Brand Revolution LAB 2022 kicks off

Brands, creative agencies and technology partners met at Smith Lumen's headquarters to kick off the new edition of the now-famous print communication "experiment". "Metamorphosis" is the concept of the 2022 edition.

The 2022 edition of Brand Revolution LAB kicked off on March 24 with a meeting at the new headquarters of the creative agency Smith Lumen, in Via Pestalozzi 4, Milan. The kick-off was the first introductory meeting moment for the entire laboratory, culminating next October with an exhibition event spread over several days. It involved all the partners who will work together to give life to innovative print projects capable of pushing the limits of brand communication thanks to a mix of creativity, technologies and materials. During the meeting, the concept of 2022, "Metamorphosis", was presented to represent a moment of transformation and re-branding both of the laboratory itself and of the industry, in which technology  and substrates suppliers, printers, agencies and brands are increasingly called upon to build a consistent bridge between the analogue and digital world.

The creative agencies
This year, the creative agencies that will be taking part are Artefice Group, DLV BBDO, H2H, Hello DTV, O,Nice Design and The Embassy, "old glories" of past editions who have decided to dive headlong into the world of experimentation. They are joined by three agencies entering the world of Brand Revolution LAB for the first time, but without any shyness: Advision, Effige 2.0 and, of course, Smith Lumen, who did the honours on this occasion. Once again, this year, Brand Revolution Creative will participate, an exceptional team of across-the-board professionals who will develop one of the projects and the concept to prepare for the final event.

Printers and technology and substrates suppliers
The 2022 partners include Gruppo Cordenons, the prestigious paper mill that has taken part in Brand Revolution LAB since its first edition, the supplier - also a historic BRL partner - of colours and clichés for finishing Luxoro, the printers Grafical and Eurolabel together with Tecno Tag. Also joining the lab for the first time are luxury packaging and bookbinding supplies supplier Fontana Grafica and printer Varigrafica. The possibility of joining the work teams is still open to suppliers of technologies, materials and printers who wish to apply.

The brands
Last but not least, the brands that have taken up the challenge to participate in this actual "experiment" on brand communication. There are 10 of them, and they come from very different sectors, guaranteeing this year a great diversity of solutions and the possibility of contaminating expressive languages and different styles. They are AISM, the Italian Multiple Sclerosis Association, an organisation that looks after the rights of people with MS by guiding and funding scientific research; Mulino Bianco, the Barilla brand famous for its bakery products; Culti Milano, a company known for its fragrances for the home and the person, which combine design and premium quality; Dynamo the good company, an outdoor clothing brand created at Dynamo Camp, the first Therapeutic Recreational Campus in Italy; Flob Flower, an e-commerce company specialising in online sales in the horticultural and green furnishing sector; Edenred, the inventor of meal vouchers and a leader in services for the world of work; Schenker, a leading company in the production of new-generation marine desalinators; Stivaleria Savoia, a company specialising in the production of handcrafted bespoke footwear; TOM, a premium Italian gin inspired by the atmosphere of Milan; and finally the Istituto Auxologico Italiano, a foundation recognised as an IRCCS operating in biomedical research and highly specialised healthcare.

And so, between the unboxing of print samples and materials, presentations, chats and a convivial aperitif, this year too, the alliance between the entire printing chain has been tightened and will work together in the coming months. The next steps: the presentation of the briefs and the setting up of the working teams before setting off on the creative side of the projects. As every year, Brand Revolution LAB also enjoys the sponsorship of DMA Italia and the media partnership of PRINTlovers.

Find out more:
www.brandrevolutionlab.it
brl@strategogroup.net
IG @brandrevolutionlab

For information on how to join BRL as a partner:
sales@strategogroup.net