New generations are blending different elements, remixing styles and influences, to craft their own distinct sense of self. In turn, they seek brands that encourage self-expression through creativity and co-creation.
This shift is prompting brands to rethink the structure of their brand, products and spaces. Collective co-creation models invite customers to move from passive consumers to engaged creative participants, empowering people to influence and curate their own experiences.
Bulgari launched Bulgari Studio, a platform for co-creation and experimentation, where the brand’s spirit of innovation meets contemporary creative talent. Debuting in Seoul, this initiative invites its community to reinvent iconic products, putting their spin on pieces such as their Roma bag, jewellery and watches.
To inspire and educate their first cohort of community collaborators on the brand’s history and iconic products, Bulgari unveiled a pop-up on the ground level of the Lotte World Tower, which was part architectural installation, part multisensory jewellery exhibition. Involving the public in design processes fosters deeper connections and a collaborative dialogue, blurring the lines between creator and visitor.
Kiki, a US-based beauty brand, is redefining co-creation by giving its community the power to vote on product releases. With over 50% of sales coming from members who have participated in these campaigns, Kiki’s community-led approach has proven to be a success.
Co-founder Ricky Chan explains, “We want to change the dynamic of how a brand should be practised; anybody who wants to be involved in the development of the products has the option to do so.”
Kiki’s use of blockchain technology furthers this collaborative spirit, allowing members to own digitised products and influence the brand’s evolution through decentralised experiences. This model shifts the traditional customer-brand relationship, replacing customers with “members,” who provide feedback, co-create and co-own the products they love.
As new generations seek brands prioritising self-expression and collaboration, get in touch to explore how we can transform your spaces into dynamic hubs of co-creativity.
