Tip:
Highlight text to annotate it
X
>>Erik: In taking a consistent approach to building the yahoo yodel studios, what in
what surprised you with how communities interacted with that studio in New York, versus London,
versus Mumbai?
>>Jason: The way that they interacted with the different studios was very different.
Even before the studio was setup, I realized that. It needed to be different and things
would be very, very localized. I had an initial vision of what New York was going to look
like, New York sort of started the whole thing, then we realized we were going to do London
and we were going to do Mumbai. So I took what I`d already done in New York and applied
that to London and I applied that to Mumbai. Not form an aesthetics perspective but from
more of a flow and a concept perspective. But then working with the local people there
in each of those markets, saying, ``Here is what New York is, how would that work here?``
And the seeing them react with initial sketches that I had concepted that I had thought would
fit those locations not really knowing too much about them. It was completely different
from what I thought it should be. So for example, Mumbai got a very traditional to what the
studio should look like instead of the brick facade, sort of Memphis sun studio downtown
NY architecture that I did for the NY studio and their reaction was, ``No, we don`t want
this, we want New York.`` ``What do you mean you want NY?`` They were like, ``Western,
Western, everything Western.`` And in fact in that meeting we ordered in lunch, and Domino`s
Pizza came. And I was like DominoĆs Pizza?! I`m from New York and I`m Italian, I can`t
eat Domino`s pizza in India, this is crazy! But that`s just one example of a million little
things that happened in London and in Mumbai that were not what I thought were going to
happen. And after a while I understood, I was like ok, more western and in London, ok
they`re more closed down they may no do this and so everything from how it looked to how
you interacted with what it was, was different in every single market. Which meant that I
had to figure out all those different pieces of communication and all those details that
I was talking about before for each market. So it wasn`t like replicate this and do this
two more times.