First Tuesday {July}

First Tuesday {July}

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Happy Independence Day! It’s what we Americans are all about— independence. Today’s reflection revolves around the concept of Salvage & Salvation, and the integral connection into the brand of America. My new video is all about it. Enjoy this 3-minute trip.

Watch this week’s video: NEW AMERICANA.
>Shot on location in the DTLA Arts District.

IN THE BRAND is a collection of videos and essays on American architecture, design, food, places and art by Jamie Schwartzman.

Special thanks to
Cleveland Art
Resident DTLA

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We all want to be saved.

It’s a simple statement of relevance that stems from a fear of being useless. By striving to be necessary in our surroundings, there’s a reason to wake up in the morning. It’s the foundation for setting out on life’s journey. This powerful narrative stands behind brands with historical significance.

Drawing from history, brands salvage concepts, styles and images that are repurposed to suit contemporary tastes. In brand strategy, this is an extremely convenient and productive approach to crafting powerful messages. In the simple act of using something familiar as a foundation, it’s easier to be understood. Customers who are already receptive to the history are engaged by its rebirth into something new.

Salvage becomes salvation.

Craftsmen, writers and artists are able to salvage old, familiar, forgotten relics of the past and then transform them into something new, exciting and relevant. Perhaps this is why there’s fascination with adaptive reuse by the world’s most progressive consumers.

Creative urbanites are attracted to the juxtaposition of old and new. Brands are emerging that are fueled by it. That’s driving renewed interest in the reinvention of once-forgotten urban areas by the most influential people.

_Salvation— It’s all In The Brand._

Happy July 4. This is First Tuesday.
//Jamie

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 The Wolff Company is a progressive developer of multifamily buildings is desirable areas across the US. UDR an S&P 500 company, is a leading multifamily real estate investment trust. For their newest collaborative development, OLiVE DTLAFlux Branding was engaged to activate the property and generate buzz with local and national media outlets. The result: The OLiVE AiR (Artist-in-Residence) Program— a chance for an artist to receive a 6 month residency in a new, two-story loft residence along with a stipend for materials.

Meet the finalists:
Kelcey Fisher video | artist’s website
Joseph Lee video | artist’s website
Millo video video | artist’s website
Lindsey Nobel video | artist’s website

Screen Shot 2017-08-08 at 10.45.42 AMThe program resulted in excellent media coverage, including stories in the Wall Street Journal and tastemaker radio KCRW. The selected resident was revealed at a very special event, featuring four of the AiR finalists.

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The event drew nearly 500 LA downtowners, art insiders, local influencers. Sponsorships included Whole FoodsBorn & Bred VodkaDolce Vida TequilaCoco Community and more. Street Art House, a local arts activation studio was retained for their specific expertise.

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The event drew nearly 500 LA downtowners, art insiders, local influencers. Sponsorships included Whole FoodsBorn & Bred VodkaDolce Vida TequilaCoco Community and more. Street Art House, a local arts activation studio was retained for their specific expertise.
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