C Space: Experiments in living – The Dwell Arena

Customer agency C Space completed a two-month programme in partnership with Interbrand, leveraging Arena Thinking to drive growth, say something new, show people the homes and lives of consumers worldwide, and inform future innovations.



Thought leadership, at its best, has more impact than any individual project. It can travel across brands, categories, markets. What if a piece of insight-led thought leadership could influence not just 1, but 100+ clients?

This is the story of 'Experiments in Living: The Dwell Arena'.

We believe this study deserves the MRS Cultural Insight Award for three reasons:

  1. The innovative approach – our process was collaborative, multi-methodology and global: from ethnography with extreme consumers, to interviews with academics, experts and brands.
  2. The commercial outcomes– we avoided the trap of cultural insight that is merely...

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Insights Team
Bray Leino

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