MASTERPLAN
presentation to:
Creativity is our lifeblood.
AN INTRODUCTION
publishing
a
art of consumerism
stimuli publishing
|
retail
art of consumerism - creative agency
|
stimuli retail
OVERVIEW influence - inspired
publishing
a
service - create
art of consumerism
retail
commerce - awareness
FUNCTION
B2B / B2C
publishing
a
B2B
art of consumerism
retail
B2B / B2C
PHASE 1
stimuli - publishing art of consumerism - the creative agency
Intelligent, effective and visually arresting content made in collaboration with the finest brands.
THE INDUSTRY IN A NUTSHELL Why Publishing? In the current media landscape, top glossies such as Vogue or GQ are strong enough to face the difficult economic climate alongside a few ‘creative’ ‘cult’ titles that are enjoying an overwhelming success in recent years. Magazines like Purple Fashion, Fantastic Man, Another, Self Service have become the pioneer by appealing to a very receptive audience. Stimuli is strategically positioned to reach & satisfied their veracious needs. We strongly believe in the anti-cyclic approach in publishing. The future relies heavily on creativity, new ideas and fresh take on editorial contents and the market always welcome fresh, creative newcomers. While we are a small and flexible creative company, we aims to be a global trendsetting niche player.
PUBLISHING IN THE UK How big is this industry? • • • • • •
There are over 164,000 people working in the UK publishing industry. This represents 0.6% of the overall working population (Department for Business, Innovation and Skills). The UK publishing industry is the second largest in Europe. There are over 8,000 publishing companies operating within the UK. The industry generates over £8billion GVA (Gross Value Added) (Skillset, 2009). Most publishing companies are small and have less than 24 employees. However, the major companies employ over half of those working within the entire industry.
Facts: • Most high-end luxury brand still believe and heavily rely on print media to build their brands. • Leading niche publication is still the most desirable platform for advertisers to tempt the early adopters & trendsetters. • Monocle lanches new titles, Monocle Mediterraneo. • Purple continues to expand with new titles like Purple Journal & Les Cahiers Purple. • Fantastic Man launches The Gentlewoman. • Self Service started their hard cover bookzine. • Dazed & Confused licensed Japan and Korean edition. • Assouline Publishing is enjoying steady growth in new emerging markets like the Emirates.
THE MAGAZINE Stimuli is an information-laden, visually-heavy international publication focusing on what excites us about contemporary culture. Our influential editorial team comprises some of the most established and respected contributors in their field. Now they have joined together to create their own compendium of creativity. We live in a world where watching TV has been relegated to the background while we netsurf for yet more creative currency… downloading bootleg dance mixes, capturing the latest film trailer, or discovering the latest architecture and interior design - while simultaneously raving about our recent purchase on Tweeter… all this is increasingly becoming a common part of our everyday lives. Stimuli documents this zeitgeist and anticipates where it is heading next. Renowned for their highly original editorial concept, Stimuli magazine are a work of art that capture the creative culture and brings it to life. Our desire is to build Stimuli Publishing as world leading recognizable brand, alongside Purple Fashion, Monocle and Fantastic Man.
STIMULI PUBLISHING Stimuli magazine was deemed as ‘Top 100 International Media’ by Barbara Grispini from the British Fashion Council, and is considered one of the leading original title in the creative niche publishing world.
‘Working on a concept by DOMINIC SIO, photographer ALEXIS CHABALA has taken a surrealist approach to accessories in Art of Consumerism for Stimuli magazine. Full of jokes and double takes, it would have brought a smile to the faces of ANDRE BRETON and MAN RAY for the clever juxtapositions of the unexpected by which they so liked to shock art lovers of their day. Witty and apt, these images live in the memory.’ — COLLIN MCDOWELL, international style commentator
‘Conceptual art posing at fashion photography. Nice Jobs!’ — TOM DIXON, industrial designer
STIMULI MAGAZINE IN THE PRESS
Art of Consumerism
(the creative agency)
THE CREATIVE AGENCY Art of Consumerism is an intelligence-driven creative agency spun off from our magazine Stimuli, the global compendium of creativity. The idea was to have a natural response to advertisers’ demands for more bespoke advertising solutions to run in stimuli and other like-minded titles. Art of Consumerism prides itself on creating value enhancement for its clients through creative solutions anchored by a quality journalistic approach, plus an intuitive entrepreneurial extension of design and craft credentials. art of consumerism will continue to base compelling creative solutions on a commitment to editorial quality, global knowledge of what will seduce consumers, and anticipation of their future needs.
