Good Things
are worth waiting for
CULTURE SPEAKS
Project Title
View Project>>
SEPTEMBER 2024
IMPACT
CHECK
As creators of culture-first experiences White always has one ear on the ground to ensure we’re capturing the pulse of what gets our world abuzz.
We've imagined it,
we've tested the waters
and seen the roaring success.
Here are some of interesting revelations we’ve amassed along the way; insights that will set experiences apart and help them cut through the saturation.
snap
shot
#1
MINDFUL MAXIMALISM
AUGMENTS EMOTIONS
#2
COLLISIONS
OVER COLLABS
#3
POLYSENSORY INTERVENTIONS WITH
A SINGULAR OUTPUT
#4
SURREAL CODES
OF EXPRESSION
#5
ENTERTAINMENT
OVER DIDACTICS
#6
STARKNESS MAKES
A STATEMENT
#1
MINDFUL MAXIMALISM
AUGMENTS EMOTIONS
It’s no secret – grandeur, glamour and theatricality
hits all the right notes in creating memorability.
And paired with a bold leap,
an experimental format or a multidisciplinary
expression – the potential
to create consumer delight
and earned media is insurmountable.
Longitude 77 - Pernod Ricard India’s first luxury Indian Single Malt whisky sent waves of awe and shock with its launch. The experience was captured in every social feed, conversation and media platform for weeks.
The premise of its appeal lay in the various media of expression employed to tell the “India Reimagined” narrative of the brand. A grand theatrical showcase brought together over 10 Indian icons from the film, fashion, music and culinary fraternities. Over 100 performers, musicians, models and artists transported guests on a journey along the longitude
600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to capture the spirit of rarity.
The essence of the experience - which was a first-of-its-kind format created for that one evening only - came alive with the bold expression, theatricality and scale of crafting an entire parallel universe inspired by and for Longitude 77.
The Verdict:
Instead of just creating
noise with singular forms
of entertainment –
lavish fashion shows,
star-studded
performances, vibing
gigs – an experimental
and strategic layering of different artistic
expressions builds tremendous hype for
the brand.
#1
MINDFUL MAXIMALISM
AUGMENTS EMOTIONS
It’s no secret – grandeur, glamour and theatricality hits all the right notes in creating memorability. And paired with a bold leap, an experimental format or a multidisciplinary expression – the potential to create consumer delight and earned media is insurmountable.
Longitude 77 - Pernod Ricard India’s first luxury Indian Single Malt whisky sent waves of awe and shock with its launch. The experience was captured in every social feed, conversation and media platform for weeks.
The premise of its appeal lay in the various media of expression employed to tell the “India Reimagined” narrative of the brand. A grand theatrical showcase brought together over 10 Indian icons from the film, fashion, music and culinary fraternities. Over 100 performers, musicians, models and artists transported guests on a journey along the longitude 600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to 600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to capture the spirit of rarity. capture the spirit of rarity.
The essence of the experience - which was a first-of-its-kind format created for that one evening only - came alive with the bold expression, theatricality and scale of crafting an entire parallel universe inspired
by and for Longitude 77.
The Verdict:
Instead of just creating noise with singular forms of entertainment – lavish fashion shows, star-studded performances, vibing gigs – an experimental and strategic layering of different artistic expressions builds tremendous hype for the brand.
Longitude 77 - Pernod Ricard India’s first luxury Indian Single Malt whisky sent waves of awe and shock with its launch. The experience was captured in every social feed, conversation and media platform for weeks.
The premise of its appeal lay in the various media of expression employed to tell the “India Reimagined” narrative of the brand. A grand theatrical showcase brought together over 10 Indian icons from the film, fashion, music and culinary fraternities. Over 100 performers, musicians, models and artists transported guests on a journey along the longitude 600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to 600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to capture the spirit of rarity. capture the spirit of rarity.
The essence of the experience - which was a first-of-its-kind format created for that one evening only - came alive with the bold expression, theatricality and scale of crafting an entire parallel universe inspired
by and for Longitude 77.
The Verdict:
Instead of just creating noise with singular forms of entertainment – lavish fashion shows, star-studded performances, vibing gigs – an experimental and strategic layering of different artistic expressions builds tremendous hype for the brand.
600 guests were served the liquid at various strategic interventions, perfectly timed to the performance showcase. Over 15 rare artefacts and elements were sourced from different states across the country, to capture the spirit of rarity.
The essence of the experience - which was a first-of-its-kind format created for that one evening only - came alive with the bold expression, theatricality and scale of crafting an entire parallel universe inspired by and for Longitude 77.
