Craving Human Connection

Launching an Experiential company during COVID19

Are you mad? Launching a company during COVID19. Probably.

Although, being unconventional is part of our business strategy. We believe we have something people want and interesting companies need, perhaps now, more than ever.

Think of it like this:

What Unlabelled offers is the difference between that expensive toy you were given for your 8th birthday and that picnic you went on for your mother’s 40th.

Yes, you wanted that toy, but now you can’t recall what you named it, or what made it special, can’t remember why you even wanted it and you certainly didn’t keep it, it’s not resting in some wooden keep-sake box waiting to be passed on to your children. Is it?

But that picnic? In the coastal forest, with the wild rabbits and the bonfire. The uncle (three beers deep) with the guitar who only played Rod Stewart songs, the spontaneous chorus of Maggie May sung by a choir of parents. The uncompromising dark sky with its galaxy of stars and the one pin-prick of light from a torch hunting you down amid a game of Spotlight that still gives you goosebumps.
The sesame and soy marinated chicken wings cooked on a portable BBQ, the pre-cut watermelon wedges you chewed to the rind, the ginger beer with black sand in it, the sound of the ocean pulsing just up over that hill. As it turned dark the smell of orange blossom and wild jasmine creeping over Coprosma, like the weariness creeping over you, having totally tired yourself out, ready now to snuggle down in the backseat and sleep all the way home.

That is an experience.

Quite unlike the transactional simplicity of trading money for a thing, after which the deal is done, the magic wanders off somewhere, an experience stimulates neural pathways in your brain that continue to inform your life long after the experience has passed. 

That is what Unlabelled set out to offer amid a global pandemic.

And yes, we thought this was mad too, but also we thought, start as you mean to go on. Or, as the brilliant Meryl Streep quotes her husband as saying to buoy her in times of doubt: Start by starting.

We birthed this company devoted to connection during a time when you weren’t even allowed out of your house. You weren’t allowed to touch one another, you were afraid of sharing the same air; we were simultaneously the most disconnected and the most hungry for connection as a society that we’d ever been.

What better time than now, to offer people a way to come back together?

To do this, Unlabelled creates one-off, bespoke, unusual, extraordinary, memory-making, multi-dimensional experiences.

We built a business that delivers memories, sensations, feelings.

We did this because the ‘experience economy’ makes sense (while also engaging all of them).

What Is The Experience Economy?

The Experience Economy exists as an antidote to commoditisation.
In short, this is when customers only care about driving the lowest possible price for a product or service.
The way out of this is by offering experiences; in this realm we don’t ask for the cheapest, we ask for the most marvellous and memorable.

Success means getting people’s attention and their time - the most precious resource on the planet. According to Joseph Pine the three key currencies of the Experience Economy are time, attention and money - in that order.

Time is finite, non refundable and ever decreasing.

If your customers spend their time with you, then you’re getting to the heart of them - it’s more likely they will remember you, think of you and therefore engage with your offering.

How Does Unlabelled Utilise The Experience Economy?

At Unlabelled we design experiences - Installations, Public Works, Commercial and Public environments, large scale happenings, Brand Activations,  and imaginative solutions to events incorporating all the memory making tools at our disposal.

We are the opposite of that disposable toy you were given that you no longer remember; we are the parties you can’t stop thinking about. 

We want brands to be braver, to move away from the typical. We want to encourage interactive activities that make an indelible mark.

Like that time they created a fully functional fantastical machine inside the atrium of Commercial Bay which delivered mail straight to the North Pole and Santa’s workshop.
Anyone could write a letter to Santa and post it. Once posted, it made its way via a series of mail tubes, which lit up in sequence as your message passed through: an illuminated neon parade ricocheting through the giant space. Your name popped up on screen for a moment before shooting off directly to the North Pole.
A reason to go to Commercial Bay and reason to return.

And now...this

We birthed Unlabelled into a pandemic, we’re still here, and this year we plan on creating an even more diverse catalogue of bespoke solutions for our clients that need to be seen, need to be heard and need to stand out.

If you want your offering to have some character, drop us a line.

Where Christmas Begins - The Magic Mail Machine

Project Collaboration with Blink and Jurlina

Client Precinct Properties