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Readers of this site know all too familiar the symbolic ‘x’ which can often be found separating two different brands, designers and personalities. Presented by Bread and Butter Barcelona, Imprint Culture Lab 2008 featured a session titled The Cult of Collaboration which included a panel from different disciplines who each shared their thoughts on the concept of collaboration. The panel included wieden+kennedy’s John C. Jay as the moderator with participants including jeffstaple (Staple Design), Hiroshi Fujiwara (fragment design), David Wilson (Kangol) and Michael Kuhle (Lomography). Topics of discussion included background history, how one approaches a collaboration as well as what makes a successful collaboration.