The Other Side Of The Brain
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The Other Side Of The Brain (OSB) is a creative agency founded in 2005 by Grammy Award winner, composer and creative director Henri Scars Struck and brand specialist and producer Grace Palmer to serve the needs of corporate clients and the luxury and lifestyle industries. Henri saw the need to help companies create true emotional connections to their audiences (customers and/or employees), in order to deepen the resonance of their brands. OSB specializes in music, scent and film to create immersive experiences and strategic content. Our programs strive to engage and create curiosity, through meaningful storytelling and events, polished visual narratives and distinctive music and sound.

Clients include YSL Couture, Hermès, Unilever Prestige, Louis XIII Cognac, the city of Paris, Lufthansa, Starwood Hotels & Resorts, Estée Lauder, Ford Motors, Cartier, Pfizer, Nike, Diesel Black Gold, Kering, Moncler, Levi’s, Parsons School Of Fashion, Balmain, Kith, Rochas, and Giorgio Armani, to name a few.

Today, we are bombarded with so much content ~ images, music, articles, videos, posts ~ and because of this, our attention is diluted. Consumers are unable to enjoy one thing fully because of the fear of missing something from the array of choices via various devices and media. Time is invaluable and becomes the real luxury.

We also see the rapidly diminishing importance of physical retail spaces, one of the hallmarks of a brand, where digital is on a winning streak. Moreover, because we live in a world that is increasingly presented in a highly edited, scripted and photoshopped way, we believe that people now crave the real; to be mesmerized and experience something authentic and unique, to connect, to feel.

Strategically, brands need to be more targeted. They need to make a statement about who they are and imagine & implement focused initiatives that confirm the brand’s DNA, initiatives that will also differentiate them. Music, sounds and scents can significantly enhance an experience if they are used in a surprising way. We believe that by harnessing the power of music and fragrance, we can capture and hold attention for the right reasons. We recognize the need and we know how to create extraordinary programs of work.

By creating authentic moments in various spaces, we can reset the minds of people and trigger their imagination and memories, inspiring further interest. Emotion resonates with all people and can be appreciated in different situations; from high fashion to high street, in a museum or public park, luxury hotel or hospital.

About Henri Scars Struck:

Henri is a New York based French music composer and producer who has worked with artists such as Malcolm McLaren (his business partner), Yves Saint Laurent, Thierry Dreyfus, Catherine Deneuve, De La Soul, KRS One, Pierre Cardin, Barry White, Roger Sanchez, Andy Hughes (The Orb), Lenny Kravitz, Charles Aznavour, Alicia Keys, Madonna and No Doubt. His work is characterized by an unusual versatility in musical styles, spanning classical, world music to hip-hop, with a wide range of applications.

He has been commissioned by the French Ministry of Culture to write music for art installations in landmarks such as the French National Library, the Chateau de Versailles and by the city of Paris for a Thierry Dreyfus installation in Cathedral Notre Dame De Paris (which attracted more than 50,000 people in 6 hours). In January 2014, to commemorate the 50th anniversary of France recognizing China, Henri was invited by the French and Chinese governments to write music and perform live at the Grand Palais in Paris, before dignitaries from both governments and 5,000 guests.

Recently, he was commissioned to compose and produce an original soundtrack for a rare Salvador Dali sculpture exhibition in Barcelona, Spain, at the Le Méridien Ra Hotel. Until then, with 34 sculptures, there had never been such an extensive installation of this prolific master’s three-dimensional work.

Additionally, he speaks frequently on the subject of the emotional side of brands and the role of music in particular. He is a regular speaker at the Thunderbird MBA program and was the keynote speaker in the series “A New Perspective”, hosted by Le Méridien Hotels in multiple cities globally. In June 2016, Struck was a guest panelist at Simon Collins’ inaugural FCD (Fashion Culture Design) conference held at Parsons School of Design.

About Grace Palmer:

Grace comes from a branding and communications background and has worked in 3 continents. From the nurturing of a new brand, to the representation of established foreign businesses in New York, Grace knows firsthand the needs of sophisticated consumers from these creative-led companies, luxury brands, service-led corporations and finance institutions. She understands the nuance of the brand promise and what makes an experience special.

She has worked in various industries ~ Luxury, Fashion, Lifestyle, Hospitality, Entertainment, Infrastructure, Finance ~ with agencies such as Wolff Olins, Orient Capital, Type 2 Consulting (business strategy consultancy specializing in marketing & finance) and Eyesight Fashion & Luxury (Creative Agency & Production Company).

In London, Grace worked for renowned branding agency Wolff Olins and was subsequently part of the team that opened their office in New York. She also established and ran the New York office of Orient Capital, an Australian based investor relations consultancy for Australian blue chip companies (National Australia Bank, Commonwealth Bank, Coles Group Ltd, BHP, AGL, etc.). Her interest in luxury lifestyle brands led her to opening the New York office of Paris headquartered Eyesight Fashion & Luxury (Thierry Dreyfus), that has produced iconic fashion shows for the likes of Yves Saint Laurent, Dior Homme, Comme des Garçons, Versace Couture, Jil Sander, Raf Simons, Victoria Beckham, Alexander Wang, Rag & Bone.