Design Discoveries: Materials and Furniture

Key trends and insights regarding materials & their uses 

As interior designers we’re always seeking innovations that blend style with eco-consciousness in both materials and furniture. Manufacturers and makers are continually pushing boundaries and unveiling new solutions, to elevate the design industry methods and bring sustainability into our every day process.

To gain inspiration into the latest trends, The One Off’s design team recently took a research trip to Manchester’s Design District. Visiting Material Source studio, an inspirational hub showcasing the latest offerings from the world’s leading commercial interior and building supply brands. Along with supplier showrooms and retail stores showcasing material innovations.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.01.59.png" width="1794" height="1830" loading="lazy" alt="Screenshot 2024-08-20 at 17.01.59" style="height: auto; max-width: 100%; width: 1794px;">
With the rise of ethical consumerism, sustainable design is essential in retail. To create spaces that reflect these values it’s crucial we are well informed when selecting materials, with consideration of material makeup, durability down to production location. These considerations ensure all decisions meet aesthetic and functional needs as well as behaving better in our mass production and retail fixture development to future-proof.
In other sectors, such as workspace there is a demand for flexibility and adaptability that can evolve with user’s needs. To achieve this level of flexibility, we are increasingly turning to modular furniture solutions, instead of fixed items. These pieces can be easily reconfigured, allowing a single space to serve multiple purposes.
With a focus on the above points in sustainability and modularity, here are our top discoveries and inspirations:
Solus - Spolia Collection
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_1879-1.jpeg" width="4032" height="3024" loading="lazy" alt="IMG_1879-1" style="height: auto; max-width: 100%; width: 4032px;">
We visited the Solus showroom on the launch day of Spolia in Manchester. The tile collection which transforms waste into beauty, with beautiful and unique samples displayed instantly catching our attention.
Spolia is an innovative terrazzo collection that transforms construction waste from demolition sites across the UK, into sustainable, durable surfacing solutions incorporating up-cycled aggregate. The collection offers standard colour options, along with offering a bespoke service to create one-of-a-kind terrazzo tile creations, with exceptional durability and a long lifespan.
Adding to its sustainability credentials, the collection is manufactured in the UK reducing transportation emissions when specifying on local projects.
Spacestor - Verandas
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.08.47.png" width="2904" height="1700" loading="lazy" alt="Screenshot 2024-08-20 at 17.08.47" style="height: auto; max-width: 100%; width: 2904px;">
Spacestor specialise in workspace solutions, with products that focus on modular and flexible furniture that can adapt to the ever-changing needs of modern offices. A highlight collection for us was Verandas.
Verandas is an adaptable and modular system, that reimagines the traditional meeting room, incorporating various accessories and custom elements. The spaces created are premium, comfortable and include all features that permanent rooms have, but thanks to its adaptable base framework, the components can be reconfigured to create completely different configurations when the space requires it, really emphasising its long lifespan and sustainable credentials, with Spacestor calling it ‘the meeting rooms you never throw away’.
Material Source - Bio &amp; by-product materials
Material Source presented a curated display of 24 innovative bio &amp; by-product-based materials developments. Not all the materials are market ready, but in highlighting their possibilities, Material Source hopes that ‘they will go on to be manufactured and secure the EPDs and certifications needed for specification, to help support a brighter future’. As stated on the material source website.
A couple of our favourite materials that are on our radar are:
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.16.15.png" width="2478" height="1620" loading="lazy" alt="Screenshot 2024-08-20 at 17.16.15" style="height: auto; max-width: 100%; width: 2478px;">
Corrugated hemp fibre panel by Margent Farm
A sustainable building material made from natural hemp fibres combined bio-waste resin made entirely from agricultural waste, resulting in lightweight yet durable sheets ideal for exterior cladding, interiors and furniture design. These sheets offer significant environmental benefits due to hemp's rapid growth and low need for pesticides. Additionally, their natural, textured appearance makes them a visually appealing choice for eco-friendly designs.
Reclaim by Caracara Collective
The Caracara Collective are an experimental design studio focused on creating sustainable products using bio waste.
The reclaim collection includes beautiful lampshades made from orange peel and pine needle by-products. Both the juice and Christmas tree industry produce a huge amount of by-product, here’s where Reclaim come in, creating 1 lampshade out of 20 squeezed oranges and 12 lampshades from the needles dropped by just 1 tree.
Link to see the rest of the materials:
<a href="https://www.materialsource.co.uk/24-bio-and-by-product-based-materials-for-2024/">https://www.materialsource.co.uk/24-bio-and-by-product-based-materials-for-2024/</a>
Additionally, we visited a handful of retail stores, and these were our top pick highlights which we feel are doing amazing work in terms of conscious material specifications:
Nike Rise Store in Manchester Arndale
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.26.26.png" width="1120" height="1486" loading="lazy" alt="Screenshot 2024-08-20 at 17.26.26" style="height: auto; max-width: 100%; width: 1120px;">
The store design clearly emphasises sustainability, featuring eco-friendly materials throughout the fixture system and store fittings, such as recycled plastics, fabrics, and felts. The textures in the store design palette were noticeable on the cash desks and midfloor tables, varying in colours between men’s and women’s which was a nice navigational touch when browsing. Across Nike’s fleet of stores, Manchester’s showcases another bright and open modern space, emphasising Nike’s commitment to reducing environmental impact and celebrating the brand move to zero mission.
Patagonia
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.20.47.png" width="1372" height="1482" loading="lazy" alt="Screenshot 2024-08-20 at 17.20.47" style="height: auto; max-width: 100%; width: 1372px;">
Instead of utilising materials that are made from only recycled content, Patagonia takes the reclaimed route of sourcing and upcycling materials into this store design. The look &amp; feel appears honest and quite industrial, ’true to the Patagonia spirt’. Using glazed brick tiles recycled from a local police station, scaffold boards from building sites around Manchester and light fittings reclaimed from factories local to the store as just an example.
&nbsp;

As interior designers we’re always seeking innovations that blend style with eco-consciousness in both materials and furniture. Manufacturers and makers are continually pushing boundaries and unveiling new solutions, to elevate the design industry methods and bring sustainability into our every day process.

Exploring Inspired Creative uses of Illustration

Creative illustration's true beauty goes beyond technique and talent, capturing intricate narratives, evoking emotions, and simplifying complex concepts into visually pleasing solutions, showcasing inspiring uses of illustration. 

<h3>Creative illustration's true beauty goes beyond technique and talent, capturing intricate narratives, evoking emotions, and simplifying complex concepts into visually pleasing solutions, showcasing inspiring uses of illustration. Here are some examples that inspire us:</h3>
&nbsp;

