The Path Toward FGPG: My Journey from Artistic Curiosity to Entrepreneurial Creativity
by Frédérique Georges
The Path Toward FGPG: My Journey from Artistic Curiosity to Entrepreneurial Creativity
I am an artist by inclination and education, a designer by training, and an entrepreneur at heart. As FGPG and Show Ready prepare to celebrate our 23-year anniversary, I wanted to share my journey and how it has shaped my approach to experiential marketing and leadership. Here are some of the principles and history that have guided me:
Great art is great business
An activation is so much more than an exhibit. It’s transformational, not transactional. Art, marketing, and experiential creativity come together to embody the brand. Bold ideas and unforgettable focal points are a medium for telling the brand’s story. There’s no duality between drawing on artistic ideas and helping clients achieve their goals. Creating a truly memorable experience–one that is positive and emotive–is the basis for our entire industry.
For MARVEL SNAP’s launch at New York Comic Con–FGPG did exactly that, building a 20-foot “Cosmic Collector’s Cube” using hidden screens and mirrors to create an infinite cosmic landscape. We didn’t just bring the Marvel Universe out of limitless digital elements into real-world square footage; we pushed the boundaries of both conventional booth constraints and the imaginations of over 20,000 engaged attendees.
Creativity is just as important in selling the ideas behind the build
I still remember when I nearly lost my first RFP. I was presenting an out-of-the-box concept I believed in among a room of skeptical C-suites. It was a watershed moment, and I remember standing, literally, at a crossroads: compromise or stay creative.
I asked everyone to close their eyes and envision a bare-bones show floor transformed into a bold concept–not by what they thought they wanted, but through the lens of their customer’s journey. The mood suddenly shifted, and when the CEO opened his eyes, he said, “This is the kind of thinking we didn’t know we needed.”
Creatives don’t want to be bound to a playbook when they design, so why would you restrict yourself to a rigid approach to winning a pitch? This moment is forever etched in my entrepreneurial journey and has become core to our approach at FGPG.
History is a vital force in shaping professional paths
We all possess tremendous knowledge, empathy, and experience that is rarely shared beyond an intimate dinner setting, let alone on LinkedIn. Individual aspects of ourselves play a huge role in helping to shape established business leaders and our next wave of entrepreneurs. My family background, especially, has instilled in me many of the core values that drive FGPG to this day.
By the time I became a naturalized United States citizen at 16, I had lived across three continents. Going to the Louvre with my grandfather was the starting point for my passionate love of art in all its forms; my parents’ antique clock collection was a constant reminder that functional objects can be as beautiful as any exhibit or activation.
Entrepreneurship also runs deep in my family history. My maternal grandmother owned a custom bridal couture atelier in Pari, while my paternal grandmother ran an Arak distillery in the Middle East–a remarkable feat for any woman.
Stories of my paternal grandmother fleeing the Armenian genocide and migrating to Iraq, my mother witnessing World War II Paris occupation at 10 years old, and immigrating twice–first to Iraq to marry my father and then to America to escape the Bath party–taught me that anything is truly possible.
With such bold and fearless matriarchs as role models, is it any wonder why I am and will always be unafraid to defy convention?
Continuously cultivating curiosity can make a big impact
My “secret” to entrepreneurship didn’t take shape in college; it started with curiosity. Asking clients the right questions and really listening will help you build more effective activations. Doing deep-dive research gives you unparalleled insight into what their audiences want. Basic human curiosity–from getting to know clients to remembering their children’s birthdays–builds a shared foundation that deepens relationships.
In one recent project, our Zoom meeting squares showed an eye-catching chandelier behind our client. It perfectly encapsulated his aesthetic and inspired a piece of the activation artwork–born out of his “bug” brand logo. Inspiration can come from anywhere. By staying curious, you can see the smallest details that can make a much larger impact.
Success is collective
This sounds obvious, but it bears repeating. Our work is the culmination of the personal and professional passions of not only myself but also the FGPG team and our clients. Just as I believe spaces are never just transactional, clients and team connections aren’t, either. It may be my name over the door, but winning is always teamwork, especially at FGPG.