Ideas & services to innovatethe magazine industry

MAGLAB

MAGLAB

• About Addictlab• Content• Services• Authenticity• Brand connectors• Partnerships

Creativity = Chemistry©Addictlab combines creative talent & ideas fromdifferent disciplines since 1997

Lab/members (4500)

Platforms to accelerate talent

IDEAdatabase (10189)

Projects/dedicated labs (195)

Addictlab’s own publications are experimentaltools, to build the community, acceleratecreative talent, and create bridges betweenadvertisers & content.

- Database of over 10.000 concepts & stories- Grows with every new ‘lab’research- Can be activated by/for clients, advertisers & by/for readers

1. Addictlab services : CONTENT

Addictlab’s idea database:new content for your publications(over 10189 concepts today, organised by lab)

Work with Addictlab for creative & innovative strategies for yourpublications:

Strategical Look & Feel (award winning graphic design) Branding & communication (award winning advertising concepts)

2. Addictlab services : STRATEGY

Quantum leap theory for magazinesAbout brand energy. (Jan Van Mol, Ad!dict #26, Brand Research)

3DYour brand/magazine is created by Brand-molecules:

SalesManagementProductsServicesEnvironmentShare holdersPeopleBrick & mortarHuman resourcesAssetsHistoryCompetitorsSocial Tissue…

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Definition of innovationInnovation = controlled power boost on those elements too slow or too far from the center, so

that your brand gets to another energy level.

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Strategical experiments

Ask for Addictlab experiments with- extreme customisation- Shortening the distance between reader & editorial

board- Readers as distribution system

Linking brands with your magazine on another level.

Creative ideas that are- authentic stories- beneficial for your own brand- Beneficial for your client/advertiser- generate PR

3. Addictlab services :BRANDS/MAG LAB

ADS ARE CONTENT

Treat your readers with respect.

(addictlab mentioned creative teams, brand, reasonwhy, in the content pages of the magazine)

BRANDS/ADVERTISERS AREPARTNERS, not cm2 buyers.

Addictlab developed an ideation program to create a bridgebetween the needs of the partner/brand/advertiser and thebranding/commercial/editorial needs of the magazine.

Magazines, this way, are creating a link between readers andbrands on a very credible way.

Magazines are building their own identity.

Brands are getting their PR/AD targets and have extra rumouraround the brand/product/branding ideas

Client: DIESELChallenge: campaign/ new Diesel collection

Addictlab : LUMEN issueConcept clothes that emit light basedon our emotions. Output:- Photoshoot- graphic interpretation- prototype jacket- exhibition

Bridging the distance between magazine & advertiser

Bridging the distance between magazine & advertiser

Client: NIKE

Research : The Olympic Ad!dictEuropean sprinter Kim GevaertAthlete turned into artist

Concept : let’s try to capture speed.

Athlete ran over a canvas of 100m.Audio recorded

OUTPUT:100m long artworkAudio & video showPages in magazineExhibition in art environmentFree PR

Bridging the distance between magazine & advertiser

Client: HARLEY-DAVIDSON

Addictlab research : The Noise issue

Discover the noise of the Harley Davidson via theAddictlab website

Bridging the distance between magazine & advertiser

Client: LEVIS

Addictlab research : THE NOISE ISSUE

The ICD jacket prototype was given to theband SOULWAX.

Via the Addictlab website, you could fill inyour phone in a field, & click a button.Your phone would ring, and the jacket’sphone would ring.

You then were having a talk with theSoulwax Lead singer, or whoever waswearing the vest.

Bridging the distance between magazine & advertiser

Client: NIKE

Product presentation using heat sensitive ink.

Ad!dict theme : The LOVE issue

Only by giving this AD love by taking the page with twohands, the ink will disappear and you’ll be seeing thewarm fleece the model is wearing.

Methodology: Inspiration ShowerCore team: 2 Labresearchers (IA/JVM)Lab resources: +/- 30 labmembers

Client: LANCÔME / TrésorChallenge: create brand awareness / PR on Trésor

OUTPUT

use of labfilesBrand research /fashion lab / design lab/ art lab

INPUT & RESEARCH

Pop-up exhibition on Mothers day.Exhibiting reflections, visions and artwork of 30 labmembers from differentcultures on ‘Contemporary women & mothers’

• collaboration & interaction with media & womens’ magazines• invitation for visitors/readers to contribute to the event• execution & production of exhibition/event/communication•Flyers/banners/street communication•Collaboration with selected shops & boutiques.•Mini-addict magazine

Bridging the distance between magazine & advertiser

Setting up of crowdsourding concepts allows your readers to

- Collaborate- feel respected- be integrated- be accelerated

4. Addictlab services :Reader collaborations

Brusselslab.comDifferent lab projects with

different magazines,Eg Flanders Today,The Bulletin:

‘Your idea on Brussels’Empty idea pages that can be

filled in & sketched on byreadership.

