Earlier this year Intel announced their partnership with Vice magazine, titled The Creators Project. The initiative is in their words 'a new network dedicated to the celebration of creativity and culture across media, and around the world'. The network launched as a website producing and aggregating content across the fields of digital music, art and design.
The collaboration straddles online and offline worlds in a bid to support new creative talent across music, film and art, creating a virtual mecca for influential tech-inspired artists and cool-hunting consumers in the process. The live events kicked off in New York last month and Saturday saw London's turn to host the project, so Contagious went along for the ride.
The event was a huge success with an almost endless line of hipsters queuing for entry. Once inside there were an array of installations from the likes of Saam Farahmand, screenings from Spike Jonze and panels to keep the crowd active until the event kicked it up a gear at around 9pm. Electro-pop icon Peaches headlined the night with a DJ set performed from her wheelchair following an accident at a recent show in Portugal.
Intel, with its focus on real-world events and insight into the tech end of the creative process, provide a textbook case of ideal brand partner for creative talent. Intel assumes the role of a cool older brother helping facilitate goings on, rather than awkward old-timer crashing the kids' party, stars get the cash and the platform to experiment: a win-win situation. For a more in-depth look into the project and plans for the future, check out the video above featuring an interview with John Galvin, director of partner marketing at Intel.