How much do you notice your environment? As a strategist at an experiential agency visiting a conference like SXSW is a busman’s holiday for me. Alongside all the talks and tech trends I am constantly observing experiential trends. This post is part 1 of a two part post on my experiences at SXSW 2017. Part 2 will focus on Top 3 Tech Trends at the conference.
Trend 1 – Colour me happy
Last year there was a strong trend for natural textures combined with high tech elements that were very often silvery or metallic. This year the naturals are still there but there was more colour everywhere. From post-it notes to displays, from lampshades to billiard tables brands were activating spaces with more attention to diverse colour palettes.
A great example was the Sony experience. The whole space was an owned temporary structure, designed to showcase tech. The build was very functional – lots of chip board and exposed scaffold. However, via clever use of coloured decals across dividing walls they brought a more structured and warm feeling to the space.
Great British House is another interesting example, coming from a different place. The UKDTI took over a bar called the Speakeasy on Congress and so they had to work within an existing aesthetic. The overall feeling was dark and traditional with lots of natural wood. So it was individual elements which lifted the space such as bright neon lights and spray painted lampshades in red,white and blue. The billiard table took the flag theme, and the walls were lifted with colourful participatory post-it notes.
The effect is informal, warm and unpretentious. It’s a development of the appeal to Millennials who love authenticity and the idea of being involved with brands at a more fundamental level.
Trend 2 – Keep it simple
If I asked you to predict future trends for next year how long would it take to answer? How much space would you need? What if I asked you how a brand experience made you feel? Most people find it easier to share short form emotional responses than dig deep into information and opinion. Trend 2 centred around finding creative ways to engage users directly, using analogue mediums. Post-it notes, flower markers in sand pits, writing directly onto walls and so on appeared in spaces as diverse as IBM, Dell and Fast Company.
The sense of something being crafted by a group, something less digital being therefore more personal seems to be what is driving this. The question stimulus was always around memory and emotion. That’s partly because it is much easier to respond to this than to have to give an expert opinion. But it’s also because it creates an emotional connection that drives a memory and above all brands at SXSW need to create a memory of relevance and modernity.
As a whole there was a sense of simplicity and analogue engagement across brand spaces which emerged out of these types of installation.
Trend 3 – Personalize
What do you take home from every conference? Swag! SXSW is no different. I got some very nice CNN shades for instance. But the main problem with swag is that it ends usually ends up in the bin or at the gym – or maybe on your kids. It’s not valued or valuable. This year brands addressed that by looking at ways to make their swag work harder through personal relevance.
Let’s start with IBM. Watson is an AI product IBM are pushing hard. It is an artificial intelligence combining data analysis with intelligent outputs to help with almost anything you can image. The IBM house this year was packed with partnerships from music creation software to home safety monitoring for the elderly and weather pattern analysis. This year’s swag was, like last year’s a t-shirt. Unlike last year’s this year’s had personal relevance, a pattern that expressed your personality as determined by Watson. After answering some questions the engine buckets you into one of 5 types I was a Mentor (most people at the conference were Mavericks or Dynamos with Mentors coming a close 3rd). As a result of engaging with Watson and IBM I have a t-shirt that is both meaningful and attractive. I might actually wear it outside the gym!
Less attractive but no less personally meaningful is this digital give aways from Great British House. A dress-up booth and some props combined with some fools produced the masterpiece you see here. A digital memento that I treasure…
Similar things were happening at CNN which took pics of you on a swing and created a gif in much the same way. And at Fast Company Ford were offering a digital selfie that showed you what an autonomous car sees when it sees you.
These gizzits are personal, more relevant than a key ring or waterbottle and of course fittingly digital.
Next week – Trends in tech