09 : 04 : 21 : Weekly Debrief

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Need To Know

This week: hotel suites offering a wellness reset, Singapore’s tourism Twitch streams, Jeep galvanises off-grid WFH, upcycling luxury cast-offs, and a flexible coffee HQ.

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9 April 2021

Author: The Future Laboratory

Image: Care/of x Target

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Andaz 5th Avenue, New York

1. Hotel suites centred on guests’ wellbeing needs

New York – Andaz 5th Avenue, part of the Hyatt hotel group, is launching seven Wellness Suites to bolster guests’ mental and physical health.

The suites are designed around three tenets of wellness: Feel, Fuel and Function. Partnering with external wellbeing brands, the suites feature amenities and products designed to support sleep, nutrition, movement and cognitive functionality. Among the in-room services are a Lululemon smart mirror for fitness, an Airweave mattress, meditations curated by Headspace, and a wellness mini bar offering snacks and drinks to bolster immunity and energy.

As a hotel company, Hyatt is driven by a purpose of care and we pro-actively bring that purpose to life,’ says Will Brandon, director of sales and marketing at Andaz 5th Avenue. ‘We like to identify ways to enhance the guest experience, and there’s been a heightened awareness of health and wellbeing accelerated by Covid-19.’

While we previously explored the rise of Hospitality Fitness, hotel brands are now expanding their efforts to serve both mental and physical wellbeing demands.

Singapore by Stream for The Singapore Tourism Board

2. Singapore turns to taxi drivers for Twitch tourism

Singapore – The Singapore Tourism Board is using a series of Twitch streams to virtually engage with overseas tourists.

Designed to promote the city while most global travel is restricted, the Singapore by Stream experience spans four live-streams, hosted day and night. Tuning in on Twitch, viewers are taken on an immersive guided tour by local Singaporean taxi drivers, virtually viewing popular landmarks and unearthing local hidden gems. A live chat function enables virtual tourists to interact with their taxi tour guides, who can make suggestions of where to go.

Created in collaboration with agency TBWA\Chiat\Day NY, a press release describes the taxi drivers at the heart of the campaign as the city’s unofficial ‘passion ambassadors.' In this way, the campaign taps into a tradition in which Singaporean taxi drivers showcase not only the city but a more authentic side to its culture.

In our E-tourism microtrend, we explore some of the ways that travel and hospitality brands are embracing digital platforms to reconnect with tourists.

For it Working Far From Home by Jeep, Australia

3. Jeep’s far-flung office for wandering workers

Australia – Car brand Jeep is encouraging Australians to experience remote working in an off-grid, purpose-built home office.

For its Working Far From Home campaign, the company is hosting a competition in which one winner and their guest will experience a unique take on remote working – staying in a rarely explored coastal location in north-west Tasmania. Jeep will give the winners an opportunity to work for one week from a Spacecube office pod located in this remote part of Australia, alongside access to a demo Jeep vehicle in order to explore locally.

To encourage a more meaningful escape, the brand is also partnering with tourism platform Empty Esky to help remote workers support communities impacted by the Australian bushfires. In this way, Jeep is tapping into the reality of remote working for many of its customers, while encouragingadventure and escape from traditional home office environments.

With bleisure experiences largely at a halt during the inter-Covid period, brands are getting experimental and forging new ways to engage Wandering Workers.

4. ReCollection is a collaborative upcycled luxury line

US – Resale platform TheRealReal is working with luxury labels to upcycle damaged or distressed stock into new garments.

Its programme, dubbed ReCollection, will transform unwanted clothing provided by eight designer brands, including Stella McCartney, Balenciaga, A-Cold-Wall and Dries Van Noten. To optimise its sustainability efforts, the company has established criteria for the upcycling initiative, such as using no virgin materials, zero-waste assembly, fair wages and US-based production.

As the ReCollection becomes more established, The RealReal plans to develop a library of leftover scrap materials that can be used in future collections. ‘This is a really exciting moment for The RealReal to expand our efforts and take a stake [in] the unusable materials that are from luxury pieces and should also have a second life,’ says Allison Sommer, the company’s senior director of strategic initiatives.

Through this new channel, The RealReal is creating an original fashion offer, while helping to uphold and promote less wasteful luxury practices. Explore Deadstock Designers for more fashion waste strategies.

ReCollection by TheRealReal, US
Grounds by Kogaa, Prague

5. A sustainable coffee hub builds community in Prague

Prague – Grounds is a community-centric coffee hub that can flex to customer and business needs.

Designed by architecture studio Kogaa, the space in Prague’s Karlin neighbourhood serves as a roastery, a café and a workshop space for the city’s coffee community. Grounds' various areas are designed to enable in-house coffee production, from the storing of raw beans to the roasting, cleaning, and packaging processes.

Meanwhile, its workshop space functions as both a showroom for professional barista machines and an area for educational sessions and brewing competitions. ‘The idea here was to expand the concept of a roastery to the public, as well as being a platform for baristas and coffee experts to educate themselves and be part of a community,’ explains Kogaa in a statement.

Grounds also addresses sustainability through its use of building materials, with the majority of its interior made using construction site waste. In sum, the space is creating new opportunities in the Craft Coffee Market, while responding to demands for Circular Store Designs.


 

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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