Details matter. They can be a real pain but when you get them right it makes all the difference.
Details matter in tedious areas like book keeping. They also really matter in creative areas like art, experience and design. And people notice details. That's what makes them make the end result special.
Andy Spade and Anthony Sperduti discuss this insight in their presentation at PSFK. Their thesis is that big brands can make a huge impact on how people percieve them by thinking small and paying close attention to detail.
A great example that resonated with me is their work with J. Crew in creating the Liquor Store in TriBeCa, New York. In the 90's J. Crew had no identity as a men's brand. The solution was to simply fix up an old dive bar and make it a place to shop. Initiatives such as the Liquor Store gave men a place to shop that felt authentic and comfortable. Details such as the preserved bar, the gallery within the fitting room, and the sign outside the shoppe makes the larger experience feel authentic - i.e. - not global brand and generic.
Thinking about my own work in ad agencies, I've also learned a similar lesson. When working with massive companies and many different teams, it's best to find a focus and do that REALLY well. When you spread yourself thin with many different "one-off" engagements, you may very well help a larger group of people, but you likely won't be remembered for hitting the home run or changing the way people think and approach problems.
All of this thinking is inspiration for the partners at Frontrunner Gallery. We're thinking about how to make the space feel more like a truly unique and brand experience. If you have ideas, please shoot them our way or comment below! We'd love to hear from you!
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