Brand Inspiration Shower, visit and/or contact www.addictlab.com

#recession? Addictlab takes over high value but empty shopspace.

2009-04-18T02:02:00.000-07:00

As you may know, I have been working on the further development of Addictlab, here in South Africa. An interesting experiment, as it allows me to test certain processes, learn from mistakes and implement maybe later the best findings in other countries and creative regions.

Have a look at the OpenLab3.0, a physical yet guerilla style evidence of Addictlab in a public & popular shop environment. (pictures on facebook)

In short, this is doing the following:
• Select, discover and accelerate local creative talent (What we call LABINPUT)
• Collect stories & people for journalists in the different creative scenes.
• Educate a large audience about design, innovation and other cultures.
• Interact and marshal a large crowd for ideageneration, via interactive tools. (The difference with 'crowdsourcing' being that I think it's important to know everybody in the process - preferably personally. I'll do a blog one day on crowdsourcing and the difference with addictlab.)
• Create a physical space, as an inspiring lab environment, for companies that need to tap into our lab when looking for new ideas, coherent brand consultancy and innovation. (LABOUTPUT)

It's an amazing space and it has a pretty important commercial value. Yet it was empty. One of the evidences of economical change is the rise and fall of shop concepts, shopping malls etc. Consumers have an abundancy of choice. But when you're shop/product/brand falls out of their Top of Mind, you better hang on. In tough times as these, it immediately results in empty venues. Causing less people to come, causing even more shops to close down. Empty spaces are the symptoms of economic downturn.

Resurrection thanks to recession?
So these OpenLabs must be seen as a solution, turning those proofs of recession into a positive story, with PR, brand, marketing & inspirational value for everybody involved. The addictlab methodology could work, yet it requires a lot of collaborative power, energy, and dynamics. We need people, artists, brands, to really WANT. (I'm not mentioning budget. Money should not be an issue when everybody shares a vision.)
A physical space as a metaphysical definition of innovation and hope. I can be very lyric on it all.

There will always be incomprehensible things in collaborative processes. I offered a - free - space to Danone, to name but one. I need to calculate the value of my gift: the PR value of collaborating, the brand value in the space, the number of people who would be in contact with their brand & product. We're talking about an A location space, so lot's of traffic. We already had national radio doing an interview.
It didn't happen. Timing? Vision? Budget? Lack of Respect? Ignorance? - It's in those moments that I like to take over the company, and force it in the right direction. But it's ok. I'm over it. I understand you need two to tango. And I have other things to do then to win someone else's battle. Certainly when I offer it for free.

Then again, during last week's opening, I was touched by a whole bus of visiting Soweto based artists coming to the design mall. Read: rich environment. I need to be thankful to everybody helping out, like Marike, Jaylily, Sean, Dan, Joanna, Haldane, Clive, Michaella, Open. There was an interesting mix at the opening, yet I will be looking with the help of those great labmembers here to see if we can organise a specific brand/innovation related workshop.

Having this space now, opens up even more possibilities. From a content point of view, we could do this all the time. We have the great talents to showcase. And companies need now more then ever innovation to get out of the dangerzone.

Business Opportunity / we have extra lab-capacity for brainstorming sessions, workshops & innovation idea generation.

We have this space only temporary. If your company or others you know are in need for new ideas, we can bring in creative talent almost immediately to start thinking completely out of the box. This gives us a unique opportunity for our brainstorming sessions.

As far as the selection we made for this OpenLab, I believe all are very talented, and useful in most creative processes, but more specifically there are labmembers that can be very valuable for your company when you're active in :
- Automotive
- green-eco design
- womenslab
- branding & marketing
- business travel
- SouthAfrica 2010
- kids

When interested, do not hesitate to get in contact.

[Would an OpenLab in your region be a good idea too? Have a place? A network? An Empty space?]

Why big agencies need to be afraid of 3 guys in a township.

2009-04-14T14:12:00.000-07:00

When you receive an email, stating that you would have 'a valuable input in clearing the path to our destiny in terms of developing the work we doing' then you most probably think it's spam. In this particular case, it was genuine.

Every now and then, I get completely blown away by human ability to create.
It's a rare yet strong emotion, that brings me happiness, since I realise the addictlab concept of discovering great creative thinkers from any culture or discipline is actually working. It makes me proud, and it makes me frustrated, all at the same time. Frustrated since I see the restrictions of what it is I can only do.
Even when it's my eternal Addictlab pledge that we need to do all - and preferably more - that is in our powers to push their talent.

Meet Sibusiso Justice Dhladhla, living in a township called Thokoza in Ekurhuleni, working in a group called Kasi Custom Rides, made out of three members namely Sibusiso Dhladhla, Jabulani Ngwenya and Enerst Sibeko.

They use paper and cardboard to build cars. The models are about 7Ocm, with perfect curves. The windows go up and down, the rooftop window slides in the roof, the seats can go out, the wheels turn when using the steering wheel. All out of cardboard in a perfect physical visualisation of autocad computer wireframes. Made by hand, not by processor.

When they arrive by taxi and humbly present me their concept, my brain activity is at its highest, my mind is in a thousand places. This is why I do what I do. If only they could benefit from the projects that I have been doing in the car industry. Visiting the design center from Rover and looking at the CAD and the clay models, when doing all campaigns for Daewoo in Belgium. Working on idea generation for BMW or Lexus, setting up projects with Chrysler or Renault.
They should have been involved. They need to be involved in the future. Any car company that is not busy getting broke and/or looking for innovation (I guess this covers them all) should call me now. PR or AD agencies working for car companies looking for innovative ideas, should see me tomorrow. Car manufacturers, call me now and invite them to come.

Because I don't see just a car. I see living proof of a much needed serious reshuffle of how companies should use their creative resources. It's time to stop showing creative respect to agencies who do not respect creativity.

It's time to have respect for authentic creative skills and use creativity in a much needed win-win system for all: client, brand, environment and thinkers.

Let this be yet another call to companies to use creativity for all the good purposes. For their own benefit, sure, but also for the benefit of the people and society that surrounds them.