The Verdict:
Instead of just creating noise with singular forms of entertainment – lavish fashion shows, star-studded performances, vibing gigs – an experimental and strategic layering of different artistic expressions builds tremendous hype for the brand.
It’s no new revelation
that collaborating with a renowned figure can
bolster brand equity.
But the risk of having the most buzzworthy names can step into a territory of overexposure and diminish the authenticity and impact for the brand.
To truly resonate with audiences, it is key to harness the power of collaborations with a disruptive,
new-to-the-world approach.
Glenmorangie's Delicious Design Project is a prime example. By partnering with Shivan & Narresh, the collaboration transcended the realm of fashion to create a unique furniture collection –
while still remaining true to its signature codes of vibrancy and eclecticism.
This unexpected approached really
spoke to Glenmorangie’s spirit of whimsicality and experimentation.
Festivities are forthcoming and another
great opportunity for co-created offerings. Manish Malhotra and Marriott Bonvoy joined forces to create luxury designer sweets. The collaboration was met with tremendous enthusiasm by audiences who wanted to make a statement by gifting “designer mithai”.
The takeaway:
Engage collaborators but break them out of the
mould of the expected and conventional, to
elevate the campaign
beyond the ordinary.
#2
COLLISIONS
OVER COLLABS
#2
COLLISIONS
OVER COLLABS
It’s no new revelation that collaborating with a renowned figure can bolster
brand equity.
But the risk of having the most buzzworthy names can step into a territory of overexposure and diminish the authenticity and impact for the brand.
To truly resonate with audiences, it is key to harness the power of collaborations with a disruptive, new-to-the-world approach.
Glenmorangie's Delicious Design Project is a prime example. By partnering with Shivan & Narresh, the collaboration transcended the realm of fashion to create a unique furniture collection – while still remaining true to its signature codes of vibrancy and eclecticism. This unexpected approached really spoke to Glenmorangie’s spirit of whimsicality and experimentation.
Festivities are forthcoming and another
great opportunity for co-created offerings. Manish Malhotra and Marriott Bonvoy joined forces to create luxury designer sweets. The collaboration was met with tremendous enthusiasm by audiences who wanted to make a statement by gifting
“designer mithai”.
The takeaway:
Engage collaborators but break them
out of the mould of the expected and conventional, to elevate the campaign
beyond the ordinary.
But the risk of having the most buzzworthy names can step into a territory of overexposure and diminish the authenticity and impact for the brand.
To truly resonate with audiences, it is key to harness the power of collaborations with a disruptive,
new-to-the-world approach.
Glenmorangie's Delicious Design Project is a prime example. By partnering with Shivan & Narresh, the collaboration transcended the realm of fashion to create a unique furniture collection –
while still remaining true to its signature codes of vibrancy and eclecticism.
This unexpected approached really
spoke to Glenmorangie’s spirit of whimsicality and experimentation.
Festivities are forthcoming and another
great opportunity for co-created offerings. Manish Malhotra and Marriott Bonvoy joined forces to create luxury designer sweets. The collaboration was met with tremendous enthusiasm by audiences who wanted to make a statement by gifting “designer mithai”.
The takeaway:
Engage collaborators but break them out of the
mould of the expected and conventional, to
elevate the campaign
beyond the ordinary.
.png)
#3
POLYSENSORY INTERVENTIONS WITH
A SINGULAR OUTPUT
Experiential interface and sensorial immersions have almost become synonymous with each other.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
.png)
#3
POLYSENSORY INTERVENTIONS WITH
A SINGULAR OUTPUT
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
Experiential interface and sensorial immersions have almost become synonymous with each other.
The appeal of evoking emotion by tapping into each human sense indeed presents an effective medium of story telling and entertainment. But when the senses become over stimulated with different sights, sounds, aromas and tactile elements – the core intent to heighten the sensorial expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory experiences can be as gimmicky or as powerful as the output itsintended for.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
.png)
#4
SURREAL CODES
OF EXPRESSION
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
In the growing reality of a post-pandemic world, riddled with various existential uncertainties – emerges a longing and appreciation for the surreal, the playful and whimsical.
CGI and digital media have helmed discourse with exaggerated renditions of floating accessories across cityscapes, gargantuan beings wrapped around high-rises and an overall merging of reality with fantasy. Experiential can and should follow suit.
Across categories – be it luxury, lifestyle, corporate –experientials tend to carry the weight of a certain formality or seriousness with them. While many demand this intrinsically, it need not always be the assumed approach to follow.
