Présentation de Jan Von Mol, CEO d’Addict Lab.com et Lab researcher - Addict Lab lors de la conférence First du 22 septembre à la Maison de la Communication de Lausanne sur le thème des médias sociaux en Suisse

2. Will you get
inspired?

3. What to do with the
following creative concepts.
Inspiration? Art? Innovation?
Business model?

4. > Tree hugger > Atmosphere Amplifier
> Women connector > Earth connector

6. >>> Mobile Dwelling Units

8. understanding creativity.
Organic, energetic
multilayered, complex.
It defines us as human beings.

9. Structuring Creativity
A proactive way to attract ideas & creative resources
‘Addictlab = managed open Source system’
Unbiased
Low threshold
Out of the box
Multi-cultural
Global

11. Creativity = Chemistry©

12. Lab/members
Lab/ambassadors
Lab/researchers
Platforms to accelerate talent

13. Labmembers
Active, international, multi-disciplinary

14. Lab Ambassadors
New/Local addictlab representatives

15. Project database
Organised via
different subportals.

16. Platforms for labmembers
Ad!dict inspiration books

25. Research theme #29
Research on
emerging
technologies
In collab. with IMEC, MOMA
(NY), Design Incubator
centre (Singapore),
Domus Academy Italy),
V2 (Netherlands), Science
Gallery (Ireland), etc, etc.

26. Mini-addicts

28. 3D experiences
Workshops/lectures/
exhibitions/...

32. Installing an addictlab’shop’
Test shop
Inspiration for a large audience
Information for the industry
Consumer research
Stories for the press

34. Leaving traces

35. Involving the public

36. Geo-branding projects
Result:
people becoming ambassadors
Media finding genuine stories
Decision makers receive a white paper on the city
Industry gets a platform & RD
The city becomes a clear ‘brand’

37. Brusselslab.com

38. Brusselslab.com

39. •Temporary space
•Discovering new talent
•Inspiring a large audience
Allowing the industry to tap into
creative resources and set up
brainstorming sessions &
workshops.

40. Benefits for the industry &
organisations, cities
coherent brand research
Sustainable research
Innovation

43. sponsors Companies &
organisations
Looking for
innovation

44. Live Addictlab sessions

45. Thalys
project
Creative X-Ray©:
Design brief for the future rolling stock

46. On Board/
Food and Drink
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 Strategy
THALYS Travel Concept
2006 2006 Travel Experience
Moodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / Colours
Design Brief Idea Database

47. On Board/
Materials
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 Strategy
THALYS Travel Concept
2006 2006 Travel Experience
Moodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / Colours
Design Brief Idea Database

48. The Colours
of the 2006 Train
The overall Thalys brand strategy
and the colours that have been
defined together with that, must be
taken into account.
At the same time the train must
THALYS MAIN COLOUR
Pantone 201
answer to the different moods of its
C 40% passengers. Reddish colours to
M 100%
Y 80% stimulate activity and entertainment,
K 0% blue to fuel inspiration and work,
green for relaxation.
Keeping these effects in mind, a
subtle use of the right combination
can create a specifically targetted,
potent result.
THALYS SIDE COLOUR
Pantone 5275 THALYS SIDE COLOUR
C 50% Pantone 141
M 20% C 0%
Y 10% M 11,5%
K 30% Y 47%
K 0%
THALYS SIDE COLOUR THALYS SIDE COLOUR
Pantone 5483 Pantone Cool Gray 5
C 50% C 0%
M 20% M 0%
Y 30% Y 0%
K 20% K 35%
Thalys Brand Strategy
THALYS Travel Concept
2006 2006 Travel Experience
Moodboards// Food / Communication / Relaxation / Work / Entertainment / Materials / Colours
Design Brief Idea Database

49. Thalys Brand Strategy
THALYS Travel Concept
2006 2006 Travel Experience
Moodboards
Design Brief Idea Database

50. Thalys Brand Strategy
THALYS Travel Concept
2006 2006 Travel Experience
Design Brief Moodboards
Idea Database 50 50

51. Tao
project
How can you package & sell balance
between body & soul?

56. Defining ‘innovation’

57. Quantum leap theory for brands
About brand energy. (Jan Van Mol, Ad!dict #26, Brand Research)
ST 3D
Your brand is created by Brand-molecules:
SA
His MA Sales
SH
Management
BrMo Products
Services
EVR Environment
AS
Share holders
People
CO
SER Brick & mortar
PR Human resources
PE Assets
History
HR Competitors
Social Tissue
CEO’s wife
Parking space colour
Office manager’s makeup
CEO’s mistress
…

