SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp

sid lee
Boot camp
Imagining the next decade for Fatboy®

SID LEE BOOT CAMP

CONTENT
ABOUT THE BOOT CAMP - 04

THE CREATIVE APPROACH - 06

THE RECRUITS - 10

THE COACHES - 12

THE ASSIGNMENT - 14

THE THEMES - 16

THE GUESTS - 19

THE SPACE - 20

WHAT WENT DOWN - 24

THE RESULTS - 38

WORD OF MOUTH - 58

ACKNOWLEDGEMENTS - 64

ABOUT SID LEE - 66

ABOUT THE
BOOT CAMP
After releasing a Boot Camp recruitment as open and inspirational as possible—
video, we received hundreds of applications is divided into four areas based on the
from more than 25 countries around the themes of REST (where their tents are
world. It was a tough task but we managed pitched), EAT (the kitchen area), PLAY
to narrow that list down to eight creative (a lounge area filled with Fatboy beanbags)
talents from a variety of backgrounds and and MOVE (an exercise area with a
disciplines. On May 30, 2011, they arrived basketball hoop and a punching-bag).
in Montréal. Their mission? To imagine The Boot Campers were asked to base
the next decade of Fatboy®—everything their creative ideas and output around
from products to branding. these four themes—to think of ways
We chose to partner with Fatboy® because that Fatboy could develop products and
it shares with Sid Lee an open-minded, experiences related to resting, eating,
multidisciplinary approach that is ideal playing and moving.
for this project. We believe that bringing Sid Lee documented the entire Boot
together a diverse group of creative Camp experience, posting short videos
talents—with different ideas, knowledge every day on Vimeo and Facebook. Over
and experience—produces the best and the 10 days, the recruits were coached by
most innovative results. the best of the best in the Sid Lee team and
In order to provide the perfect setting for other industry experts. They worked hard
this experience, Sid Lee transformed an and played hard, taking part in all kinds
industrial workspace into an indoor camp of activities—from cycling in the Tour
(complete with tents and a fake campfire!) la Nuit and dragon boating to relaxing at
where the Boot Campers slept, ate, played the Bota Bota spa and eating poutine at
and created. The space—designed to be La Banquise.

SID LEE BOOT CAMP SID LEE BOOT CAMP

THE CREATIVE
APPROACH
Commercial CreativityTM is at the heart of the first stage of the process is called
the Sid Lee philosophy and of this project. Defining the territory. This is the planning
It is an approach that seeks to break down stage where the strategist, creative lead
the boundaries between disciplines in and account manager work with the client
order to bind the commercial and the to write a comprehensive brief, to clearly
creative element. The working model define the project and creative goals. Once
involves a team of multi-faceted creatives the creatives understand the brief, they
(from designers and copywriters to can move on to the second stage, Finding
architects and creative technologists), the stone. The objective of this phase is to
a creative lead, a strategist and an unearth as many ideas as possible, however
account manager. out-there or unrealistic they may seem,
Together, they work to create a brand in the hopes of finding a diamond. This
experience that allows the brand to brings us to the third phase, Polishing the
engage with consumers on a personal and stone, where the best ideas are refined and
interactive level. developed to produce a roll that showcases
and explains all the creative work. The final
Sid Lee’s model involves a four-step phase is the Diamond phase, where the
approach to the creative process, designed best idea chosen by the client is executed
to organize and structure all creative in production.
output. Using archaeology as a metaphor,

The Boot Campers stopped at the third phase of
the creative process. The client may decide to
develop an idea at a later date, but the goal of
the Boot Camp was more to create a unique and
educational experience than to produce actual
campaigns and products.