For instance – Pernod Ricard’smembers-only club LeCercle stirred up a storm of delight and intrigue by creating a “passage through time” representing 3 eras of the past, present and future. The intent was to showcase the timelessness of the Pernod Ricard prestige portfolio. And that’s exactly what transpired – by placing the portfolio experience in surreal settings, authentic environments and creative experiences 100 years ago and 100 years after.
The Outcome: Irrespective of legacy, narrative or objective – brands that venture into the space of playful experimentation lend themselves to not just a delightful experience; but an indelible impact and a robust and organic content output.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
#4
SURREAL CODES
OF EXPRESSION
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
In the growing reality of a post-pandemic world, riddled with various existential uncertainties – emerges a longing and appreciation for the surreal, the playful and whimsical.
CGI and digital media have helmed discourse with exaggerated renditions of floating accessories across cityscapes, gargantuan beings wrapped around high-rises and an overall merging of reality with fantasy. Experiential can and should follow suit.
Across categories – be it luxury, lifestyle, corporate –experientials tend to carry the weight of a certain formality or seriousness with them. While many demand this intrinsically, it need not always be the assumed approach to follow.
For instance – Pernod Ricard’smembers-only club LeCercle stirred up a storm of delight and intrigue by creating a “passage through time” representing 3 eras of the past, present and future. The intent was to showcase the timelessness of the Pernod Ricard prestige portfolio. And that’s exactly what transpired – by placing the portfolio experience in surreal settings, authentic environments and creative experiences 100 years ago and 100 years after.
The Outcome: Irrespective of legacy, narrative or objective – brands that venture into the space of playful experimentation lend themselves to not just a delightful experience; but an indelible impact and a robust and organic content output.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
.png)
#5
ENTERTAINMENT OVER DIDACTICS
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
The most basic underlying assumption universally for every brand is the need, almost urgency to accurately convey their brand’s story, legacy, uniqueness or offering – what makes them tick, what sets them apart, and how best they bring value to their audiences. In this urgency, the fervour of the message to push out – sometimes finds itself at odds with the storytelling tools to do so.
To ensure that we don’t venture into a territory of banality and white noise, the litmus test of effective storytelling should lie in engaging “with” and not talking “at” audiences.
The Chivas Blend Book is a prime example of engaging and entertaining audiences while narrating the brand message. Historically, alcohol brand advocacies have witnessed intimate gatherings, liquid tasting and a brand ambassador who orchestrates the journey of liquid to lips.
The Chivas Blend Book changed this narrative and consequently, the industry benchmark. A series of creative, interactive and thoughtfully designed books were envisioned where each page sifted through allowed guests to read, visualize, touch, smell and taste the story. So, instead of nosing a whisky glass and being told of the aromas of citrus, guests pull out olfactory sheets and actually waft in the said aromas of citrus.
To sum up:
Audiences will respond with a greater enthusiasm when they are transported to or woven into the narrative of the brand.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
.png)
#6
STARKNESS MAKES
A STATEMENT
This transpired with a sensorial
“cleansing” that rid the guests from all
environmental stimuli. The lighting was
adjusted to a soothing darkness while
visuals of earth, water and air each
depicted their purpose in evoking
through the space with saline aromas.
The showstopping moment to bring alive
Umami came with the culinary and liquid
pairing, where the taste, presentation
and aromas were all intricately detailed
to evoke the elusive fifth flavour.
The point:
Multisensory
experiences can be as
gimmicky or as powerful
as the output its
intended for.
Great design and scenography is an experience unto itself; and statement spaces are increasingly thriving on unexpected juxtapositions.
The interplay of colour, texture, medium, aesthetic and functionality has the power to stimulate thought and curiosity; and therefore immediately capture audience attention into the world of the brand.
For one of the most awaited collaborations of the year – H&M X Anamika Khanna –the first glimpse of the collection came alive in an environment abounding in contrasts. A raw, hardened and jagged space was offset by the beauty of billowing, graceful drapes. Fresh bounteous punctuations of nature were interspersed with projection visuals and technology-driven elements.
Straight lines and sculpted installations were interspersed with asymmetry in furniture and other elements.
Another example to illustrate the potential of contrasting design is the Lovebirds Studio Spring-Summer 2024 Presentation. The bridge fashion brand depicted its sartorial timelessness, sleek luxury and elevated functionality – by making the raw, rugged Jaigarh Fort in Jaipur, its runway.
Here’s why it works:
beyond the visual appeal that contrasts offer, the bold leap makes for an emotionally resonant moment for audiences. As great art often does, creating a moment of intended disarray serves to awe and delight, far more than following the codes of conventionality.
