Great brands provoke
And we can learn how to provoke from our most raw, surreal, transformative experiences. For instance, consider this question -
“What if the ground disappeared beneath you? And all that was left was your reflection …”
That’s how I felt stepping into Kimsooja’s installation at the Pinault Collection in Paris in September.
The mirrored floor reflected the world above, forcing visitors to confront our own image. It was distorting and disorienting. But a masterclass in reframing an audience’s perspective. Add the spectacular century-old architecture of the former Paris Bourse, and any boundary between artwork and experience vanished.
Pinault Collection 2024 | Maciver Inc. | All rights reserved
The most impactful brands and products do this too. They always feel deeply personal. They shift our perspective, changing us in some way. They stay with us long after the moment.
Patagonia redefining sustainability. Apple reimagining tech. They provoke us to see the world differently. We don’t forget them easily.
Pinault Collection 2024 | Maciver Inc. | All rights reserved
When was the last time a place, or product, or brand made you pause and reframe? How could you design to provoke a shift in perspective?
This is the second post in a 5-part series about transformative moments that shaped my 2024. Tell me about moments that shook you.