Madigan Hero
Arc Creative Director, Glenn Madigan, has posted an article on the Leo Burnett website highlighting how brands create impressions online with spaces that are ideal for taking selfies for Instagram, mainly to attract Millennials and Gen Z-ers. “Whether it’s designed as part of an existing retail space or a traveling exhibit, brands can boost their online social impressions with spaces that provide real-life experiences and support a socially active lifestyle,” he said. The creative warned that the idea isn’t to oversell a product or just get a photo with the brand’s logo, but to offer a social playground that’s “too irresistible not to stop by, snap, and share.” He said these immersive brand experiences are popping up all over the U.S. As an example he mentioned 29Rooms, a traveling exhibit dreamed up at Refinery 29, comprised of 29 unique spaces that partner with the likes of Aldo, Dyson and Dunkin’ Donuts. Another is the Museum of Ice Cream, in which Target launched an entire line of products and an immersive experience perfect for fun Instagrams. Madigan said that in October, Sephora will be the latest brand to build an experience space all its own. Celebrating the company’s 20th anniversary, SEPHORiA: House of Beauty will be a two-day event in Los Angeles “featuring custom products and swag, interaction with brand founders and influencers, and selfie moments galore.”
