Wednesday, June 3, 2009

the nature of collabs [collaborations]

yesterday, robert and i spend part of the day with the kdu collective in williamsburg – learning about what they do and talking about what it is we do here at the nooka lab [kdu = The Keystone Design Union – a privately held, global creative collective with members working in all disciplines of design and beyond]. of course, the goal is to explore any potential synergies, which are many i can sense.

their studio and showroom is very cool, housing the apparel lines they create themselves and others they rep. they have a 17 year old snapping turtle the size of a small dog in the garden in the back and a laser cutter i'm jealous of having!

we were discussing the nature of collabs and whether or not they are played out when i explained my theory on why it's important [or perhaps my argument is an argument against them?]. i posited that engaging in brand+artist / brand+brand collaboration is a form of social network brokering similar to alliances via marriage amoungst royal families in previous centuries – basically "i can't give you the money for your ad campaign, but you can marry my son/daughter". it's a good discussion to have as collabs, when done correctly, generate a good deal of online buzz, but for some reason, not as much buzz in traditional media, and moreover, they don't often directly translate into sales. for nooka though, it's a great way to learn about new markets and connect with new consumers and fans.

had a great lunch as well: lobster on a bun with lettuce, avocado and BACON – thanks guys!

the kdu blog here. check it out, it's a truly impressive network of talent and really amazing people in the NYC hub.

nooka is available at fine stores and here. join nooka and love nooka on facebook and nookaNOW on twitter.

Nooka is an official sponsor of The Juan Maclean US Tour happening now!


Proxart said...

the great thing about collaborating, when it comes to the brand+artist situation (or, even brand+brand) is it shows that the brands are open to change, and are open to exploring (sometimes very) different looks. they're not afraid to get outside the box. they have a way of marketing both the company as well, as the artist. and it seems to me that it markets the fact that many of the top brands often use the most (seemingly) strange artists to promote themselves. i think what you and NOOKA are doing is awesome.

keep it up - please!

- nate.

NOOKA said...

nate: thanks for the comment. it's more well written than the post itself!

Anonymous said...

Well said Proxart and I agree with Nooka lol