As for now, I will do whatever I can to accelerate their talent. In case you wonder, no, no one is paying me to do this. And I'm not even sure what I will get in return. I will exhibit them in our Open Lab. I will post them on blogs, put them on our homepage and I will get frustrated when I don't get a call from car or design companies wanting to see how we could get that talent in for design, communication, PR or other projects.

I want them to be in Milan next year. I want journalists to write about them. I want companies to pay them the right amount of money for their skills. Christmas should come early this year.

You can see the cars at the OpenLab3.0 event in Johannesburg. Check www.Addictlab.com for more.

Now, even the cleaning lady can put her CEO out with the garbage.

2009-03-25T14:16:00.000-07:00

Concept.
These wheelie garbage bins are turned into mobile sitting units, cupboards and more.

Recycling.
The eco-recycling concept is pretty cool for children, with customised designs, patterns, bright pillows. The objects will raise awareness related to eco-design, recycling and sustainability. They will love the mobile aspect of it, and the use of their own little space. Yet the Garbage Sofas can also serve perfectly for your board meetings.

Functional.
You are not disturbed or disturbing when using your cellphone, laptop or reading a book. When you want to take part in a conversation, simply roll your seat closer to the others.

Immediate solution for banks & board rooms.
The garbage sofa's are especially designed to be a direct solution for when your executive board is taking all the wrong and irresponsible decisions. Now, even the cleaning lady can put her CEO out with the garbage.

The Garbage sofa's will be shown at the Open Lab event in Johannesburg, South Africa. Graphic designers, artists and other creative minds wanting to customise a Garbage sofa, please get in contact.

jan@addictlab.com

Labfile addictlab:
LAbfile Garbage Sofa

Message to twelebrities.

2009-03-23T00:48:00.000-07:00

Dear Famous celebrity twitterer.

I kind of get the hang of twitter by now. My job (and hobby and lifetime preoccupation) has taught me to look for new concepts, and try to capture its essence. I myself am small twitter-fish, though. Having about 300 or so followers.

With a bit of nostalgia I look back at the beginning of your and mine twitter career, some 190 followingers ago, when the novelty and mystery made us actually engage in twitter-conversations. I even believe John Cleese was or maybe still is following me as well.

Dear Twelebrity, don't get me wrong. I do am interested in your daily whereabouts, like following Demi Moore to a Berlin trip, or see her flirting with her husband via twitter, it's sweet. And this is really not meant ironically. I really think it's interesting to read about your life and your thoughts.

But that's the problem. Twitter gives me more then I can handle.
Before Twitter, I knew you existed, could admire your work (or not), and you were text blurbs - or preferably blurry pictures of you doing something nasty - in the global popular press. So we learned about your pregnancies, your Hollywood gossip, your addictions, your love lives and your court orders. Your illegal sex-video, though, I have never seen.

With Twitter, it's worse. The damn Twitter-thing gives me the impression that I can be closer to you. Read about you, directly from you, and - worse - interact with you. I have the impression that you would actually engage in a conversation.
Now, without any boasting to be done, I really believe that for some of you 'famous' people, I think my life and experience could actually be as good as an inspiration as vice versa. I truly believe that we should have a coffee, discuss life, creativity and more. I truly believe with some of you, I could get along.

Yet I can't get to you. The twavalanche keeps on growing, and makes me one of your zillion followers. 'Followers' meaning that I'm behind you, where as I believe any decent conversation is happening with someone next to you.

Of course I can retweet. Of course I can reply, as I see others do. I even see you react and reply back from time to time. But it's a lottery thing. It will probably make the retweeters their day, since you, their hero, has stepped down from your Hollywood cloud and has shown a beginning of human interaction. They will probably save your retweet on a usb stick and cherish it like a piece of a Saint's real bone relic from a bygone era.

I don't want to play the lottery. Or worse, lose myself in a Web2.0 equivalent of a religion. I've rejected other religions a long time ago, and at least he could walk on water.

So we have to stop meeting like this. And that's why I will unfollow you. You will not notice this, it won't hurt a bit. And I will at least have not the impression to be close to you. Unless, of course, you react. Retweet, engage. Then we can discuss. You can start following me on my twitter account.

http://www.twitter.com/JanVanMol

Generating Strategic thinking for companies: Danone.

2009-03-11T05:51:00.000-07:00

Here is what was published on the Addictlab.com site.

Addictlab's brainstorming sessions offer Danone South Africa an important strategic eye-opener.

Children should have their daily intake of calcium, in order to have their bone structure developed appropriately. The innovation research led by Addictlab's founder and brand specialist Jan Van Mol therefor decided that it was important to focus on the regularity of the intake, rather then on the different tastes.

This is but one of the outcomes of the brainstorming sessions commissioned by Danone South Africa, for which Addictlab used it's own 'Creative X-Ray' methodology, using creative resources from diverse cultures and disciplines. The lab delivered a concept database, with about 20 ideas that could be implemented, ranging from strategical concepts, products, packaging, brand fashion, above & below the line communication as well as traffic builders and promotional items. All ideas were generated by an out of the box approach, followed by a Danino brand filter.

Now, over 6 months later, the 'every day your Danino' concept has been adapted to the existing 6-packs, and are on shelves in South Africa. In stead of communicating the different tastes, every little pot now has received it's day of the week, promoting and explaining the necessity of an every day intake.

The 6-pack version consists of the 5 weekdays and 'Weekend'. The packs are now sold with a Day of the Week magnet to emphasize on the changed concept. Regardless to say that this concept is beneficial for the kid's calcium-intake as well as for the volume sales of Danino.

This example shows that not all ideas for innovation imply long term research and high cost implementation. Addictlab , though, was not involved in the final packaging design, and the TV and Radio campaign, which raised an important question in the addictlab organisation. Jan Van Mol: 'We have all these executional specialists in the database, so much craftsmanship, we could offer this as well. With the benefit of high quality and low cost delivery, but the danger of becoming a more executional supplier in stead of a like minded thinking partner. The fact that this concept made it through the whole process, however, is a statement on both the power of Addictlab as well as the will to innovate from Danone'.

