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To innovate is to free your mind.
Jan Van Mol, founder Addictlab.com
About Creativity• Creativity is organic, energetic, multilayered
and complex, but it’s what makes us human beings.
• Mission: can you look at all possible creative concepts in all possible disciplines, throughout all different cultures, and learn from it?
How can you structure creativity?• The addictlab.com system is a proactive way
to attract ideas & creative resources• Addictlab is a ‘managed’ open source system• Unbiased - Low threshold - Out of the box -
Multi-cultural - Global
> Tree hugger > Atmosphere Amplifier
> Women connector > Earth connector
>>> Mobile Dwelling Units
Mission statement.To discover and accelerate creative talent from
any discipline, any culture. To marshal those creative thinkers to generate innovation and create sustainable changes for third parties and society.
Creativity = Chemistry©
Lab/membersLab/ambassadors
Lab/researchers
Platforms to accelerate talent
Addictlab.com onlineOne of the tools and the motor behind the whole
system is the website. Labmembers register online and click the creative fields they are active in.
They upload work and concepts. Labresearchers select, get into contact and decide on publication or confidentiality.
Work online is linked to dedicated lab research projects.
Project managers discuss on possible next steps for the concept at hand.
LabmembersActive, international, multi-disciplinary
Lab AmbassadorsLocal addictlab representatives discover local talent.Interested in helping out?
Project databaseThe website is agrowing databaseof peopleand of projects.
Ad!dict magazine or bookServes as inspiration on a certain topicPuts a topic on the agendaGenerates knowledge about a topicIs proof of a dedicated lab & community
> ideally: shows ideas on the beginning of the creative process (as opposed to ‘normal’ magazines showing end products)
Platforms for labmembers
Ad!dict inspiration books
Research theme #29Research on
emerging technologies
In collab. with IMEC, MOMA (NY), Design Incubator centre (Singapore), Domus Academy Italy), V2 (Netherlands), Science Gallery (Ireland), etc, etc.
Interested in collaborating on the next publications?
Mini-addicts
3D & real life experiencesAddictlab is not just printed matter or an online
community. A lot of effort goes into making the labs’ research and methodology tangible.
Exhibitions, booths, inspiration labs, events, innovation desks, test shops and Open Labs© have been set up the last 12 years.
Open Lab 1.0
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Open Lab 2.0
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Temporary spaceDiscovering new talentInspiring a large audience
Allowing the industry to tap into creative resources and set up brainstorming sessions & workshops.
Benefits for the industryHow can brands tap into this laboratory? To get
in contact with creative minds, find existing solutions, or generated new ideas?
What is innovation?Quantum Leap Innovation theory(© Jan Van Mol, Ad!dict #24: The Brand issue)
• Define the brand’s molecular structure• Detect a brand molecule that is too far away
from the brand’s point of gravity or turning around it too slow.
• Apply a controlled and targeted energy boost • reassess the element and it’s influence to the
brand’s point of gravity.
Quantum leap theory for brandsAbout brand energy. (Jan Van Mol, Ad!dict #24, The Brand Issue)
Your brand is created by Brand-molecules:
SalesManagementProductsServicesEnvironmentShare holdersPeopleBrick & mortarHuman resourcesAssetsHistoryCompetitorsSocial Tissue…
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Quantum leap theory for brandsInnovation = controlled power boosts so that your brand gets to another energy
level.
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Companies, cities,OrganisationsTapping into our lab
SponsorsSupport our dedicated labs
Where does the money come from?
> Who benefits from innovation?
The need for an objective labWe’re not a consultancy agency that is reactive.
That starts to think when a briefing comes in. Addictlab is a proactive think tank. So when you
ask people to reflect on ‘Contemporary Women and Mothers’ you get genuine thoughts.
The following image would never be approved by Lancôme if it was not selected by Addictlab’s labresearchers.
Collaborative processes:Ideas can already be present amongst the 8800
concepts in the Addictlab database.Or ideas are generated by using the Creative X-
Ray© tool.A number of labmembers are selected based on
their creative thinking, coming from different cultures and disciplines. This generates out of the box thinking.
> example: For Thalys we generated a database of ideas for the new train, on communication, design, restructuring of the company and more.
A trip on the Thalys does not take that long. Eating and drinking is more like an interesting way to pass the time than a biological need.Eating and drinking on the European Thalys should therefore be pleasantly surprising. The surroundings sparkle, the atmosphere is relaxing and calming. I can choose between different places and locations to position myself, depending on the mood I’m in, and who I’m there with.The food I’m eating is surprising as well, and adds a touch of the extraordinary. It’s a memorable experience...Thalys as a new and tantalising experience.
