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De La Espada Film

We talk a lot here about embracing the culture of the moment in ways that show your skills/products/business in fresh ways that help you stand out from the crowd.

In the world of Amazon-anything, the one sure way to stand out is to create an experience for the customer. This week for Stockholm Design Week, De La Espada is putting on an experience writ large: ‘Let’s Pretend This Never Happened’ — the event mixes furniture design, drama, sound and music, presented, where else, but in the house of the former ABBA manager.  The idea is to create a fully scripted brand experience, complete with actors, around their new furniture designs. From the promo trailer we’ve seen it looks pretty amazing.

In the somewhat restrained and rather expected world of design fairs, this is absolute genius. Fashion shows are known for this sort of show — they are all about the dramatic experience of the brand. But this is the first time we’ve heard of a design brand doing it. It seems destined to be one of those events that will push the way the industry frames itself. I can imagine all manner of tableau around kitchen goods, mattresses, bathroom faucets. Should you find yourself in Stockholm this week, grab a spot at the show.

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