Sid Lee BOOT CAMP SID LEE BOOT CAMP
-6-

THE
TEAMS

- 8 - - 9 -

SANJA DEVRIES RUBEN BEDDELEEM
Nigtevecht, The Netherlands Antwerp, Belgium (currently lives in Vietnam)

THE RECRUITS SAMUEL DOLPHIN
Milwaukee, U.S.A.
ALBANE GUY
Lyon, France (currently lives in Montreal)

EVERY RECRUIT CAME FROM A MULTIDISCIPLINARY BACKGROUND AND CONTRI-
BUTED EQUALLY TO EVERY ASPECT OF THE CREATIVE PROCESS DURING THE
BOOT CAMP. THEY WERE SELECTED NOT ONLY BECAUSE OF THEIR IMPRESSIVE
PORTFOLIOS, BUT ALSO FOR THEIR PERSONALITIES AND HOW WE THOUGHT THEY
WOULD CONTRIBUTE TO THE GROUP DYNAMIC.

CHRISTIANE HOLZHEID BAUKE KNOTTNERUS
Berlin, Germany Rotterdam, The Netherlands

JONAS JOHANSSON STÉPHANIE LEBŒUF
Stockholm, Sweden Montreal, Canada

- 10 - - 11 -

AND GUIDE THE RECRUITS.

SID LEE BOOT CAMP
THE COACHES
COACHES FROM SID LEE AND GUEST COACHES WERE
AT THE BOOT CAMP EVERY DAY, TO BRIEF, ADVISE
KRIS

CHIE F.
BOOT CAMP
LIVED WITH THE
ENTIR E 240-H OUR
RECR UITS FOR THE
EXPE RIENC E AS THE

SID LEE BOOT CAMP

MARIE-ELAINE BENOIT - Creative Director, HÉLÈNE GODIN - Executive Creative Director and Partner, YANN MOONEY - Creative Director , BERTRAND CESVET
- Chairman and Senior Partner, KRIS EKMAN - Digital Experience Specialist , VICKY CHEN - Strategist, Sid Lee Amsterdam, PHILIPPE MEUNIER - Co-founder
and Creative Chief , MARTIN LEBLANC - Architect and Partner with Sid Lee Architecture

Fatboy is known for product
design in the home furnishing
category, where “innovation”
usually equates with new,
clever solutions to home living.
However, our aim is not to

the
create more solutions.
We are here to craft product

assign-
designs that contribute to
indoor/outdoor living expe-
riences. By tapping into envi-

ment
ronmental design, adverti-
sing, creative technology,
graphic design, industrial
design, and architecture, our
assignment is to create expe-
riences that rethink the way
we live (eat, rest, play, move)
in and around the home of
the future.

Sid Lee BOOT CAMP Sid Lee BOOT CAMP
- 14 - - 15 -

THE
THEMES

Sid Lee BOOT CAMP Sid Lee BOOT CAMP
- 16 - - 17 -

nler -
o lder
A THE GUESTS
wu
f l i fe

Eat Play
ENJOYING, CREATING, EAT PLAY
EXPERIENCING,
SHARING ENTERTAINING FRÉDÉRIC GAUTHIER DIANE BISSON MARTIN LEBLANC
MIND/BODY
Co-founder of Montreal Product Designer, Anthropo-
Architect and Partner with Sid Lee Architecture
publishing house La logist and Associate Professor
Pastèque and lead designer at the School of Industrial
of the SAT’s Foodlab Design at the University
of Montreal

Rest Move
THINKING, SLEEPING, GETTING FROM
RELAXING, ONE AREA TO ANOTHER
REJUVENATING. (PEOPLE, OBJECTS, SPACES) REST MOVE
CRISTIANE BOURBONNAIS LUCY MCRAE
Owner of Cohesion Strategies, a marketing and Artist, Body Architect, Dancer
advertising firm in Montreal

There are four themes within fatboy’s house, not defined through function (e.g. rooms/physical
confines of a house), but through “experience” categories within a home environment.

THE SPACE
SID LEE TRANSFORMED AN INDUSTRIAL WORKSPACE
INTO AN INDOOR CAMP (COMPLETE WITH TENTS
AND A FAKE CAMPFIRE!) WHERE BOOT CAMPERS
SLEPT, ATE, WORKED, PLAYED AND CREATED. THE
SPACE—DESIGNED TO BE AS OPEN AND INSPIRA-
TIONAL AS POSSIBLE—WAS DIVIDED INTO FOUR
AREAS BASED ON THE THEMES OF REST, EAT, PLAY
AND MOVE.