OUR SERVICES Strategic Branding • Branding Strategy • Brand Positioning • Brand Identity • Brand Book • Logo Design Advertising • Print • Online • Art Direction • Photo Production Design & Production • Custom Publications • Packaging • Illustrations • Catalogues & Brochures • Outdoor Signage
Multi-Media • 3D Animation / Motion • Film / Movie • Website / Interactive • Viral Marketing Environmental • Retail Design • Exhibit Design • Curatorial Services Special Services • Custom Event • Product Launches • Photography
OUR APPROACH We are specialists in international branding. We dig for the unique within the universe and express intangible values of a brand’s essence. Our team works closely with our respective client to unearth the core brand experience. It is our responsibility to ensure that the brand identity is executed properly across every key marketing components.
An intuitive pragmatist, Art of Consumerism works with a network of 2000 international creatives (in the field of design, interior & industrial design, architecture, graphic, fashion etc.) who shares our vision and translate it into solid business results.
SERVICES & PRODUCTS Advertising From small, privately owned companies to large multinational corporations, art of consumerism delivers innovative advertising solutions to achieve impact and salience in competitive markets. Compelling photography, imaginative illustration, modern typography, intelligent writing and animation are all used to achieve communication objectives, seduce the consumer and surprise the target audience.
Custom Publishing Art of Consumerism calls upon its proven editorial and award-winning print design heritage to produce bespoke publications for a variety of formats. In brand books, websites, in-flight and monthly lifestyle magazines, we offer a full turn-key service: initial concept, writing and commissioning, art direction, photography and print management. The concepts are designed to work as standalone pieces or as part of a wider marketing strategy.
SERVICES & PRODUCTS Web Design The sites we design and produce guarantee an uncompromising brand consistency with offline applications. Each is created to deliver impactful and functional experiences where design quality provides market differentiation. In addition, art of consumerism’s editorial credentials supply clients with unique content generation services. Our websites are well-written, easily navigable, use original imagery and employ a range of rich-media formats, including video, audio and animation. We are particularly sensitive to the growing requirement for audience interactivity and participation stimulated by the Web 2.0 and the proper commercial imperative of databases and their management.
Publisher of fine coffee-table books Art of Consumerism and stimuli publishing plan to create fine illustrated books, luxury editions and an exquisite gift line dedicated to fashion, photography, art and design. Renowned for their highly original graphic concept, stimuli aims to be work of art that capture culture and brings it to life.
SERVICES & PRODUCTS Brand Strategy Informed by bespoke market intelligence and insight through its global network of correspondents, Art of Consumerism analyses target audience behaviour, articulates vision and defines the positioning required to establish new brands or revitalise existing ones. Corporate Identity design Obsessive attention to typographic detail and layout are evident in all aspects of our corporate identity design. As logos are drawn, colour palettes are defined and fonts are crafted, a distinctive brand world is created to communicate the values of the client. Standard applications are typically delivered for stationery and a comprehensive range of printed items.
Packaging Art of Consumerism develops clever packaging solutions using innovative materials and engineering techniques. Practical functionality is ensured while visual impact and design enhance retail opportunities at point of sale and maximise the value of visual merchandising for luxury retailers, exclusive manufacturers and premium mobile phone companies. Intelligence reports Supported by an extensive network of correspondents from around the world, Art of Consumerism receives commissions to research and write in-depth and impartial reports for specific client requirements. A variety of markets are covered including hospitality, travel, fashion and media. Reports are tightly edited to provide material that informs, provokes and inspires companies while identifying real opportunities for business innovation.
