Based in Sydney, Australia, Foundry is a blog by Rebecca Thao. Her posts explore modern architecture through photos and quotes by influential architects, engineers, and artists.

A Travel~Bag of Brand Experience

A Travel~Bag of Brand Experience

A Travel~Bag of Brand Experience

A Travel~Bag of Brand Experience

“Desire appears as a feeling, a flicker or a bomb in the body, but it’s always a hunger for something and it always propels us somewhere else, towards the thing that is missing.”
— Siri Hustvedt

Define your seeking state. 

People and organisations are propelled by their seeking state: a desire for something to be different. Nature can teach us a lot about this power of leadership vision. Virgil knew it in his bucolic work on bees and honey, the Georgics. “All have one rest from work: all have one labour. With the leader safe, all are of the same mind: if the leader’s lost, they break faith… the leader is the guardian of their labours.” {Book IV} 

We have helped articulate the ambition for over 50 cultural organisations from Russia to the Middle East, from America to Scandinavia. Nationalmuseum Sweden’s seeking state ~ to redefine the museum of tomorrow ~ is helping shape their redevelopment of the museum.  The Royal Society of Arts {RSA} seeks to create a C21st Enlightenment, a seeking state that is reflected through their programme and platforms. They should not be empty promises, but a driving force to stretch, inspire and unite an organisation.

Bring the outside in

Cultural organisations can not be silos, in hermetically sealed boxes impervious to the constant change all around us. Looking out and getting out, by observing and researching what lies in the peripheries of our worlds, excites new ways of seeing and working and enables us to embrace other cultures. Like gardening, the joy of the process is as important as the result.

We have taken many clients on curious, mystery journeys to explore their seeking state and map future plans. The Ateneum, part of the Finnish National Galleries, went from Helsinki to Amsterdam for a week’s curated experience. Visiting diverse cultural organisations, hearing a plethora of speakers from architects to educators and working together away from the day-to-day pressures of the desk, motivated, energized and inspired the team to sign up to their Amsterdam Manifesto and plan for the future.

“When you look up ~ a bird is always coming from somewhere, always in the present and always flying into the future..”
— Kathleen Jamie, Findings

Map the future 

As with a bird flying overhead, a map of the future is infused with the story of your past, where you are now and documents your future destination. That destination defines your purpose and why you exist: your ethos and how you work and why you are relevant to your audience today.

With Centre Pompidou, Paris, we are considering what this Map for the Future looks like for retail both within and beyond the building. Working with the Burrell Collection, Scotland, together with John MacCaslan + Partners and Event Communications, the map is literally about locating retail space in the physical environment. For M+ in Hong Kong, we are exploring how their map for income generation is specific to their environment, needs and region.

Clarity in relationships

Brand is not a pseudo~science. It is relationships: being relevant and building meaningful connections with your diverse audiences, partners and stakeholders and being clear about how organisations articulate their structures. 

We have considered how Wakehurst Gardens connects with Kew Gardens: the plan for V&A Dundee and Museum of Childhood, both members of the V&A family: how 5 diverse sites can unite to communicate the Imperial War Museums and how the British Museum can build better relationships with its visitors through their experience. Relationships are at the heart of brand strategies.  

A Travel~Bag of Retail Experience

A Travel~Bag of Retail Experience

A Travel~Bag of Experience in ‘Managing Change’

A Travel~Bag of Experience in ‘Managing Change’

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