<h3>Liberty Fragrance</h3>
Designed by Pentagram, this new beauty sub-brand for Liberty showcases five gender-neutral fragrances featuring wonderfully crafted archive-inspired prints. Challenged with developing a recognisable brand design that draws from the history of Liberty Pentagram opted for a custom oversized sleave which covers most of the bottle. This maximises the printable area available for each individual Liberty print and creates a unique identity for the high-end fragrances. For example, the fragrance ‘Tudor’ is inspired by the vast textured Merchant print tapestry that is suspended from the beams in Liberty’s flagship store. Using Liberty’s vast archive of prints as inspiration celebrates the brand’s heritage and creates a visual link to its history. The combination of a simplistic bottle and vibrant traditional illustrations creates an overall sense of understated luxury and perfectly defines the sophisticated Liberty brand. 
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-01-1.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-01-1" style="height: auto; max-width: 100%; width: 2000px;">
<h3>Vocation Brewery</h3>
‘Simplified and amplified’ is the work of Robot Food for Vocation Brewery. The work of Robot Food for Vocation Brewery has been described as ‘Simplified and amplified’. Moving away from their uniform black cans, this new design features bold, striking colours in a range of custom illustrations. The ‘V’ icon is now used to create a frame for the packaging illustrations, creating a strong unified approach but also allowing for enough flexibility for each individual beer to express its own personality. By creating an own-able illustration style, that showcases, each beer’s unique story incorporates previous pack elements and colours, they have managed to create an authentic and inclusive look and feel. The interaction of the 'V' icon and bold illustrations creates a confident and ambitious tone, giving the brand a striking, playful, and down-to-earth visual identity that stands out on the shelf. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-02.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-02" style="height: auto; max-width: 100%; width: 2000px;">
<h3>Johnnie Walker</h3>
A series of Johnnie Walker Black Label bottles named the ‘Keep Walking City Collection’ is inspired by major worldwide cities whilst aiming to connect with a new generation of whisky enthusiasts. The insight that came from Creative agency Bulletproof is that Gen Z identify more with their home city than their country. Each bottle features a bespoke illustration designed by local street artists. For example, Alex Morawski celebrates the landmarks of Warsaw, Okuda San Miguel depicts culture and nature colliding on the streets of Madrid and Gongkan’s depiction of Bangkok celebrates the next generation. Each illustration tells a story of the city, both its heritage and its contemporary culture through the artist’s visual language. Although the illustrations are unique each design is unified by the printing method; Air-Ink printed directly onto pure white bottles. This ink, derived from captured pollution, carries a strong environmental message. The combination of a unique visual identity interwoven with a strong cultural message makes the overall design incredibly successful.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-03.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-03" style="height: auto; max-width: 100%; width: 2000px;">
<h3>Haagen-Dazs</h3>
Inspired by afternoon tea desserts, Haagen-Dazs launched two new flavours for Spring: ‘Blooming Blueberry Tart’ and ‘Orange &amp; Pomegranate’ featuring beautifully crafted illustrations by Eynon Jones. Despite the traditional connotations of afternoon tea, Jones brings a visually interesting twist by creating playful scenes with individually crafted elements. Paired with his use of bold, striking colours this creates high impact to vividly represent the flavours. Jones' simple yet effective flat lay illustration style adds a unique and elegant touch, transporting customers to the delightful occasion of afternoon tea through illustrations bursting with flavour and style.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-04.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-04" style="height: auto; max-width: 100%; width: 2000px;">
<h3>Forward Play!</h3>
On the back of England’s Lionesses historic Victory at the 2022 UEFA Women’s Euros, art director Eve Warren spearheaded an illustrative project to inspire the next generation of girls to take up football. Thirty-three extraordinary illustrators were tasked with creating a piece of artwork that brought to life a trailblazing figure in women’s football. The diverse range of illustration styles creates a striking ‘posterzine’ and online platform to spread the story. It is inspiring to see these design and illustration used to get people talking about worldwide challenges and raise money for charities that help to make a change. Not only is this project about football but creativity too. 
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-05.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-05" style="height: auto; max-width: 100%; width: 2000px;">
<h3>Conclusion</h3>
Illustration plays a pivotal role in design, offering a multitude of benefits that enhance the overall aesthetic and communicative power of visual composition. The unique and customisable nature of illustration allows designers to infuse a project with creativity, personality and originality that can help to convey complex ideas in simplified and engaging ways that make information more accessible. Providing a versatile means of storytelling, to evoke emotions, convey narratives and establish a memorable brand.

<h3>Creative illustration's true beauty goes beyond technique and talent, capturing intricate narratives, evoking emotions, and simplifying complex concepts into visually pleasing solutions, showcasing inspiring uses of illustration. Here are some examples that inspire us:</h3>
&nbsp;

Surface Design Show 2024

Surface Design Show London, Sustainable Design, Sustainable Materials, Industry Trends

Our Interior Design team headed down to the Surface Design Show&nbsp;in London this week. The theme for 2024 was ‘Mindful Living’ highlighting new, innovative, and sustainable materials. The show hosted 180 brands and 40 guest speakers in the surfaces and materials sector showcasing the latest materials and industry trends.
<div class="hs-embed-wrapper" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; max-width: 640px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 88.13%; margin: 0px;"><iframe src="https://player.vimeo.com/video/911581048?h=4b6a6a6636" width="640" height="564" frameborder="0" allow="autoplay; fullscreen" allowfullscreen style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
Here are the teams highlights, 1.&nbsp;The push on sustainability is ever growing, with companies such as VitaNova, coming up with innovative solutions to reduce waste. Encouraging the ethos of “return, repurpose, revive”, to return off cuts and samples which can be used in new applications. 2. Attending the “Designing for a sustainable future” covering topics such as how wellbeing can be interlinked with choosing sustainable materials, curating a special eco library and much more. 3. Attending the Colour Hive trend forecast with an interesting preview and insight looking ahead at 2025. 4.&nbsp;Climate Anxiety particularly among younger people are leading to a development of 'Soul' explained as a merge of 'climate anxiety, nature symbolism and folklore to reaffirm culture and identity'. Neutral colour palettes and a newfound appreciation of traditional techniques and craft form this movement. 5. One other major key player is the rise of AI and VR explored in their 'Hack' direction with bold vivid colours and daring combinations with physical forms and finishes with a highly polished and rendered look and feel.
&nbsp;
&nbsp;

Our Interior Design team headed down to the Surface Design Show&nbsp;in London this week. The theme for 2024 was ‘Mindful Living’ highlighting new, innovative, and sustainable materials. The show hosted 180 brands and 40 guest speakers in the surfaces and materials sector showcasing the latest materials and industry trends.

Retail Predictions 2024

As we start 2024, the retail landscape is undergoing continuous transformation, aligning itself with consumer preferences and introducing novel experiences. In the upcoming year, here are 10 trends to closely observe:
2024 Retail Predictions.
<ol>
<li>Omnichannel Sales: The core of this evolution lies in the indispensable omnichannel approach. Retailers are seamlessly blending online and offline realms, ensuring delightful experiences across various platforms – whether consumers are browsing from home on a desktop, using a mobile device on the go, or strolling through physical stores. This integration guarantees consistency in service and product availability.</li>
<li>Sustainability: Once considered an option, sustainability has now become a standard. With growing global awareness of environmental issues, consumers are making conscious choices, seeking products aligned with their eco-friendly values. Retailers respond by sourcing sustainable materials, minimising waste, and embracing ethical practices, fostering loyalty among consumers committed to sustainability.</li>
<li>In-Store Experiences: Physical stores are experiencing a revival, transforming from transactional hubs into immersive spaces. Picture stores hosting DIY workshops, featuring cozy in-store cafes, or incorporating augmented reality fitting rooms. These experiential retail spaces offer more than just products, turning shopping into a unique and engaging event.</li>
<li>Personalisation: Advancements in artificial intelligence and machine learning are propelling personalisation to new heights. Retailers can now provide highly personalised shopping experiences, curating product recommendations and content that resonate individually. This personal touch not only enhances the shopping experience but also forges a deeper connection between the brand and the consumer.</li>
<li>Direct-to-Consumer: The rise of direct-to-consumer brands marks a significant shift, bypassing traditional channels to reach consumers directly. This approach allows for better control over the brand narrative, pricing, and customer data. Eliminating intermediaries enables these brands to offer high-quality products at competitive prices, resonating well with modern consumers.</li>
<li>Payment Methods: Payment methods in retail are diversifying, incorporating buy-now-pay-later services and the acceptance of cryptocurrencies. These flexible payment options cater to consumer preferences, enhancing the shopping experience and facilitating more effective financial management.</li>
<li>Upgraded Logistics: Enhanced delivery and return services are becoming the new norm in logistics. Growing expectations for same-day delivery, curb-side pickup, and easy return policies are driving innovative responses from retailers. Concepts like drone deliveries and automated pickup kiosks are transitioning from ideas to realities, reshaping the product delivery and return experience.</li>
<li>Community Building: Retailers are placing a strong focus on community building. Hosting events and creating online forums foster spaces where customers can connect, share, and engage with the brand and each other. This sense of community enriches the shopping experience and cultivates brand loyalty, transforming customers into brand advocates.</li>
<li>Security and Privacy: In the digital age of retail, data security and privacy have taken centre stage. With consumers becoming more conscious of their digital footprints, there are heightened expectations for retailers to safeguard personal information. Investing in advanced cybersecurity measures and adopting transparent data handling practices are prerequisites for gaining and maintaining consumer trust.</li>
<li>Augmented and Virtual Reality: Lastly, the integration of augmented reality and virtual reality in retail is bridging the gap between the digital and physical worlds. These technologies enhance the online shopping experience, offering virtual try-ons and interactive product demos, adding a new dimension to how we explore and purchase products.</li>
</ol>
 Looking ahead, the future of retail is not just about selling products; it's about creating experiences, building communities, and embracing innovations that make shopping more personal, convenient, and enjoyable. The retail world of 2024 promises to be a fascinating blend of technology, personalisation, and human connection, offering an exciting journey for both retailers and consumers.

