a managed open source system to generate innovation - jan van mol, addictlab

Will you get

inspired?

What to do with the

following creative concepts.

Inspiration? Art? Innovation?

Business model?

> Tree hugger

> Atmosphere Amplifier

> Women connector

> Earth connector

>>> Mobile Dwelling Units

understanding creativity.

Organic, energetic

multilayered, complex.

It defines us as human beings.

Structuring Creativity

A proactive way to attract ideas & creative resources

‘Addictlab = managed open Source system’

Unbiased

Low threshold

Out of the box

Multi-cultural

Global

Creativity = Chemistry©

Lab/members

Lab/ambassadors

Lab/researchers

Platforms to accelerate talent

Labmembers

Active, international, multi-disciplinary

Lab Ambassadors

New/Local addictlab representatives

Project database

Organised via

different subportals.

Platforms for labmembers

Ad!dict inspiration books

Research theme #29

Research on

emerging

technologies In collab. with IMEC, MOMA

(NY), Design Incubator

centre (Singapore),

Domus Academy Italy),

V2 (Netherlands), Science

Gallery (Ireland), etc, etc.

Mini-addicts

3D experiences Workshops/lectures/

exhibitions/...

Installing an addictlab’shop’

Test shop

Inspiration for a large audience

Information for the industry

Consumer research

Stories for the press

Leaving traces

Involving the public

Geo-branding projects

Result:

people becoming ambassadors

Media finding genuine stories

Decision makers receive a white paper on the city

Industry gets a platform & RD

The city becomes a clear ‘brand’

Brusselslab.com

•Temporary space

•Discovering new talent

•Inspiring a large audience

Allowing the industry to tap into

creative resources and set up

brainstorming sessions &

workshops.

Benefits for the industry &

organisations, cities coherent brand research

Sustainable research

Innovation

Companies & organisations

Looking for innovation

sponsors

Live Addictlab sessions

Thalys

project

Creative X-Ray©: Design brief for the future rolling stock

A trip on the Thalys does not take

that long. Eating and drinking is

more like an interesting way to pass

the time than a biological need.

Eating and drinking on the

European Thalys should therefore

be pleasantly surprising.

The surroundings sparkle, the

atmosphere is relaxing and calming.

I can choose between different

places and locations to position

myself, depending on the mood I’m

in, and who I’m there with.

The food I’m eating is surprising as

well, and adds a touch of the

extraordinary. It’s a memorable

experience...

Thalys as a new

and tantalising experience.

Thalys Brand Strategy

Travel Concept

2006 Travel Experience

Moodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / Colours

Idea Database

On Board/

Food and Drink

THALYS

2006

Design Brief

The materials I touch inside the

train are unusual to me. They seem

to be from another world - things

like cushioning gel, smart textiles,

luminescent polymers, soft-touch

fabrics and thermo-chromatic inks.

All is well-considered and fully

functional. Thalys uses materials

that are multipurpose and multi-

layered. This clearly indicates

sound company ethics...

Thalys as eco-conscious and

aesthetically advanced.


Travel Concept



Idea Database

On Board/

Materials

THALYS

2006

Design Brief

The overall Thalys brand strategy

and the colours that have been

defined together with that, must be

taken into account.

At the same time the train must

answer to the different moods of its

passengers. Reddish colours to

stimulate activity and entertainment,

blue to fuel inspiration and work,

green for relaxation.

Keeping these effects in mind, a

subtle use of the right combination

can create a specifically targetted,

potent result.


Travel Concept



Idea Database

The Colours

of the 2006 Train

THALYS

2006

Design Brief

THALYS MAIN COLOUR

Pantone 201

C 40%

M 100%

Y 80%

K 0%

THALYS SIDE COLOUR

Pantone 5275

C 50%

M 20%

Y 10%

K 30%

THALYS SIDE COLOUR

Pantone 5483

C 50%

M 20%

Y 30%

K 20%

THALYS SIDE COLOUR

Pantone 141

C 0%

M 11,5%

Y 47%

K 0%

THALYS SIDE COLOUR

Pantone Cool Gray 5

C 0%

M 0%

Y 0%

K 35%


Travel Concept


Moodboards

Idea Database

THALYS

2006

Design Brief

50 50

Thalys Brand Strategy Travel Concept

2006 Travel Experience Moodboards

Idea Database

THALYS 2006

Design Brief

Tao

project

How can you package & sell balance between body & soul?