New... Labfiles - free downloadable online magazine

2009-02-24T10:23:00.001-08:00

With these Labfiles, I wanted to honour the creative talent of some of your fellow human beings.
People who create thought-provoking and inspiring art work. No matter what creative field, no matter what origin, no matter what culture.
With these Labfiles, I also wanted to explain more about the Addictlab concept: about discovering that talent, and accelerating it.
Yet it’s also about getting to know you, so that we can bring you together in dedicated research programs to come up with innovative and sustainable ideas. When a third party or client is involved, like our ‘broom lab’ or ‘chocolate lab’ activities, those sessions are remunerated.
Of course, we can not print as much books and magazines as I would like, like our normal Ad!dict books. But I do believe in the power of leaving traces, hence this magazine concept.
Free downloadable, free to dispatch, free to share.
What to do to be in the next edition?
Join addictlab, register and upload new work on your labfiles regularly.

More? www.labfiles.org

Find the three differences.

2009-02-24T00:49:00.000-08:00

The press release
With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver "delicious." Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.
— Press release

(O. The corporate kraft logo is the last one.)

Love this quote
"There really isn't anything good to say about this logo — if I had to dig really deep I would offer that the lowercase "k" is very pretty, but that's about it. This is such a wimpy logo for such a large corporation. The red "smile," the colorful burst, they are all hackneyed and friendly to a degree where they are just childish. And, ohmygod, is that Tekton in the tag line? I haven't seen that typeface used without sarcasm or irony in a long time."

And how does your brand stink?

2009-02-05T02:39:00.000-08:00

Dear brands world wide,

Imagine that I am blind. God forbid, in the event there would be one.
Then I can't see you. I can't see your brand. I can't see how you communicate about yourself. I can touch your products, if I know where they are. I can smell your aroma, or your odor, yet you need to explain to me that that smell is linked to your brand.
I can hear you shouting, and I can even hear you whispering, as long as I know how to distinguish your audiostream from all the other noise.

Of course we live in a visual community. But it can't harm to, once in a while, omit the obvious brand experiences, and enhance parts of your brand spectrum you might forget about.

Imagine all your consumers are blind. You will need to change the codes and references of your language. You will need to work on your overall brand experience, and not rely on the visual bombing you're used to. Let's face it, for us, being not blind, it's a war zone out there.
You will need to create products that have a USP, but also a USF (Unique Selling Feel), a USO (Unique Selling Odor), a USA (Unique Selling Audio), and a UST (Unique Selling Taste).

Tip to do with a friend.
Blindfold and take him or her to a branded spot. Like Ikea, Starbucks, you name it. How long before your friend will realise where he or she is?

Tip for brands:
Set up a team of blind consumers. Your eyes will open.

Jan@addictlab.com

Thanks Pedro Alegria, for inspiring me on this topic.

Sensorial Lisbon on addictlab.com
Imagine what might be like to rediscover blindfolded the borough of Alfama: the narrow streets, the smell of grilled sardines, the sound of a Fado that can be heard from afar and so many others sensorial adventures… Walks on foot in the Alfama Borough in which the participants have their eyes blindfolded and are guided by a blind guide from ACAPO (Association for the Visually Impaired) who shares his sensorial experiences. There are also a Lisbon Walker Guide who sets the historical contextualization of the route, and 4 other elements who help the participants. The Project has two main goals: - to provide a sensorial experience which aims to gather new knowledge of the surrounding space through the stimuli of the senses of smell, tact, taste and hearing and absense of vision. - to bring awareness to the universe of the visually impaired, not as a limitation but instead in a positive and stimulating note in which the blind himself invite us to step into his own world of codes and references.

About a trip to Belgium and the food that goes with it.

2009-02-01T23:16:00.000-08:00

So I did one of those trips again. As you may know, I live in South Africa. As you also may know, behind Addictlab is a Belgian company, with a Belgian office space. So from time to time, I need to fly in. The moments are selected based on emotion, ratio and above all... available budget.

Tuesday.
I arrived quite late, and my parents, sweet as they are, deliver a car to the airport, so that I can run around, drive on the wrong side of the road and get ticket fines. My parents can start a car pooling-bed & breakfast-restaurant kind of company, based only on my short visits.

I had decided to have an informal lunch with Imke and Jo from Imec: brought them some Amarula to thank them for the past years collaboration. We also discussed future projects.
# food: chinese duck, really good.

Rush to the Addictlab office, to prepare my two presentations for Wednesday. I end the day with a pretty nice diner at the Belga Queen in good company, discussing about addictlab activities, strategy, fashion and more.

Wednesday.
New business meeting in the Netherlands, near Eindhoven. And what a beautiful trip it is: all is white, and the orange sun comes up when I cross the border. This Dutch company produces African tissues for the West African market. They do have a shop in South Africa (at the Maponya mall), but their core business is in Nigeria, Ghana, Cote d'Ivoire, Senegal etc.
Will this be a new client? Who knows. I presented all the projects and contacts I made in the SA fashion scene, but of course, I realise West Africa is different. I sincerely hope they see a lot in a collaboration, what would allow us to open up Addictlab activities and discover new talent in Western Africa aswell.

In the afternoon, I needed to be on the other side of Belgium, to deliver the project & concepts of our broomlab. A nervous trip through Belgium, with a healthy diet. (At least the water in the car is. The whole pack of Chocolate Mellow Cakes I swallowed in the process, is, well, ... proteines.)
How I enjoyed this meeting. The board of the company seemed pretty happy with all the ideas presented, and the fact that 3 concepts already will be tested to a consumer test audience next week shows we did have some possible winners. For some concepts, we will need some years of nano technology research.

Wednesday night, it's my fathers birthday, and we decide for a spontaneous diner in a restaurant in the neighbourhood. When living in Belgium, in 's Gravenwezel, you MUST try this. They call themselves a brasserie, what must be the most underrated underestimated statement of the century. How else can you describe a restaurant that brings a dish of 'Lotte' (fish) with parmesan crumble and spinach ice cream... The name of the restaurant escapes me, but contact me if interested.