Weekly selection &publication of the ideas

OUTPUT:Exhibition & more

Brusselslab.comMagazine Readers &

Addictlabmembersparticipating in theideation process

OUTPUT:Bi-weekly pages in the

magazine showingnew ideas.

+ exhibition

Innovation bottom up system

Addictlab sets up workshops with students and largercrowds, resulting in concepts that create genuinestories.

The following bathtub (by Labmember Flore De Crombrugghe) -showing how much bottles of drinkable water youwaste when taking a bath - is a result of this processin the eco-lab research.

Reader based content generation

Workshop with creative talent resulted in this conceptof a bath tub : fill till 50 and you understand you’rewasting 50 bottles of drinkable water.

Create 3D - tangible experiences with your magazineExhibits/events/3Dshows/..

Bring your content to life.Create your magazine-community.

5. Addictlab services :INCREASE THE MAG EXPERIENCE

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Open Lab 2.0

•Temporary space•Discovering new talent•Inspiring a large audience

Allowing the industry to tap intocreative resources and set upbrainstorming sessions &workshops.

Involving the public - content on huge projections

Out of the box projects attract a level of authenticity and genuity.People want to do good. Some projects are living proof of that.

6.Addictlab services :AUTHENTICITY

Looking for authenticity

Questioning the authenticity of a Diesel collection basedon ‘India’, Jan Van Mol took the clothes and went toIndia to work with local labmembers to change thecollection.

Miss Netherlands, with Indian roots, flew over for thephotoshoot.

One of the labmembers worked for Diesel afterwards.

Diesel :olyndian project.

Selecting local labmembers to ‘change’the Indian inspired collection.

Production & shooting in India.

Bridging the distance between magazine & advertiser

SOWETOLAB/RESEARCHTalent & stories

Car designers talent from aSouth African townshipdiscovered in the OpenLab3.0

Possible quick wins for both you & addictlab, based on youractivities & needs, or on Addictlab’s agenda.

What you need might, already be in our database.

7. LOW HANGING FRUIT

Possible quick solutions &opportunities

Addictlab ‘s presence at the LIFT conference (Geneva)Installation of a ‘Inspiration Forest’ in collaboration with DADI,

Edelweiss?On every ‘treetable’ is a DADi/Edelweiss/.. magazineGreat coverageLocal link

Possible quick solutions &opportunitiesiPAD Application Addictlab: Designweek

shows every week a new designer.

Create partnerships with one of yourmagazines

Change look & feel to that of yourmagazine

Adapt iPad app to contentneeds of your magazine(designweek/fashionweek/..)

Possible quick solutions &opportunitiesTouristlab research:Open up Touristlab research to local marketinclude your readerssell/give away touristlab gifts(create products, such as the city map foulard)

Possible quick solutions &opportunities

Luxury researchArtist vision on the luxury industry

resulted in the concept & realisation offake watches : digital printed foulards.

Basel World, Luxury items, give aways Subscription gifts ...

Are you the partner Addictlab should have to publish its ownmagazine?

8. PUBLISH ADDICTLAB

Are you looking for a magazine concept toadd to your portfolio?From Ad!dict magazines sold in 30

countries, Ad!dict publicationshave turned over the years intoinspiration books printed ondemand or with free contentwhen sponsored.

Maybe the time is right to have areal publishing partner and turnAd!dict into an internationalthought provoking trendforecasting magazine, to/by/fora high end creative group ofpeople.

Platforms for labmembers

Ad!dict inspiration books

#29 Research onemergingtechnologies

In collab. with IMEC, MOMA(NY), Design Incubatorcentre (Singapore),Domus Academy Italy),V2 (Netherlands), ScienceGallery (Ireland), etc, etc.

#30 Ideas for greenercities

Ideation project, sponsored &supported by the Flemishdepartment Nature &Forest

#31 TouristlabIdeation project, sponsored &

supported by the Flemishdepartment ToerismeVlaanderen

Mini-addicts

LABFILES: temporary magazine sponsored by the European Unionto promote creative talent

More thoughts:Your editorial board/sales team/publishing portfolio responsiblemight be interested in one of our ongoing labs such as the

Chocolate LabLuxury LabWomens LabUrban Green Lab(195 labs have been opened the last 15 years)

Or let’s open up a lab for your specific needs.

Press articles & publications available

press

Jan @ addictlab.com+ 33 679 91 11 13