As we start 2024, the retail landscape is undergoing continuous transformation, aligning itself with consumer preferences and introducing novel experiences. In the upcoming year, here are 10 trends to closely observe:

The Power of Niche

In the ever-evolving world of fashion, niche brands are often gaining brand prominence over their mid-market counterparts. By niche brand we mean a business that targets a specific and well-defined segment of the market. 
Instead of trying to appeal to a broad audience, niche brands focus on serving the needs and preferences of a narrow, specialised group of customers. This approach allows them to develop a strong connection with their target audience and differentiate themselves from larger, more generalised competitors. In the sports world for instance this may mean companies like Track Smith or Rapha and in fashion Skims or Olibar Brown. This shift could be attributed to several key factors that underscore the growing importance of niche fashion brands. 1. Distinctive Identity

Niche brands often focus on specific themes, aesthetics, or sustainability initiatives, creating a distinct identity that resonates with a much more proscriptive audience. This specialisation allows for a more authentic and personalised experience often fostering a deeper meaningful connection with customers.
2. Quality Over Quantity
Niche brands can prioritise quality craftsmanship, using premium materials and ethical production practices. This commitment to quality can appeal to consumers who seek long-lasting, sustainable pieces, which ultimately challenges the fast fashion ethos of mid-market brands all be it often at a premium
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-11-01%20at%2011.06.31.png" width="952" height="1206" loading="lazy" alt="Screenshot 2023-11-01 at 11.06.31" style="height: auto; max-width: 100%; width: 952px;">
3. Exclusivity&nbsp;
Limited runs and unique designs contribute to a sense of exclusivity with niche brands. Customers value the feeling of owning something rare and uncommon, often promoting a sense of individuality.
4. Community Building
Niche brands can find it easier to leverage social media and online communities to engage directly with their audience. This interactive approach fosters a loyal customer base and word-of-mouth marketing, creating a strong and supportive community around the brand.
5. Sustainability
Many niche brands champion sustainable and ethical practices, catering to the growing demand for eco-friendly fashion. Conscious consumers are increasingly gravitating toward brands that align with their values.
6. Innovation and Creativity
Niche brands are free from the constraints of mainstream fashion trends, enabling them to experiment and innovate with designs, materials, and production methods. This creativity results in unique and captivating collections that capture consumers' attention.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_3192.jpeg" width="3024" height="4032" loading="lazy" alt="IMG_3192" style="height: auto; max-width: 100%; width: 3024px;">
7. Diverse Representation
Niche brands often embrace diversity and inclusivity in new, fresh, and innovative ways. Celebrating a wider range of body types, ethnicities, and gender identities. This inclusiveness resonates with a more diverse and discerning customer base.
8. Storytelling
Niche brands excel in storytelling, weaving compelling narratives around their products. These stories add depth and meaning to their brands and collections, inviting customers to connect on a more emotive level.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0860.jpeg" width="3024" height="4032" loading="lazy" alt="IMG_0860" style="height: auto; max-width: 100%; width: 3024px;">
9. Supporting Local Economies
Niche brands frequently prioritise local manufacturing and sourcing, contributing to the growth of local economies. This community-centric approach resonates with consumers who value sustainability and ethical production.
10. Adaptability 
Niche brands can quickly adapt to changing consumer preferences and market trends, ensuring they stay relevant in the ever-shifting fashion landscape.&nbsp;
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
In conclusion, niche fashion brands are now gaining in importance whereas the mid-market brands are starting to feel more homogenised and irrelevant. Often trying to appeal to too larger audience and missing the mark. As the saying goes you can’t be everything to everybody.&nbsp;
Due to the niches’ ability to cater to specific tastes, values, and desires of today's consumers they often turn out to be reliant and exciting to the customer for longer and build true brand loyalty.&nbsp;
As the fashion industry continues to evolve, niche brands offer a refreshing alternative to the mass-produced, one-size-fits-all approach of mid-market brands, embracing authenticity, sustainability, and individuality to carve out a unique space in the fashion world.

In the ever-evolving world of fashion, niche brands are often gaining brand prominence over their mid-market counterparts. By niche brand we mean a business that targets a specific and well-defined segment of the market. 
Instead of trying to appeal to a broad audience, niche brands focus on serving the needs and preferences of a narrow, specialised group of customers. This approach allows them to develop a strong connection with their target audience and differentiate themselves from larger, more generalised competitors. In the sports world for instance this may mean companies like Track Smith or Rapha and in fashion Skims or Olibar Brown. This shift could be attributed to several key factors that underscore the growing importance of niche fashion brands. 1. Distinctive Identity

Revolutionising Retail: The Age Of Omnichannel

Revolutionising retail: The age of omnichannel

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.46.png" alt="Screenshot 2023-08-14 at 14.15.46" width="1653" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 1653px;">
While the digital tables offer a unique experience to all customers, Nike app users enjoy an additional layer of personalisation. Once they sync their digital profiles with the table, the platform generates comparison data rooted in their individual preferences.&nbsp;
These preferences are meticulously tracked, considering factors like previous purchases, attended events, club memberships, and more.
The innovative blend of technology and personalisation these retail environments embody enhances the customer experience by integrating a fun and immersive element to the shopper journey.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">Sports Direct’s Seamless Strategy&nbsp;</h2>
As an agency we have collaborated with Sports Direct to assist the brand in pursuing an omni-channel approach as part of their wider elevation strategy to enhance their in-store, and online customer experience.&nbsp;
<div><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.27.png" alt="Screenshot 2023-08-14 at 14.15.27" width="1466" height="1042" loading="lazy" style="height: auto; max-width: 100%; width: 1466px;"></div>
Scannable QR codes in-store for example direct customers through to product guides, or more information on the website empowers consumers with added expertise, supporting them in their journey from shelf to purchase.&nbsp;
An omni-channel approach enhances the store’s accessibility, which allows the experiential element of the stores to be layered, creating a new springboard for inspiration.
Since seamlessly connecting the offline and online experience, Sports Direct have experienced significantly improved engagement through digital in-store offerings, resulting in 82% of users finding Sports Direct products on social media and 450k more followers on Tik Tok.
With a total increase of over 18 million followers across social platforms, the proof is in the pudding when it comes to the visible results stemming from an omni-channel strategy.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">The future of omnichannel</h2>
As we move further into 2023 and enter 2024 we can expect the omnichannel trend to continue shaping the future of retail. The demand for a seamless, personalised shopping experience is here to stay, and it's more important than ever for retailers to embrace this shift.
NRF, Retail’s Big Show 2023 (New York City, January 15-17) welcomed 35,000 attendees and 1,000 exhibitors. One of the strongest themes to come from this show focused on the increasing digital fatigue and information overload consumers are currently experiencing.&nbsp;
Numerous brands are leaning into what has been dubbed ‘shy’ or ‘calm’ technology, which supports, guides, and informs without demanding excess attention.
With this in mind, brands pursuing an Omnichannel strategy must not only ensure their offline and online touchpoints are harmonised, but should experiment with more fluid, ambient, and gestural technology that offers subtle interactions and reactions – for creating retail spaces inspire, rather than fatigue consumers.&nbsp;

