Co-Creating Scharloo

Inspiration is the fuel of the future – new concepts, new views, new ways. “Escape the boundaries of traditional thinking, just have plain old fun with your brain… and share ideas with others!” This is the core philosophy of Creative Lab Curacao, a collective of more than 25 people working in 20 creative disciplines. Architects, art directors, copywriters, brand strategist, advertising creative’s, concept developers, social media specialists, graphic designers, photographers, startup exchange and publishers; all work together and complement each other as independent colleagues.

Text wow! Innovation, Marketing and Communication

Initiator Gonneke van den Kieboom, brand and advertising strategist and business innovator, is very sincere about why she came up with the idea: “Purely selfish! To fuel my creativity I need people, smart thinkers and audacious “doers” around me. Working together and together working – making, creating, developing, and innovating. I like to be surprised, amazed, and occasionally completely baffled. To innovate, we need to be kicked out of balance a little. That’s why we gathered up many creative people from different backgrounds and work together to increase and improve not only our individual, but also our collective creative output. We each serve our own clients and also work together on a project basis.”

Van den Kieboom found a partner in N.V. Stadsherstel Willemstad, an organization that leases out buildings with historical character, mainly in Scharloo. The enclave in Scharloo Abou facilitates this creative venture — a block of four separate buildings on Werfstraat, Bitterstraat and Van Raderstraat, bordering on the vibrant local neighborhood of Fleur de Marie. One enters through the gate between the Maimi Building and the pastel pink ‘pakhuis’ (warehouse) that previously housed D’Art Gallery. The innocent passerby would never know the vigor hidden behind the century old doors of these buildings if it weren’t for the obvious display of creative names and logos at the entrance. With company names like Invictus, Loket 1, Studio Jip, MiCasa, StudioBunker, WOW!, InZaken, OeverzaaijerLyongo and Progaya, one immediately understands the collective’s attraction to a diverse clientele. Van de Sande Projects, Progaya and Oeverzaaijer Lyongo were the first to open their offices, followed by the temporary residence of the complete production team of the film Tula, the Revolt. Soon after, Loket 1, publisher of Coaching Magazine followed. Then marketing communication agency WOW!, business innovator copyrightG, DTP StudioBunker and graphic designer StudioJip all made the move in November of 2012. In February, InZaken marketing and project management joined the group, combining forces in the upstairs office. copyrightG designed the open space office to be completely flexible with large tables specifically developed to facilitate the diversity of disciplines teaming up in one space and to stimulate the creative process.

If it’s up to me, Creative Lab Curaçao will develop to be a platform for development and innovation.

In April 2013, Startup Stock Exchange SSX started their international organization and in  June architect Invictus joined. By the year’s end, a cooperation of professional photographers is also expected to move into the Lab. “For our clients, this collective functions as a one-stop creative shop. We can take on almost any assignment, because we combine forces in a very natural manner. We quickly assess the scope of the assignment, gather specialists and form dedicated project teams. The fun part is that after only a year we have practical evidence that this synergy really works! We invite ‘competi-colleagues’ to join this full-service, creative force.” Huddling together is paying off: WOW! teams up with Studio Jip and Studio Bunker for clients like InselAir and Centrale Hypotheek Bank; Progaya teamed up with WOW! and Studio Jip to develop the visual identity for Fundashon Kas Popular’s new housing plan ‘Wechi’; StudioBunker works closely with Van de Sande Projects and Progaya on their visual identity in cooperation with outside art director and colleague EJpeg; while InZaken and WOW! team up for clients BakerTilly De Paus Vesseur, Swiss Sense and Centrale Hypotheek Bank and Curaçao Airport Holding; copyrightG functions as advisory strategist for N.V. Stadsherstel Willemstad in developing new office concepts for the portfolio of Stadherstel’s monumental buildings and the creation of public awareness for the value of monumental heritage; SSX is coaching copyrightG to get one of copyrightG’s concepts ready to enter the Exchange. “We all greatly enjoy working together, learning from each other’s expertise, which adds value for our respective clients. Occasionally we meet for drinks on the balcony, where we meet each other’s networks and share experiences.”

Creative Lab Curacao, a collective of more than 25 people working in 20 creative disciplines.

Creative Lab Curaçao aims to attract more companies to further fill the creative vibe. “We welcome anyone who wants to contribute their inspiration and thrive with the stimulation of the companies that are already here. We are working on the introduction concepts, like workshops, inspirational presentations, think tanks and exhibitions, which will be introduced under the label of Creative Lab Curaçao. If it’s up to me, Creative Lab Curaçao will develop to be a platform for development and innovation. The growing group of companies encourages brands, organizations and individuals to join in the inspiring broadening of horizons by forming unconventional alliances. We don’t compete with any of the other creative companies on our island. We aspire to co-create, in any shape or form imaginable,” says Van den Kieboom.