Thursday.
You have those crazy days. My day starts at 9 in the Pain Quotidien in Brussels, discussing about Addictlab & TV formats. Then I rush to the Carestel in Ternat to talk about our plans for the upcoming Womenslab. (Launch of www.womenslab.org on March 8th, International Womens Day)
A quick lunch in Mechelen at the Nick Brasserie (scampi dish, very nice, to be honest, and the South African wine is very good) with possible future partners, then meeting with a publishing house. Need some thoughts on the concept of me writing a book.
Short trip to the Addictlab space, to prepare my lecture and then off to Vilvoorde,for my lecture on branding, innovation for an audience of Mars Alumni.
Looking at the comments I got, it seemed the audience appreciated my presentation and the addictlab way of thinking. Will the big player from Germany really fire his agency and tap into Addictlab?
# food: walking diner.

Friday.
A trip to Cologne, to check upon the construction and final delivery of the booth concept we generated for a chocolate client at the ISM fair. I kind of like these construction days: most of the thinking is done, it's now all about execution and following a strict plan to deliver the right thing on the right moment. Pretty hands-on.
# food: I ordered sandwiches and a pasta for our team in my best German. What actually is a pretty risky thing to do, looking at my German and the Pakistan takeaway's responses, but it turned out to be alright. Well, we can discuss about my pasta carbonara, though.
I leave back from Germany to Brussels, back to the office quite late, to do some paperwork.

Saturday.
Family time. Before the birthday brunch at my parents house, I defeat the prejudices and go shopping at the Wijnegem Shopping Center. (I do have a rich hands-on shopping mall experience here in South Africa..) Brunch with family is exactly how brunch with family must be: warm and enjoyable.
Before going to the airport to dash off to Zurich , I deposit a signed commercial agreement in a companies postbox. It nearly made me miss my flight, yet I really wonder if the agreement will allow Addictlab to start flying high. Later more on that.
When I finally sit in the plane to Joburg, I fall asleep before I finish my inboard movie. Happens to me all the time. I wonder why.

Respect.

2009-01-26T22:21:00.000-08:00

I have a lot of respect for people who use their creative talent to come up with ideas that actually try to change something. I do believe it's our task at Addictlab, as well, to point those out, and not yet focus on another creation of a fancy dress or hip design chair.
Not that those are not important to show a vibrant creative community. But let's face it, in view of global needs, there are more important aspects to be looked into.

Here is a new labmember from Portugal, Pedro Alegria, (and what a name that is) who came up with a really nice idea.
Of course, from a brand experience point of view, your slick bank director wouldn't like too much the presence of, well, not so well-dressed, not so nice smelling people in his ATM booth. Maybe we should throw in free Lancôme samples, and a small winter garderobe courtesy of Louis Vuitton or Chanel.
Let's keep on dreaming. It's the only way to create sustainable changes.

---------

According to recent news, there are around 900 homeless in Lisbon. On winter’s coldest days, to sleep on the streets is to take the chance of suffering of hypothermia. Several entities seek to re-enforce the distribution of blankets and clothes, hot food and drinks, an effort that reveals to be insufficient. But, in the city, there are indoor spaces likely to be used by the homeless on the cold nights. Those spaces are the ATM booths. These money containers, during the night, have hardly any movement, are constantly warm and can represent an almost luxurious shelter for the homeless. Consequently, we’ve created a golden ATM Hotel to be developed in partnership with banks, allowing homeless to access the ATM indoor spaces. The main goal of this project is to rise multiple questions regarding the homeless conditions and needs, the way we share space with these people evoking public and private space, and also the possibility to have institutional spaces playing more active social roles, even if only temporarily.

Go to labfile

ifashion.co.za

2009-01-23T05:09:00.000-08:00

I'm not too sure about this headline, but I do am in good company.

Direct link to article

Trend forecast 2009/2010. Well, not really.

2008-10-29T23:41:00.000-07:00

I have been asked to write down a trend forecast for 2009-2010. For some reason, people think that goes with the addictlab-territory. And, yes, well, maybe, I have the opportunity to discover a lot of great creative work from different cultures. And if you start from the premise that artists and creative thinkers are conceiving before the masses take over, then yes, I'm a bit on the first row.

But.
I have a problem with the fact that this is but passive. I honour the job of a journalist, don't get me wrong. The analytic qualities, putting it all in a bigger perspective is a true gift. I would put journalists above art directors at advertising agencies in the hierarchic scheme of creative thinking. The work of a journalist is of utmost importance to pass on the message, crunch it, explain it to a bigger audience.

My personal ambition is not there. My addictlab 'job' (now that's a contradiction in terms) makes me a consultant, a journalist (I have a press card), a publisher, an agent and what not. Interesting how people need a framework to rely on to get things defined.

I believe in a more active role in the creation of things. I'm naive enough - still - to believe that with the collaborative force and methodology we really can make sustainable changes. I'll write about next weeks event on the plane to Europe, Sunday night, but I believe the Live Addictlab session at the World Creativity Forum is of great value, even compared to the 28 books or more Addictlab has published since the beginning.

Creation? That would make me an artist, then? A young labmember from South Africa asked me to explain to me what makes a good artist.
The young talent that I meet and discover and that I believe could be big in the future, are all mature in their thinking. Complexity in their thoughts, combining their growing know how with their equally growing know not.
With all answers you find, you discover new questions. I'm not talking about craftsmanship. Students need to learn, since you can only step outside the lines if you know where those lines are.
I believe in what comes next in that process. In an artist's tenacity to follow a well defined vision. I'm amazed by coherence in their work, the dynamics of the creative process, rather then the artwork itself. I have huge respect for artists-specialists, even though Addictlab makes me a 'generalist' pur sang.

Enough said. The trend forecast report is waiting. Knowing the prices some trend forecasters can ask for lectures and workshops, it's something to get into. Businesses pay good money for so called trend gurus it seems.
And, I admit, it's not that my eleven year old start up (...) has been an economical success so far. It didn't even get me to TED. Speaking of which, I do need to prepare a lecture for next week too. On emerging technologies and the force of creative thinking and my answer to crowd sourcing.
Ok, the trend forecast 2009/2010 needs to wait. And if you're patient enough, you'll live it, in stead of read about it, anyway.