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

The Best Flagship Stores

Physical environments matter.&nbsp;
While digital commerce remains hugely influential, brick-and-mortar stores still dominate.
And with many customers preferring to interact with brands IRL there is a huge opportunity to create spaces that are a physical extension of your brand.
Here at The One Off, we have tasked the team with picking their favourite and most memorable flagship experiences. From across sectors and countries we unpack the most impressive physical retail spots to know. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">James Hanson – Managing Director</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – Paris 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/nike-house-of-innovation-paris-15.webp" alt="nike-house-of-innovation-paris-15" width="1600" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1600px;">
The key here is focus on experience, which is even greater than any previous Nike flagships. &nbsp;
The level of investment in temporary campaign spaces to create amazing experiences makes the store feel different every time you visit, and Nike have expertly considered who is shopping and how frequently. &nbsp;
In comparison to older, more cluttered flagships, the level of O2O integration makes it super simple to actually come away with a physical product.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Apple – Mall of the Emirates, Dubai 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x.jpg" alt="0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x" width="2880" height="1612" loading="lazy" style="height: auto; max-width: 100%; width: 2880px;">
What at first glance appears to be a standard Apple store, opens up to reveal the most breath-taking view of the Berj Kalifa (and certainly one of the best angles to photograph it – on your iPhone of course). &nbsp;
The store’s location and view create an incredibly emotive response that means that the visit to store stays in the memory much longer than others. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"> Lego – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/shutterstock_716003623-min-scaled.jpg" alt="shutterstock_716003623-min-scaled" width="2048" height="1253" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
The iconic Leicester Square store offers interactivity centred around product personalisation and delivered in a really simple way. &nbsp;
There is a brilliant link through to local culture with large scale ‘selfie moment’ props and gamification offered through the Lego passport initiative. &nbsp;
The store also provides a great physical test bed for new innovations and technology. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Louis Vuitton – Ginza 📍 &nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3.jpg" alt="louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3" width="2048" height="1152" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
With the impressive glass façade, it is hard to think of another store globally that gives such a ‘wow’ factor from just the exterior. &nbsp;
The store was also the first to include a café concept, of which the menu was created by a Tokyo local providing both a local cultural connection and a reason for people to visit who aren’t in the market for a luxury bag. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Phil Rowberry – Executive Creative Director &nbsp;&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Dior – Paris 📍</h3>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286.jpg" alt="new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286" width="7280" height="5392" loading="lazy" style="height: auto; max-width: 100%; width: 7280px;"></h3>
Recently renovated, the Paris store is a space which mixes retail, culture, art and hospitality. I particularly like the gallery’s beautiful white spiral staircase surrounded by vibrantly coloured iconic products from their past. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Puma – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Puma-Store-NYC-20.jpg" alt="Puma-Store-NYC-20" width="1024" height="681" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
The store puts experience first – letting visitors train with their favourite sports stars in the Skill Cube, race F1 drivers in the professional simulators and tourists can shop NY only product hauls curated for visitors to the city. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Lush – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/oxfordstreetarticle_topbanner.jpg" alt="oxfordstreetarticle_topbanner" width="1800" height="1013" loading="lazy" style="height: auto; max-width: 100%; width: 1800px;">
This shout out is mainly because of the Lush store staff – they are particularly helpful and passionate about the products and provide brilliant information and guidance to customers. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Converse – Soho, New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3.jpg" alt="D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3" width="828" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 828px;">
An older store, but this doesn’t diminish its impressive nature. The Converse brand have a deep understanding of who they are and inject their DNA into their stores. They use their product in a creative and expressive way to create statement and sculptural pieces. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Rich Collier – 3D Creative Partner &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/289919-cover.jpg" alt="289919-cover" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
This huge store hinges on fashion forward lifestyle credentials and a commitment to athletic performance. The customisation zone for example allows customers to select colours, laces, patches and tongue tags for shoes ready for collection or shopping a week later. &nbsp;
The upper floor has the largest collection of Nike shoes in a single store and customers are given the opportunity to book personal styling sessions. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Samsung 837- New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/rqeqrfggmb2tcaflwmzc.webp" alt="rqeqrfggmb2tcaflwmzc" width="1920" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
Taking experiential and hybrid retailing to the next level – Samsung’s New York flagship focusses on trialling, entertainment, local connections and immersive play. &nbsp;
The three-storey space is dominated by 'The Screen'. The store-height set of 55" digital screens hosts branded content and film screenings, while a 'Selfie Station' lets shoppers broadcast photos of themselves on the big screen.&nbsp;
Samsung also hosts events ranging from Oscar-night movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.&nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Charlotte Hurd – Research Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Neighborhood Goods – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/085-ng-cover-1.jpg" alt="085-ng-cover-1" width="2115" height="900" loading="lazy" style="height: auto; max-width: 100%; width: 2115px;">
Conceived as a local hangout, these spaces showcase direct-to-consumer brands, both established and new, in pop-up shops straddling fashion, beauty, homeware and electricals. &nbsp;
Shoppers can use the personalised app to find out more, shop the product and then order a glass of wine to mull over their purchases. &nbsp;
A future facing department store, it is a full spectrum space with events, podcast recordings, a restaurant, and co-working space. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Starbucks Roastery – Milan 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Starbucks.BuxPressRelease_002-1-orizz.jpg" alt="Starbucks.BuxPressRelease_002-1-orizz" width="1200" height="820" loading="lazy" style="height: auto; max-width: 100%; width: 1200px;">
For coffee lovers, Starbucks had a job to ensure their high-end roastery concept would work. The space is a celebration of the city’s coffee traditions and combines an elegant tasting room with a state-of-the-art Roastery. &nbsp;
The space offers something for everyone, any time of day. From the main café to the mezzanine bar customers can discover Starbucks drinks whilst learning more about the history of the brand. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Anya Hindmarch – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bf7a.jpg" alt="bf7a" width="1000" height="870" loading="lazy" style="height: auto; max-width: 100%; width: 1000px;">
Post pandemic, Anya Hindmarch bought Londoners together with the launch of her Chelsea based community. &nbsp;
At the heart of the village is the Anya Cafe, the perfect place to grab a coffee and a Hindmarch inspired pastry before visiting The Plastic Shop, The Labelled Shop and The Bespoke Shop. &nbsp;
The Village Hall is however the most impressive element – embodying different creative concepts and collaborations every few months. The space has been home to a hair salon, a pet grooming concept and most recently an ice cream parlour. &nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">Ikea – Szczecin 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/ikea-home-of-tomorrow-szczecin-poland-1.jpg" alt="ikea-home-of-tomorrow-szczecin-poland-1" width="2000" height="1286" loading="lazy" style="height: auto; max-width: 100%; width: 2000px;">
In 2020, Ikea opened a brilliant concept in Western Poland as a placeholder for their full flagship launch. Dubbed the ‘House of Tomorrow’ the core aim was to show consumers the possibilities for eco-friendly interiors within the parameters of existing spaces and materials. &nbsp;
It included a relaxation area, a ‘house farm’ with a vegetable and mushroom garden and a kitchen, where plant-based dishes are concocted during workshops. &nbsp;
The brand also amplified a social agenda, inviting locals to attend forums with city officials and waste specialists. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Simon Gittus – 3D Design Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Galeries Lafayette – Champs Elysées 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28.jpg" alt="galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28" width="2364" height="1872" loading="lazy" style="height: auto; max-width: 100%; width: 2364px;">
The store has a particularly impressive showcase entrance and central space which is both impactful and engaging. These guys really know how to scale down the department store and present customers with product in an innovative way. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Bailey’s Home 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image00007.webp" alt="image00007" width="3000" height="3000" loading="lazy" style="height: auto; max-width: 100%; width: 3000px;">
An impressive independent ‘flagship’ in the Cotswolds – selling everything gorgeous! Their focus on sustainable living makes it easy to come away with something new every time. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Selfridges – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SCI1ddy7r8.jpg" alt="SCI1ddy7r8" width="6720" height="4480" loading="lazy" style="height: auto; max-width: 100%; width: 6720px;">
Selfridges show everyone how to do retail. They have remained relevant and interesting for well over 100 years. &nbsp;
From their gaming destination to the ever-changing corner store – they are forever expanding and evolving to suit consumer needs. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Meg Hotson – Research Executive&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Glossier - London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq.webp" alt="glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq" width="1704" height="1704" loading="lazy" style="height: auto; max-width: 100%; width: 1704px;">
Glossier's London store is nestled in London’s historic Covent Garden. With its minimalist and Instagram-worthy aesthetic, the store showcases Glossier's cult-favourite skincare and makeup products. &nbsp;
Customers can test and try the products, receive personalised recommendations from knowledgeable staff, and immerse themselves in the brand's inclusive and empowering beauty philosophy. A personal highlight of mine is the conveyer belt in-store, which delivers your purchase to you in a separate room once ordered through a member of staff.&nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">AESOP - London (Regent Street) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3061530_Aesop-London---2-.jpg" alt="3061530_Aesop-London---2-" width="1024" height="536" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
AESOP's store on London’s iconic Regent Street embodies the brand's commitment to simplicity and quality. &nbsp;
Known for its luxurious skincare products, the store's sleek and minimalist design reflects AESOP's ethos. With its warm , ambient, and inviting atmosphere, the stores atmosphere is a stark juxtaposition from the hustle and bustle of such a busy location in the city’s centre.&nbsp;
The brand offers a personalised skincare consultation experience allowing customers to explore the brand's range of botanical-based products. Visitors can also book 1-1 beauty appointments in the floor below shop level; customers travel down to lower level using an elevator, which moves slower than usual to give the impression it is taking you further underground. This is one of many added details which helps create a relaxing, and unique customer journey.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Uniqlo – London (Covent Garden) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Uniqlo-Covent-Garden-atrium-980x1024-1.jpg" alt="Uniqlo-Covent-Garden-atrium-980x1024-1" width="980" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 980px;">
Uniqlo’s newest London location is situated in Covent Garden. The brand has taken over a grade II-listed former Victorian carriage hall, which features an open courtyard and vaulted glass atrium. &nbsp;
Inside, there is not only a wide range of Uniqlo products and accessories to browse, but a repair, reuse and customisation area, a T-shirt design station, and the brand’s first in-store café with a dedicated rooftop area to sit and enjoy a refreshment. &nbsp;
This stores also features a plant and flower pop-up with brand JamJar, offering potted plants, flower presses and prints.&nbsp;
There is a great use of storytelling throughout the store, with a special feature wall dedicated to items trending on TikTok, demonstrating the brands continued social relevance and growing popularity amongst GenZ.&nbsp;