Meet the creative labbers
Studio Jip develops original designs for visual identity, advertising campaigns, trendy magazines and innovative communication concepts. With over five years of inspiring a long list of brands in Europe as well as the Pan Caribbean, Studio Jip has reinvented the synergy between European sophistication and Caribbean warmth. For more information: www.studiojip.com

“Creative without strategy is called art. Creative with strategy is called advertising.” (D. Ogilvy). WOW! innovation, marketing & communication focuses on strategic advertising by cooperating with organizations to shape their marketing relevance. Using Total Concepting as their marketing communication systematic tool, WOW! creates engaging omni media communication campaigns so that brands and people really meet and interact. For more information: gonneke@ wowbv.com.

We don’t compete with any of the other creative companies on our island. We aspire to co-create, in any shape or form imaginable

copyrightG innovates business by creating inspiring brand transitions towards future ambitions of brands and their organizations. Combining insight in worldwide trends, consumer behavior, and technological progress, they catalyze
transformation of the old into the new and the non-existent
into boundless possibilities. copyrightG also brings new business concepts to market under its own label. For more information: www.copyrightg.com.

To innovate, we need to be kicked out of balance a little.

INVICTUS Architects is a young architecture studio, founded by Thijs Giskes. After graduating at the Technical University of Delft, Thijs worked at several architecture studios in the Netherlands (such as the Architectural Office of the Dutch Government) and on Curaçao, before launching INVICTUS. INVICTUS Architects work with a vast network of companies in construction, real estate and the creative sector, both on Curaçao and in the Netherlands. For more information: www.invictus-caribbean.com/

StudioBunker has years of pre-press experience and a keen eye for graphic detail. The combination of speed with accuracy, and ample experience in ‘out of the box’ solutions for graphic projects, drives the vast growth of StudioBunker’s clientele. Teaming up with art directors and advertising agencies, StudioBunker assures a steady flow of graphic output: advertising, flyers, folders, billboards, web-publicity, magazine DTP, pre-press and book typesetting. For more information: studiobunker@me.com.

N.V. Stadsherstel Willemstad’s primary goal is to restore and preserve the physical historic heritage of Curaçao. With an unshakable belief in Scharloo’s potential as a bustling city business center, Stadsherstel transforms beautiful historic buildings into offices, retail venues, restaurants, bars, art studios and housing. Stadsherstel supports Creative Lab by facilitating innovative office concepts in the monumental Bitterstraat-block. For more information: www.stadsherstel.com
InZaken manages marketing and communication projects for an array of brands. Making a seamless connection between the client’s company on one side, and strategic and creative specialists on the other, InZaken is an active guardian of brand image and relevance for the client’s target audiences. Known and praised for always keeping all involved on the chosen track, InZaken is a conscientious partner in the development of brand communication. For more information: eveline@inzaken.com.

 VandeSande Projects and ProGaya are engaged in design and research in the field of architecture and urbanism. Their work is not limited by scale, phase or function. They work on all kinds of spatial design assignments. From small architectural projects and urban plans to subdivision plans in all aspects: design, cost estimation, planning, guidance, and advice on policy, approach and organization of spatial development plans. The agencies are very flexible and work with the best experts to deliver a consistent level of high quality to the their clients. For more information: www.vandesandeprojects.com

“The right balance in living together.” At OeverzaaijerLyongo, corporate social responsibility is about much more than simply saving energy and a cleaner climate. It’s about creating the best possible living conditions: the interplay between a space and its users. For this reason, OeverzaaijerLyongo makes respectful use of natural resources, cooperates intensively with many parties and exchanges information with them. This allows them to achieve a sustainable, well-balanced final result for people and their environment. For more information: www.oeverzaaijerlyongo.com

 Uitgeverij Loket 1 is a local publishing company established in 2003. The main focus of this publisher is the widely known Coaching, a local magazine that recently celebrated its tenth anniversary. Local managers, business people and professionals co-create, read and exchange the content of Coaching. The magazine is well known on the island for its quality interviews and contemporary design. Besides advertising in Coaching, organizations can also use the writing and design expertise of Loket 1 to develop and publish their own in-company magazines. For more information: www.loket1.com

Inspired by Creative Lab Curaçao? Contact us
to become one of our creative clients or to talk
about office possibilities at +599 9 5154011.
You can also check out our Facebook page
at www.facebook.com/pages/Creative-LabÇuracao/
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