- 20 - - 21 -

Eat Play

Rest Move

- 22 - - 23 -

DAY zero
WHAT ARRIVAL OF OUR CAMPERS
The campers are welcomed in the space and meet the Sid Lee, Fatboy and

WENT
Autodesk teams.

DOWN

- 24 - - 25 -

DAY ONE
FINDING THE STONE
The campers are briefed on Finding the Stone with Philippe Meunier and
take a carriage ride through the city.

DAY TWO
EAT– GUEST COACHES – FRÉDÉRIC GAUTHIER AND DIANE BISSON
The creatives spend the morning at Spa Scandinave, are briefed on EAT
with Frédéric Gauthier and Diane Bisson, and visit an exhibition at the
Centre de Design de Montréal.

- 26 - - 27 -

DAY THREe
PLAY – GUEST COACH – MARTIN LEBLANC
The campers begin the day with a mini triathlon and are briefed on PLAY
with Martin Leblanc.

DAY FOUR
REST – GUEST COACH – CRISTIANE BOURBONNAIS
The day begins with a trip to Bota Bota spa, followed by a brief on REST
with Cristiane Bourbonnais. At night, they participate in the ‘Tour la Nuit’
(dressed in skeleton costumes!)

- 28 - - 29 -

DAY FIVE
MOVE – GUEST COACH – LUCY MCRAE
The campers live a day of physical release with Lucy McRae, artist, body
architect and dancer.

- 30 - - 31 -

DAY SIX
CREATION – GUEST COACH – BERTRAND CESVET
Bertrand Cesvet takes stock of the issues and comments on the creation
and ideas.

day seven
RECONSTRUCTION – GUEST COACH – YANN MOONEY
The creatives spend the day with Yann Mooney to redefine, restructure
and reconstruct their ideas.

- 32 - - 33 -

DAY NINE
PRODUCTION – ROLL PRINTING
Following a visit to the Cirque du Soleil workshop, our creatives work on the
final presentation of their ideas and concept.

DAY eight
POLISHING STONE – GUEST COACH – BERTRAND CESVET
The Campers refine their ideas, are briefed on Polishing the Stone with
Bertrand Cesvet, and begin the production of the presentation roll.

- 34 - - 35 -

DAY TEN
ROLLOUT & CELEBRATION – ROLLOUT
By the end of the Boot Camp, the team produced a roll to showcase their
ideas based around the concept of A Wonder-fuller land, a playful,
interactive destination where people can experience the Fatboy® brand
and products.

- 36 - - 37 -

THE
RESULT

- 38 - - 39 -

RATIONALE MANDATE

onlerde r- A
de
onler r- A

w ul
f l i fe w ul
f land
A WONDER-FULLER LIFE - ONE OF COLLABORATIVE CREATIVITY COMMS

PRODUCTS & PROGRAMS
BRAND VALUES
A Wonder-fuller Life is the Fatboy life: playful, imaginative, filled with surprise. But most importantly, it’s
one of collaborative creativity. EAT
BOLD, COLORFUL, OPEN-MINDED,
Collaborative creativity is about inviting people to co-create Fatboy products and experiences. In doing so,
we position ourselves as a brand that supports and fosters artistic expression, which will achieve 2 things: CHEEKILY HUMOROUS, STYLISH,
PLAY I EXPERIENCE REST
• Help us appeal to our targets: Design Elite & Modern Mother (whose children are active creators)
SYMPATHETIC, RELAXED, IMAGINATIVE
• Build a sense of community amongst current and future Fatboy fans, which will help us shift brand
perception from product-focused to lifestyle-centric. (CREATIVE, ARTISTIC), SURPRISING
MOVE

One of our main objectives from the start was to move Fatboy from “a beanbag company” into a lifestyle (FLEXIBILITY IN USE)
brand. Collaborative creativity will enable us to achieve that objective.

