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6 March 2020

Author: The Future Laboratory

Image: Summersalt travelwear

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This week: Potato Head’s creative village, Burberry embraces AR, Amazon enters retail-tainment, virtual streetwear invades Grand Theft Auto and Three’s vibrant 5G-powered future.

Desa Potato Head, Creative Village

1. Potato Head launches creative campus

Bali – Desa Potato Head is uplifting its original hybrid beach club concept with a new hotel and creative village, to combine the needs of both local communities and guests.

The creative centre brings together music, art, design, food, wellness and sustainability for a holistic experience that redefines what is already being offered in the hospitality industry. Envisioned by Indonesian hotelier Ronald Akili, the concept has been in the making since 2010, after the initial launch of Potato Head beach club was brought to the Seminyak area.

Set to unveil a 168-room hotel called Potato Head Studios, farm-to-table restaurants, a multifunctional gallery and a music recording studio, among other elements, the space hopes to ignite local creativity as well as offering entertainment and inspiration to guests. Ronald Akili, founder of Potato Head says, ‘We know the consumer is changing to value experiences over simple transactions, and we believe that villages and communities can create those memorable experiences—especially when they are focused on inspiring creativity, like we’re doing at Desa Potato Head.’

With consumers multi-functional stays, Claus Sendlinger, founder of Design Hotels, indicates how the future of hospitality prioritises contemplation.

Burberry AR shopping tool through Google Image Search

2. Burberry and Google launch instant luxury AR

London – The British luxury brand has introduced an augmented reality (AR) shopping tool that uses Google Search technology.

Now, when consumers search for Burberry items using Google Search on their smartphone, they will have the option to view them using AR against their immediate surroundings. At present, the AR tool is available when searching for the Burberry Black TB bag or Arthur Check. A tap of 'view in 3D' in Google Search results instantly displays the luxury goods in 3D in the viewers’ own environment, simulating the physical shopping experience without the need for an app.

According to Burberry, consumers are increasingly seeking a more exciting and tech-enabled approach to product discovery. Although the AR tool is only available in the UK and the US for now, Burberry plans a global roll-out for a variety of products over the coming months and will continue to experiment with new applications of AR in luxury commerce.

By allowing shoppers to simulate the experience of products in their own environment, Burberry is embracing digitisation as a new route for consumers to engage with fashion brands.

Party Chat Work Force collection

3. Party Chat hacks Grand Theft Auto to unveil garments

Scotland – The clothing label revealed its latest unisex collection by hacking into Grand Theft Auto (GTA).

After accessing the game, the dance music-inspired brand dressed GTA characters in digital versions of Party Chat streetwear. Its team then played the game to create its own promotional films featuring characters wearing the collection. Party Chat describes the range, the Work Force collection, as having ‘no real agenda other than to champion dance music, its wider subcultures and communities’.

As brands continue to embrace the potential of virtual fashion, they are looking to the popularity of gaming as both a way to promote garments and reach new audiences. Jamie Mcintyre, founder of Party Chat, says: ‘We cast our own character, wrote a script, set the lighting, backdrops, styling and incorporated our music.’

With consumers increasingly blurring the lines between their physical and digital identities, they are looking for brands which use Avatargeting to learn about the latest virtual apparel.

4. Amazon is making reality tv shoppable

US – Making the Cut is a Prime Video show that makes fashion items instantly shoppable.

Launched by Heidi Klum and Tim Gunn, previously known as hosts of Project Runway, the Amazon Original series will follow 12 aspiring fashion designers and entrepreneurs who compete in design and business challenges. In the finale stage, the winner of the reality show will secure an opportunity to create an exclusive apparel line with Amazon Fashion.

The partnership with Amazon allows Making the Cut to become instantly shoppable, with limited editions of the winning look from each episode available to buy immediately on Amazon Fashion. ‘For the first time, finally, our audience can shop,’ says Klum. ‘You see something, you want it, but you can’t have it. So here, you have a winning look every week and people can buy it around the world.’

While this is not the first shoppable series to hit screens, Making the Cut shows how the Amazon mega-system can intertwine its retail, manufacturing and entertainment divisions to create a more streamlined – and scalable – retail-tainment offering.

Making the Cut on Amazon
Three, Hey UK, The Real 5G Future is Here

5. Three imagines a vibrant future powered by 5G

UK – UK phone network Three is envisaging a vibrant, multi-layered future of living in the UK – all thanks to the power of 5G.

Created by Wieden + Kennedy London, the experimental ad promotes Three’s 5G network. In the three-minute campaign, Three images a bright, post-Brexit future for the UK, and the ways in which 5G could transform everything from corner shop interactions to air travel and immersive music experiences.

The sci-fi style ad features many familiar British references, including the red London bus, Greggs’ vegan sausage rolls and a London skyline brimming with digital advertising. In one scene, a boy orders an 'emoji water’ from behind the counter of a shop, using a face filter to make him look older. On a flight to the moon, meanwhile, a passenger encapsulates herself in a pod so she can watch content in ‘binge mode’.

The vibrant campaign echoes the themes of our 2019 macrotrend Programmable Realities, with new technologies and connectivity allowing brands to become increasingly integrated into every element of consumer life, creating individual versions of reality. And as we enter a new decade, daily living will be amplified by 5G – offering new possibilities in industries ranging from retail to healthcare.

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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