State of Awe Digest #28 | The “always on” event culture you will seek

The Latest Wonders in Experience Design, Festivals and Gatherings

April 11, 2021

Our aphorism to help with the times: The gathering itself is the most powerful tool in shaping shared beliefs. 

State of Awe is a regular trend briefing from experience designer, Jordan Kallman and event brand curator, Tyson Villeneuve at The Social Concierge. This periodic letter covers the latest wonders, most influential psychological movements, emerging ideas, tactile designs and hottest patterns keeping attendees, producers, designers, operators, sponsors, organizers and leaders engaged in the experience economy. 

New to the digest? Understand OUR BELIEF and dial in OUR INTENTION.  

For curious subscribers, you can find all previous digests here (certain ideas are timeless). A catalogue of current and future topic areas can be found here. 

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Insight Map 🔮 The Digest Summary

• House of Focus: squad goals and how they will shape our experience desires;

• Experience Design Strategy: the dramatic shift to “always on” gathering design; 

• Arena of Economics: the rising prominence of looping community economics; 

• Designer Data Drop: hockey stick digital transformation indicators; 

• The Catwalk: signals coming from the season of fashion week events; 

• Thinkers and Philosophers: Coco Chanel and her design principles;

• As always, five beautiful instas, five hot morsels and one request to share this digest with someone who would appreciate it.

House of Focus 🎯 Feature Article Thinking

We are at that point where the single-player pandemic simulation is wearing thin. Even the most solitary amongst us are excited to dabble in that multiplayer game of life again soon. 

And that multiplayer spirit is going to dominate. In our feature article, we pull from the sphere of fashion to highlight why “collaboration culture” will lead as we emerge from this collective trauma. The roaring nature of the next decade will be less fatalistic, more co-creationist. A few shakes to mix the collabo Kool-Aid: 

• En masse, we have tired of single-player spaces that make us feel more isolated than connected. 45% of young people admit their social media posts do not accurately portray their true identity. From TikTok to Clubhouse, Animal Crossing to Roblox, envy scrolling is out, participatory co-experience is in. Being you is so much easier when you’re involved in creating something with others. 

• Online “squad shopping” formats are being rolled out by Gen Z brands. Across the Pacific, Pinduoduo’s collaborative, social commerce success needs to be noted (incredibly deep dive). Closer to home, Depop, the Gen Z second-hand social commerce app is exploding. 

• Even passive entertainment forms will shift to be multiplayer. “Co-viewing” is the next big thing on the horizon for television shows, especially those with deep communities. 

The insight: Participant-driven and participation-rich events are the future format people will demand (and yes, you can do it in Zoom). This attendee desire speaks to the true insight of why we gather. We seek an “always on” community that we can belong to, fellow fans to be seen with, and a contingent of like-minds to create alongside of. Welcome in a decade of roaring multiplayer that lacks the fatal and indulgent undertones of the last ‘20s. 

Experience Design Strategy 🏔️ Always On, Persistent Use Culture Pt. I

As we have covered in various ways, live experiences are undergoing a massive transformation. From the experience economy’s Napster Moment (digest #12), to blurred boundaries of content and genres (digest #22 and digest #27), the great unbundling (digest #26), to the expanding Metaverse (digest #21), the digital revolution of gatherings has arrived. 

So what?  

Double stair, step change. When content domains are digitized, two key consumption shifts take place: a rabid desire for always on. And a persistent, parabolic increase in that consumption. In the first of a two part segment, we briefly cover how “always on” will change the economic landscape.

The visual. In the graphic below, a once-every-so-often event shifts to an “always on” community culture. The main takeaway? As the digital domain expands, distributing a near infinite supply of experience-based enjoyment in frictionless ways, two things will happen. Consumers will seek faster enjoyment loops. And endeavouring community-builders will realize the influence of these quicker loops in building trust with a paying customer. 

💡 Flip the switch. Event producers and gathering designers need to make a mental shift. We are no longer episodic or infrequent conveners, but rather continuous community facilitators (deeper dives available). 

