On the morning of November 17th at Palais des Congrès, a swarm of bright and eager designers, directors, product creators, and manufacturers lined up to enter what one may call a mind-blowing design event in the heart of Paris, France. Seven people arose on stage representing the leaders and driving forces of tomorrow.
Here are some key takeaways:
ALEX CENTER/COCA-COLA
Alex kicked off The Summit with his take on designing for a brand such as Coca-Cola. He spoke of the golden age of design where technology, creativity and business come together as one and how in-house design is the future of building better-integrated businesses.
LORI GROSS & TESS WESTERMEYER/LANDOR
Lori & Tessa teamed up to create a strong presentation on how powerful insights and good ideas drive brand experience and value. Powerful ideas and innovation happen not only in spite of constraints but because of it. The importance of storytelling when selling ideas to clients drive business results.
JONATHAN FORD/PEARLFISHER
Jonathan gave us an insight on what the future may look like 50-100 years down the line. Guiding us through a timeline, it was made clear that culture and civilization define themselves by the artifacts they leave behind. New human needs, substrate, and tech revolution will open up entirely new possibilities. Brands will die out in the next 50 years or less to be replaced by pure product. Global consumerism will be divided by the haves and the have-nots. Lastly, packaging, like so many other aspects of consumerism, will reduce and minimize to a point of invisibility.
LELAND MASCHMEYER/COLLINS
Leland’s session title, “There be Dragons” truly left us guessing what this may be all about. He took us through a childhood story about dragons and slayers, and of triumph among all obstacles. The story led to the success of some of Collins’ major projects that appeared as menacing as dragons. Even if a project or situation seems impossible, it is important to keep in mind that 10x as big doesn’t always mean 10x as hard. Through strategy, confidence, and research it is possible to create new and innovative products and package designs.
JONATHAN SANDS/ELMWOOD
Jonathan’s experience and charm led the way with his presentation on Design Effectiveness. He spoke of creativity and neuroscientists decoding such creativity. How can we communicate to the consumer and think about consumer’s experience? His trademarked word, “Biomotive Triggers” unlock those visual codes which stimulate purchases.
MICHAEL HENDRIX/IDEO
Michael wanted us to trust our intuition as designers as well as integrate science into the mix. Producing a framework to map emotions and designs, will create the solution to any design problem. He spoke about the emerging field of science and linguistics called “embodied cognition” that directly relates to the future understanding of a consumer and telling the story you want to tell for a brand to succeed.
Thank you to all in attendance and everyone who made it possible to have this inspiring and information-packed event.
