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Advertising Week Europe: A Design Perspective

Advertising Week Europe: A Design Perspective

Creative and design highlights from the London event

Advertising Week Europe has returned to London for five days of activity, designed not just for the advertising industry, but those who play within the marketing, technology and entertainment sectors, too. Each day is packed full of interesting presentations, panel discussions, and workshops, as well as parties and live activity from various brands. From a creative and design perspective, there is a lot to pack in, so here are just some of the memorable features for me so far.

Social and media brands activate

I am always curious to see how the agencies that different brands work with interpret their briefs and go about designing their spaces, so it was good to experience a range of different brands at Advertising Week Europe. There’s LinkedIn, who have created a relaxing environment with various lounge and table seating areas, as well as a coffee bar for people to catch up on emails or take time out between sessions. Snapchat have opted for a rooftop Secret Garden with green foliage and branding throughout, where they are hosting ‘picnics’ or small workshops with publishers such as Vice, The Economist and Cosmopolitan, meanwhile Shutterstock’s sweet shop lines one of the venue’s walls, its colourful array of sweets encouraging people to stop by and create a pick’n’mix.

The B2B versus B2C debate

We identified the trend towards a blurring of B2B and B2C worlds at Mobile World Congress recently, so it’s interesting to see there was a session that delved into the trend. B2B marketers from brands like LinkedIn and social marketing and news company Storyful looked at tactics and technologies that are being embraced by B2C marketers such as influencers, VR and AR, to determine how they can translate across to the B2B world. I believe that any brand experience can incorporate these trends and technologies, whether that be pre or during event, so long as they tie in with the client’s brief and the brand’s overall messaging. Take virtual reality—it’s a great way for designers to share their renders with the client in full 360-degree view, so that they can explore and get a feel for the space and provide feedback accordingly.

New opportunities for the creative discipline 

A panel featuring speakers from fields such as music, film, and photography looked at how modern technology and the rise of experiential are changing up traditional roles like the photographer, videographer, and particularly for me—designer. In the past, a designer would sketch and draw their ideas onto paper, which might look nice but didn’t translate so well in the physical space. Now, we can create accurate renders of our designs that look great, come to life in live settings and tie in with the client’s brief. A true experience designer will not only come up with great ideas, but embrace technology to create clean, simple spaces that incorporate branding in unique ways, and utilise technology like VR and AR to enhance the attendee experience.

Advertising Week Europe runs until Friday, 24 March. It also takes place in New York, Tokyo and Mexico City.

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Gianluca Santosuosso

Senior Experience Designer

With qualifications in both design and engineering, and an ability to speak three languages, Italian-born Gianluca brings an extensive technical background to projects, while also offering a unique, culturally inspired standpoint.

He enjoys working in close collaboration with our clients and is...

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