330 South Broadway
Baltimore, MD 21231
p 410 244 7221 f 410 244 7225
If you have even a passing interest in style and/or fashion you've probably heard of Capsule. If you haven't, the easiest way to describe it might be to say that Capsule is the place to go this year to see the clothes people on the street will be wearing next year. It isn't exactly the place where trends start but it's one of the places where a keen eye can spot them early.
The reason for this is actually pretty simple, though certainly not easy to duplicate: Capsule's creative output is driven by equal parts outstanding taste, big-picture thinking, and consideration of the end user. Not only do the show's organizers feature brands they know will resonate with their audience, the event itself is presented in such a way as to give those brands the best opportunity to succeed. Or, in the words of Capsule founder Chris Corrado:
We...looked at little things like the music that we play, the food that we serve, the things that we invest into the show to make it better and smarter and more interesting, more educating and also entertaining, not in the sense that it’s that kind of show but more – are we inspiring the people with the things we are doing here? So it was a very simple formula: look at the things we didn’t like, fix them, and make them better.
The formulas and ratios may change but this is, on a basic level, a kind of definition for creative work. Come up with something great and then deliver it in a functional and moving way. Too often the second half of that is ignored, but it never should be. Art, commerce, and business are experiences as much as they are collections of processes and things. Great ideas are important, but they're rarely enough. A way must be found to effectively deliver them.
Get this mix right and you become the thing other people struggle to catch up to.
(photo via the Capsule Instagram feed)