Architecture and interiors Art Of Consumerism offers creative direction for architectural and interior commissions. Design talent is selected from an extensive network of architects, industrial designers and interior stylists, followed by an intensive collaborative process to execute concepts that will generate publicity for hotels, residential developments, retail environments, signage and way-finding.
REFERENCE: WINK CREATIVE’S CLIENT LIST
PHASE 2
retail LONDON PARIS NEW YORK MILAN TOKYO QATAR
His critics said he’d fail but Tyler Brûlé (of Monocle) is growing circulation, opening foreign bureaux, moving into retail and planning a radio network. - THE INDEPENDENT, London
Monocle Shop, London
032C Museum Store, Berlin
Show Studio Gallery, London
PRODUCTS RANGE
PRODUCTS RANGE Fashion (collaboration with international brands) • Handbags and Briefcase • Luxury Wallet and Small Leathergoods • Mens & Womens Bespoke Accessories • T-shirts and Caps Beauty (curated by Dominic Sio & Adam de Cruz) • Bespoke Fragrance • Organic Bath Lines • Bespoke Luxury Candles • Beauty Aids curated by Adam de Cruz Printed Products • Coffee-table Books • Stationaries • Limited Edition Prints and Posters Art • Sculptures • Paintings • Illustrations Interiors • Furniture • Frames and Decorative Arts
OUR ROLE BUSINESS MODEL
ASSOUINE CREATIVE AGENCY NEW YORK PARIS
WINK CREATIVE ZURICH LONDON TOKYO NEW YORK
TIMELINE Stimuli magazine launched in London Tyler Brûlé launched Wallpaper* magazine
1996
Tyler Brûlé launched Monocle magazine
Tyler Brûlé sold Wallpaper*
1998 Tyler Brûlé launched Winkreative
2002
2005 Fatastic Man magazine launch
Assouline opened first wholly owned boutique in Paris
2007
Monocle micro-boutique open in Lane Crawford Hong Kong
Tyler Brûlé launched Monocle microboutique
2008 Tyler Brûlé launched Hinoki Monocle fragrance
2008
2010 Monocle microboutique open in New York, Tokyo, Zurich
2010 Stimuli magazine relaunch + art of consumerism
BRAND POSITION High Creativity / Originality Positioning
Fantastic Man Self Service Purple Stimuli The Gentlewoman
Man About Town Another
LOVE Monocle
MUSE
Low Free Form
Awareness
THE CREATIVE INDUSTRY
The Creative Economy Which companies will thrive in the coming years? Those that value ideas above all else.
“The industries of the twenty-first century will depend increasingly on the generation of knowledge through creativity and innovation.” — LANDRY & BIANCHINI 1995, p. 4
“The creative industries have been seen to become increasingly important to economic well-being, proponents suggesting that “human creativity is the ultimate economic resource.’ — RICHARD FLORIDA, American urban studies theorist.
The current Department for Culture, Media and Sport (DCMS) definition recognises eleven creative sectors, down from fourteen in their 2001 document. They are: Advertising Architecture Arts and antique markets Crafts Design (also communication design) Designer Fashion Film, video and photography Software, computer games and electronic publishing Music and the visual and performing arts Publishing Television Radio (DCMS 2006) Within the creative industries sector in the UK as an example, the three largest sub-sectors are design, publishing, and television & radio. Together these account for around 75% of revenues and 50% of employment.