♾️ On demand. We are talking about 365-day engagement, and optimizing for continuous community over infrequent events. Lesson plans have already started to emerge. 

⛪ Church 2.0 (covered in digest #26). Are we really creating cults? Yes, we are cult creators (essential steps enclosed). 

The insight: This one can’t be unseen. And much like previous digital revolution examples, the economics of the entire economy will turn upside down. The live event economy will “be streamed”, rewarding the creators who create super fans through continuous engagement (must read). Economically speaking, gathering designers will no longer sell episodic sponsorships or one-off tickets, but instead will provide a “core promise as a service”, be it sponsor leads, a personal identity or a shared belief. In the next section, we dive a bit deeper into this economic reality. 

(PS: we will cover persistent use in Pt. II in the next digest).

Arena of Economics 💰 Two Future ROI Channels

Over the course of the pandemic, the live event economy went inside out. Virtual was necessary for many. And there were tales of wild profit successes due to increased scale and massive brand power, from eSport to publishing. And yet, generally speaking the state of affairs has been messy, unequal and generally not positive (deep read). 

• Historic patterns. The future outcome for the experience economy is rooted in “The Matthew Effect”, otherwise defined as advantages that amplify further advantages. This effect creates have and have-not groupings.

• Winner-take-all. The future will be a tale of these two groups: large-scale episodic and hyper niche continual. For the large-scale winners, a virtual $16 ticket paid (consumer willingness price, by research) by thousands will work, even infrequently. These massive yet infrequent virtual, hybrid and IRL events will continue to attract sponsors and exhibitors who can extract leads, connections and community value due to the large-scale number of participants. 

• Money loops. New models need to be embraced, and here are the likely companions: Revolving subscriptions (great IRL example), community-driven in-experience micropayment economies (thank you, video games), or the scarcity drop model (popularized by NFT marketplaces). Notably, these economics require continual “always on” engagement loops to succeed. 

The insight: As of November 2020, the median viewership for live music creators to make more than $50,000 USD per year was just 183 viewers per stream. For niche organizers, the community doesn’t need to be large, and super fan economics are healthy. As we “return to normal” your experience will find one of two future economic returns: niche community economics or massive-moment monetary momentum.  

Designer Data Drop 🧮 Meaningful Virtual Transformations

We are at that awkward moment of “betweenness”. Between herd immunity and a continued pandemic, between IRL events and virtual gathering fatigue, and between a complete digital transformation and our past reality. This chart says it all: 

As we try to grasp what the future holds, here are a few quick hits from the world of meaningful, virtual event transformations: 

• Case studies. Formula 1 sees the coming IRL-virtual merge, signing a multiyear deal with Zoom. Toronto Raptors and Leaf fans get a new digital arena. SXSW knocked out a “virtual extravaganza” that got rave reviews. 

• Digital companions. A new spatial audio mobile app launched to be your digital community companion to IRL festival life. 

• Robot music. Factory New, a new record label focused on representing “virtual beings” with talent and followings. 

The Catwalk 💃 Fashion Week Features

Each season, once the “big four” Fashion Week events have wrapped and the circuit makes its way through Asia Pacific, we stand back to wonder at the innovations that the haute couture culture crusaders unveiled. As masters of the gathering, this space always produces interesting visions of the future: 

🏳️ The big pass. This year, the mostly virtual fashion weeks were skipped by ten big brands. Most are hosting boutique online shows of their own, and this speaks to continued audience “niche-ification”. There is talk of a centralized, global show once per year and a fragmented, independent approach for the remainder. The climate crisis is forefront in decision-making, but it is also apparent that virtual runways are hot and “a new era” of art-house film is being created. 

🦄 IRL innovations. Paris Fashion Week saw an arena drive-in runway show with private cars picking guests up from around the city. Legendary designer Jonathan Anderson flipped the virtual script by cancelling his online show day-of and replacing it with a collage of imagery in an analog-only newspaper. Nice stunt. Overall, precious runway show posturing is out, rugged and real very in.