- 40 - - 41 -

living art installation
FLOATING EXPERIENCE HANGING EXPERIENCE

- 42 - - 43 -

DIGITAL INTERACTIVE
EXPERIENCE the 4 themes
THE WONDER-FULLER LINE CAN ALSO BE DECONSTRUCTED TO CREATE STAND-
ALONE INSTALLATIONS. THE HANGING COCOONS COULD BE SET UP ON A BRIDGE
OVER LA SEINE IN PARIS, WHILE THE FLOATING COCOONS WOULD BE PERFECT FOR
HYDE PARK IN LONDON.

The Play zone could be installed in Tokyo’s financial district as a fun distraction for
businessmen and women, or as a temporary museum exhibition.

The Move zone would be ideal for sporting venues or destinations — for snowboar-
ders in the Rockies, or surfers in Australia.

The Eat area could be set up at food festivals like the Taste of Chicago, or at the Jazz
Festival in Montreal.

Finally, the Rest area could be set up in international airports and train stations, as a
fun and relaxing experience for travelers.

The versatility of this experience perfectly matches the Fatboy brand and values. It is
a way for people to come together and discover the Wonder-fuller world of Fatboy in
innovative and creative ways.

INTERACTIVE LULLABY
The Interactive Lullaby allows guests to collaborate and create an orignal
orchestration of light, color, and sound.

The Fatboy Whisperer app features a simple layout that enables users
to select which tent they’d like to interact with. The tents are positioned
on the screen in the same fashion they are in real life. The experience
begins when the user blows into the microphone, and according to the
strength or frequency, sound and visual outputs adapt accordingly.

- 44 - - 45 -

EAT
EVENT/PROGRAM PRODUCT

Communal Nap Area

A floor made of spongy Fatboy material
that you can bounce around on, sink into,
wrap yourself up in, etc.

Communal Picnic Blanket

Fatboy picnic blankets come in varying shapes that allow
people to create customizable, communal dining spaces by
connecting the blankets together.

Growable Lunch

Fatboy lunchboxes contain seed
EAT ¡PIÑATA! pouches with pre-planted seeds in
them, so people can re-grow the
ingredients from their lunch.
The EAT zone promotes the growing movement of com- Piñatas in the shape of Fatboy products will be hung
munal dining and suggests new and sustainable ways to throughout the Eat zone in Wonder-fuller land. As people
experience food in the world of Fatboy. break them open, they’ll find surprising inserts and give-
aways inside.
Mini lamp that captures light during the
day and lights up at night.

- 46 - - 47 -

REST

REST
The REST zone is a place for people to unwind and leave their routine and daily stresses behind, to relax with friends
and strangers while experiencing the Fatboy lifestyle and products. Community camping bags

Sleeping bags can be shared with groups of friends,
family members or strangers, to encourage a sense of com-
munity and fun.

- 48 - - 49 -

MOVE

Stuff-Your-Own Beanbag

Beanbags that can be filled with sand, snow or other materials, which you can take to
the beach, to snowy mountains, etc. Completely open to the imagination.

MOVE
The MOVE zone is a space where people can interact and move with Fatboy products in original and creative ways.
The versatility of the products encourages people to express their creativity and imagine new ways to use and ap-
proach everyday household items.
Giant Bean Bag Pillow-Fight Beanbags

Pillow with handgrip for extra swing power.

- 50 - - 51 -

PLAY

Velcro Add-Ons

Customizable furniture pieces with
Velcro that you can attach to chairs
and other Fatboy products for extra com-
fort — headrests, armrests, etc.

PLAY House Carpet

The PLAY zone is a space for people to have fun with the Fatboy products, explore textures and materials Small carpet pieces that you can turn into a work of art.
through technologies, and create customized products.