Physical environments matter.&nbsp;

The Rise Of Influencer Focused Stores – Where Content Creation Takes Centre Stage

The rise of the influencer focused store 

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space. 
 
From community events, to classes and product launches, creating a hub will allow influencers to strengthen their connection to your brand, and customers.&nbsp; 
<h2 style="text-align: left;">Creator Studios&nbsp;</h2> 
Brand spaces are changing to become canvases for influencers to interact with different brands and their customers, as well as a place to create content within. &nbsp; 
Some retail stores now feature dedicated creator studios equipped with professional-grade equipment, from cameras to lighting setups.&nbsp; 
These studios provide influencers with all the necessary tools to produce high-quality content in-store, encouraging them to spend time creating and engaging with their followers. 
<div style="text-align: left;">
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/x8KLozGc-1024x576.jpg" alt="x8KLozGc-1024x576" width="1024" height="576" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
</div> 
Take Pretty Little thing’s new flower filled space on Oxford Street as an example. This space is not just an effort from the brand to increase their offline presence, it features a content room, working offices, a showroom space and meeting rooms.&nbsp; 
PLT marketing director, Nick Capstick commented on the store's opening earlier this April: “this new space will allow us to bring the experience that our Influencers, Talent and press have in our international showrooms”. 
Showrooms within influencer-led retail stores offer a distinct advantage by allowing influencers to curate their favourite products and showcase them in an experiential setting. 
These curated spaces serve as a source of inspiration for customers, enabling them to visualise how products can be styled and incorporated into their own wardrobes.&nbsp; 
<h2 style="text-align: left;">Community Hubs</h2> 
In today's digital age, influencer marketing has become a powerful tool for brands to connect with their target audience.&nbsp; 
While online platforms provide ample opportunities to engage with influencers, there's something special about creating a physical community hub in-store.&nbsp; 
One brand that stands out in this regard is Gymshark, renowned for its on trend fitness apparel and a strong influencer community. 
This brand has fostered a robust influencer community by creating a community hub not just at their Manchester HQ, but at their newer location on London's Regent Street.&nbsp; 
<div style="text-align: left;">
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/gymshark-store-3-1666869886.jpg" alt="gymshark-store-3-1666869886" width="2731" height="1821" loading="lazy" style="height: auto; max-width: 100%; width: 2731px;">
</div> 
Gymshark organises regular meet-ups and networking events where influencers, customers, and brand representatives can interact in person. 
Their community hub is not just a retail space; it's an experience-driven environment. At their London location, the brand hosts exclusive events, product launches, workshops, and fitness classes led by influencers. 
One of the key aspects of Gymshark's influencer community is their emphasis on collaborative content creation. By offering dedicated spaces within their community hub for influencers to create content, Gymshark enables them to showcase their expertise and promote the brand simultaneously.&nbsp; 
Brands can adopt a similar approach by providing influencers with unique spaces within their store to develop engaging content, encouraging user-generated content creation and driving organic reach. 
<h2 style="text-align: left;">Key takeaways&nbsp;</h2> 
- &nbsp; &nbsp;Brands looking to build their influencer community can take inspiration from Gymshark by creating an in-store hub that goes beyond the typical shopping experience. Consider organising exclusive events, product launches, workshops, or fitness classes led by influencers. 
- &nbsp; &nbsp;These spaces not only empower influencers to curate content and showcase their style but also foster a sense of community, authenticity, and relevance. As the retail landscape continues to evolve, influencer-led retail stores pave the way for a new era of customer engagement and brand advocacy.

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space.

The Rise Of Frugal Chic?

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp; 
Living frugally has been seen as living ‘cheap’ in the past, but put simply it means living more consciously when it comes to spending. 
There is a growing movement that seeks to redefine the concept of frugality and make it not only practical but also trendy. Embracing a frugal lifestyle is no longer seen as a sign of financial constraint but rather as a smart and savvy choice. 
With a reported almost half of GenZ saying they live pay cheque to pay cheque, brands such as The Inkey List, and Glambot are leaning into making frugality 'cool' to show how it can benefit their consumers. 
<h2>The Inkey List doubles down on dupe culture</h2> 
Influencers, and social creators online are fully embracing dupe culture to share more affordable alternatives to more exclusive, hyped up products with their follower base. 
The demand for dupes is unsurprising given the context of a cost of living crisis. British brand The Inkey List has leant into this demand and developed their &nbsp;Smarter Skincare service. 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Hyaluronic_Acid_Serum_5bcfd9f6905d8.jpg" alt="Hyaluronic_Acid_Serum_5bcfd9f6905d8" width="600" height="315" loading="lazy" style="height: auto; max-width: 100%; width: 600px;">
</div> 
This service is accessible through its e-commerce chat function ‘AskInkey’ or through Instagram direct messaging. The concept relies on users sharing their personal skincare routines and how much the products they use cost them.&nbsp; 
Summing up their routine, the user then decides which of the products they currently use they would like to keep and which they would rather replace with Inkey’s own lower-priced items. 
<h2>Glambot – makeup for cash?</h2> 
When it comes to buying second-hand, makeup might not be the most obvious winner. However, research from Capgemini found that the second-hand cosmetics market is estimated to be a $7bn market.&nbsp; 
Glambot is the makeup equivalent of Depop - a go between platform for reselling pre-loved cosmetics products. Any items traded through their platforms are first sent to the brand’s specialised lab where they are inspected, and sanitised before being sent to the buyer.&nbsp; 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/picture_652420.1669172655.jpg" alt="picture_652420.1669172655" width="1170" height="2532" loading="lazy" style="height: auto; max-width: 100%; width: 1170px;">
</div> 
<div>
 &nbsp;
</div> 
Sellers can receive their payment in the form of cash, or as credit to spend at Glambot (with a further 30% off when they choose to redeem this credit). 
This platform has proven a real winner with the environmentally conscious GenZ because it helps consumers shop more ethically. Moreover, the brand also stocks a variety of discontinued makeup products, meaning you needn’t breakup with the products you can no longer find at your local cosmetics shop(s).&nbsp; 
<h2 style="font-weight: normal;">50-25-50 rule&nbsp;</h2> 
It is not just brands that are helping consumers re-imagine what it means to be more frugally minded.&nbsp; 
We have TikTok to thank for this one. The 50-25-50 rule, is a social trend that took off on TikTok, and helps people prioritise how they budget their money in the most efficient way possible. 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-06-01%20at%2014.24.30.png" alt="Screenshot 2023-06-01 at 14.24.30" width="1198" height="1061" loading="lazy" style="height: auto; max-width: 100%; width: 1198px;">
</div> 
The concept advises that you split your money into three categories - one for rent, bills, and short-term savings, one for long-term savings, and one for day to day spending. When you get a pay check, the rule states you put 50% of that pay into the account for rent and bills. The remaining amount you then split in half, allocating 25% into the long-term savings and 25% into day to day spending. 
Social media, and TikTok especially has become a marketplace for more than trends, but advice too. Looking ahead, as consumers become increasingly interested in their financial health we can expect to see more content created to educate the money curious crowd.&nbsp; 
<h2>Key takeaways&nbsp;</h2> 
- A shift in perception is underway as more people realise the advantages of living within their means and making mindful spending choices. Instead of mindlessly chasing the latest trends and accumulating debt, individuals are embracing frugality as a means to gain financial freedom and live a more fulfilling life. 
-Consumers are increasingly looking to their own commodities to create capital. We often see clothes as capital, and platforms like Depop and Vinted allow users to seamlessly trade, and make money from their used possessions. Cosmetics are now entering this space, allowing shoppers to unleash capital from pre-loved makeup.&nbsp; 
- The use of social media as a place to exchange ideas and advice around how to be more frugal, is indicative of how being money smart is on trend. In fact, in January this year - the hashtag 'moneysaving' amounted 357 million views. There is a clear appetite from social media users to learn more about financial health, and brands have an opportunity to use TikTok as a platform to reach a wider audience and educate them on matters pertaining to money.&nbsp;

