New Creator’s Lab conference brings urban youth street culture to brands

New Creator’s Lab conference brings urban youth street culture to brands Hardy McQueen, Co-Founder and Curator of Engagement Now, discusses the New Creator’s Lab conference and some very plugged-in international speakers… The conference will focus on all things within the creative industries - with a specific focus on what moves brands into the space of ‘cool’. “It’s really an exploration of ‘cool’ and what that means in the global sense of the word.” Speakers are attending the conference from different parts of the world to share knowledge and trends within the creative industries abroad, as well as their experiences working with their own personal brands. An opportunity to learn from the worlds Taste-Makers & Trendsetters The headline speaker/s are a group called #Been Trill# who McQueen describes as the taste-makers and trendsetters. They all have an interest in fashion and street culture with a focus on youth. The group consists of: Virgil Abloh(Off White) - Kanye West’s Creative Director Heron Preston (#BeenTrill#) - Digital Strategist Justin R. Saunders who runs the creative blog called JJJJound Other speakers on the line up include: Jeff Carvalho who is involved in the running of High Snobiety; a website focused on branding and advertising trends and Selectism. “Both High Snobiety and Selectism determine, to a large extent, how brands come into the faces of their consumers,” explains McQueen. Emma Stenstrom, Stockholm School of Economics, specialises in connecting brands with the arts Most of the conference will be in presentation format, with three 75 minute open panel discussions with the international speakers. The New Creator’s Lab forms part of a bigger 2-day event called STR CRD - an Urban and Street Culture festival - a consumer trade show that gives local and international brands the opportunity to showcase their offerings in the right environment. With the focus on Urban Street Culture, attendees can expect various sporting and fashion brands and events - “...an amalgamation of all things from the urban and street culture Universe,” says McQueen.