Maglab addictlab
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MAGLAB provides ideas and services to innovate the magazine industry through its network of creative talent and idea labs. It offers content generation, strategic services, brand partnerships, reader collaborations, and ways to increase the magazine experience. Some of its services include providing an extensive database of concepts and stories for clients to activate, strategic experiments for publications, and creative projects that bridge brands with magazines in an authentic way through content and experiences.
Maglab addictlab
- 1. MAGLAB Ideas & services to innovate the magazine industry
- 2. MAGLAB • About Addictlab • Content • Services • Authenticity • Brand connectors • Partnerships
- 3. Creativity = Chemistry© Addictlab combines creative talent & ideas from different disciplines since 1997
- 4. Lab/members (4500) IDEAdatabase (10189) Projects/dedicated labs (195) Platforms to accelerate talent
- 5. Addictlab’s own publications are experimental tools, to build the community, accelerate creative talent, and create bridges between advertisers & content.
- 6. 1. Addictlab services : CONTENT - Database of over 10.000 concepts & stories - Grows with every new ‘lab’research - Can be activated by/for clients, advertisers & by/for readers
- 7. Addictlab’s idea database: new content for your publications (over 10189 concepts today, organised by lab)
- 8. 2. Addictlab services : STRATEGY Work with Addictlab for creative & innovative strategies for your publications: Strategical Look & Feel (award winning graphic design) Branding & communication (award winning advertising concepts)
- 9. Quantum leap theory for magazines About brand energy. (Jan Van Mol, Ad!dict #26, Brand Research) ST 3D Your brand/magazine is SA created by Brand-molecules: His MA SH Sales BrMo Management Products EVR Services AS Environment Share holders CO People SER PR Brick & mortar PE Human resources Assets HR History Competitors Social Tissue …
- 10. Brand identity = point of gravity ST SA His MA SH BrMo EVR Br AS CO SER PR PE HR
- 11. Definition of innovation Innovation = controlled power boost on those elements too slow or too far from the center, so that your brand gets to another energy level. ST SA His MA SH Innovation BrMo EVR Br AS SER PR CO PE HR
- 12. Strategical experiments Ask for Addictlab experiments with - extreme customisation - Shortening the distance between reader & editorial board - Readers as distribution system
- 13. 3. Addictlab services : BRANDS/MAG LAB Linking brands with your magazine on another level. Creative ideas that are - authentic stories - beneficial for your own brand - Beneficial for your client/advertiser - generate PR
- 14. ADS ARE CONTENT Treat your readers with respect. (addictlab mentioned creative teams, brand, reason why, in the content pages of the magazine)
- 15. BRANDS/ADVERTISERS ARE PARTNERS, not cm2 buyers. Addictlab developed an ideation program to create a bridge between the needs of the partner/brand/advertiser and the branding/commercial/editorial needs of the magazine. Magazines, this way, are creating a link between readers and brands on a very credible way. Magazines are building their own identity. Brands are getting their PR/AD targets and have extra rumour around the brand/product/branding ideas
- 16. Client: DIESEL Challenge: campaign/ new Diesel collection Addictlab : LUMEN issue Concept clothes that emit light based on our emotions. Output: - Photoshoot - graphic interpretation - prototype jacket - exhibition Bridging the distance between magazine & advertiser
- 17. Client: NIKE Research : The Olympic Ad!dict European sprinter Kim Gevaert Athlete turned into artist Concept : let’s try to capture speed. Athlete ran over a canvas of 100m. Audio recorded OUTPUT: 100m long artwork Audio & video show Pages in magazine Exhibition in art environment Free PR Bridging the distance between magazine & advertiser
- 18. Client: HARLEY-DAVIDSON Addictlab research : The Noise issue Discover the noise of the Harley Davidson via the Addictlab website Bridging the distance between magazine & advertiser
- 19. Client: LEVIS Addictlab research : THE NOISE ISSUE The ICD jacket prototype was given to the band SOULWAX. Via the Addictlab website, you could fill in your phone in a field, & click a button. Your phone would ring, and the jacket’s phone would ring. You then were having a talk with the Soulwax Lead singer, or whoever was wearing the vest. Bridging the distance between magazine & advertiser
- 20. Client: NIKE Product presentation using heat sensitive ink. Ad!dict theme : The LOVE issue Only by giving this AD love by taking the page with two hands, the ink will disappear and you’ll be seeing the warm fleece the model is wearing. Bridging the distance between magazine & advertiser
- 21. Client: LANCÔME / Trésor Challenge: create brand awareness / PR on Trésor INPUT & RESEARCH Methodology: Inspiration Shower use of labfiles Core team: 2 Labresearchers (IA/JVM) Brand research / Lab resources: +/- 30 labmembers fashion lab / design lab / art lab OUTPUT Pop-up exhibition on Mothers day. Exhibiting reflections, visions and artwork of 30 labmembers from different cultures on ‘Contemporary women & mothers’ • collaboration & interaction with media & womens’ magazines • invitation for visitors/readers to contribute to the event • execution & production of exhibition/event/communication •Flyers/banners/street communication •Collaboration with selected shops & boutiques. •Mini-addict magazine Bridging the distance between magazine & advertiser
- 22. 4. Addictlab services : Reader collaborations Setting up of crowdsourding concepts allows your readers to - Collaborate - feel respected - be integrated - be accelerated
- 23. Brusselslab.com Different lab projects with different magazines, Eg Flanders Today, The Bulletin: ‘Your idea on Brussels’ Empty idea pages that can be filled in & sketched on by readership. Weekly selection & publication of the ideas OUTPUT: Exhibition & more
- 24. Brusselslab.com Magazine Readers & Addictlab members participating in the ideation process OUTPUT: Bi-weekly pages in the magazine showing new ideas. + exhibition
- 26. Innovation bottom up system Addictlab sets up workshops with students and larger crowds, resulting in concepts that create genuine stories. The following bathtub (by Labmember Flore De Crombrugghe) - showing how much bottles of drinkable water you waste when taking a bath - is a result of this process in the eco-lab research.