🪙 Dematerialized. This season saw the entrance of a new player, not surprisingly to anyone, named Crypto Fashion Week (really interesting). It showcased the intersection of virtual reality and fashion design. The estate of Karl Lagerfeld was in on it. 

🗺️ Real world NFTs. In this coverage by Glossy, IRL use cases for NFTs include a few great ideas: lotteries for rare experiences with purchase, art-based product drops, transparent resale history (with royalties) and next level counterfeit protections. As Vogue reports (sign up required) , the big fashion houses are all close to big reveals. 

🪐 Digital wardrobes. Meet the world’s first virtual fashion house, tailoring clothes exclusively for the Metaverse. Big brands are starting to talk 3D digital clothing too. The genre blur is in full effect, as fashion bridges into video games, social clubs and squad shopping. 

Just in case you need a place to display your fashion NFT, we have you covered (gaudy must see). 

The insight: like every live event content form, fashion week events are being disrupted in significant ways. But the shows still produced a few interesting stories, like the lost fabric that no one knows how to make. And a Sunday virtual church going, dressed-to-the-nines 82 year-old. We will all dress up again. Power lunch suits will be back. Because we both dress for function but also to communicate identity. And that identity will be simultaneously physical and digital in the very near future.

Thinkers and Philosophers 🕵 Coco Channel

Not normally someone you might have caught in the philosopher’s salon, Gabrielle “Coco” Chanel (1883 - 1971), was indeed a revolutionary design thinker. Contrarian and controversial, she espoused design methodologies that channelled the positive utility of an industry known for silliness, pretension and eccentricity: 

• Little black limitations. In the midst of the Roaring ‘20s, Coco Chanel unveiled the little black dress on the cover of Vogue. It turned thinking on its head. The colour black was reserved for funerals. Her core intention: reduce decision making by applying limitations. Fewer options, more freedom. 

• Instruments of identity. She has mastered the craft of communication through wardrobe. And realized her creations could stress virtue: the idea that you could be efficient while timeless, organized yet elegant, in control yet seeking. Clothes are an identity signal, both to ourselves and to others. 

• Evocative embodiments. Coco Chanel was a devout and dedicated brand builder. She summarized the logic behind her famous perfume as the “ultimate accessory of fashion, one that heralds your arrival and prolongs your departure.” A pioneer of the luxury brand she showcased the power of evoking emotional, sensory centres well beyond the visual range. 

The insight: almost one-hundred years on, Coco Chanel’s principles can be applied generously. In a world of abundance, add boundaries and rules to your designs. Increase access through simplicity. And always unlock psychological intrigue by extracting the essence of an experience that is important to you. Chances are, others share your passion. 

Beautiful event instas to inspire your next project

👗 The first digital designer dress by Amber Jae Slooten. 

🕳️ Dropping into a soon-to-launch virtual reality by Wilder World. 

🌈 Technicolour virtual set for SXSW by Montreal-based PESTACLE. 

❕ Transparent menu design for Hennessey by Courtney from Meridian Events. 

🟨 The Guggenheim’s all yellow room (and exhibition sneak peak) by legendary Studio Olafur Eliasson. 

Hot morsels to ace your next awkward virtual conversation

📸 The National Parks of Emotion Project aims to collect hundreds of abstract images that represent emotional states over the course of the pandemic. Submit yours here.  

🤝 The use of the word “cuddle” in Tinder bios grew 23% during the pandemic. “Hand holding” up 22%. We all just need a good hug. 

🤖 “You're looking good today. Want snacks?” A scientist taught AI to lay down pickup lines. The results are about as good as this chatbot blind date. 

🥸 Snap is getting ready to launch new AR ‘Spectacles’ and an automated drone.  

🧀 Gouda for you! Inside a virtual cheese sampling at SXSW. 

What did you think?

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End note

Last week we ran a survey to gauge preferences on future social interaction. Reaction was split nearly even, with just under half having no reservations to returning to previous social experiences. 

You can see the results (and still contribute) here. 

If you feel inspired after reading this edition of the digest and are motivated enough to share your gained insight with a colleague, we would be very appreciative. Direct fellow designers here.

As Ever, 

Jordan + Tyson