HP is relentlessly moving down the path of providing a laptop for each and every person who wants/needs one (sometimes the two are interchangeable to the tech and style – conscious), and doing so in the smartest way possible – giving the buyer a sense of style and individuality in each and every laptop choice as opposed to the staid and cookie-cutter looks of the competition.

                                              The Embassy, at the Fort.
 

HP’s forward momentum in the style department started long ago with their smart and sexy laptops, but if I had to pin a date to it, I’d choose their launching of the HP Pavilion, Special Edition and Compaq Presario as the apex of the design-consciousness corner of their Philippine campaign. The designs then were revolutionary and there was nothing else like it on the market. Yet compared to their current iteration of stylized laptops, their previous efforts are mere doodles – different, yet certainly not unique.

                                             The winning design, as translated into the notebook canvas.

HP is constantly innovating however, and they have perhaps realized that individuality in the products from a company as large as HP borders on the impossible and at the best of times is impractical. So HP did what any self respecting company should do: they listened to the customers. Not only that, said customers were tapped to provide something achievable only through their individual creativity – and the results were displayed during HP’s recent event held at the Embassy Club at the Fort: Designed By You, For You.

                                             The venue fills up...

                                             The media arrives...

                                             And the place starts jumpin'!

The event celebrated the explosion of creativity that surged through all of the participants in a related contest that HP organized towards the same purpose, that is, to create a winning design that’s individual and beautifully accomplished. With the conclusion of their design contest and the start of festivities during the ensuing party, there was no better indicator of this individuality than the sheer variety of individuals present at the event – people from all walks of life and from all social stations (well, at least those who had a pass, a media invitation, or who could get past the burly bouncers).

                                             Some of the other entries to HP's design contest.

The event was unique and non-conformist, as befitting something dedicated to an individual design suddenly thrust onto the world stage. Compared to a normal product launching, it wasn’t the model number or the processor type that was focused on – to the point that I almost forgot to note them down (almost – it was a DV2809TU Artist’s Edition). It was not a dinner either, nor a press conference. It was what you made it out to be – with a variety of happenings all around the crowded dance floor to catch your attention and give you a chance to express yourself.

                                             Expressions of individuality.

                                             A preventive measure to excessive expressions of individuality.

The dance floor of course provided just that – a canvas for dance moves to proclaim your exuberance. The DJ group Zuke coming all the way from Singapore to provide unique tunes mixed on-the-fly provided another heavy distraction. The mix of people of course, drew our lenses and added spice to the proceedings – even regular party-goers were admitted into the club to share in the festivities – and more than enough people took advantage of the chance, packing in the venue with cool, alluring socialites with a gleam in their collective eyes indicating their intention to party the night away.

                                             Media and HP executives goin' with the flow~

Even the regular attendees of these events had a different look about them, one that proclaimed another, unique side in addition to their staid, business veneers. The food again did not conform to the normal sit-down splurge of dishes typical of product launchings – trays offered everything from calamares to hors d'oeuvre, with the occasional rolled delicacy from Shanghai.

                                             The Artist's Edition DV2809TU making the rounds.

On top of everything, the winning design circulated among the attendees on its DV2809TU canvas like some enthusiastic celebrity, accompanied by two escorts emblazoned by the same winning design. The trio created a stir wherever it stopped be it at the bar, at a table, besides the DJ’s booth, or in the middle of the dance floor. All three created quite an enthusiastic response, although perhaps more by the laptop itself, since it’s conceivably the only one you can take home with you (unless you ask one of the escorts for a date of course).

                                             Individuality, defined. It seemed like everyone was at this party.

The event was a resounding success by any measure, as an expression of uniqueness it was unparalleled. The grays, blacks and whites of a laptop’s former palette were convincingly eradicated by the statement made by the event full of pulsating color and life. The revelers added their own branding to the proceedings and to the laptop design itself – more so because the design originally came from one of us, consumer and artistic connoisseur as we are. The only area where it may fail is when everyone starts to yearn for one; no unique design remains so after it sells its thousandth copy. The only solution perhaps is for HP to continue this concept of individuality and celebrate each instance of non-conformism – every little bit of uniqueness is precious, and more events like this one is to be looked forward to. More pictures to follow.

                                              A fellow editor takes home the Artist's Edition.