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This week: Reducing food waste, sober bars at Coachella, Nike’s period-proof clothing, the first 3D-printed hotel and Adidas creates their first prayer mat

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7 April 2023

Author: The Future Laboratory

Image: El Cosmico. Design by Liz Lambert and Icon, US


Hellmann’s Smart Jar in collaboration with Ogilvy London, UK

1. Hellmann's introduces smart mayonnaise jar to reduce food waste

UK – Condiment business Hellmann’s is trialling mayonnaise jars with temperature-sensitive packaging that alerts consumers when their fridge is too warm. The label, made with thermochromic ink, reveals a hidden illustration when the ambient temperature rises over 5°C. Joining forces with creative agency Ogilvy UK and illustrator Ellen Porteus from the Jacky Winter Group, Hellmann's aims to alert all consumers in the UK to the scale of food waste in the country.

‘Every year, more than 4.5m tonnes of perfectly good food goes to waste in our homes, which could have been eaten,’ says Catherine David, director of collaboration and change for WRAP, a climate action NGO working globally to tackle the causes of the climate crisis, including food waste. ‘This costs the average family upwards of £700 [$867, €796] a year – money none of us can afford to waste. Incorrect storage is a key trigger for food going off, and getting the fridge temperature right can help food stays fresher for longer.’

In Food Waste Innovation, we looked at how the growing need to create innovative and sustainable solutions to food waste presents various opportunities, from food-sharing and upcycling to educational packaging.

2. Sober bars are coming to Coachella this year

US ­– The New Bar, a Los Angeles-based and Latina-owned alcohol-free shop and bar, has been announced as Coachella’s first non-alcoholic retail partner.

Since its launch in July 2022, The New Bar has become a community hub in Venice Beach. The tiny bottle shop and online marketplace carry a range of non-alcoholic spirits, wines, beer and tinned functional drinks. As demand for creative and fun low- and no-alcohol options rises, Coachella has called on The New Bar for a first-of-its-kind retail partnership to keep the desert festival dry. During both weekends of the event, The New Bar will operate two bar pop-ups, stocked with a curated selection of drinks and specialist mocktails inspired by Coachella.

While the category has been rapidly expanding, seeing it available at a major festival is a milestone for alcohol-free beverages. ‘It could change the way people think about non-alc and where it can show up,’ explains the brand’s founder Brianda Gonzalez.

The partnership shows that the drinking ­habits of Generation Z and young Millennials are starting to have a wider impact ­­– expect to see Sober Bars permeate entertainment venues and events.

The New Bar, US

3. Nike races to develop period-proof clothing

US – Nike is the latest brand to introduce period-proof clothing with the launch of its new product line, Nike Leak Protection: Period. Nike One Shorts will now feature a thin absorbent liner designed to prevent period leaks.

Brands like Thinx previously set a precedent serving people with periods by releasing innovative products such as leak-proof underwear. Nike’s research focused on ensuring the shorts offer more protection to women and other individuals wearing tampons, pads or cups. Its proprietary material technology combines two-layered, laminated pieces of material that absorb, wick and hold the blood.

‘Fear of bleed-through is real – and not just through the teen years, but through the entire journey of menstruation,’ says Lisa Gibson, a senior project manager in Nike’s apparel innovation team. This feeds into our report on Cyclical Fitness, which revealed how women are tracking and synchronising exercise with their menstrual cycles, creating greater demand for intelligent activewear that offers period-related solutions.

El Cosmico. Design by Liz Lambert and Icon, US

4. New hospitality development to feature first 3D-printed hotel

US – Leading hospitality designer Liz Lambert has joined forces with Icon and Bjarke Ingels Group (BIG), pioneers in 3D printing constructions and architecture, to re-imagine El Cosmico, a 21-acre campsite offering unique overnight stays in revamped trailers, safari tents and teepees. Based in a campsite in Marfa, Texas, the hotel and amenities – a spa, pool and shared community facilities – will cover a 60-acre plot in the desert and showcase large-scale 3D-printed structures, including domes, arches and vaults.

Aligning with Icon’s cosmic aspirations, the architectural design borrows from organic formations found in space and acts as a gathering space for culture and community in the city. The collaboration has allowed them to ‘pursue the formal and material possibilities of cutting-edge 3D-printed construction untethered by the traditional limitations,’ said Bjarke Ingels, BIG’s founder and creative director.

Whether it be for affordable housing or for community spaces, the use of 3D printing technologies has the potential to change how cities are constructed. In Designing Beyond Earth, we interviewed Melodie Yasher, vice-president of building design and performance at Icon on the intersection of space exploration and design.

adidas TERREX, Wiggle and Muslim Hikers, UK

5. Adidas creates first prayer mat to make outdoors more accessible

UK – Adidas’s outdoor-focused line adidas Terrex has teamed up with UK-based sports retailer Wiggle and hiking group Muslim Hikers to create a prayer mat for outdoor use.

The mat, made of 100% polyester, is lightweight and durable, and is designed to let Muslim outdoor adventurers pray comfortably wherever they trek.

The mat features designs inspired by traditional Islamic art and topography. It also has pockets in all four of its corners so rocks or weights can be added to keep it flat.

To date, 100 prayer mats have been made and donated to Muslim Hikers, and more are to be produced and sold for £20 ($24.99, €22.80) on Wiggle’s website.

Brands that are serious about inclusivity are evolving beyond seeing marginalised consumers as singular in identity. In our Modest Wear Market we observed that in order to cater for young fashion-conscious Muslims, brands must understand their religious requirements but also serve their need for individual self-expression.

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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