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stefan boublil 0 skip to content stefan boublil hello google vsco intel design culture the apartment open menu close menu stefan boublil hello google vsco intel design culture the apartment open menu close menu hello google vsco intel design culture the apartment out of everything i ve ever done i hope the moisturizing pays off most of all hey how ya doin sorry you can t get through why don t you leave your name and your number and i ll get back to you this is our first date with the consumer if all we do is talk about ourselves there won t be a second one google the tech giant has always been curious and willing to take risks but now google is increasingly being looked at as a sophisticated design company an incredible opportunity to push further like most brands when we speak about building experiences we usually mean a few well trodden gestures such as events and online conversations all part of the modern marketing playbook so i was invited by the head of cultural initiatives to join the team and help dig deeper into how we might affect social behavior and norms in order to engage potential customers together we learned that each moment is an opportunity to plant a seed those are cultural moments and the opportunity was ripe for google to become a cultural engine as creative director of cultural initiatives i contributed to a few teams across google hardware youtube and marketing not for everyone just you vsco i dream in technicolor so when a company as dedicated to the craft of visual beauty as vsco knocks on your door you open and you open quick tapped to help create ripples around the launch of the new desktop workflow we imagined telling the story of one of their makers the impressively talented photographer nate king from understanding his roots in auckland ca to witnessing the fruits of his labor at a group show he helped create in brooklyn ny a hero s journey to be sure without conviction doubt creeps in intel can you get on a plane to san francisco as soon as possible it s for a tech company we ll tell you more when you land was all i heard on the phone when i got there i was told intel wanted to re think the rote tech conference they needed a story and a director i dove right in my team and i endeavored to create not a mere gathering but a story about technology that is seldom told in the valley that of its impact we didn t want to demonstrate again what technology is but what it can do not talk about specs but what they allow certainly not blabber on about chips but about the feats of imagination they trigger the result was compute a new kind of conference in which intelligence would not be artificial but assembled first do no harm design no two projects are alike and studying each client s purpose and context before any ideas is launched is foundational thoughtful understanding of behavior and context is the cornerstone of a line well drawn and the following pieces of work are testaments to such consideration assembling targeted teams for different projects from managers to designers to architects to filmmakers to set builders is the main reason i love what i do to be able to present bold new visions for each assignment that don t merely borrow from the ones that came before to invent always culture is what remains when all else is forgotten culture culture must be the foundation of our work because it places every idea product and event within a frame of reference that people will recognize identify with and hopefully aspire to c reating culture then becomes an objective greater in scope than storytelling the borrowed term over used by agencies including my own to persuade clients that we are more than technicians when we marvel at the details stitched into an event or a launch they show us that they care about creating something meaningful beyond a sale and that gives consumers confidence that the company designs their products with the same attentive purpose that is why cultural incursions are so important have you filled your life with laughter lovers and art or mostly towels the apartment new york city nineteen ninety nine the apartment design store is born set up as a functioning loft in soho we presented objects of desire in a lived in context where you could lunch watch tv even shower and buy everything you touched from the japanese toothpaste to the italian sofa we shaped our process around a simple philosophy that since everything in the world is designed we must be attentive and curate our lives only with those objects that we find personally relevant useful and beautiful prioritizing community and consumer education we were able to bring in a new audience to appreciate design for what it does not just what it looks like originating as a retail store we quickly grew into an agency doing for clients what we had done for ourselves as a group of wildly influential individuals came together we conceptualized events designed products and built spaces all to deepen our clients narratives without an orchestra i m just a weirdo gesticulating on a podium network through the last few decades of living in various countries and working in a variety of industries i have been lucky to meet and join forces with exceptional people hailing from the fields of design art film music theater fashion and more it has been my privilege to call them friends mentors and collaborators moreover it has been an honor to learn from all the members of this grand orchestra in order to become a more capable knowledgeable and competent conductor the opportunity to call on their gifts given a particular challenge is the moment i wait for every time a new challenge comes through the door don t forget to write