- 52 - - 53 -

KARMA PROJECT
WEBSITE

INCREASINGLY, CONSUMERS ARE LOOKING TO BRANDS TO “DO GOOD.” STRATEGYONE’S
2010 STUDY FOUND THAT 1 IN 3 MILLENIALS LOOK FOR BRANDS TO MAKE A POSITIVE
IMPACT ON THE WORLD, AND GIVE PREFERENCE TO SUCH BRANDS.
WE BELIEVE FATBOY COULD INCORPORATE A ‘KARMA PROJECT’ TO NOT ONLY GROW
CONSUMER PREFERENCE, BUT TO ALSO REFLECT BRAND VALUES.
Karma Project Recommendation

At the entrance of the “PLAY” zone, we ask our guests to make a donation in exchange
for a KARMA KOIN. As they go through the space, they will be able to draw on
products, explore movement and sounds, and more. Guests will be asked to place their
coins in the collection box that corresponds to their favorite activity. All proceeds from
the coin donations will be given to a local charity that matches the activity (dance,
draw, compose, etc.).

- 54 - - 55 -

Approach to Future
Products NEW COLOR PALETTE
“FORM FOLLOWS EXPERIENCE” ORIGINALS HIGHLINE GRADIENTS

“FORM FOLLOWS EXPERIENCE”
In addition to finding an archetype from within a category and turning it into an icon, we will break daily life rou-
tines and truly communicate the Wonder-fuller life from a product level.

- 56 - - 57 -

Search: #sidcamp
SID LEE BOOTCAMP | DAY 00
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LATER

SHARE RT@kumii: Photo:Sid Lee Boot Camp
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SID LEE BOOTCAMP | DAY 02
DURING THE 10 DAYS OF THE BOOT CAMP, LIKE
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AND POST REGULAR FACEBOOK UPDATES.
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THE RESULT? HUNDREDS OF THOUSANDS SID LEE BOOTCAMP | DAY 03
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OF VIEWS, SHARES, COMMENTS AND LIKE Ruben Sam Sonja Stephanie Christiane
et Kris vont me manquer un peu
LIKES FROM AROUND THE GLOBE, AS LATER
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WELL AS INCREASED MEDIA COVERAGE. SHARE

EMBED RT@Kateboushel: #sidcampcampers
are giving their rollout presentation to
To view videos of the Boot Camp:
#fatboyusa # framepublishers #auto-
HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011
desk - it’s stellar! Stay Tuned for
To view photos of the Boot Camp:
pics/vid!
HTTP://J.MP/SIDCAMPPIX
bcochet [+] Fri 10 jun 10:47 via Echoton