EXPANSION PLAN
Phase 1 Stimuli Magazine (B2C / B2B) Increase print-run from 3,000 to 5,000 copies (2011) from 5,000 to 7,000 copies (2012) Open Office in London Key Appointments 1 Executive Editor, 1 Graphic Designer, 1 part-time Fashion Editor (Paris) 1 part time Web Designer (out-sourced) 1 Marketing Executives (London) Non-salaried Intern Program: 2 Editorial 1 Graphic and 2 Marketing. Promotions Collaborate with Fashion Organizations / Brands for Joint Promotions Aquire Key Fashion Bloggers to generate buzz Generate Word of Mouth / Viral / Organic Marketing Plan Promote and Feedback on Twitter, Facebook, Yahoo buzz, Digg etc. Optimize search and tags on Google / Yahoo / live.com /Bing search Referal program Art of Consumerism (B2B)
Phase 2 Stimuli Retail - Micro Boutique Collaboration with Brands / Artists / Designers to build Stimuli product ranges • • • • • •
Fragrance Accessories T-shirts Caps Prints & Stationary Furniture (on consignment basis)
Promotions Cost sharing joint-launches with Brands and Stimuli Magazine Key Appointments 1 Sales Assistant Non-salaried Interns
TARGET MARKETS Stimuli Magazine Current USA / U.K. / E.U. / Hong Kong / Japan / Korea / Brazil / U.A.E. Future China / India / Australia / Brazil Art of Consumerism Worldwide
Stimuli Micro Boutique London / Paris / New York / Seoul / Tokyo / Hong Kong / Berlin
ANNUAL INCOME EARNINGS FOR GEN Y Primary Stimuli Reader: GEN Y USA - DESIGN STUDENT STATS* Approx. 250 Design Schools in USA, average 400 graduates a year = 100K graduates. Approx. 22K design jobs in USA (projected to grow at 1% through 2018). *US Dept of Labor Website http://www.bls.gov/oco/ocos291.htm
UK - 4000 design students graduate each year Generation Y (born 1977-1994) represents the largest consumer group in U.S. history. Estimated at 70 million to 85 million strong or roughly 25% of the U.S. population, Gen Y is larger than the Baby Boomer generation and is supplanting them as the most important economic force. • Gen Y’s annual spending power exceeds $200 billion. They also influence another $50 billion in purchases. • By 2017 Gen Y will eclipse Boomers in spending power. • Both Boomers and Gen X look to Gen Y for style and trend cues. • Unlike Boomers, who are moving out of their prime earning and spending years, Gen Y is just beginning their household formation years, during which their already robust spending will skyrocket.
STIMULI MASTHEAD Publishers
Dominic Sio / Adam de Cruz Editor-in-Chief / Creative Director
Dominic Sio Co-Creative Director
Adam de Cruz Executive Editors Ninette Murk (Antwerp) John Weich (Amsterdam) Johanna Lenander (New York) David Waters (London) Fashion Editor at Large
Niki Brodie Contributing Editors
Jared Lee Johnson (Chicago) Sable Yeh (New York) Sascha Welchering (Berlin) Vinnie Pizzingrilli (Sao Paulo) Hidetaka Furuya (Tokyo) Contributing Fashion Editors
Nathalie Gubbins Tamer Wilde Online Editor
András G. Varga Design
Art of Consumerism Head of Marketing
Zacharie A. Rajab Marketing Manager
Ghylès Ouahmed
SELECTED PROFILES Dominic Sio Editor-in-Chief / Creative Director
An industry veteran with 25 years of consulting, creative direction and visual merchandising for everything from shopping malls to design conference and fashion campaigns for global brands under his belt, Dominic Sio is an ever-evolving Renaissance Man. Sio is currently the co-founder, editor and creative director of Stimuli Magazine and responsible for art direction of design and PR consulting firm Art of Consumerism. His clients includes Nokia(Malaysia), LVMH(Malaysia), H&M/DAA(Sweden/Belgium), Belmacz, Lee Cooper and highly influential Fantastic Man Magazine (www.fantasticman.com) , Hint Magazine (www.hintmag.com) as well as up and coming young designers such as Hussein Chalayan, Veronique Branquinho, Christophe Coppens, Eudon Choi, DAA(Designers Against Aids) have turned to him for his creative vision. In addition to his collaborative projects and direction of all things creative, he is also responsible for bringing cutting edge perspective and razor sharp humour to his involvement in business ventures, music and the art world. Ninette Murk Editor / Curator
