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7 June 2019

Author: The Future Laboratory

Image: Oniric Worlds by nootostudio


This week: Fermentation dining, AI-formulated beauty, teenage girls reclaim sport, finding festival friends using AR, and a leisure wonderland for families.

The Soak, London

1. A dining destination for fermented food and drink

London – The Soak offers a menu based around fermenting, soaking, steeping and brining techniques.

Recently opened near London’s Victoria station, the all-day restaurant aims to offer guests an immersive dining experience rooted in fermentation. Its drinks menu features signature ‘soaked’ cocktails as well as non-alcoholic kefir and kombucha mocktails, while the food menu includes a cider pickled egg, hazelnut and chicory salad and a preserved wood pigeon with fermented mooli (daikon radish).

Alongside its experimental food and drink offering, The Soak has made music an essential part of the dining experience, with live DJ sets and acoustic sessions. In addition, a social club offers members the chance to attend exclusive events and sample new menu additions.

The fermented food and drinks market is maturing fast, as more restaurants incorporate fermentation, soaking and brining into their practices.


2. Mxt skincare offers 40 million formulations

California – The brand uses hyper-personalisation to put customers in charge of their own skincare products.

With a database of over 40 million possible formulations, Mxt gives customers the option to take a quiz or mix their own formula. If they choose to take the quiz, they answer a series of questions – such as whether their skin is sensitive and how they react to scent – and let the platform’s artificial intelligence create a three-piece, custom-mixed regimen for their skin.

Those who feel confident in their Skinthusiast expertise can mix a formula themselves, using product bases, varying textures and a range of active ingredients such as charcoal, CBD and retinols. ‘Mxt is an endless stream of skincare solutions waiting for consumers to find them,’ says Jack Davies, CEO and co-founder.

As well as being vegan and cruelty-free, Mxt is showing how fresh, small-batch production methods can yield high-quality beauty products.

Team Girls, Suncorp, campaign by Leo Burnett Melbourne

3. Suncorp encourages teenage girls to stay in sport

Melbourne – Team Girls is an initiative by the insurance and banking provider in collaboration with Leo Burnett Melbourne.

The campaign was created in response to new research from Suncorp, which found that nearly half of Australian girls are turning their back on sport by age 17, despite two-thirds knowing that sport can make them feel more confident.

To raise awareness of the teamwork, leadership and confidence that come from involvement in team sports, the brand organised a rally cry in a live, televised performance by 38 teenage girls during half-time at the Suncorp Super Netball match in Melbourne. The girls also feature in an accompanying video campaign, which ends with the tagline ‘let’s build a nation of confident girls’.

As Generation Z fight against feelings of anxiety, sport offers a practical way for teenage girls to feel empowered while also engaging in fitness. Read our microtrend Street Sport Rebels for more.

4. This AR app helps festival-goers find their friends

Barcelona – SEAT’s Lost&Sound app enables people to locate their friends at music festivals using augmented reality (AR).

To create the app, the Spanish car manufacturer worked with experiential innovation agency Wildbytes and Google, launching the app at Primavera Sound in Barcelona. Once a group of friends has installed the app, they can simply scan the festival space with their phone camera and an icon chosen by each individual will appear on their screen, helping to identify their location and distance within a crowd. Users can also send out a signal or request that their friends share their signal, which can be customised.

‘The goal was to create something awesome for festival-goers that was equally useful and cool,’ says Laia Zanon, director of creative production at Wildbytes Barcelona. ‘This app tries to combine both elements: the cool factor of augmented reality, with a solution to a key problem that festival-goers face.’

For more on how phygital solutions are responding to consumer needs in real time, explore our Programmable Realities macrotrend.

Lost&Sound by SEAT, Google and Wildbytes
Loong Swim Club by X+Living, China

5. Loong swim club is the leisure club of the future

Suzhou, China – X+Living designed the swimming club, which uses playful, abstract design to target parents and children.

The Loong Swim Club, which also has branches in Beijing and Shanghai, has opened a wonderland-inspired leisure club in the city of Suzhou. Experimenting with proportion and eye-catching candy colours, architecture design firm X+Living is designed to appeal to parents and children alike.

Alongside a swimming pool, the space includes educational classrooms, a reading room, infant and adult bathing areas that feature a large flower chandelier, and a dining area with an ‘eggshell castle’ for children to play in.

The blurring lines between fantasy and reality, and adulthood and childhood are inspiring creatives such as X+Living to create spaces referencing Playscapes in order to truly enchant visitors.


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