- 58 - - 59 -

Godin says. "Everyone was really involved.
Half were in their uncomfortable zone and
Sid Lee Boot Camp: half were comfortable, but they all worked
together."
UPDATE II In attempting to design the future of Fatboy,
Jun 06. 2011 | Text by Lydia Parafianowicz
their ideas have ranged from brand gyms,
campsites, treehouses and airports, to a
"nap-kit" for busy people on the go.
Today is day seven of Sid Lee’s Boot Camp and
the participants’ weekend has proven to em- So, what’s their best idea yet? According to
ploy a "work hard, play hard" mentality. Godin, it’s a floating Fatboy space, like a
campground, that can allow users to dis-
Between a cocktail party and photoshoot connect from busy cities. Inside the floating
(where everyone dressed up in large Fatboy space, people can keep their most coveted
boxes), the campers have been dreaming up Fatboy products that will accompany them
the future of the Fatboy brand. Frame caught wherever they go.
up with Sid Lee’s Chief Creative Officer, Phi-
lippe Meunier, who is working to guide the "Imagine a floating city, on water or in air,"
Sid lee Boot Camp campers, to ask what he hopes will be the out-
come of the inaugural event.
Godin says. "You can be invited to join the
community of Fatboy and live and expe-
UPDATE! rience something really special. The goal
"I see this brand as something like a hermit wasn’t to create advertisements or pro-
Jun 03. 2011 | Text by Lydia Parafianowicz crab, where we can carry our Fatboy homes ducts, but to create experiences."
with us, bringing something comfortable whe-
rever we go," Meunier says. "I think we will Stay tuned for our final Boot Camp report,
Sid Lee’s unique and inventive Boot Camp is close the gap between the product and the ac- to find out if and how the idea is polished
now in full swing, bringing together eight tual body of the user." and presented!
creatives from around the world for an inten-
sive 10-day design event. Meunier says the Fatboy brand has the poten-
tial to offer a "total way of living." Sid Lee has
The inaugural Boot Camp is seeking to design
the future of the Dutch label Fatboy in just 240
divided the event program into four prime as- Sid Lee Boot Camp:
hours. The eight young, talented and (dare we
pects for examining: work, eat, play and move. THE FINAL ROLL OUT!
say) feisty participants have gathered in Mon- Campers say Fatboy can potentially range
from producing cooking supplies for kitchens, Jun 14. 2011 | Text by Lydia Parafianowicz
treal for the occasion.
rainboots at music festivals, rickshaws and
The team includes Stéphanie Leboeuf (Cana- student living items. As the video above shows, Over 240 hours later, the participants at Sid
da), Bauke Knottnerus (the Netherlands), Ru- Boot Camp participants have spent the wee- Lee’s intensive design Boot Camp have pre-
ben Beddeleem (Belgian living in Vietnam), kend working on "rest," thinking of blankets- sented their final creations.
Samuel Dolphin (USA), Christiane Holzheid turned-tents and car seats for "fatbabies."
(Germany), Jonas Johansson (Sweden), Al- With the task to design a "Wonder-fuller
bane Guy (Canada) and Sanja Devries (the "It’s a matter of taking an idea, someone grab- Life" for the Fatboy brand, the campers
Netherlands). bing it, looking at it, and realizing we can turn examined the areas of eat, rest, play and
it into something magical," Meunier told the move during their 10-day stay in Montreal.
For 10 days, their mission is to live, eat and campers upon arriving in Montreal.
breathe the Sid Lee creative process to dream "The design objective was to take Fatboy
up new brand ideas and experiences for Fat- Meunier says he hopes this Boot Camp will be from a beanbag company to a lifestyle
boy. Their daily program includes lectures by the first of many to come, eventually creating brand," explains Hélène Godin, Sid Lee’s
guest-speakers, workshops, briefs and plenty a concept that Sid Lee can host multiple times a creative director. "The result was 'A Won-
of think-tank brainstorming sessions. year to strategize and design for various companies. der-fuller Land.' It’s a collaborative crea-
tion that’s playful, imaginative and filled
And what would Boot Camp be without physi-
with surprise. The camp theme essentially
cal labour and basic accommodations? The
became a springboard of creativity."
eight creatives are spending the week at a for-
mer industrial workspace that has been trans-
Sid Lee Boot Camp: The final design includes hanging cocoons,
formed into an indoor camp, complete with UPDATE III where guests can create their own light, co-
tents, a make-shift campfire, workspaces and lour and sound orchestrations. Their goal
rest areas filled with Fatboy furnishings. Jun 07. 2011 | Text by Lydia Parafianowicz was to create a utopian space that could be
a travelling living art installation that
Camp Chief Kristoffer Ekman, a specialist in
breaks away from tradition.
digital experiences at Sid Lee Amsterdam, is With the conclusion of Boot Camp just two
playfully supervising the team and leading days away, we’re curious to know what the ‘Adaptable and versatile, the concept really
their morning wake-up drills, military-esque participants have designed during the inten- pushes the brand towards a creative expe-
time schedules and a bit of fun – from a horse- sive 10-day creative camp! Rumour has it rience, making it more high-end and al-
drawn carriage ride through Montreal to a re- their final solution might just float away … lowing for creative collaborations where
laxing spa trip at Bota Bota. consumers connect, create and share in the
During Boot Camp’s first 96 hours, the eight
experience,’ Godin says. ‘They can choose
We’re looking to create an experience that participants examined topics day-by-day: eat,
molds, frames, colours, textures and even
takes collaboration and creativity to a new le- play, rest and move. According to Hélène Go-
substance and sounds.’
vel, à la Sid Lee and à la Montreal, and we’re din, Sid Lee’s creative director, it wasn’t until
thrilled that Fatboy was up for the experi- day two that nerves were pushed aside and During their research lab experience, the
ment,” says Hélène Godin, Sid Lee’s executive creative juices flowed. eight creatives were challenged to work to-
creative director. gether using an entirely new and unfamiliar
"The campers started to brainstorm in the
creative process.
Stay tuned to framemag.com for more updates morning and find ideas, put them on Post-It
240 - we can’t wait to see what the campers dream
up! Follow their daily updates on Twitter and
notes on walls and made 3D mock-ups," Go-
din says. "Everyone was really involved. Half
This was the inaugural Boot Camp and –
we’re happy to report – it’s not the last! The
Facebook. were in their uncomfortable zone and half creative success of the campers and
PHOTOS Boot Camp has been hosted by Sid Lee in were comfortable, but they all worked to-
gether."
coaches has Godin saying Sid Lee will su-
rely apply this multi-disciplinary research
SID LEE BOOT CAMP
conjunction with Autodesk, Fatboy and Frame SID LEE BOOT CAMP
- 60 - - 61 - method to more brands in the future.
magazine. In attempting to design the future of Fatboy,
their ideas have ranged from brand gyms,

