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Kanak Kapadia

@kanak.kapadia

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I build brand worlds you feel before you understand.
Fashion • Beauty • Hospitality • Sports
Dubai | Bombay
and everything else -> @kanakkapadiaaa
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apparently i had more to say about fashion week sets! from tennis courts to the most unexpected spaces, i love seeing how differently brands bring their worlds to life. part 2, because clearly one reel wasn’t enough. FashionWeek • SS27 • SetDesign • CreativeDirection • BrandExperience by @kanak.kapadia
wore TT for my sangeet, so this one was a little extra special 🖤 ‘The Many Moods of TT’ was such a beautiful mix of everything i love about his work. the drapes, the craftsmanship, the drama; with a little Middle Eastern influence. and with his first Dubai boutique opening soon, no one better to close Dubai fashion week! still thinking about some of those looks (and the music!!) TarunTahiliani • DubaiFashionWeek • TheManyMoodsOfTT • IndianCouture • DFW by @kanak.kapadia
sometimes the set is more interesting than the front row and I love that. a few of my favourites from this season. FashionWeek • SS27 • SetDesign • CreativeDirection • BrandExperience by @kanak.kapadia
on is making some pretty big moves. and nike, well... it’s not exactly having its easiest moment. but what i find more interesting is how on has gone from a running brand to tennis, fashion, lifestyle and now football. i don’t think on is replacing nike anytime soon. but i do think nike has something to learn from the momentum on has built. curious what you think... is on building the next big sportswear empire, or stretching itself a little too far? BrandStrategy • OnRunning• Nike • SportsMarketing • BrandBuilding by @kanak.kapadia
bought my first aesop handwash in toronto four years ago because i just had to have it. took me until now to work out what i was actually buying into. it’s a whole world, and almost none of it is advertising. @aesop aesop • brandstrategy • brandworld • retaildesign • experientialdesign • dubai by @kanak.kapadia
three days at Beautyworld Dubai and I think I came away with more questions than answers... in a good way. between the conversations around the GCC beauty market, the realities of building and scaling a brand, and everything happening on the exhibition floor, there was a lot to take in. and while I spend most of my time looking at brands from a strategy and creative perspective, it was interesting to hear more about everything that happens before (and after) the pretty part. a few things that stuck with me... BeautyworldMiddleEast • BrandStrategy • BeautyIndustry • GCCBeauty by @kanak.kapadia
went to Beautyworld Dubai expecting to discover new brands, products and trends... came back thinking about fragrance a whole lot more than I expected. what I found most interesting wasn’t necessarily the perfumes themselves, but how differently brands were getting people to experience them. from immersive spaces to interactive discovery and packaging that tells its own story, there’s so much happening beyond the actual product. and I think that’s what stayed with me. when you’re selling something people can’t see, how you make them feel becomes that much more important. a lot more to explore in this space, especially here in the Middle East / GCC. BeautyworldMiddleEast • BrandExperience • FragranceIndustry • ExperientialMarketing • BrandStrategy by @kanak.kapadia
Finally got to watch my favourite sport live 🎾 Went for the tennis, came back thinking about brands. But genuinely, seeing the Laver Cup in person made me sure about what I already knew - how much opportunity exists around the sport itself. The audience is already there, already invested, the interesting part is what brands choose to add to that experience. Also: Roger Federer within stalking distance. Team Europe eventually won. Birthday trip well spent. 😍 (sports marketing, experiential marketing, brand activations, Laver Cup, tennis, brand experience) by @kanak.kapadia
The Sydney Sweeney x @novig campaign is obviously doing exactly what it was designed to do — get people talking. But was there really no more interesting idea? It’s not about Sydney being naked. It’s not about telling women what they can or can’t do with their bodies. It’s about the context, the category, and the opportunity that was sitting right there. Women’s sport has spent years fighting to be taken seriously for the talent, strength and work that goes into it. So when a sports-adjacent brand has a huge budget, a massive celebrity and a chance to create something genuinely memorable, reducing the whole thing to sex appeal just feels… lazy. Attention is great. But what are you actually getting attention for? Marketing • Advertising • Brand Strategy • Sports Marketing • Women In Sport by @kanak.kapadia
I don’t think the brands winning the attention economy are necessarily the ones getting the most attention. They’re the ones paying attention. KFC Spain turned years of complaints about their fries into a campaign. BÉIS turned customer feedback into a product redesign, a campaign, and an experience. And that’s the part I find interesting: when brands stop treating criticism as something to manage and start treating it as an insight. Complaint → Insight → Idea → Attention. What brand do you think is really good at this? Brand Strategy • Marketing Strategy • Branding • Attention Economy • Marketing by @kanak.kapadia
Tennis + influencers + brands + a little controversy… obviously I had thoughts. 🎾 I genuinely see both sides of this one, so curious what you guys think? When does making a sport more accessible start changing the experience of the sport itself? Let’s discuss 👀 by @kanak.kapadia
ok i think i’ve become one of those people obsessed with table settings. the product barely gets mentioned anymore, it’s the curation around it doing all the work. brands aren’t just sponsoring culture, they’re building entire evenings inside it now. and somewhere along the way this got specific enough to become its own job, there are whole studios that exist purely for this. we are ona and balbosté are two of the best & the one’s i can’t stop looking at. the ona one gets me every time. jacquemus’s first ever trip to korea, and instead of the usual press junket they built “le déjeuner au musée” at museum san. jennie kim was there, simon porte jacquemus was there. celebrating a veuve clicquot collaboration in a wonju museum, of all places. and apparently they liked what they built so much they went and opened their own hotel and restaurant in arles. balbosté is the opposite instinct, no signature at all, everything rebuilt from nothing depending on who they’re working with. loewe got an entire cafe inside selfridges built around one studio ghibli character. longchamp got a composer writing a live score timed to land with each course, so the music becomes part of the food. none of this is actually about the food though, is it. it’s proof someone thought this hard about a single evening. i really couldn’t choose only one, i’d definitely want to be there for all. what about you? by @kanak.kapadia

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