Patience Practices
A brand you meet through taste, sound and scent.
Part of our community-led work in Amsterdam: evenings where retail was in the room, but never the whole point.
The problem
Shopping is rarely the whole experience, and at Patience Practices it wasn’t the first thing that happened either.
The insight
The activation asked four questions most brands never ask out loud. What does a brand sound like? What does it taste like? What does the room smell like? What are people doing while they wear it?
What we decided
Product, taste, sound and scent each became a way in. We worked on the event design and ran the social channels around it.
What happened
People met the brand through their senses before they met the rail. The rule we kept: build the feeling first, then put the product inside it.