Work on the Winkel.

2008-10-22T03:48:00.000-07:00

Brainstorm with us during the Creativity World Forum
Addictlab will be presenting its newest book (#29, on emerging technologies) and exhibition together with IMEC at the Creativity World Forum, November 19 and 20, Antwerp.

But we will also install a 'Live AddictLab' there.

Live Addictlab: brainstorming sessions
Addictlab researchers attract creative minds from all over the world, publish them, try to accelerate their talent, but also bring them together whenever possible to create an out of the box approach and generated new ideas.
For the Creativity World Forum in Antwerp, we will do this ... live.

What projects?
We have our own research projects going on, but we are also encouraging CWF visitors to hand over a possible problem that they have in their business.

Work on The Winkel.
After an internal brainstorming session, we need to decide, write out the proposal, visualise our thoughts and hand over a file at the end of the Forum.

What can you do?
Participate in this instant brainstorming, filtering, visualising project. Expect chaos, but inspiring chaos...
Can you join Jan Van Mol on site? Or - why not - can you work with us online during the two days - and nights we will have?

What's in it for you?
A chance to expand your horizon, and a moment to collaborate with other creative thinkers. We will try to generate as much as PR as possible about the project and the collaborating Labmembers. You will receive free entrance to the Creativity World Forum. And you can bring your work in order to be selected for publication in the next Ad!dict book.

Money
is an issue, of course. We are doing this to show our process, and ... to get clients for this kind of projects. Normally, when there are clients & income involved, you are of course getting paid. In this case, however, it is a low cost project. Yet when there is a possible next step for one of the projects we worked on, we will get back to you!

Eager to start?
We already received some projects to think about! So we can start today...

Apply now
Send your application to
Jan Van Mol
jan@addictlab.com
Preferably link your name to your work on the addictlab database.
Not registered yet? Register here.

Research issue?
Do you want to use this opportunity to have us think on an issue linked to your company?
Go to the Innovation_desk.

about Addictlab's 29th book and diabetes Jewellery.

2008-09-23T00:34:00.000-07:00

[text by Giovanna Massoni] Ad!dict Creative Lab and IMEC are glad to announce the next Inspiration book: #29 issue, out next October 2008, will be entirely dedicated to the science and creativity. The in.tangible.scape.s collaboration did not only result in a book fully dedicated to this theme, it will also be an ongoing network that will generate a series of actions throughout 2008 and 2009.

In.tangible.scape.s is a hybrid title, suggesting flows of meanings, expressing fluidity and solidity at the time. Tangible and intangible, singular and plural visions… #29 is a collective, participative project, according to Addict style, but increased in intensity by gathering together a number of platforms and not only individuals. The aim is to co-building contents and meanings, hypothesis and scenarios around an open issue: emerging technologies, successful applications, liable solutions, sustainable promises and risks in bridging science (the future) and creative domains (the Erlebnis, the experience).

In.tangible.scape.s is a joint initiative by Addictlab and IMEC.

It all started more than a year ago. IMEC, Europe's leading independent nanoelectronics and nanotechnology research centre is driven by a dream: opening up the horizon of emerging technologies research, not only by widening the fields of scientific studies, but involving and informing as many people as possible. Science is for all, not only from an educational point of view, but also as a mean of increasing creativity and creating a true dialogue on science, technology, possible applications and implications. By crossing the borders between science and technology and art and design, industry, research institutes, academia, education partners and policy leaders can enter into a dialogue with the broad public. In this aim, IMEC came to Addict Creative Lab for a first project that resulted in a publication: #27 Nanotechnology.

This Inspiration Book generated workshops and exhibitions during 2007, and it’s still adopted at IMEC as a communication tool to explain both youngsters and scientists that science and creativity have no limits.
The present project is to be considered a step further: emerging technologies are becoming important media in art and design. Even if still delimited to a niche category (e.g. digital or bio-art, interactive- or experience design) we all believe that in an optic of sustainable development, this might lead to a responsible, appropriate technological evolution.

Issue #29 is a sort of portal connecting platforms and individuals in order to create new meaningful networks. Exhibition curators, as well as major companies research departments, schools and universities, organisations together with designers and artists filled the bi-dimensional space to hopefully create a fourth dimension of debate and solutions.
The publication has been built thanks to main supporters and contributors: Imke Debecker, Jo De Wachter of IMEC and Jo Decuyper of RVO-Society.

Labresearchers
The Labresearchers Carl De Smet - Noumenon, the Belgian artist Frederik De Wilde and Alok Nandi – Architempo to having increased the reflection and enlarged the field of research. And thanks, of course, to all the participating Labmembers.

The contributors network is including the following partners: Marie O’ Mahony (technological textile expert) and the Science Gallery, Dublin;
Paola Antonelli and Patricia Juncosa of MoMA, NY ;
the designer Mathieu Lehanneur, Anthony van den Bossche of Duende Studio,
Basile Gueorguievsky, and David Edwards of Le Laboratoire;
Maria Grazia Mazzocchi, Claudio Moderini and Renzo Giusti of Domus Academy/I-Design;
François Jégou, Sara Girardi Colelli, Giulia Durante and Paola Paleari of Strategic Design Scenarios ;
Jan Boelen and Liesbeth Huybrechts of Z33;
Koen Snoeckx of the Holst Centre ; Yixiu Wu, Siwei Fang and Patrick Chia Seow Leng of Design Incubation Centre, National University of Singapore;
Clive van Heerden, Senior Director Design Innovation and Jane Hardjono of Philips Design;
Kathy High, Daniela Kostova and Rich Pell of Arts Department Rensselaer Polytechnic Institute; and Michel van Dartel of V2_, Institute for the Unstable Media.

A special thanks to the designer Leah Heiss for her enthusiastic response, and to James King, Cynthia Pannucci of Art & Science Collaborations (ASCI), Hiroshi ISHII of Media Arts and Sciences MIT Media Laboratory who actively contributed to increase the networking.

