If engaged at the beginning of a business lifecycle, designers can become so much more than the vessels of a new brand. In the case of Escala by Molecule, they have the opportunity to define it.
Luxury used to mean the consumption of precious objects and items. Then it became the consumption of exclusive services. Now, it’s all about “transformative experiences” – this is luxury 3.0. And Carr is pioneering this outrageous new archetype with one of 2017’s most Instagrammed projects.
The Project is that moment when you enter a showroom and find yourself overwhelmed with surprise, excitement, joy and the urge to Instagram – right away! This year, at Melbourne Indesign we saw exhibitors approach The Project from all angles – the common element among all being collaborative engagement.