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp;

The Creative partnerships shaping the future hotel experience…

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/824740-hotel-maison-elle-paris-etoile.jpg" alt="824740-hotel-maison-elle-paris-etoile" width="1534" height="1200" loading="lazy" style="height: auto; max-width: 100%; width: 1534px;"> Elle magazine under their hospitality sub-brand have successfully established credibility entering this space by anchoring their physical experiences to their rich brand story and heritage. &nbsp; If you fancy a trip further afield than France, the brand is set to open a second location in Mexico this summer.&nbsp; Elsewhere, luxury fashion brand Louboutin has opened its first hotel in April this year. Hotel Vermelho can be found in Melides, Portugal and is characterised by bold bursts of red to celebrate their iconic red-bottomed shoes. Culinary Collaborations&nbsp; Hotels have long been synonymous with premium dining experiences, and partnering with renowned culinary brands is the next iteration of this.&nbsp; From exclusive pop-up restaurants to customized food travel itineraries these partnerships elevate the overall guest experience and provide a tantalizing fusion of hospitality and culinary brilliance. Japanese beauty label Clé de Peau Beauté (CPB) launched an afternoon tea series popping up at a collection of hotels across Shanghai, Beijing, Shenzhen and Lijiang. The experience offered guests logo-stamped macarons and mousses, champagne, caviar, CPB products, and a voucher for a facial.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/kfc-3.png" alt="kfc-3" width="440" height="330" loading="lazy" style="height: auto; max-width: 100%; width: 440px;">
Appealing to a broader audience, KFC launched a temporary hotel room called House of Harland last year. The room was decorated with elements inspired by their famous hot wings, including an arcade machine, a cinema room showcasing "chick flicks," and a button that provided unlimited chicken delivery upon pressing, aptly named "Press for Chicken." By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Pawsome retreats Traveling with pets can be a joyful experience, but finding accommodation that welcomes our furry friends with open arms can often be a challenge.&nbsp; Fortunately, a growing number of hotel operators have recognised the special bond between pet parents and their four-legged companions, going above and beyond to create pet-friendly havens.<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Pet-Friendly-Travel6_HR.webp" alt="Pet-Friendly-Travel6_HR" width="1500" height="1000" loading="lazy" style="height: auto; max-width: 100%; width: 1500px;">Hilton has partnered with Mars Petcare to allow guests at their hotels to seek guidance from the pet brand on-demand. Their service offers guests access to on-call resources for pet health, wellness and behavioural advice during stays. London based brand Stay, is another hotel that has opted for a pet-oriented partnership, collaborating with UK pet food start-up The Innocent Hound. In their hotels they offer welcome packs for pets that might be accompanying guests on their stay, as well as an area guide listing local walks as well as dog-friendly shops and restaurants. The rise of hotels catering to pet parents is a heart-warming trend that reflects the evolving needs and desires of modern, nomadic travellers. Key Takeaways:&nbsp; - &nbsp; &nbsp;These creative collaborations have proven to be a win-win situation, allowing hotels to differentiate themselves in a competitive market while enabling brands to expand their reach beyond their traditional customer base. - &nbsp; &nbsp;By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Food centred pop-ups are a great way to encourage people to visit your hotel, and have an added layer of shareability helping extend your hotel’s social reach online.&nbsp; - &nbsp; &nbsp;With wellness and self-care taking center stage in people's lives,&nbsp; wellness brands have a huge opportunity to collaborate with hotels to offer holistic experiences that cater to guests' physical and mental well-being.

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;

A Rental Revolution

Our next-gen digital natives are all about renting.&nbsp;
&nbsp;
In our lifetimes we have all likely rented a product or service; from renting a suit last minute for a wedding, to a car for a trip abroad – renting provides us with more flexible solutions to cater to our everyday needs. Amid a cost-of-living crisis, consumers are increasingly looking to rental options as a cost-effective, convenient way to help them access goods or services to enhance their busy lifestyles.&nbsp; Moreover, the continued growth of hybrid working post pandemic has acted to encourage people to investigate renting workspaces, houses, or short-stay accommodation abroad, to suit a more nomadic working style.&nbsp; What is clear is that people do not want to compromise their hobbies, or daily lifestyle in the context of a financial crisis, and rental options are allowing people to continue living busy lives whilst feeling the squeeze of the cost-of-living crisis. From renting outdoor equipment, to gym memberships– is there anything we won’t be able to rent in 2023?&nbsp; Renting for the Outdoor enthusiast&nbsp; Getting outdoors is something a lot of people love to do, with a recent <a href="https://www.gov.uk/government/statistics/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings#:~:text=Importance%20of%20nature%20for%20people's%20wellbeing,-Since%20coronavirus%20restrictions&amp;text=Four%20in%20ten%20adults%20reported,April%202021%20and%20March%202022)." rel="noopener">study</a> uncovering that four in ten adults said that they had increased their time spent outside (42% between April 2020 and March 2021 and 45% between April 2021 and March 2022). However, as the pressure of a financial crisis squeezes household budgets, a <a href="https://londonlovesbusiness.com/cost-of-living-crisis-forces-90-of-people-to-stop-taking-part-in-sports-or-fitness-classes/" rel="noopener">survey</a> published last year found that a staggering 90% of under 34s reported that last year they had to stop taking part in hobbies due to rising prices.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-04-21%20at%2016.01.49.png" alt="Screenshot 2023-04-21 at 16.01.49" width="1250" height="1244" loading="lazy" style="height: auto; max-width: 100%; width: 1250px;">
Enter, ‘Kit up’ - a new brand dubbing themselves ‘The Airbnb for outdoor equipment’. This outdoor centric rental service encourages users to list their outdoor equipment through their app to allow others to rent it. In return the user can earn a passive income, contribute to reduced waste, and become part of a community with like-minded people.&nbsp; Kit Up is leaning into the desire from people to keep up their hobbies such as outdoor pursuits whilst keeping afloat in a cost-of-living crisis by offering a more flexible financial option.&nbsp;
 The app is also supporting people that pursue an adventure in a more cost-effective way. Kit Up conducted and in house survey revealing that adventure is at the forefront of our minds with over 100 million Europeans booking adventure specific trips in 2021 alone.&nbsp; Outdoor equipment rentals will only rise as we head into the summer months with warmer weather and longer days. Brands can make the most of an appetite for the pursuit of hobbies as normal in tougher times like this, by supporting their consumer with more flexible options such as rental services.&nbsp; Gym Memberships on demand Yes, you read that right. ‘Athlo app’ is a new brand which allows people to rent out their gym memberships when they are not using them.&nbsp; Athlo wants to help people ‘Sweat and earn’ by approaching gym memberships in a new way. Instead of being limited to choosing long-term gym memberships, the app allows people to access gym facilities on demand. By listing your membership, people have the choice to rent your membership whilst you are not using it.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bookings-1665568087.jpg" alt="bookings-1665568087" width="980" height="1742" loading="lazy" style="height: auto; max-width: 100%; width: 980px;"> This is a great alternative for the consumer who may not be able to commit to a long-term membership due to price, or other practical reasons.&nbsp; Athlo is recognising a demand for greater flexibility when it comes to people’s daily routines and has re-imagined the traditional model of gym memberships to offer a more flexible solution.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;Reflecting the changing face of household disposable income in the context of a cost-of-living crisis, brands are venturing into the world of renting to offer more flexible options for customers. Given the continuation of this crisis, brands should consider offering their customers multiple ownership models to establish a competitive offering in a turbulent time.&nbsp; - &nbsp; &nbsp;The growth of rental options aligns with a new generation’s need to be nomadic, and work in a more hybrid way. Consumers are increasingly preferring ownership with a commitment-light attitude. Brands should consider how they can lean into this preference, and allow their customers to make shorter, rather than long-term commitments to memberships, or schemes for example. &nbsp;

