Re-creation of exclusivity: Brizo

NEW YORK, NY - In this age of connection and re-connection, which ironically divides us socially but bridges us professionally, anyone can buy anything online. I once bought computer memory for a no-longer-made laptop that I actually ended up returning. I have friends who have bought Modern Revival furniture by special order, something that used to be done in furniture stores or a catalogue. I even bought my organic & local groceries online for a while. And I never buy anything unless I can find it online, like my new Toyota Yaris. But, like my car, is exclusively sold in showrooms. What's with that anyway?

So here I sit, in Rockafeller Plaza with my boring Starbucks Grande 2/3 Full Americanco, pondering this question. How did Brizo tap-in to the social media and blogger market to find and bring me to New York for Fashion Week, see Jason Wu's Spring 2011 collection, and show off their line of fittings?

Well, by simply being exclusive, of course. Clever, isn't it. Being exclusive doesn't mean a quick and dirty design. It means a concept that is refined, flushed out, and tailored to a specific notion or idea and then to caress and massage the hands that feed you to create your brand. It also means that well thought out design is well crafted and timeless. We all know that the lifecycle of a product far exceeds some others that aim to be eco-compeditive, and this was the process that I saw in Brizo. As a part of an group of designers, writers and architects, we had the pleasure learning about the hydro-tech, and the stuff we can't discuss, from Brizo for two chop-a-block days. It was a whirl-wind of activity, and I don't even think I can clearly remember everything that's happened (thank goodness for Twitter) but I do remember this: I can't talk about what I really want to talk about and it's eff-ing killing me!!! Darn Stupid non-disclosure agreements. Brizo, get out of my head.

What I can tell you is that the West Coast Kula style (whites, bamboos, greens, and circular shapes from the drum and chakras) doesn't translate to New York Fashion Week and my bathroom concept, although it was good and I had a stellar team of professionals to work with, it did not seem to translate to the judges... and it was clear they've never been to Vancouver... but that was the point! Sheesh. Jokes aside, I have a pretty awesome charge of energy from the whole thing.

But lastly, I can tell you that New York has built itself on exclusivity. Funny, Jason Wu said it best in his interview with Style.com:

"In a day of fast fashion, you know, everything is disposable. And, you know, how do we create something that isn't too old after one season."

Exactly.

Watch the video:

via @styledotcom

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