- 27. Reader based content generation Workshop with creative talent resulted in this concept of a bath tub : fill till 50 and you understand you’re wasting 50 bottles of drinkable water.
- 28. 5. Addictlab services : INCREASE THE MAG EXPERIENCE Create 3D - tangible experiences with your magazine Exhibits/events/3Dshows/.. Bring your content to life. Create your magazine-community.
- 29. ©2005 Garth Roberts for Ad!dict Creative Lab
- 30. Boutiqk objects
- 32. Open Lab 2.0
- 34. •Temporary space •Discovering new talent •Inspiring a large audience Allowing the industry to tap into creative resources and set up brainstorming sessions & workshops.
- 36. Involving the public - content on huge projections
- 37. 6.Addictlab services : AUTHENTICITY Out of the box projects attract a level of authenticity and genuity. People want to do good. Some projects are living proof of that.
- 38. Looking for authenticity Questioning the authenticity of a Diesel collection based on ‘India’, Jan Van Mol took the clothes and went to India to work with local labmembers to change the collection. Miss Netherlands, with Indian roots, flew over for the photoshoot. One of the labmembers worked for Diesel afterwards.
- 39. Diesel : olyndian project. Selecting local labmembers to ‘change’ the Indian inspired collection. Production & shooting in India. Bridging the distance between magazine & advertiser
- 41. Car designers talent from a South African township discovered in the OpenLab3.0
- 42. 7. LOW HANGING FRUIT Possible quick wins for both you & addictlab, based on your activities & needs, or on Addictlab’s agenda. What you need might, already be in our database.
- 43. Possible quick solutions & opportunities Addictlab ‘s presence at the LIFT conference (Geneva) Installation of a ‘Inspiration Forest’ in collaboration with DADI, Edelweiss? On every ‘treetable’ is a DADi/Edelweiss/.. magazine Great coverage Local link
- 45. Possible quick solutions & opportunities iPAD Application Addictlab: Designweek shows every week a new designer. Create partnerships with one of your magazines Change look & feel to that of your magazine Adapt iPad app to content needs of your magazine (designweek/fashionweek/..)
- 46. Possible quick solutions & opportunities Touristlab research: Open up Touristlab research to local market include your readers sell/give away touristlab gifts (create products, such as the city map foulard)
- 47. Possible quick solutions & opportunities Luxury research Artist vision on the luxury industry resulted in the concept & realisation of fake watches : digital printed foulards. Basel World, Luxury items, give aways Subscription gifts ...
- 48. 8. PUBLISH ADDICTLAB Are you the partner Addictlab should have to publish its own magazine?
- 49. Are you looking for a magazine concept to add to your portfolio? From Ad!dict magazines sold in 30 countries, Ad!dict publications have turned over the years into inspiration books printed on demand or with free content when sponsored. Maybe the time is right to have a real publishing partner and turn Ad!dict into an international thought provoking trend forecasting magazine, to/by/for a high end creative group of people.
- 50. Platforms for labmembers Ad!dict inspiration books
- 51. #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.
- 52. #30 Ideas for greener cities Ideation project, sponsored & supported by the Flemish department Nature & Forest
- 53. #31 Touristlab Ideation project, sponsored & supported by the Flemish department Toerisme Vlaanderen
- 54. Mini-addicts
- 55. LABFILES: temporary magazine sponsored by the European Union to promote creative talent
- 56. More thoughts: Your editorial board/sales team/publishing portfolio responsible might be interested in one of our ongoing labs such as the Chocolate Lab Luxury Lab Womens Lab Urban Green Lab (195 labs have been opened the last 15 years) Or let’s open up a lab for your specific needs.
- 57. press Press articles & publications available
- 60. Jan @ addictlab.com + 33 679 91 11 13