Collabarét is a female-founded creative agency launched in 2019 by Rachel Doyon in the heart of East Village, Manhattan. The agency is known for its focus on collaboration, experience-based marketing, branding and community building. Now based in Berlin, it operates globally with activities in New York, Paris, London, Miami and Atlanta. Collabarét is dedicated to connecting brands with artists to create memorable experiences. We caught up with Rachel after the first Berlin event to dive deeper into the brand.
Congratulations on your first Berlin event, how do you feel it went?
Thank you! The Berlin event was a tremendous success. It was exhilarating to see the energy and engagement from the crowd, and the feedback was overwhelmingly positive. Throughout the evening, numerous attendees told us that in all their years in Berlin, they had never experienced anything like this. Berlin definitely served us a fair share of challenges, but we take it all as a win because it pushed us to overcome obstacles and adapt. The overwhelming positive feedback and unique crowd involvement truly showcased the innovative spirit of Collabarét and marked a significant milestone for our brand.
Your brand has grown a lot since it started in 2019, what was the initial vision behind Collabarét and how it has evolved?
Originally, Collabarét was envisioned as a monthly event to bring multidisciplinary creatives together for real-time collaboration. Our aim was to break down silos, combat artist isolation and urbanite burnout, while fostering avant-garde ideas. Today, it has grown into a global launchpad with a network of over 5,000 artists, brands, and patrons, merging creativity with strategic branding and marketing. Over the years, Collabarét has evolved into a multifaceted agency emphasizing immersive experiences, brand activations, and narrative marketing, continually adapting to new trends and technologies to create meaningful connections between artists, brands, and their audiences.
With a network of over 5,000 creatives globally, what is your criteria for selecting artists and what appeals to you most?
We prioritize originality, a strong personal narrative, and the ability to engage audiences in authentic ways. Our selection process involves seeking artists who align with our ethos of blending creativity with impactful storytelling, and who have a passion for cross-disciplinary collaboration to contribute to our global perspective and boundary-pushing creative projects.
What inspires your work at Collabarét, and who influences your approach to marketing and event production?
I am driven by a profound passion to redefine the boundaries of artistic expression, seamlessly blending theatre and circus arts within unconventional venues like galleries and museums. My inspiration springs from the boundless potential of storytelling, grounded in my background in non-fiction creative writing and musicology. Influenced by trailblazers in experiential design such as Cirque du Soleil and Meow Wolf, I am dedicated to crafting meticulously curated themes that deeply resonate with audiences.
For instance, in projects like Lab of Love, we collaborated with over 50 artists from diverse disciplines to explore the multifaceted definitions of love, drawing inspiration from poetry, psychology, and creative mythology. This approach aims to create a profound and memorable journey for the audience, igniting genuine connections and emotional resonance. I believe that the most impactful productions are those that facilitate collective healing experiences through the lens of extravagant entertainment.
Your agency is known for creating multi-disciplinary experiences, what are the stand out collaborations or events you have orchestrated?
We have orchestrated numerous memorable events, including immersive art and tech activations that seamlessly blend visual arts, music, and interactive installations. One standout project was our collaboration with NFT.NYC, where we curated a narrative-driven, multi-day activation combining virtual reality with real-world elements, delivering a uniquely engaging brand encounter.
However, one of the most fulfilling productions took place at an artist residency in a Polish castle known as The Palace. Here, I crafted a multi-sensory experience that guided audiences through the seven stages of grief. Each stage was interpreted by a different artistic discipline and performed on distinct physical platforms. This design allowed attendees to move between stages as needed, reflecting the non-linear nature of grief, and fostering profound emotional engagement. It was deeply moving to witness how both the audience and artists responded to this poignant exploration.
Collabarét operates in multiple major cities around the world. How do you maintain a cohesive brand identity and how do you think Berlin differs from other cities?
Maintaining a cohesive brand identity across diverse markets relies on a thorough understanding of local cultures and the seamless integration of our Collabarét core values into each project. Berlin’s vibrant and eclectic creative scene serves as a prime example, cultivating unparalleled crowd engagement and openness to innovation.
Our strategy involves integrating immersive arts, curated collaborations, and interactive storytelling, which align perfectly with Berlin’s appetite for unconventional narratives and participatory experiences. By embracing these cultural currents, we not only enhance audience engagement but also forge genuine connections within the community.
For instance, our recent initiatives in Berlin have demonstrated how blending multi-disciplinary performances with moments of surprise can captivate and engage audiences in new and meaningful ways. This approach not only enriches our projects but also ensures that Collabarét remains relevant and impactful in this unique cultural landscape.
What are your goals for Collabarét and how do you want to further evolve the brand?
Our objectives encompass expanding our global footprint, enhancing technological prowess, and pioneering new creative horizons. By integrating AI, blockchain, and augmented reality into our initiatives, we aim to elevate immersive brand experiences. These technologies will personalize interactions, secure transactions, and metamorphose physical spaces into dynamic environments. Our vision is to redefine marketing, community building, and collaboration, striving to captivate and engage audiences on a global scale.
Should we expect to see another Berlin event announced soon?
We are beyond excited about the future and have many projects in the pipeline. Keep an eye out for more events in Berlin this fall and in other major cities worldwide over the next year as we continue to expand. We are also welcoming new artists and clients to join our movement—reach out to us at hello@collabaretcreative.com if you want to collaborate. Stay tuned for announcements on our upcoming ventures by following us on social media @collabaret or contacting us through our website submission form at www.collabaretcreative.com.
