Remarkable And What Lies Beyond

When you look at a photograph, read a novel or eat at a good restaurant what do you expect?

A good capture of a single moment in time, a nice story and a decent meal. Right?

What if these expectations are messed up and you need to discover for yourself a whole new experience in consuming these products/services? Let’s start with Stephen Wilkes.

The Photograph

Each photographer tends to have an area of interest. i.e., a fascination of architecture or people or nature etc. But what if as a photographer, you are fascinated by architecture and people and cities and also nurture a love of ‘shooting history’? Stephen Wilkes is one such guy and has a way of going about it.

  • He starts at a vantage point that can afford a panoramic view of the location of an iconic land mark
  • Then he shoots what he calls the ‘naked plate’ – a shot of the land mark with absolutely no one in it – in other words  a completely deserted landscape of the location
  • Then over a span of over 12 to 15 hours from dawn to dusk in a day, he takes nearly 1,500 pictures of the same location from the same angle, while also taking mental notes of the shifting landscape and the random events unfolding below him
  • After this action at the location, he then selects about 50 final shots from which to over lay the final composite picture that seamlessly merges the action that had unfolded between dawn and dusk at that single place in a single shot!

Result – pictures of a place that are panoramas in ‘Day to Night’ that can throw your brain off the hook. Each picture in this series can look like a magical landscape suspended along a tapestry of time. Don’t believe me? Then let his pictures from his newest body of work titled ‘Day to Night‘ do the talking.

Shanghai

(Stephen Wilkes, Source, Shanghai, Bund)

Times Square

(Stephen Wilkes, Source, Times Square)

The November 25 Edition of TIME features a photo essay based on Stephen’s work. As the article puts it,

A lot can happen between sunrise and sunset especially when Stephen Wilkes is photographing it. 

The Novel

OK, so this is going to be difficult. For how do I write about a book that redefines the very experience of a book?

S. – a novel by JJ Abrams and Doug Dorst, released on Oct 29th 2013 is a first of its kind experiment in book design, layout, narratives and structure. It is a book that stands out because of its unprecedented ambition, creativity and inventiveness.

For the first time you might actually feel a need for a ‘guide’ on how to read a novel! There are three enmeshing story lines in S. :

  • First you have the story in this book by name “Ship Of Theseus”
  • Second you have the mystery about the fictional author of this book by name V.M. Straka
  • And third you have the dialogue between the two readers of this book by name Jennifer and Eric, who communicate to each other via hand written notes along the margins and inserts

Designed by the New York-based design firm Melcher Media, this is a book that can easily be an inspiration for a generation of designers, writers, novelists, publishers and marketers to come for years! Read this FastCompany article for more details.

As the article says..

It’s difficult to decide exactly how to start reading S.–a sort of 3D Infinite Jest with a pop sensibility–and nearly impossible to imagine how it ever got written.

See this video to get a feel of what is inside the book

Trying to explain this book is like trying to explain the plot of ‘Inception‘ and raving about the genius of its concept. The only way to appreciate the ingenuity of this art form is to get a book and start reading. I – for one – cannot wait to begin my magical adventure with S. and discover a whole new experience of consuming a novel!

The Restaurant

Earlier this month, DiverXo has become just the eighth Spanish restaurant to win an unbeatable third Michelin star. With an unassuming kitchen that measures just 30 square meters, it is the only establishment in the Spanish capital to hold the honour. But that’s not the big deal.

The big deal is how DiverXo – led by the Spanish chef David Munoz – turns every single convention on its head as a restaurant.

  • For starters, upon entering, every diner is given a one page manifesto on how to best enjoy the food in the restaurant. All they need is to surrender every preconceived notion and suspend judgement and just do as they are told
  • Once seated, DiverXo offers a choice between a ‘short menu’ (7 dishes,  €95, lasting 2.5 hrs) and a ‘long menu’ (11 dishes,  €140, lasting 4 hrs).  Both menus are exquisitely choreographed as unprecedented gastronomic experiences by the chefs
  • For e.g., as per TripAdvisor,when a dish arrives on the table prepare to be instructed to eat with even a spatula!
  • And as per this AFP article, no sooner do you dig into say – a raw cod fillet drizzled with boiling olive oil and accompanied by potato skins and pickled chilies, don’t be shocked if a cook bursts in to you and lays on hot mayonnaise
  • Later, as you chew more another chef could arrive with a cream of cod and sea urchin

And the shocks and surprises continue.

rp-diverxo-1

(DiverXo, Artful dishes that push the limits of fusion cuisine, Source)

Besides, as per this AFP article ..

  • Even the design of the food can tend to defy expectation. For e.g., a fiendish ketchup of chili and tabasco makes the dish of duck dumplings and fried ducks’ tongues resemble a blood-splattered murder scene
  • The menu lists not ingredients but rather sensations: sweet, sour and, in the case of one star dish, the “Hannibal Lecter”, sharp

As the article says..

The self-proclaimed “brutal” approach of this tiny eatery, where the cooks rush to add ingredients to diners’ plates mid-bite, has made it one of the most unusual restaurants ever to join the world’s gastronomic elite.

In summary DiverXo is a first of its kind restaurant where the rules are simple: Come with an open mind, trust the chefs, expect to be shocked and prepare to be surprised as you embark on a culinary adventure like never before.

May be food is almost besides the point here. Or may be it’s all about the magically shocking experience of what a restaurant has never been yet!   

All about experiences that redefine the product, category and consumer expectations

So the next time when we think of ‘elevating consumer experience’, it could be worthwhile to remind ourselves of these extra ordinary examples that go beyond this ‘elevating the experience’ mould. Three brave, ingenious and creative examples where the very experience of the product has been redefined, our expectations as consumers defied and all norms of the category disbanded.

So now you know. What lies beyond remarkable?

Magic –  after all –  could indeed be serious business!

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5 thoughts on “Remarkable And What Lies Beyond

  1. Pingback: Annotations About Annotations | Ideas, Riffs And (Some) Noise On All Things Marketing. Branded

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