Thalys Brand StrategyTravel Concept 2006 Travel ExperienceMoodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / ColoursIdea Database
On Board/
Food and Drink
THALYS 2006Design Brief
The materials I touch inside the train are unusual to me. They seem to be from another world - things like cushioning gel, smart textiles, luminescent polymers, soft-touch fabrics and thermo-chromatic inks.All is well-considered and fully functional. Thalys uses materials that are multipurpose and multi-layered. This clearly indicates sound company ethics... Thalys as eco-conscious and aesthetically advanced.
Thalys Brand StrategyTravel Concept 2006 Travel ExperienceMoodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / ColoursIdea Database
On Board/
Materials
THALYS 2006Design Brief
Thalys Brand Strategy Travel Concept 2006 Travel ExperienceMoodboardsIdea Database
THALYS 2006Design Brief
BrusselsThe Brussels region commissioned a project to
promote fashion talent internationally. In Addictlab’s database and previously exhibited
we have found a cardboard furniture concept.The concept was adapted and turned into a
cardboard boutiqk of 80m2.The labmember was involved and earned income. > When a client with budget comes in, the
selected labmembers are remunerated.
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Boutiqk: 80m2. In the final execution the boxes had Horta drawings to link with the Brussels brand.
TAO‘Green tea’ Tao sells ‘balance between mind and
body’. Yet the packaging is the same as RedBull or CocaCola.
Labmember Rumi Kobayashi produces fashion in ceramics.
Addictlab ended up in producing ceramic drink objects, with the colour reflecting the different TAO tastes.
Looking for authenticityQuestioning the authenticity of a Diesel
collection based on ‘India’, Jan Van Mol took the clothes and went to India to work with local labmembers to change the collection.
Miss Netherlands, with Indian roots, flew over for the photoshoot.
One of the labmembers worked for Diesel afterwards.
Diesel : olyndian project.Selecting local labmembers to ‘change’ the Indian inspired
collection. Production & shooting in India.
More win-win:Labmember Malin Lundmark (Finland) sends her
concept and prototype of a light concept shaped as a paper plane.
She is selected for publication and exhibition.Later, jeans brand Diesel was looking for
concepts that would create a brand experience linked to their collection inspired on... airplanes and neon light.
The lights were produced for concept stores in Europe.
How it works : setting up each lab
Addictlabresearch on Food
AddictlabBook with concepts on food
AddictlabResearch on Chocolate
Knowledge center on chocolate Labmember concepten
Brand: briefingTap into ideas, resources + generation of new concepts
Dedicated presentationsAsk for an ‘inspiration shower’ on Addictlab’s
innovation work and dedicated lab research. Chocolate labWomenslabBroomlabBrandlabKidslabEco-lab...
Or you can commission your own lab.
1. Inspiration Shower© & trend filtering
2. Creative Sparring partner
3. Creative X-Ray©
CLIENT
CLIENT
LAB RESEARCHER
0% briefing
ONGOING COLLAB
DEDICATED BRIEFING
ADDICTLAB FILES
ADDICTLAB FILES
Addictlab researchers
CLIENT
ADDICTLAB FILES
LAB RESEARCHER
VisualiserLABMEMBER 1
LABMEMBER 2
LABMEMBER …
VisualiserLABMEMBER (spec)
Install Live Lab SessionsAddictlab has been active in installing live
sessions, bringing a selection of talented labmembers, but also inviting the public to take part in its brainstorming sessions.
It guarantees out of the box thinking as well as an ambassador-approach for the issues to be solved.
The brand department takes care of the filtering and final delivery.
Concepts will all fit the brand and should be implementable. Some today, some in the future.
Live Addictlab sessions
Benefits for societyThe Addictlab system puts clients and suppliers
on the same level of respect for each other and the surrounding they both live in
. Addictlab’s mission is to discover and accelerate
genuine creative talent, and create solutions for sustainable change.
The new Addictlab label on products and concepts focuses on the level of crossfertilisation, and the ethic/social value of an idea.
Car designers talent from a South African township discovered in the OpenLab3.0: Addictlab will publish, promote their talent, but is also looking for partnerships with car manufacturers.
geobrandingAddictlab’s bottom up mentality to generate
innovation, when applied to research on a city, country or region, results in social dynamics, innovation awareness and inhabitants becoming ambassadors.
The result is a brand building process.(Addictlab has been doing city branding projects and talks in
Kortrijk, Antwerp, Rotterdam, Berlin, Melbourne)
(lab office in city hall and brainstorming sessions ending up in a book and exhibition, showing ideas on the city)
Innovation bottom up systemAddictlab sets up workshops with students and
larger crowds, resulting in concepts that create genuine stories.
The following bathtub (by Labmember Flore De Crombrugghe) - showing how much bottles of drinkable water you waste when taking a bath - is a result of this process in the eco-lab research.
Eco-lab
This pine cone light will make it to the shops, end of 2009
Addictlab in the press.
( selection of articles)
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So where are you?
Become a labmemberregister / upload ideas / get published
Become a labclientread 10 steps / go to innovation desk & brief
We need you. But you need us too.
Contact: Jan Van MolJan@addictlab.com
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