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.
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.
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.
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.
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.