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4 May 2018

Author: The Future Laboratory

Image: Heresy SS18 Look Book by Studio Creme, London

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This week: Terminal 3 addresses Muslims' political identities, The Goods Mart reimagines the convenience store, Heresy creates a 3D lookbook, Norn encourages conversations, Jambo! celebrates African spirit.

Terminal 3 at Tribeca Film Festival 2018, Kaleidoscope and Ryot

1. Documentary addresses Muslims' complex identities 

New York – At this year’s Tribeca Film Festival, Asad J Malik presented an interactive augmented reality (AR) documentary, Terminal 3, that explores contemporary Muslim identities in the US through the lens of an airport interrogation.

As viewers enter the installation, they are transported to a US immigration office where they act as the officer deciding whether the presenting Muslims are a danger to the country. By using their own voice, the viewer can choose from a set of questions to trigger a prerecorded response from the interviewee. To end the experience, the participant must decide whether the Muslim is able to enter the country.

To enhance empathy for the subject, Terminal 3 is based on real migration stories from Malik and many other Muslims. The experience is just one of many that use AR technology to evoke an emotional, more empathetic response from its users. For more, see our Virtual Empathy microtrend.

The Goods Mart, Los Angeles, CA

2. The Goods Mart reimagines the convenience store

Los Angeles – The Goods Mart is a healthy convenience store committed to smarter eating. The store curates products from brands that recognise the importance of ingredient quality, ethical sourcing and conscious business.

Founder Rachael Krupa has acknowledged that planet-friendly and organic products usually come with a higher price tag. But it was important for the entrepreneur to keep the concept of convenient pricing embedded in the brand, without sacrificing on ingredients. As a solution, she worked with existing clients from her health and wellness PR firm and local businesses to offer items at a more accessible price, including an 8oz coffee for £0.90 ($1.25, €1) and 12oz for £1.46 ($2, €1.66).

The brand has also worked with the non-profit organisation Lunch on Me to donate food within 24 hours of the expiry date, avoiding any waste.

As consumers have less and less time to spend around the dinner table, they are increasingly searching for more convenient formats of food shopping that better suit their time-poor lifestyles, but not at the expense of their health.

Heresy SS18 Look Book by Studio Creme, London

3. Heresy transports physical clothes to a virtual world

London – Clothing brand Heresy’s spring/summer 2018 campaign uses 3D scanning to show its latest collection.

The project, led by Studio Crême, explores the brand's core themes, such as British mysticism and folklore, in a new context. 3D-scanning technology enabled the studio to swap human models for avatars and then juxtapose these figures with a range of vernacular hand-made ceramics and ancient symbols in a surreal digital mash-up. Drawing inspiration from the brand’s archive of arcane objects and books, the creatives also collected ‘bizarre reference imagery for everything from ancient stone circles to traditional pagan festivals’ to create the piece. ‘We wanted the whole campaign to have a sense of the unreal about it,’ says Studio Crême co-founder Jack Featherstone.

Heresy is just one example of a brand exploring how digital avatars can act as brand ambassadors. For more on why avatars may be the key future fashion influencers, read our microtrend.

4. Norn revives the art of conversation

Global – Billed as an ‘offline network reviving the art of conversation’, Norn is a private members club that hopes to stimulate more meaningful connections between people. The brand holds regular Conversation Dinners and social gatherings themed around broad topics like ‘The Good Life’ and ‘Borders’.

With locations across London, Berlin, Barcelona and San Francisco, the space is part members club, part residency, allowing participants to live in any of these cities for between one and six months at a time. In line with New Bricolage Living, the idea was conceived by Travis Hollingsworth following his Masters at Stanford University where he attended the university’s Interpersonal Dynamics elective, which helps students to ‘forge strong relationships with others’ particularly those from different backgrounds.

The next iteration of the private members club, Norn’s monthly residential memberships are priced at £1,440 ($2,000, €1,666), while local memberships – cost £360 ($500, €417), offering a luxury service at a slightly more accessible price.

Norn, Berlin
Jambo! by NB Studio

5. Jambo! captures the spirit of Africa

London – Food delivery service Afriigo has rebranded to Jambo! with a fresh redesign by NB studio, that aims to raise the profile of African cuisine.

Working with Ethiopian and Nigerian restaurants to deliver African food, the delivery start-up's new name translates to ‘Hello!’ from the African language Swahili. The design agency’s mission was to capture the spirit of Africa whilst avoiding clichés. ‘The outcome was an energetic and conversational brand that encourages people of all ethnicities and demographics to ‘Say hello to African food’, explains Sam Pittman, a designer at NB Studio.

In an effort to reposition African food as mainstream, Jambo! hopes to translate African culture in a simple way that resonates with consumers, whilst making African food more accessible through delivery services. For another example of a brand elevating African cuisine, read about the opening of high-end West African restaurant Ikoyi.

To future-proof your world, visit The Future Laboratory's forecasting platform LS:N Global for daily news, opinions, trends, sector specific insights, and strategic toolkits.

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