Giovanna Massoni in collaboration with Imke Debecker developed the concept, the network and the editorial partners’ coordination. The Art Direction has been assured by the young and talented Marike Hechter, Addict South Africa labmember.

Sponsored by Sappi
Headquartered in Johannesburg, Sappi is the world’s leading producer of coated fine paper and chemical cellulose. They produce specialty papers, uncoated graphic and business papers, as well as packaging papers, newsprint and pulp. Out of a strong believe in Addictlab's mission and view on creative processes and sustainability, Sappi kindly offered the paper used for this book.

Triple Green demonstrates Sappi's on-going commitment to producing high-quality coated fine paper in a sustainable and environmentally-sound way,
The three pillars on which Triple Green is based are processes that not only minimise the environmental impact of paper manufacturing and ensure long-term sustainability, but also assure end users that the procurement chain has been stringently monitored by independent environmental bodies. They represent Sappi Fine Paper South Africa's pledge that:
• the primary source of pulp used in the production of paper products at Sappi Stanger Mill is sugar cane fibre, which is sourced from local suppliers
• the bleaching process is elemental chlorine-free
• the wood fibre used in the production process is obtained from sustainable and internationally-certified afforestation, using independently-audited chains of custody for incoming fibre
Sappi Stanger Mill is one of only a few mills in the world that uses sugar cane fibre as its primary source of pulp.

Sappi also contributes to Ad!dicts #29 book on emerging technologies with a unique story of an out of the ordinary and bold company vision.

one of the concepts: diabetes Jewellery

Leah Heiss in collaboration with Nanotechnology Victoria is developing a range of jewellery for treating diabetes.

The Patch Projects are focused on developing jewellery-based wearables which contain Nanotechnology Victoria's MicroArray patches. MicroArray patches are small (10 x 2mm) circular discs which have an array of micro needles on their surface. They can be infused with insulin to replace syringes, as the insulin can enter the body through the dermis. The Patch projects include a wearable applicator device - a necklace which allows you to administer the patches to the skin.

In addition, Leah has been developing a series of rings which hold the patches in place once they have been administered. This project is being developed as part of the AIR residency with Nanotechnology Victoria, supported by ANAT - Australian Network for Art and Technology and Arts Victoria

Go to her labfile

Your Own Chinese Look.

2008-08-18T00:47:00.000-07:00

I thought it is quite interesting to see that the Spanish team's 'We are ready for China' picture is send around the world as seen as racist. They did get a lot of criticism.

In order to increase the own competitiveness and its penetration of the global market , the Chinese society currently tries to conform itself to the western model. But as the Chinese force becomes stronger, this might very well turn the other way. We Western people might need to adapt to them. Looking at their Gold Medal success, it might not even be a bad idea.

The project 'Chinese Look' we published in Ad!dict on Heritage is a critic on the current paranoia that leads us 'from the West' to stare impotent to the imminent advent of a Chinese Future.
It's a jewel in titanium that the westerners can wear in order to assume the more obvious oriental somatic features, showing off fascinating almond-shaped eyes. It's also an instrument of visual correction that offers westerners the possibility to look at the world with Chinese eyes, helping them to face... a hypothetical new world order.
Ha. Let's see how many people will actually wear this in London in 2012.

Go to Oscar & Lara's labfile on addictlab.com:

Oscar Brito + Lara Rettondini

Mini Creative X-Ray© in Brussels. (addictlab brainstorming process)

2008-08-14T09:22:00.000-07:00

Bring 10 creative minds
together, stir firmly, and leave a bit out of control: of course you get weird stuff.

I can’t really tell you why, for whom and certainly not what we’ve talked about, due to the confidentiality of these kind of projects at Addictlab. But the process is worthwhile mentioning.

Last month, I facilitated a brainstorming session as part of a system to generate new ideas for a company. We do these projects since I believe in the fertile environment of a mix of creative people. Preferably a lot, but, no, this is not crowdsourcing.

Crowdsourcing is the new buzzword. But it’s too
impersonal.

The added value of our ‘Creative X-Ray’ should be :
(1) having a track record so that we are sure we can deliver, and (2) have ways to deliver them. But, ok, I’m sounding too much of a salesperson now. If you’re interested, be sure to contact us.

On this particular day, I selected the Addictlab spot in Brussels. It’s a bit controversial, has the right vibe to do these kind of things, and was conveniently for me and the Shanghai based client, at that time.

The selection of resources is of utmost importance. As opposed to crowdsourcing, I need to know whom I inviting, for what, and almost anticipate what is going to happen when we bring labmember x together with labmember y on project Z.

Take Lieven De Couvreur, whose very first job was being a Design Lab Researcher at Addictlab. Ok, the economy & market reality made our ways to be separated, and he is now a teacher at the school he went to. When he enters, he brings his homework that I have asked, but in a powerpoint of 105 slides, that blow me away. I remember: this is why I do what I do. Feeling privileged to work with this kind of thinkers. Feeling honoured to be able to push their creative boundaries and have them come up with new ideas.

Lieven enters.
His lab/homework exists of 105 powerpoint slides that blow me away.

The whole day, we will have discussions going on, and I’m taking their minds on a journey through my sinister brain giving them assignments according to the Addictlab X-Ray methodology. Sometimes clear, sometimes unclear where this or that question will lead to. My job being to anticipate, filter, facilitate.
One moment, I see Boyoung being puzzled by some question I had raised.
A complex question it was, and not having received an answer I tend to switch to another angle. Yet she stands up, and moves to another spot in our space.
She needs some time alone and wants to come up with an answer.
When I go sit next to her, she has sketched out mentally a possible solution for the problem at hand, going much further then I could have imagined. I bring in Emilie & Celine to help investigating this route, while the others keep on my initial track.