At Sid Lee, we conceive and
communicate brand expe-
riences. We create products,
services and spaces and
market them through ad-
vertising, experiential mar-
keting, branded content

ABOUT and interactive communi-
cations. This integrated,

SID LEE
multidisciplinary approach
is something we call
Commercial CreativityTM.

Sid Lee Collective is a cultu-
ral and commercial incu-
bator that allows our team
to push the boundaries of
creativity further.
- 62 - - 63 -

Sid Lee Collective
would like to
thank the
following:

HE SID LEE COLLECTIVE BOOT CAMP IS
A MAJOR INITIATIVE UNDERTAKEN IN
COOPERATION WITH THREE PRESTI-
GIOUS PARTNERS: FATBOY®, AUTODESK,
AND FRAME MAGAZINE.

Fatboy® www.fatboy.com is an imaginative lifestyle
brand that excels in thinking outside the box.
Founded in the Netherlands in 2002, Fatboy® has
gone on to conquer country after country without
resorting to voodoo or cunning marketing tricks.
Once the original Fatboy® beanbag took off, there
was no stopping the family tree. Gigantic lamps, über-
sized umbrellas, magical hammocks, and outdoor
chandeliers followed— all designed in the name of a
wonder-fuller life. Keep your eyes peeled, because this
is only the start of the Fatboy® legacy.

Autodesk, Inc. (www.autodesk.com) was the sponsor
and software supplier for the event. Autodesk,
Inc., www.autodesk.com. is a leader in 3D design,
engineering, and entertainment software. Customers
across the manufacturing, architecture, building,
construction, and media and entertainment
industries—including the last 15 Academy Award
winners for Best Visual Effects—use Autodesk
software to design, visualize, and simulate their ideas.

Frame www.framemag.com is the world's barometer
of interior design. The magazine shows you what's
happening and where to find it. The latest interiors
and products, spiced up with some art, shop windows,
and sets: that's the essence of Frame magazine.

SID LEE BOOT CAMP
- 65 -

To view videos of the Boot Camp:
HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011

To view photos of the Boot Camp:
HTTP://J.MP/SIDCAMPPIX

MEDIA
Katherine Boushel
EMAIL : kboushel@sidlee.com
PHONE : 514 - 282-2200, ext. 521

CONTACT

Workshops: Montreal
75 rue Queen, Suite 1400
Montreal, Quebec H3C 2N6
Canada
Phone: +1 514-282-2200
Amsterdam
Gerard Doustraat 72
1072 VV Amsterdam
The Netherlands
Phone: +31 (0) 206 623030
Paris
12 rue du Sentier
75 002 Paris
France
Phone: +33 (1) 44 88 83 90
Toronto
55 Mill Street
Building 5, Suite 500
Toronto, Ontario M5A 3C4
Canada
Phone: +1 416-421-4200
Austin
3601 South Congress
Suite D-102
Austin, Texas , 78704
United States
Phone: +1 512-444-3533

Websites: sidlee.com
sidleearchitecture.com
conversationalcapital.com
jimmylee.tv

FATBOY fatboy.com
AUTODESK autodesk.com

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SID LEE BOOT CAMP
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SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp

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