The appeal of evoking
emotion by tapping into
each human sense
indeed presents an
effective medium of
storytelling and
entertainment. But
when the senses
become overstimulated
with different sights,
sounds, aromas and tactile
elements – the core intent to
heighten the sensorial
expression often gets lost.
To effectively use the senses with a
singular outcome – Johnnie Walker Blue
Label hosted an intimate, luxury-laden
evening that launched their limited
edition liquid – Elusive Umami. Each
intervention, nuance and element was
focused towards one core output –
making guests experience the
true essence of “Umami”.
As the virtual world slowly but surely infiltrates our physical lives, brands
need to offer a proposition of profound memorability.
The experience need not be tethered to format, occasion, or topical objectives -
but approached in a holistic, integrated manner for sustained impact.
The core essence of capturing audience attention lies in gauging their subliminal desires and imagining experiences that:
subvert the expected
evoke emotion
foster community
pique curiosity
In the growing reality of a
post-pandemic world,
riddled with various
existential uncertainties –
emerges a longing and
appreciation for the surreal,
the playful and whimsical.
CGI and digital media have helmed discourse
with exaggerated renditions of floating
accessories across cityscapes, gargantuan
beings wrapped around high-rises and an
overall merging of reality with fantasy.
Experiential can and should follow suit.
Across categories – be it luxury, lifestyle,
corporate – experientials tend to carry the
weight of a certain formality or seriousness
with them. While many demand this
intrinsically, it need not always be the assumed
approach to follow.
For instance – Pernod Ricard’s
members-only club LeCercle stirred up
a storm of delight and intrigue by
creating a “passage through time”
representing 3 eras of the past, present
and future. The intent was to showcase
the timelessness of the Pernod Ricard
prestige portfolio. And that’s exactly what
transpired – by placing the portfolio
experience in surreal settings, authentic
environments and creative experiences
100 years ago and 100 years after.
The Outcome:
Irrespective of legacy,
narrative or objective –
brands that venture into
the space of playful
experimentation lend
themselves to not just a
delightful experience;
but an indelible impact
and a robust and organic
content output.
#4
SURREAL CODES
OF EXPRESSION
#5
ENTERTAINMENT
OVER DIDACTICS
The most basic underlying assumption
universally for every brand is the need,
almost urgency to accurately convey
their brand’s story, legacy, uniqueness or
offering – what makes them tick, what
sets them apart, and how best they bring
value to their audiences.
In this urgency, the fervour of the
message to push out – sometimes finds
itself at odds with the storytelling
tools to do so.
To ensure that we don’t
venture into a territory
of banality and white
noise, the litmus test of
effective storytelling
should lie in engaging
“with” and not talking
“at” audiences.
The Chivas Blend Book is a prime
example of engaging and entertaining
audiences while narrating the brand
message. Historically, alcohol brand
advocacies have witnessed intimate
gatherings, liquid tasting and a brand
ambassador who orchestrates the
journey of liquid to lips.
The Chivas Blend Book changed this
narrative and consequently, the industry
benchmark. A series of creative,
interactive and thoughtfully designed
books were envisioned where each page
sifted through allowed guests to read,
visualize, touch, smell and taste the story.
So, instead of nosing a whisky glass and
being told of the aromas of citrus, guests
pull out olfactory sheets and actually waft
in the said aromas of citrus.
To sum up:
Audiences will respond
with a greater
enthusiasm when they
are transported to or
woven into the narrative
of the brand.
Great design and scenography is an
experience unto itself; and statement
spaces are increasingly thriving on
unexpected juxtapositions.
The interplay of colour,
texture, medium, aesthetic
and functionality has the
power to stimulate thought
and curiosity; and
therefore immediately
capture audience attention
into the world of
the brand.
For one of the most awaited collaborations
of the year – H&M X Anamika Khanna –
the first glimpse of the collection came
alive in an environment abounding in
contrasts. A raw, hardened and jagged
space was offset by the beauty of
billowing, graceful drapes. Fresh
bounteous punctuations of nature were
interspersed with projection visuals and
technology-driven elements.
#6
STARKNESS MAKES
A STATEMENT
Straight lines and sculpted installations were interspersed with asymmetry in furniture and other elements.
Another example to illustrate the
potential of contrasting design is the
Lovebirds Studio Spring-Summer 2024
Presentation. The bridge fashion brand
depicted its sartorial timelessness, sleek
luxury and elevated functionality – by
making the raw, rugged Jaigarh Fort in
Jaipur, its runway.