At the end of the day I’m a bit of a wreck. But it was worth every second of it. The result, in this case, will not be tangible in the near future, yet it will be reworked in a ideadatabase to be used by the brand & their creative resources.

selected labmembers
Pieter Verhoeven
Lieven De Couvreur
Celine Poncelet
Emilie Lecouturier
Boyoung Jung
Emmanuel Wolfs

facilitators:
Niki Vranken
Jan Van Mol
+ clients

More info?
All labmembers received the same remuneration and signed confidentiality docs. The session was part of a three month Mini Creative X-Ray program. Interested brands or agencies for these kind of sessions can mail info@addictlab.com

Shit design. (Pardon my french)

2008-06-12T05:02:00.000-07:00

One of the things we can do with the Addictlab concept, is set up collaborations with schools and have their students work on one of our research themes. Preferably in a out-of-the-classroom surrounding, and on a project that is far away from their normal habitat.

Have a look at the ongoing Kidsresearch.

Some examples?
Take labbie Silke Rombaut.

She contributed with her great Kids Cage concept on her labfile.

But look a her 'Shit Down' concept, a bold design statement in the beginning of your career.. But on second thoughts, not bad. Useful it is, since you need kids to train to do their little thing on a toilet in stead of in the Procter and Gamble device. These house breaking rules are not that easy. (I have two kids, I know). Yet I'm not too sure about having a huge fecal look-a-like in my bathroom, but ok.

Second remarkable concept is by Labbie Dagmar Stozek
She is clearly a fan of the prestigious Nip Tuck series, and who can blame her.
She created a very strong image, with a lot of impact and 'stopping power' as we say. During the Labbie workshop they can think of concepts for products, but also reflect on the matter at hand. Which is even more important.

And then a nice one by Marilyn Verwimp. This flower changes color, indicating the right temperature of the water when the baby needs to take a bath. A concept with a possible commercial value..

We do welcome schools to take on similar projects. Do not hesitate to get in contact and have your students become our labbies.

Aanvallah! - A football blog.

2008-06-10T00:00:00.001-07:00

So here we have it. The Dutch soccer team defeated Italy with a 3- niks score. And it could have been worse.

I'm not a football freak. I did play some, ages ago, at the infamous S.K. 's Gravenwezel. And the only time I wore a teams colors was when I drove my motorbike to go see Lierse becoming Belgian champion. An exhibition of fan behaviour from that magnitude, in my case, that needs some explanation.

I had an advertising agency, MotuNui, and we had arranged for my client Daewoo to be sponsor of the Lierse team.
A Korean client, at that time, was a sort of adventure for my then pretty young company. We had no 'car' experience what so ever. Still that's what made it a success I guess. (We gave a way 100 cars to test drive, added free petrol for a year, all things you wouldn't do with a car back then. We used FMCG marketing concepts for cars, which became an example for the competitive brands.)

Setting up sponsorship with a football team seemed a good idea to increase brand name awareness. The first match of the season, with big boss Kim attending (50% of all Korean people are called Kim) Lierse was defeated, with a humiliating 8-0 against Anderlecht.
Everybody thought our sponsor deal was wasted money. I thought I wasted my client.
Who could predict that at the end of that soccer season, that small team would actually win the cup. There are blurry images in my mind of Korean marketing responsibles dancing on their own cars. (You have no idea how a couple of years in Belgium can actually destroy your good manors :-)

So, yes, that's why a drove my bike and Petra - both with yellow scarfs - to that last remarkable game.

Football, since then, was never that good. Today, the Belgian soccer team is perfect in sync with the Belgian government. Blatantly incompetent to do the job at hand.

And what did we see yesterday? The Netherlands performing pretty well. Holland, playing as a team! Let me repeat that : 'as a team'. Done with the primadonnas and ego's of the last century.
You must know that there is always this sort of rivalry between Holland & Belgium.
Lately, the Belgian Flemish speaking part has some problems with the French speaking part, and vice versa, leading up to thoughts to bring Flanders together with Holland.
Thoughts that can only emerge after watching a boring football game in a burning sun when your face itches from the orange paint and your intestinal flora are being infected with a liquid substance called dutch beer.
Since no two cultures are more different: The Dutch eat sausages out of a wall and drink a pint of milk with it!)
But hey, if it's about a national football team that performed yesterday, then yes, we would welcome them with open arms. It's not that we still have a Justin Henin or Kim Clijsters to keep our country together. But that's another story.

Now how did I started writing this blog? Dutch labmember Jeroen Tebbe mailed me this morning that his 'Aanvallah!' concept was getting more and more international response.

'Aanvallen!' is what you would yell if you, well, charge to take over another country. Yet the Allah! at the back is a pretty good tongue in cheek discovery to add another level. It's a way to get Dutch muslims united with the Dutch soccer team.

A social integration project using football. Didn't I say that creative thinking can actually change our world?

Jeroen Tebbe's labfile

Your silence blows my head off.

2008-06-04T00:35:00.000-07:00

Dutch labmember Jeroen Tebbe has uploaded another great concept on Addictlab.com.

Here you have something ordinary and small, and let's admit it, a bit gross. Any thought of another human beings ear smear is not what I consider a feast. But ok, ear plugs are quite necessary and helpful, from a medical perspective that is.

So you take Jeroen's creative brainwaves, and hup, this little device becomes a communication tool. He uses a tongue in cheek humour that I can appreciate a lot.
The iDEAF should be a hit on the workfloor.

What am I saying, in your day to day relationship aswell.
The first one, for when she really isn't talking to you. Kind of saying: Talk to me, your silence is blowing my head of.
And the second one more for the opposite, when she talks too much. It would mean : Shut up, screw you...

Ok, I'll stop. My imagination is taking me too far.

Addictlab Labfile

Consumers becoming Condemners.

2008-05-22T06:33:00.000-07:00

I must say, the last couple of months the world seems darker every day. Myanmar, China, the financial crisis, Austrian incestuous grandfathers, you get my point.
(I'm not even talking about the internal Belgian political arena since it is too stupid for words, and most of all the rest of the world thinks 'Belgian' is something you just add to a chocolate brand anyway.)

Now, as much as I believe in the whole green & sustainable movement - hell, ELLE decoration did a feature about me as a 'big thinker helping to shape our eco-conscious future' - I realise the planet needs more then just being greener. (And thus the only way to survive, I know, I know).

