Technology plays a critical role in the growth and success of Mazarine, a prominent consulting and creative platform in the Luxury, Premium, and Culture sectors. As the COVID-19 pandemic has accelerated the shift towards digital communication, Paul Gruber, Chief Creative Officer at Mazarine, explains to ULTIMZ Journal how the company embraces this new “optimistic and emotional” approach to technology.
When asked about the role of technology at Mazarine, Gruber emphasizes their reliance on Digital Crafting, which involves not only creating digital content but also perfecting it. This includes developing digital and e-commerce platforms, implementing marketing activations, creating augmented reality video edits for Instagram stories, and designing dedicated product promotion pages. Mazarine boasts a team of 70 technical developers, creative talents, and data experts, allowing them to increase production capacity without compromising excellence.
Regarding the concept of Digital Crafting, Gruber clarifies that perfection is not always the goal. While meticulous planning is essential for client projects, pushing the boundaries of technology often involves taking risks and embracing the possibility of errors. Gruber believes that people appreciate the effort put into trying new things, even if they are not flawless. Mazarine’s culture of resourcefulness, constant testing, and innovation has enabled them to stay ahead of the game, as showcased in their TakeOver exhibition at Studio des Acacias.
In the context of the COVID-19 crisis, technology has become instrumental in staying connected with loved ones, the outside world, and admired brands. Rather than causing social distancing, technology has become a means of fostering human connections. Mazarine’s optimistic view of technology has only been reinforced during this period, as they believe it should serve emotions and humans while driving innovation and creating new user experiences.
Mazarine is at the forefront of innovations and trends in this new context. They have developed “The Smart Player,” an interactive and immersive video player that integrates conversational dialogue with audiences and drive-to-store components. The device is fully customizable to meet the needs of each brand. Mazarine assists brands in transforming their digital experiences into business opportunities, leveraging creativity and technology strategically.
When it comes to crafting e-commerce sites, Mazarine stands out due to their unique design principles and sensitivity to brand identity. They combine proven design techniques with best practices to create online shopping experiences that balance performance and craftsmanship. Gruber mentions their work with Valentino as an example, where they not only designed the website but also invented new ways of shopping online.
Mazarine’s commitment to crafting and research & development was recognized with a Grand Prix award for their immersive experience “Swing avec Delvaux” at Le Bon Marché. This project aimed to provide visitors with a memorable and impactful moment beyond social media. By combining creative innovation, technology, and genuine human connections, Mazarine tapped into the younger generation’s desire for unique experiences.
The TakeOver by Mazarine exhibition was well-received, resulting in multiple project collaborations with various brands. The exhibition allowed Mazarine to showcase their capabilities and inspire others. However, it also brought significant pressure and stress, as they had to manage their own ambitious event.
Gruber believes that the combination of artificial intelligence (AI) and luxury is inevitable and beneficial. Mazarine incorporated AI into their artistic installations at TakeOver, humanizing the technology and allowing for conversational profiling that encompassed vocal, textual, and visual elements. The collaboration between artisans and AI creates a genuine experience, with the machine being fueled by human emotions.
Ultimately, Mazarine envisions the main objective of a luxury communications agency, or any agency for that matter, to be finding the perfect balance between technology, creativity, and data. Attracting top talent and collaboratively creating the best experiences is key to achieving this objective.
This article is a partner feature.
Useful links:
1. Mazarine
2. ULTIMZ Journal
