JULY/AUGUST | TRENDING
Live in translation
Interpreting 2D
brand visions into
a 3D environment
is a large chunk
of what we do as
an industry, but
who instigates the
ideas?
20
B
randing is among the most
poured over of corporate
preoccupations, but
while the pioneers of traditional
print and visual mediums are
immortalised in shows like Mad
Men, the modern, live-minded,
branding expert remains relatively
unsung.
Of course, collaboration is the
key to interpreting a brand’s vision
in a 3D space, and Badger & Fox’s
co-founder Jenny Madeley has
experienced many permutations of
the client-organiser relationship.
“Live brand communications
is what we do. Essentially, taking
those advertising words and
images off the printed page and
translating them into a live brand
experience, which engages all the
senses to leave a lasting impression
on the targeted audience, who
demand more than just visuals
alone and expect more from
brands.
“We know audiences won’t
be fooled so, cut the crap, keep
Below: Badger &
Fox’s work for Paco
Rabbane
it simple and give them a great
experience.
“We recently worked with Paco
Rabanne, creating an experiential
brand activation for its limited
edition perfume, LA themed
‘BLACK XS’, at BST, Hyde Park.
“We needed to captivate, engage
and leave the audience feeling
like they had fully embraced the
perfume and, of course, fallen in
love with it.”
But where do you start with
adding value to a festivalgoer or