Defining ‘innovation’

Quantum leap theory for brands About brand energy. (Jan Van Mol, Ad!dict #26, Brand Research)

3D

Your brand is created by Brand-molecules:

Sales

Management

Products

Services

Environment

Share holders

People

Brick & mortar

Human resources

Assets

History

Competitors

Social Tissue

CEO’s wife

Parking space colour

Office manager’s makeup

CEO’s mistress

…

HR

PR

SA

SH

EVR

SER

MA

PE

AS

His

CO

ST

BrMo

Brand identity = point of gravity

3D

Your brand is created by Brand-molecules:

Sales

Management

Products

Services

Environment

Share holders

People

Brick & mortar

Human resources

Assets

History

Competitors

Social Tissue

CEO’s wife

Parking space colour

Office manager’s makeup

CEO’s mistress

…

Br

HR

PR

SA

SH

EVR

SER

MA

PE

AS

His

CO

ST

BrMo

Definition of innovation

Innovation = controlled power boosts so that your brand gets to another energy level.

Br

HR

PR

SA

SH

EVR

SER

MA

PE

AS

His

CO

ST

Innovation BrMo

Some examples of ongoing research.

Luxury

Font design - still readable

Reduces print ink up to 20%

UG1 Le vert

treewear

The addictlab model

A way to generate & implement sustainable

changes?

CONVENTIONAL CREATIVE PROCESS

changes for client

income agency

income creative resources

PR value

Benefits of an Addictlab project

changes for client

income Addictlab

income Labmembers

income Labpartners

changes for society

credibilty independent Lab

PR value

TM

ONLY ONE BRAND WORTH WORKING FOR.

Example:

From proactive research to

concrete products &

services for companies

How it works : food lab

Addictlab

research on

Food

Addictlab

Book with

concepts on food

Addictlab

Research on

Chocolate

Labmembers

concepten

Brand DNA /

briefing

INTERFACE TOOLS E-PAPER / LOOP.PH

EVERY DESKTOP IS A COMPUTER MICROSOFT SURFACE / IBAR

concept database

Project of a disposable spoon.The today's western

society is characterised by surconsumption. A

designer often take an important part in this

process, creating unnecessary things, waisting

ressources. But it's also up to designers to

influence consumers, to make them more

conscious and responsable. For hygienic and

practical reasons it's not possible to stop producing

and using disposable objects, but we can do it in a

different way: using recycled and recyclable

materials, rethinking the conception of the

products, saving material.

This is a project of a spoon that is produced with a

minimal use of material and distributed in a flat

way. One can fold it himself with just one hand

move and it is ready to use. It's ideal for taking with

you to school, for a picnic. It can also be distributed

in ｬleavesｬso that one can separate and fold a

spoon when it's necessary. DImensions: 130 x 37 x

0,3 mm

The chocolate research

proactive ideas & reflections

innovation for Belgian chocolate company

Chocolate bonbons halfway production process: filling added from the bottom...

Methodology: yearly LAB subscription Core team: 3 Lab researchers

Lab resources: depending on needs (conceptual & executional)

Client: ITALOSUISSE

Challenge: drive business development

OUTPUT

use of labfiles Brand research / kids

lab / design lab /

marketing / chocolate /

communication /

INPUT & RESEARCH

• Strategy

• Sales guidance

• Innovation & new product concepts

• Promotion concepts

• Products/tastes/packaging

• Execution & production of all

output

- Online research

- Publication

- Salon des Chocolatiers

- others

1. Inspiration Shower© & trend filtering

2. Creative Sparring partner

3. Creative X-Ray©

CLIENT

CLIENT

LAB RESEARCHER

0% briefing

ONGOING COLLAB

DEDICATED BRIEFING

ADDICTLAB FILES

ADDICTLAB FILES

Addictlab researchers

CLIENT

ADDICTLAB FILES

LAB RESEARCHER

Visualiser LABMEMBER 1

LABMEMBER 2

LABMEMBER …

Visualiser LABMEMBER (spec)

Sowetolab.com

Engaging in conversations, accelerating

creative talent, generating awareness

SOWETOLAB/RESEARCH

Yourownlab.com

projects

Concept generation Strategy/Innovation/design/art/illustration /communication/branding/product development/...

Brusselse region

project

Wants to promote Brussels fashion talent & industry (Modo Bruxellae) -promote Brussels as

- a creative hub - an innovative brand - a central hub in Europe

Diesel

project

Inspiration Shower Reflections on light & fashion POS material Window display & design project

Ideas for greener cities /

output

• consultancy Flemish govt & third parties

• Publications:

book ANB (white paper)

Ad!dict #30 (eng)

book ANB (for cities)

• Exhibitions

• Product & service ideas

prototypes & projects

output

- Online research

- Publication

- exhibitions

Online browsable