Design · Estonia · fashion

The MELT of creativity and business. / MELT foorum – loomingu ja äri sulam.

The words “creative” and “design” are still often misunderstood when it comes to business. How much value do they create? How to use them? Are they really important? How can businessmen and creatives talk in the same language?

These were some of the questions that were discussed at the MELT Forum in Tallinn, Estonia (and what better name can a forum that was organized to unite creative business and other businesses have?).

So how can creativity melt into business….?

During the lunch break I noticed a girl wearing beautiful shoes. And suddenly I understood that fashion is a perfect example of the melt of creativity (design) and business.

Clothes and shoes are practical, very material. But that’s not why we buy them and how we use them. Fashion is actually very immaterial. It’s about imagination, about how we see ourselves and how we want others to see us. Fashion is about dreams and love and all kinds of other things that we cannot see or touch. And those things come alive in our clothes and shoes.

We consider ourselves very rational beings but are in fact extremely driven by emotions. We just don’t realize it. And that’s where creativity comes in.

On the other hand, creativity and design are actually very material, very useful, very practical. They help to make shoes that are wearable. The shoes that we would want to wear.

So I decided to give you a glimpse of all the creativity and design that I saw. Can you say that all this beauty is not connected to business? Of course it’s business, too. So, a perfect melt.

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MELT Foorum 2016.
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MELT Foorum 2016.
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MELT Foorum 2016.
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MELT Foorum 2016.

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For me the most interesting presentations were given by Tiffany Jessica NG (the founder and CEO of Silver.Spoon and the CEO of RSVP pop up) and Miikka Leinonen.

The location was truly fascinating: Kultuurikatel. The boiler room of a former power station. Industrial locations have always been very popular among the creative persons. Maybe it’s because they seem to be crying out for a makeover, maybe because of the historical aura, maybe because of the fact that creativity lives everywhere.

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MELT Foorum 2016.
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MELT Foorum 2016.
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Kultuurikatel. MELT Foorum 2016.
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Kultuurikatel. MELT Foorum 2016.
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MELT Foorum 2016. Carmen catering.
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MELT Foorum 2016.

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“Loovus” ja “disain” on sõnad, mida sageli ikka veel valesti mõistetakse. Kui palju väärtust nad loovad? Kuidas täpselt neist kasu saada? Kas nad on tõesti tähtsad? Kuidas saaksid loomeinimesed ja ärimehed ühte keelt rääkida?

Need on vaid mõningad küsimused, mida arutati Tallinnas MELT Foorumil. (“melt” – sulama. Kas saab olla veel paremat nime foorumil, mis peaks ühendama loomemajandust teiste valdkondade esindajatega?)

Nii et kuidas siis loovus ärisse sulatada…?

Lõunapausil märkasin ma imeilusate kingadega naist. Ja äkki ma mõistsin, et mood on suurepärane näide sellest, kuidas loovus (ja disain)  ning äri ühte sulatatud on.

Riided ja jalanõud on väga praktilised, materiaalsed asjad. Kuid mitte ainult sellepärast ei osta ja kasuta me uusi kingi. Mood on sageli väga mittemateriaalne. Mood on kujutluspilt, väljendusviis sellest, kuidas me ennast näeme ja kuidas me soovime teisi end nägevat. Mood räägib unistustest, armastusest ja igasugustest muudest asjadest, mida me ei näe ega katsuda saa. Ja need asjad materialiseeruvad meie riietes ja jalanõudes.

Me peame ennast väga mõistuspärasteks olenditeks, kuid väga suurel määral juhivad meid hoopis emotsioonid. Me lihtsalt ei pane seda tähele. Ja siin tuleb mängu loovus.

Teisest küljest on loovus ja disain midagi väga materiaalset, kasulikku ja praktilist. Loovus ja disain aitavad kinga kantavaks muuta. Nad aitavad luua kinga, mida me tahame kanda.

Niisiis otsustasin anda teile väikese ülevaate kogu loovusest ja disainist, mida foorumil märkasin. Kas saate öelda, et see kõik pole äriga seotud? Loomulikult on see ka äri. Täiuslik sulam.

Minu lemmikesinejad MELT foorumil olid Tiffany Jessica NG  (Silver.Spoon asutaja ja tegevjuht ja RSVP pop up-i tegevjuht) ja Miikka Leinonen.

Ka foorumi toimumiskoht oli väga veetlev: Kultuurikatel. Endine jõujaama katlamaja. Tööstushooned on loomingulisi inimesi alati võlunud. Võib-olla sellepärast, et need paigad lausa ootavad, et keegi neid ümber kujundaks. Võib-olla nende ajaloolise aura pärast, võib-olla seetõttu, et loovus elab kõikjal.

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