As part of the massive Interior Living home design and products fair, Pure was brought in to ensure that the Homes-Up booth was the stand-out exhibitor. From initial concept to design to construction, Pure created an immersive space that fully embodied the real-living application of the product collections. Within the frame of a home-like structure, the layout separately evoked different moods and stories, bringing the products to life. At the very centre, a cafe area allowed visitors the chance to get to know the brand better while getting a taste of the parent company's European origins.

Pure was on the road again to take an exclusive series of VIP events to Semir stores in Shanghai, Beijing and Guangzhou. Online stylist superstars Peter Xu and Tracy (aka Colorblocker) treated attendees to a trends demo before challenging selected guests to create their own total look on-site using key pieces from the store. A QR code lucky draw, customised desserts and intimate model presentation meant a deep and personalised impression for all those who came.

Another semi-regular featurette that has found itself onto our blog, this time looking at areas outside of our traditional scope of inspiration that have been teaching us a thing or two...

Inspiration can sometimes come from unexpected places. And, sometimes, inspiration doesn't just provide creative direction - it provides the impetus to truly excel. 

For example, at Pure we haven't really got involved before with the mass transportation sector. But interesting things have been happening in the world of planes, trains and automobiles. Innovation and creative zeal are combining to tackle a range of challenges as humanity hurtles forward into an overpopulated future.

Just take the latest proposal from bilionairre visionary Elon Musk (how can you not be a visionary with a name like that?) When he was dissatisfied by the costly, slow and frankly banal proposed rail link between LA and San Francisco, he felt like something had to be done about it. And instead of coming up with a something a little bit faster, or a little bit more ecological, he came up with the Hyperloop. What's particularly interesting about the Hyperloop project isn't just its space age design, it's that Musk has thrown the gauntlet out there in the open source sphere to make this not just a pursuit of commerce, but a pursuit of humanity.

Musk's vision is radical (some would say far-fetched or even unfeasible). But there are others who are already demonstrating that fanciful and ambitious projects are by no means inexecutable. Take Aerofex's Tandem-Duct Aerial which looks like it would be well at home zipping around the deserts of Tatooine. Or how about the Martin Jetpack ("A motorbike in the sky!") that has just moved on to live testing and could be the first commercially feasible jetpack? Going even higher, how many businessmen are willing to invest in an idea as fantastic as Virgin Galactic?

Sometimes, you don't even have to reinvent the wheel, you just need to be better than whatever is around you. Taking in the scenic route between Iwate and Aomori, Tohoku Emotion does just that. Boasting an open kitchen and dining car with just seven four-seater compartments, JR East has come up with a 21st Century model of rail luxury. With interiors designed using local materials by Intentionallies and an exterior makeover by Ken Okuyama, it may not be the Hyperloop but it is still extremely cool.

What we can take away from all of this in the marketing sector, is that even things that are seemingly ordinary or banal can be rethought and made extraordinary. It is also about not simply exceeding the expectations of the marketplace or our peers, but actually leapfrogging them. In all that we do we have a responsibility not to over-promise or suggest a concept that cannot be executed - but - in doing so, we should also never, ever limit our horizons.