But there is hatred out there, and you can't solve that with biodegradable utensils, wood pellets heating systems or solar panels.

Who bothers thinking about cradle to cradle when you have no cradle to put your child in?

Let alone know how to keep it alive with the food that you don't have?

Where are those Parisian May 68ers when you need them? I know, married, children left the house, just bought a Harley, and jealous of Sarkozy - not for being a president (Hey, Bush is a president too) but for having legally a naked Carla Bruni in your palace.

So maybe, maybe, we have a creative duty. I believe, as a creative community we have the moral duty to use our creative thinking not just for the brands we work for, or the pure commercial value of it. We also need to use that talent to reflect on our society and our surrounding, and create sustainable (in all means of that word) changes by doing so.
Organisations and governments, should not underestimate the power we can have.

1. Beijing 2008.

It has something noble, attracting the whole world, being the host to the biggest event on earth, to compete in an open and friendly environment. It has also a big marketing value for the hosting country, for current and future investments, and it has a true commercial value. They will make money of it, but that's because we teached them capitalism.
I won't go into the politics of it, but the Human rights issue in the country and the treatment of Tibet on the political front is clashing with the global Olympic thoughts. So. Bam. Enter the "ADanarchists" or the "CommunicationGuerilla" and hup. You're expensive logo is wasted and will never be the same. These were send to me via Facebook.

Or this one.

2. South Africa

Then my temporary adoptive country, South Africa. Remember my blog about being robbed in our house. I do remember it, every night, when checking the house, the electric fence, the inside and outside alarms. Back then, I wrote a piece about the fact that just that event send out a message that South Africa wasn't ready for the Football World Cup.

Here you have a country, that by brave men & women and a lot of courage (including the white minority who voted against apartheid...) has been changed radically, in 1994. The rainbow nation, as Mandela called it, was a fact.
And now, in the 'informal settlements' & townships (there are about 2 million people living in Alexandria alone) there is hatred. True hatred against people from another country. (Countries that helped the ANC, by the way). Beyond hatred, evil, or how else can you explain that human beings are setting other human beings on fire?

I believe the World Cup to be a blessing for South Africa. In view of perception, international credibility, investments... There was no other African country that has this kind of boost. The ANC, après-apartheid, received a lot of help and support also. But today, the country's leaders are ignoring the current threat. Even worse. The people responsible for the violence are ANC voters.

So in true ADanarchism style, I've changed the SA2010 logo. Notice how the football playing figure has changed into the poor burned victim of the recent xenophobic violence, a photo that went around the globe.

From a branding point (no pun intended) of view, South Africa and the 2010 event really need to work hard to correct an image that is getting more negative with every Facebook group, protest march, or negative blog. And it's not the messengers that need to be taken care of, it's the very origin of the violence.

If Beijing 2008 and South Africa 2010 both look at us as 'consumers & fans' they should be aware not to treat us as ignorant or naive consumers.
With the powers that we have, the blogs we write, we can be condemners.

Know about the Ad agency Ogilvy's Lovemarks theory? Sissies. Advertising has nothing to do with love and barbie and pink Romantics. It's a war out there.

Addictlab & Urban Forest in Design Indaba Magazine

2008-05-19T04:17:00.000-07:00

Remade plastic trees

South Africa's second Open Lab was held recently at the Design Quarter in Johannesburg. Brainchild of the almost year-old local chapter of international creative think tank Addictlab, the event drew participation from local and international designers.

"South Africa should be more proud of its creative talent," says Jan van Mol, Belgian founder of Addictlab. The role call included Haldane Martin, Vlaemsch, Juventa, Michaelle Janse van Vuuren, Kensaku Oshiro, Clive Rundle, Kofifi, Amanda Laird Cherry, Tempest van Schalk, Darryl Gouwes, Emile Kotze, Melanie Brummer and Mtkidu.

Van Mol himself contributed the Urban Forest light installation. Consisting of objects shaped like irregular tree trunks and made from recycled plastic, the installation criticises the world's consumption attitude. The built-in LED lights can change colour depending on the atmosphere, soundscapes, seasons or any other emotions linked to the location of the forest or reason for gathering. The inside can also be used as drinks cooler, turning the light objects into a lounge accessory, guerrilla tool or design object.'

Go to Design Indaba

Addictlab:
#28 Research: eco-research

Go to Urban Forest Labfile

Look. I'm thinking of you.

2008-05-18T09:24:00.000-07:00

Addictlab's most recent research (our #29th already!) is all about 'in.tangible.scape.s' (You might ask yourself : 'What's with the dots?' - or you might think we're actually really clever to have at least 4 meanings in one title...)

Most promising is the fact that Addictlab has been receiving support from some organisations that are not the least in their line of work...
Thanks to Giovanna Massoni's Lab Researcher activities resulting in collaborations with the MOMA, NY,
Design incubation Centre, Singapore,
Science Gallery, Dublin,
Philips, Netherlands
V2, Rotterdam,
Imec, Leuven
and Domus Academy, Milan we do are developing our labresearch more globally.

Now have a look at the following concept, send to us via the Design Incubation Centre from Singapore.

Roly Poly
Web 2.0 is changing the way people interact resulting in the emergence of a new social eco-system. This concept would like to address the unmet and undefined needs within this new social eco-system through the creation of robotic social tools. Roly Poly looks at the phenomenon of people living apart and examines gesture as a different mode of communication other than speech and text. Through gestures, one is able to transmit him/herself physically to the other party even when miles apart. Roly Poly connects two individuals in real time through a familiar gestural dimension. Roly Poly is a manifestation of how sophisticated robotic technology can be integrated into our daily lives as expressive and communicative social tools.

Ok, I do not think the playful 'Roly Poly' name is doing justice to the concept. But imagine how this concept allows for communication and interaction between people miles apart, in distance, or, why not, in time. It's romantic, or sad, depending how you look at it.
Of course, if you change the hardware you 're pretty close to having real virtual sex - but that is then the more tangible result of an in.tangible concept.

Labfile