Our next-gen digital natives are all about renting.&nbsp;

The De-Influencer Revolution

We have all been victim to the irresistible impulse to buy something we have just seen online because ‘everyone else has it’ or, is at least talking about it. &nbsp; In recent years, the term "influencer" has become ubiquitous in popular culture, and as such our society’s consumption patterns are becoming increasingly guided or impacted by how influencers live, and what they buy.&nbsp; However, a new narrative is now emerging across platforms like TikTok that has been created by a new group of creators, dubbed the ‘De-influencers’. This narrative sees creators call out FAD products or trends that they feel are not worth the hype (or money)! This trend stems from the realisation that conspicuous consumption is not feasible in the context of a recession, alongside the desire from consumers to lean into a new culture of transparency online. &nbsp; A Cost of influencing crisis Influencers promoting “the latest” or “greatest” products are fast losing traction as consumers at large cannot afford to put their wallets on the line to consume conspicuously.&nbsp; Recognising the prevalent ‘Cost of influencing crisis’, several influencers have taken up ‘De-influencing’ to show an understanding and appreciation of the economic climate, and how their role can adapt and change with the times to maintain relevancy.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2017.14.59.png" alt="Screenshot 2023-03-30 at 17.14.59" width="1389" height="731" loading="lazy" style="height: auto; max-width: 100%; width: 1389px;"> A sub-trend to come from this new culture of de-influencing is the growing #DUPE trend. With 2.9 billion views, dupe culture is dominating on TikTok and has become its own parody genre.&nbsp; #DUPE focused content sees influencers seek and promote the lower cost beauty, health or fashion alternatives, removing the pressure to spend more to boost their social cachet.&nbsp; In this way, de-influencers are normalising spending less and consuming less – helping guide a more considered and cost-effective approach to consumption online. &nbsp; Transparency&nbsp; De-influencer culture seeks to promote a more authentic and honest approach to social media.&nbsp; Advocates of de-influencer culture encourage individuals to be more mindful of the content they consume and to seek out sources that prioritise authenticity and transparency over profit and popularity.&nbsp; They also encourage individuals to resist the pressure to conform to narrow standards of beauty or lifestyle and to embrace their own unique experiences and perspectives. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2014.47.47.png" alt="Screenshot 2023-03-30 at 14.47.47" width="759" height="557" loading="lazy" style="height: auto; max-width: 100%; width: 759px;"> A recent iteration of this perception is the rise of the ‘girlfailure’, which directly opposes the #Girlboss trope used frequently across social media. Phrases like “Not a girl boss, a girlfailure” have already become a popular theme for memes created on both twitter and Instagram. The concept of ‘Girlfailure’ has stemmed from a general exhaustion with adopting grind culture mentalities, with over half (53%) of women globally saying their stress levels have significantly increased in the last year.&nbsp; Women are craving a new narrative, or standard that creates reassurance, confirming that they do not need to strive for ‘picture perfect’ lifestyles.&nbsp; The nature of influence is shifting and people now feel more connected to relatable influencers that are transparent and more aligned with their fans and the world around them. Key Takeaways:&nbsp; - &nbsp; &nbsp;The current state of the macro-economic climate is manifesting online, and influencers are shifting toward a new narrative to help people find lower cost alternatives. Brands can lean into this new narrative, taking a civic role to guide consumers toward cost-effective, considered forms of consumption.&nbsp; - &nbsp; &nbsp;De-influencing may appear as a challenge to brands, but it still presents an opportunity. Though this narrative is slowing consumption, it is a clear indicator to brands to focus on niche communities surrounding micro-influencers who have the power to create transparent content, foster more meaningful connections with their user base.&nbsp;

The Flexing Work Place 23/24

Hybrid working is the new norm. It is hard to remember what life was like when we had to venture into the office 5 days a week.&nbsp; This way of working has afforded us all with greater flexibility, which has permeated other aspects of work life beyond routine. Office design, for example has adapted to reflect the versatility of this approach to working.&nbsp; The workplace of tomorrow will intermingle community, with well-being as well as hospitality to incentivise people to spend more time in their offices, building connection with their colleagues.&nbsp; As well as this, the workplace will enter the metaverse… Pragmatic spaces&nbsp; Workplaces must create an opportune environment for employees to focus and collaborate while also ensuring they double as a space for employees to take stock, reflect, and take a break.&nbsp; Berlin-based ‘Contentful’s’ multifunctional office serves as a great example of this workplace trend in action. A space to work hard, nap, chat and collaborate – all in one?&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/toitoitoi-contentful-berlin29-thumb.jpg" alt="toitoitoi-contentful-berlin29-thumb" width="786" height="515" loading="lazy" style="height: auto; max-width: 100%; width: 786px;"> Their office is a mosaic of different work environments. From nap pods inspired by concepts around chromatherapy – to a café providing employees a place to pause, eat, and chat. The main working area has been designed with modular and moveable furnishings meaning employees can build, or dismantle different zones based off their needs.&nbsp; We can expect to see offices doubling down on pragmatism to serve the multiple needs we have as humans. To keep pace with this shift, businesses should consider designing a mixture of communal, open-plan areas alongside more private, work-focused pods or booths.&nbsp; Meta-Offices Though still in development, ‘Meta-Offices’ are going to be a reality for a number of businesses sometime soon.&nbsp; What currently stands to hinder people from engaging with this iteration of the workplace is the need to own/wear a headset. At present, VR technology means we do not have an entry point which would encourage enough people to participate.&nbsp; As Alex Howland, president of Virbela implores: “I don’t think there’s an amount of money you can pay me to be in a VR headset 40 hours a week”. The metaverse has been credited in making remote working feel less isolating and more integrated, allowing people working from home to connect with colleagues in a more immersive way.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-02-22%20at%2017.33.39.png" alt="Screenshot 2023-02-22 at 17.33.39" width="1669" height="1072" loading="lazy" style="height: auto; max-width: 100%; width: 1669px;"> Danish architecture studio BIG has designed a virtual office for Vice Media Group called ‘Viceverse’. Located on Decentraland, Viceverse will serve as a virtual innovation lab and workspace in which employees can conduct meetings and collaborate with other colleagues around the world. Global executive creative director of innovation at Vice Media's creative agency Virtue Futures, described Viceverse is an "experimental playground". Key Takeaways - &nbsp; &nbsp;When designing an office, or workspace pragmatism should be a central consideration. A space that offers employees a chance to un-wind, as well as meet and collaborate will encourage people to be more productive.&nbsp; - &nbsp; &nbsp;The Metaverse is permeating all aspects of human culture. From living, working, and socialising. In the not-so-distant futures you could be working or meeting with colleagues in a virtual world. This could help combat the feelings of loneliness that hybrid working can sometimes foster.&nbsp;

Is counting sheep the new ultimate in wellness?

