Highlab is a marketing agency that develops the culture of Technological Marketing and the “Creative technology” through its digital production services and interactive installations! A multidisciplinary approach to marketing issues which makes it possible to offer multi-device digital solutions (physical or virtual) adapted to various projects. This new generation agency, at the cutting edge of technology, therefore supports innovative and futuristic projects!
Curious to know more about him, we received the founder of Highlab Benoît Klajn. This exchange is also an opportunity to come back to Technological Marketing, but also to discuss the role of traditional advertising and the communication of tomorrow!
Interview with Benoît Klajn, founder of Highlab
JUPDLC: Can you introduce Highlab to us in one sentence?
Benoît Klein: Highlab is a digital production and technological Marketing consulting studio multidisciplinary.
JUPDLC: Why did you focus on marketing which combines creativity and technology?
Benoît Klein: It is in tune with the times ! The end consumer wishes to have an experience at all levels of relationship with brands. By positioning ourselves as a producer of these experiences, we are constantly close to new technological trends.
JUPDLC: What do you think of the state of the Technology Marketing market today?
Benoît Klein: It still has to grow, too many good ideas are wasted or underused. It is precisely our role to evangelize technological Marketing and to make these technologies accessible to the greatest number of players.
JUPDLC: Technology is intimately linked to innovation, how to stay avant-garde in a world where one innovation chases another?
Benoît Klein: It is precisely by trying to mix, hijack, hack their uses to have different experiences that we will get there!
JUPDLC: How do you see the competition in the Technological Marketing market?
Benoît Klein: We are rather happy to have competition, it is quite motivating and it sometimes shows that the treatment of an idea does not have only a technological path.
JUPDLC: Are new technologies a new El Dorado for creativity, or, conversely, don’t technological innovations run the risk of formatting creation?
Benoît Klein: Great debate! In reality, we are not confronting the two, it is a whole. This is also the job of Creative Technologist!
JUPDLC: Do you think advertising and communication in the traditional sense of the word (i.e. physical) are doomed to disappear?
Benoît Klein: Especially not ! And you don’t have to. Tomorrow you will have personalized magazines right out of print! In which you will find pages increased thanks to your glasses. If the physical dies, the digital and the interactive will find themselves impoverished.
JUPDLC: At Highlab, what technology do you rely on in particular? Any idea on what could be the communication of tomorrow?
Benoît Klein: We do not do futurology at Highlab, but we like to think that we will be in technologies of hyper-personalization and support for consumers in their relationship with brands, whether in the real world or virtual worlds.
JUPDLC: You made a “Infinite mirror cabin” for the partnership between Hublot and Dj Snake, another futuristic project you would like to tell us about?
Benoît Klein: All the files we do are inspiring, but the one that best mixes our inspirations and visions to date is the electro-mechanized book mixing mapping and pop-up folding that we produced in September for TBWA and its client the French Office for the biodiversity.
To find out more about Highlab, visit its dedicated page!
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