After working for over a decade as fashion editor/director and consultant, Ninette Murk earned three things: a reputation for having a keen instinct when it comes to discovering new creative talent, the respect of designers, the fashion industry and the public alike and last but not least: a true sense of objectivity. That she was never lured into some fashion clan testifies to that. Continuing to adhere to her principles of independence, creativity and beauty, she started MintRed PR, which promotes talent from Flanders and Brussels through the MintRed newsletter, represents some talented designers, photographers and artists and walks the thin line between her basic philosophy and the unavoidable corporate machinations that come along with running a company. A task, it must be said, that she has taken on with her usual vigour and passion. In between acts, she found the time to think up and start the international artists’ movement ‘Beauty without Irony’ -of which she is also artistic director- and founded and still directs its offshoot ‘Designers against Aids’. Robi Dutta Editor
London-based Robi Dutta has taken his wide ranging intellect to work across the media in diverse projects for 18 years. He studied at Oxford University where he launched and edited an award winning newspaper before training at the prestigious Graduate School of Journalism at Columbia University in New York. He has worked as a reporter The Times in London, and written features for The Guardian, The Observer and the Sunday Telegraph. He joined the BBC and has made a wide range of programmes at all levels including award winning arts and science programmes, documentaries and programmes about fashion. Editing Stimuli is another string to his bow. Johanna Lenander, Contributing Editor (New York)
Johanna Lenander is a New York-based, Swedish-born international journalist and consultant who specializes in design and fashion with a particular interest in socially responsible design and artisan craft. Her services range from editorial writing to PR consultancy and copywriting. She is currently the contributing editor of Stimuli Magazine.
SELECTED PROFILES David Waters Contributing Editor (London)
Ex-graduate of London College of Printing and Journalism, David Waters is a journalist with over 15 years of experience in lifestyle (travel, food), fashion (menswear), grooming and the arts. David’s key interest is in luxury menswear and spotting trends. He is currently Associate Style Editor of Men’s Health Magazine (the UK’s biggest selling, premium men’s lifestyle title) and contributing editor for Stimuli Magazine. Adam de Cruz Make Up Artist / Editor
Malaysian-born, London based make-up artist Adam de Cruz’s work is inspired by art and travel, especially the abstract art movement. His make-up developed from his own original style driven by his desire to make women look beautiful yet distinctive. His work has been published in titles such as Vogue China and Australia, Elle, Italian Vanity Fair, Wallpaper and the Sunday Times. Adam worked with industry creative’s like Katie England in the early days of Dazed and Confused, and Edward Enniful on i-D magazine. Adam has been on tour with Alica Keys on two album tours from 2001-2003 and has worked with many other celebrities such as Mariah Carey, David Beckham, Sienna Miller, Morrisey, Westlife and Lil’ Kim. He has worked on the UK’s most popular television show, X Factor, working with more ‘real’ people - and this has helped him realise the power of make-up. He went on to work with Leona Lewis and is currently working with Alexandra Burke. Adam collaborates with many international photographers including David Bailey, John Paul Pietrus, James Mountford, Alisa Connan, Eric Frideen, Dan Smith, Simon Songhurst and Peter West on editorial and campaigns. Zacharie A. Rajab Head of Marketing
Zacharie A. Rajab graduated in Canada with a bachelor in economics from McGill University and an MBA with a corporate strategy emphasis from UQAM (programme affiliated with the Bombardier Chair of Transnational management). The topic of his MBA thesis had to do with Luxury Brand Management. His writing on the topic has been highly recognised academically by Professor Elyette Roux, president of the LVMH Chair at ESSEC and from many top executives in the industry such as Mr. Domenico De Sole (Former CEO OF GUCCI GROUP), Alain Dominique Perrin (Former CEO of Richemont Group), Alain Viot (Former director of Business development of Richemont). He has worked in advertising and branding and has partnered with Creative Brands Group (www.creativebrandsgroup.com) to create a subsidiary focused on developing opportunities for a diverse range of international brands in the USA. Zacharie consulted several companies on acquisition deals in the luxury industry and on brand development strategy. Zacharie is currently Head of Marketing for Stimuli Magazine. He speaks fluently French, English, Spanish and is learning Arabic.
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