The mass creativity is a digital art concept and one of the changing elements that influence our work (communication, marketing,…). The creativity in mass works from very few years ago, although the origin goes back to the XX century, the truth is that, there is still much to exploit.

-Mass Creativity is a series of outreach workshops designed

to inspire imagination and creativity-

2015-mass-creativity-logo-RGB.pngSpecifically, creativity, as a concept and already installed in the minds of consumers. It is the concept of ability to create, and produce new things that up to date, nobody has created, and also, takes into account in this creation variables and creative abilities to innovation, through art, creation that satisfies a need – in this case – need of the consumer.

On the other hand, the concept of mass, are a homogeneous group with similar characteristics of a primary (family and friends) or secondary group. In relation to this concept with the digital world, it has the same meaning, but in this case, consumers share their opinions, experiences and  own evaluations. Add or subtract value from the brands.

( Mass + Creativity )


In the one hand, the hyperconnected society, the digital mass generates a technological concept that we had not seen until the 21st century. And it generate a revolution, but not only the way of understanding communication at the same time offers a different ​​possibilities -that until now did not exist- but has created new jobs, new university degrees, and of course, new needs and channels to communication.

It should be based on the Creative self-expression that is privilege. And that you can’t talk about creativity without the concept of intelligence. For this reason, I am going to make a point about creative intelligence.

And this desire to achieve new and revolutionary things, are the ones that base the fundamental pillars of the creative personality of each one. Also thanks to her (the personality) we can create from laptop, social media, …

‘It is based on the desire to achieve something different.’
Alan J. Rowe

In short, the online world. It should be noted that in the entrepreneur and business world opens up possibilities that until now were impossible to imagine if you didn’t have a large capital with which you financed.


306372-market-and-economicsThis fact produces falling production costs ← → growing demand for superior experience getting an idea, through the right channel in global online market and a quality of production and this is the weapon of mass creativity.

In short, mass creativity must be a weapon to be able to spread and give more value to our brand.

And as Harvey Specter would say ‘Don’t tell people your plans. Show them your results’.

Audience Analysis from D’Estrëe Paris

D’ESTRËE Paris is a small luxury brand from the magical city Paris. Was founded in 2015 between London and Paris.
The conceptualization to design was formed in english city but the inspiration and heart always stayed in la cité de l’amour. This city was inspired to her designer.

The first step to understanding the hearing of this contemporary Parisian is to know the inspiration on which it is based.

The love by straight lines, geometric and almost perfect own
of a contemporary artist makes this possible relationship between classical and modern, art and fashion.

In the second place, D’Estrëe has two key pieces, hats and bags. It is for this reason that the hearing focuses on women 20 to 35 years, mainly (some models of hats have been sold also among men).
Taking into account the price of hats (between 250-350 euros) and the price of bags are 1.250 euros, causes that consumers of the brand are people of high class.

Source: Instagram account from /destree_paris

The activity of the online brand is focused on Instagram, in which behave content brand and brings value to consumers.

In addition, the account share pictures from users that label to the mark on his own account of Instagram. Bidirrecional and create a relationship between the audience and the brand image.
It should be noted that all purchases are routed and managed from the web page (eCommerce), in which have a similar design to an art gallery, as well as a portrait (explains the origin of the brand and the #HatInspiration), in addition to press where all the publications where the mark has been the protagonist.

Captura de pantalla 2017-10-06 a les 22.50.13

Source: Done for me

The audience of D’Estrëe is international, with strong European inspirations (French, British, Italian,…) with an aesthetic interest you are looking for the perfection of the details. As well as a concern for art and painting.
With all this, the time has come to see why a brand like this is related to a specific person, with me, the personal college (the first photo) and my personal college label by D’Estrëe Paris (second photo).

Captura de pantalla 2017-10-07 a les 12.22.42Captura de pantalla 2017-10-07 a les 12.22.57

Source: Done for me with a photos from network and my personal album.

A person active in social networks, with a particular taste in architecture, design, and you would like to spend the afternoon in an art gallery and not in front of a TV.

That does not pass the opportunity to travel to other cities and explored the particular streets, observe the people around you, and, of course, always accompanies the phone and a classic book, by Jane Austen or Fitzgerald.

Looking for a brand that represents him not only for his pieces designed but by its brand philosophy and the activity that keeps with the public, the interactivity in the networks.