INLAB (Insight Lab) is a new type of initiative at Art Center College of Design. Comprised of a group of elite students across a variety of fields of study (graphic design, advertising, photo, film, interactive, illustration, and transmedia), INLAB is a 14-week project-based creative/experimental studio designed to push the envelope, experiment, and solve real-world problems for real-world clients. INLAB operates as a R&D lab, working with the new approach of investigative branding to reveal new opportunities for the collaborating partners.
In the beginning of Fall 2013, INLABers spoke with Gildas Loaec, co-founder of the brand, who presented his vision for Kitsuné. Over three months of explorations, students observed and analyzed the brand to uncover uncharted territories. On a conceptual level, INLABers discovered that the Kitsuné brand is about much more than being Paris’ hottest music and fashion label. It's a brand about youth. Not youth as an age demographic, but youth as an ideal. Based on this insight, INLABers designed a series of working prototypes.
After 13 weeks of intense work, INLAB students presented a comprehensive suite of projects on week 14, framed around the idea of a pop-up store. These included: new products, communication pieces, exploratory retail environments, guerrilla marketing experiments, print collaterals, videos, immersive interactive modules, and new brand experiences.
The concept behind this project was to go viral with the brand. This video is an imagined television promo that would also have a social media counterpart with clues about secret locations of two prizes one would have to choose between: either find a mannequin fully dressed in free Kitsuné clothing or find the mysterious geometric fox egg that would grant VIP access to concerts and meet and greets with certain bands, to emphasize that Kitsuné is both a fashion and music brand.
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