Can We Still Foster Real Community?
Courtesy of FRAMA
Can We Still Foster Real Community?
with Rosa Park, Paulina Melinauskaite and Estelle Lubino
By HURS team
What is even is a community? And how do we connect? While ‘communing’ has been a part of the human experience for centuries, it seems we’re becoming increasingly disconnected from interacting with others. Talking about community is hard and doesn’t come naturally. It’s something that exists, but that’s often hard to define. The growing usage of the word in today’s vocabulary – in personal and business settings – has made it that much more loaded. Making us all question, what does it really mean?
As we’re becoming increasingly disconnected in our personal lives, brands are more than happy to be the solution. Loyalty and connection equals dollars, making community a lucrative business for industries that are continuously looking for growth. As brands try to build deeper relationships with consumers, many are exploring how they can craft spaces that foster connection. Creating club houses that connect to local clientele, and offer an experience beyond simply product. But the brands who enter ‘the community space’ with this mindset forget that community is about authenticity, shared beliefs and feeling valued. Something that is impossible to do if the initial intention is mere commerce. Those who have put community first from the start have the ability to craft experiences that transcend the brand itself. Creating a platform for like-minded individuals to have meaningful conversations and build long lasting relationships through their mutual love for the brand’s aesthetics, values and products.
ROSA PARK
Rosa Park is a Korean-born, Canadian-raised entrepreneur, recognised for founding Francis Gallery and editing Cereal Magazine. She started her career working in marketing in New York, before co-founding Cereal in 2012 with her photographer husband, Rich Stapleton. Alongside the biannual travel and lifestyle publication, they also launched Cereal City Guides, published by Abrams. Transitioning from publishing to the art world, she opened Francis Gallery, with locations in Bath, UK and Los Angeles, US. The gallery emphasizes an interplay between art and environment, presenting works that coexist in harmony with their surroundings. Evoking a personal space, Francis champions an emotional connection to art as a vital part of daily living.
PAULINA MELINAUSKAITE
Paulina Melinauskaite is the PR and Community Specialist at Copenhagen-based design and lifestyle brand FRAMA. After a master’s in Fashion Business at Polimoda, Melinauskaite worked at e-commerce and customer service hub Gucci 9. She joined FRAMA nearly two years ago, where she carefully crafts and builds on the FRAMA community. Since then, she’s hosted numerous events, creating physical spaces for the creative community to connect.
ESTELLE LUBINO
Estelle Lubino is a Paros-based content creator, social media and PR. As part of the Monday Sports Club, she oversees social media and influencer management. The studio offers three workouts including Dynamo, Punch and RIISE. Through Lubino’s philosophy that everyone is capable of moving, surpassing their limits, she creates a message that’s both relatable and the perfect message to build connection. On her personal account, Lubino seamlessly integrates design, food, art, fashion and wellness into an authentic visual diary.
We asked those who are doing it well how they create physical spaces that foster connection, and why community matters.