For many businesses, creativity and its various expressions are an afterthought. Making a space “look good” or their words “sound nice” is seen as icing on the cake — not a core piece of their identity. Montreal-based LNDMRK is on a mission to challenge this way of thinking. They’re helping forward-thinking businesses (like Frank & Oak and Red Bull) tell compelling stories in an environment where consumers are craving authenticity more than ever.
As we discussed in our previous blog post with Zu, technology has increased mass consumption of art and creativity, providing businesses new opportunities to connect with the people they care about. Here, Alexis Froisssart, LNDMRK’s founder, shares his insights on the marrying of technology and creativity, with compelling insights for corporations looking to hit their stride with intelligent, tech-savvy consumers of today.
In your view, how has technology fueled creative innovation?
For years, the most talented and innovative artists were unknown and invisible to the mainstream public. Most were not made a household name until they were selected to be in the spotlight by institutions, often long after they were dead.
Technology changes all of this. It allows brilliant minds to be discovered in real-time. Technology creates instant bridges between creatives and the general public by dissolving boundaries like geographical positioning, language, religion, and glass. Technology permits and accelerates the connections between innovators, patrons, and audiences.
Name a standout example of technology and creativity today.
Everything changes when audiences and artists have direct interactions. This new axis frees the artwork and allows it to be embraced, touched, and modified. Allowing audiences to personally involve themselves with the art is the equivalent of finding a universal language; it’s a pathfinder to democratization of art, and the first step to connecting humanity together.
What has been the biggest disruption for the creative industry that upended the way you and your clients work?
The accessibility to new tools that allows creators to quickly shift from brainstorm to action without interference. The iPad Pro or Microsoft Surfaces empowers creators with the ability to jump on the drawing board, no matter where they are in the world. Artists can travel lightly, liberated from constraints, quickening the pace between ideation and creation.
What advice do you have for “traditional” businesses looking to amplify creativity into their organizations?
Don’t be scared. Be flexible and curious. Investigate how technology can unlock doors that you never considered opening before. Your discoveries might make you feel old or uncomfortable, but it’s worth it to dive in. Above all, you need to give your employees the opportunity to find creative expressions you might not see. Thanks to technology, it’s possible to shift your business’ identity overnight. For corporations, creativity will make the difference between bending and breaking.
Who do you look at as a global leader in creativity?
This is a tough one. Much like Zú, LNDMRK is part of an industry wherein creativity is the principal asset. For us, and many of our national and international peers, creativity is taken for granted and expected in the first place.
But, on the other hand, there are domains where problems extend far beyond understanding typical applications of creativity. Scientists come to mind as an example: ecologist Roxane Maranger (PhD from l’UQAM) has been outstanding in spreading the word of climate change and its impact on local rivers, using creative storytelling to reach audiences. I also think of Dr. Joanne Liu from Doctors Without Borders, who challenges her team to think creativity with little means while saving lives in war-torn countries.
The work of both of these women forces me to look at my own life, my business, and my partners with fresh eyes. Creativity lies in all sectors; every domain has inspirational people, stories, and businesses.