58. Brand identity = point of gravity
ST 3D
Your brand is created by Brand-molecules:
SA
His MA Sales
SH
Management
BrMo Products
Services
EVR Br Environment
Share holders
AS
People
CO
SER Brick & mortar
PR Human resources
PE Assets
History
HR Competitors
Social Tissue
CEO’s wife
Parking space colour
Office manager’s makeup
CEO’s mistress
…

59. Definition of innovation
Innovation = controlled power boosts so that your brand gets to another energy level.
ST
SA
His MA
SH
Innovation
BrMo
EVR Br
AS
SER
PR
CO PE
HR

60. Some examples of ongoing research.

61. Luxury

62. Luxury

63. Font design - still readable
Reduces print ink up to 20%

64. treewear
UG1 Le vert

65. The addictlab model
A way to generate & implement sustainable
changes?

66. CONVENTIONAL CREATIVE PROCESS
changes for client
income agency
income creative resources
PR value

67. Benefits of an Addictlab project
changes for client
income Addictlab
income Labmembers
income Labpartners
changes for society
credibilty independent Lab
PR value

68. TM
ONLY ONE BRAND WORTH WORKING FOR.

69. Example:
From proactive research to
concrete products &
services for companies

70. How it works : food lab
Addictlab Addictlab Addictlab
research on Book with Research on
Food concepts on food Chocolate
Labmembers Brand DNA /
concepten briefing

74. INTERFACE TOOLS
E-PAPER / LOOP.PH

75. EVERY DESKTOP IS A COMPUTER
MICROSOFT SURFACE / IBAR

76. concept database
Project of a disposable spoon.The today's western
society is characterised by surconsumption. A
designer often take an important part in this
process, creating unnecessary things, waisting
ressources. But it's also up to designers to
influence consumers, to make them more
conscious and responsable. For hygienic and
practical reasons it's not possible to stop producing
and using disposable objects, but we can do it in a
different way: using recycled and recyclable
materials, rethinking the conception of the
products, saving material.
This is a project of a spoon that is produced with a
minimal use of material and distributed in a flat
way. One can fold it himself with just one hand
move and it is ready to use. It's ideal for taking with
you to school, for a picnic. It can also be distributed
in ｬleavesｬso that one can separate and fold a
spoon when it's necessary. DImensions: 130 x 37 x
0,3 mm

77. The chocolate research
proactive ideas & reflections
innovation for Belgian chocolate company

84. Chocolate bonbons halfway production process: filling added from the bottom...

85. Client: ITALOSUISSE
Challenge: drive business development
INPUT & RESEARCH
Methodology: yearly LAB subscription use of labfiles
Core team: 3 Lab researchers Brand research / kids
Lab resources: depending on needs (conceptual & executional) lab / design lab /
marketing / chocolate /
communication /
OUTPUT
• Strategy
• Sales guidance
• Innovation & new product concepts
• Promotion concepts
• Products/tastes/packaging
• Execution & production of all

86. output
- Online research
- Publication
- Salon des Chocolatiers
- others

87. 1. Inspiration Shower© & trend filtering
ADDICTLAB FILES LAB RESEARCHER CLIENT
0% briefing
2. Creative Sparring partner
ADDICTLAB FILES LAB RESEARCHER CLIENT
LABMEMBER (spec)
Visualiser ONGOING COLLAB
3. Creative X-Ray©
ADDICTLAB FILES Addictlab researchers CLIENT
LABMEMBER 1 Visualiser DEDICATED BRIEFING
LABMEMBER 2
LABMEMBER …

88. Sowetolab.com
Engaging in conversations, accelerating
creative talent, generating awareness

89. SOWETOLAB/RESEARCH

90. SOWETOLAB/RESEARCH

91. SOWETOLAB/RESEARCH

92. SOWETOLAB/RESEARCH

93. SOWETOLAB/RESEARCH

94. SOWETOLAB/RESEARCH

95. Yourownlab.com
projects
Concept generation
Strategy/Innovation/design/art/illustration
/communication/branding/product
development/...

96. Brusselse region
project
Wants to promote Brussels fashion talent
& industry (Modo Bruxellae)
-promote Brussels as
- a creative hub
- an innovative brand
- a central hub in Europe

97. Boutiqk object
print on box

98. ©2005 Garth Roberts for Ad!dict Creative Lab

99. Boutiqk objects

100. Diesel
project
Inspiration Shower
Reflections on light & fashion
POS material
Window display & design project

102. Ideas for greener cities /
output
• consultancy Flemish govt & third parties
• Publications:
book ANB (white paper)
Ad!dict #30 (eng)
book ANB (for cities)
• Exhibitions
• Product & service ideas
prototypes & projects

103. output
- Online research
- Publication
- exhibitions

104. Online browsable