Craving a good night's sleep? In the last two years – society has slowed down in response to a global crisis, and many of the shifts in lifestyle patterns have endured past this time of uncertainty.&nbsp; Kipping, snoozing, dozing, napping – whatever you might call it: the act of sleeping, is now at the forefront of public interest.&nbsp; Moving away from ‘grind culture’ – people are enjoying more time at home, more flexibility at work, and are investing more time in their wellbeing.&nbsp; The emergence of sleep leisure and sleep tourism are part of a wider wellness economy, and are key indicators toward the growing interest, and importance of sleep as we enter an era where people are increasingly turning inward for reflection and relaxation. Sleep Leisure Sleeping has long been compromised for long working days, late nights socialising, or for endless scrolling on our phones.&nbsp; However - a clear shift is taking place and sleep is no longer being seen as a means to an end, but an essential activity to maintain our general physical and mental health. &nbsp;&nbsp; Enter: Sleep leisure, or ‘the active pursuit of products, services, and activities that support an individual participating in sleep, or the routines that lead to sleep as a pastime activity’.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-02-03%20at%2015.30.36.png" alt="Screenshot 2023-02-03 at 15.30.36" width="770" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 770px;"> This trend is already actioned on our high-streets. For example, Anya Hindmarch’s sleep centred pop-up ‘Anya’zzz’.&nbsp; Describing her reasoning for opening this concept space, Anya explained: “sleep is the new rock and roll, everyone is talking about it.”&nbsp; Inside the pop-up, you can expect to browse her sleep capsule collection, and listen to a host of sleep-focused talks and workshops. Anya hopes the attention and education given to sleep in this space will de-mystify some more complicated elements of sleeping – from REM, to circadian rhythms. Last July, Selfridges also explored the importance of sleep in their Sex and Sleep corner shop. Featuring tech and sleep-enhancing devices or supplements, alongside ‘Cinema sleep sessions’ that allowed visitors a chance to have a power nap with guided meditations.&nbsp; We can expect feel good brandscapes and wellness flagships or pop-ups to continue appearing, as brands want to align with consumers on the hunt for a good old kip.&nbsp; Sleep Tourism&nbsp; Sleeping is not just been prioritised at home as part of a daily routine, but also as part of a holiday routine, or activity.&nbsp; Hotels are capitalising on a desire from consumers for experiences that allow them to fully switch off from normal life and reach a truly restful state.&nbsp; Technological innovations have allowed hospitality brands to provide truly unique, and immersive spaces or experiences transforming into restorative facilities. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/NYCPH-P0702-Bryte-Sleep-Suite-Bedroom-Bed.16x9.webp" alt="NYCPH-P0702-Bryte-Sleep-Suite-Bedroom-Bed.16x9" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"> The Hyatt hotel group is re-writing the narrative in New York - the city that never sleeps. Just across the block from Central Park, this hotelier has opened six “sleep suites” within their Park Hyatt Hotel.&nbsp; Designed in stark contrast to the hustle and bustle surrounding the hotel, the Hyatt wants to encourage tourists to engage with their new wellness program, spa and equipment in their rooms which maximise a restful night’s sleep. &nbsp; In their six suites, there are AI developed mattresses, which have as many as 90 intelligent cushions that sense, react and respond to relieve the body's multiple pressure points. It is also able to control the climate, and records your sleep, providing statistics allowing guests to respond for a better sleep.&nbsp; Key Takeaways:&nbsp; - &nbsp; &nbsp;The Wellness boom is not a new phenomenon – but sleep is a growing part of this wider economy, and brands must look to ways they can adapt or tailor their products or services to accommodate a desire to slow down and prioritise their wellbeing through sleep.&nbsp; - &nbsp; &nbsp;Post pandemic, tourism has seen a surge in interest as people look to escape their lockdown locations, or communities. With a return to normality, people are still looking to scratch an itch to travel but in in the context of a cost-of-living crisis consumers are less willing to invest. &nbsp;Approaching holidays as a chance to take agency of one’s health, gives hospitality brands a new opportunity to encourage consumers to invest in some much-needed time away.

Then, Now, Next: Looking ahead to 2023. The rise of the older influencer

The latest trend, or fad tends to reflect the lifestyle or aspirations of what the youngest, most popular influencers align with.&nbsp; However, we are now seeing a much older generation gain influence as consumers feel there is more need for inclusivity when it comes to cross-generational representation.&nbsp; Influencers like Suzi Grant, @alternativeageing are amongst those vocalising the need for change, calling out for brands to re-think their agenda.&nbsp; Multiple brands are already looking to be more inclusive when it comes to creating products, and services that align with different generations. From Primark’s menopause focused nightwear to Bodyshop’s Edelweiss pro-ageing cosmetics range.&nbsp; So, will 2023 be the year of the older influencer? An older generation in context The older consumer (the baby boomers) wields a huge amount of influence when it comes to purchase power. These consumers are not just economically influential – but demographically, too given that they are the fastest growing segment of the population. There are currently around 750 million seniors (age 50-64) globally, and this figure is predicted to transcend past 1 billion by 2030 (brookings, 2021). The boomer consumer actively uses social media for approximately two hours a day, and is 58% more likely than millennials to click through to a brand's website from a social media post. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-png-3.png" loading="lazy"> Gen X (40- late 50’s) are also a powerful group of consumers. &nbsp;In the US for example 32% of Gen X women are now their households’ primary breadwinners. Additionally - Gen Xers not only offer support to their children, but their ageing parents too. This means when it comes to products their interest is cross-generational, and age-specific.&nbsp; "If brands aren’t already working with older, more diverse influencers, those brands risk being left behind," says Georgia Brockett, community manager at WhiteGrey A growing realisation of the power of the older consumer has led different brands to doubling down on inclusivity to create more accessible products that align with their needs or desires.&nbsp; The “Granfluencer”&nbsp; A new term has emerged to describe the older generation that has started creating content on mass across social media: ‘Granfluencer’. This group of older influencers is a particular hit with Gen Z, as Kim Letizes, managing director at Launchmetrics APAC states: "Surprisingly, the main ‘granfluencer’ audience comes from Gen Z and millennial viewers and thus can be strategic for brands aiming to build resonance by leveraging these voices". Creating more refreshing, and authentic content seems to be gaining traction with an audience that is feeling overwhelmed with unrealistic standards set by younger influencers.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3bb669159bfa8ea532e3c8a32d69d3bb669-2.jpg" alt="3bb669159bfa8ea532e3c8a32d69d3bb669-2" width="725" height="545" loading="lazy" style="height: auto; max-width: 100%; width: 725px;"> Amongst these 'granfluencers' is @baddiewinkle aka 92 year old Helen Elam. She first debuted on Instagram when she was 85, and has now amounted 3.5M followers on Instagram. This older influencer is best known for her fashion-focused content, which has led to multiple collaborations with fashion brands and retailers.&nbsp; Key Takeaways:&nbsp; -As consumers demand more realistic representation brands need to ensure that they are catering to and for the needs of a wider market. Think about how you could cater to this older audience by working with more diverse influencers, considering tone of voice and creating campaigns which are inclusive of a wide variety of people.&nbsp; -Collaborating with ‘Granfluencers’ will engage a younger audience too, as the content they generate resonates with an audience who is craving more real, and relatable content.&nbsp; -The rise of the older influencer is a long-term societal trend given the continuous growth of this segment of the population. If brands want to future proof their social strategy, it is worth taking both the economic and social dominance of this demographic into account. &nbsp;

Trends

Insights

TOO x TOO

News

Everything