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12 October 2018

Author: The Future Laboratory

Image: Airism, Lucy Hardcastle for Uniqlo


This week: Collusion celebrates Britain's youth, 3D printing reduces food waste, Lukstudio imagines the retail space as a theatre, Technogym combines fitness and design, Everybody.World's first kidswear collection.

For The Coming Age, Collusion by ASOS

1. Collusion spotlights British youth culture

UK – The new fashion brand by ASOS has launched a national campaign featuring 100 young people from around the UK.

Collusion worked with director Dan Emmerson to ask 100 18-year-olds from Birmingham, Brighton, Glasgow and London the question: ‘what do you wish for, in the year you come of age?’. The result is a campaign that acts as a modern census of British youth, honing in on the intimate details of the teenagers’ day-to-day lives.

By questioning such a large number of young people, including those from outside the capital, Collusion presents a diverse range of opinions. The campaign features Nadia Ahmed, a DJ from Manchester who discusses the importance of voting, and Shay Thomas, a non-binary person with Thai heritage raised in Glasgow.

The campaign highlights the small acts of activism that Generation Z are taking part in as they come of age. For more on this mindset, watch out for our Youth macrotrend The Anxiety Rebellion.


3D printed food snacks by Elzelinde van Doleweerd

2. 3D printing can reduce food waste

The Netherlands – Elzelinde van Doleweerd has partnered with a Chinese technology company to create snacks that are 3D-printed from leftover food.

In collaboration with the 3D Food Company – which has been experimenting with the process since 2015 – the snacks include crackers made from waste rice and purple sweet potatoes. To start the process, Van Doleweerd, a graduate from Eindhoven University of Technology, mashes together the ingredients to create a smooth paste, which can then be printed and baked. After baking, the crackers are dehydrated, meaning no bacterial activity can take place and the food is safe to eat for a long period of time.

‘Looking at the growing population, more food is needed in the future, but on the other hand, one third of the food produced is wasted nowadays,’ says Van Doleweerd. ‘With the use of new technologies, I want to explore societal food challenges.’

3D printing is just one method innovators are using to address leftover food, with the ultimate aim of making sustainability delicious.

Dear So Cute by Lukstudio, Haining

3. A store inspired by Chinese shadow theatres

Haining – Lukstudio has designed the store for fashion platform Dear So Cute, imagining the retail space as a theatre.

The store, located in Haining, was inspired by the Chinese city’s cultural tradition of shadow puppetry. Lukstudio installed a series of steel boxes to mimic a theatre set, breaking up the open floor into smaller rooms. Windows frame these spaces, allowing shoppers a peek of Dear So Cute’s collections, while doorways provide a path for visitors to explore the space.

The store also includes a café, which has been staged to turn diners into an audience that can watch shoppers as they browse. With its voyeuristic approach to store design, Lukstudio is tapping into the benefits of Inspiration Per Square Foot, creating a retail space that encourages discovery while also celebrating local history.

4. Technogym turns gym equipment into desirable decor

Cesena – As the host of this year’s Global Wellness Summit, Technogym presented its recent collaboration with Italian architect and furniture designer Antonio Citterio.

Exploring the idea that health and fitness now infiltrate every aspect of domestic life, the brand has concentrated on creating equipment that also functions as a desirable design-led object within the home.

‘Technogym strongly believes fitness is moving out of a home gym environment and into day-to-day living spaces,’ says Giulia Magnani, digital PR and content specialist at Technogym. She adds that its products are no longer limited to innovative and technology-driven pieces of equipment, ‘But they are also pieces of furniture and design.’

As explored in our new At-home Fitness microtrend, as consumers’ schedules become increasingly demanding they are seeking state-of-the art at-home gym equipment that affords them the same calibre of training as a high-end gym, while also being aesthetically pleasing.

Technogym Personal Line by Italian architect and furniture designer Antonio Citterio
Everybody.World by Akira

5. Gender-neutral fashion designed by children

US – Sustainable clothing brand Everybody.World has made its first foray into childrenswear, with a collection designed by a four-year-old.

The designer, Akira, is the son of Sue-Ling Braun, a director at production company Durable Goods who also directed the collection’s surrealist campaign video. The three-piece gender-neutral line is designed for children aged between two and six, and features deep ‘treasure pockets’ for children to store their miscellaneous possessions.

Following the ethical nature of Everybody.World’s adult collection, the pieces are made in the US from 100% recycled cotton and French Terry fabric. As with all of the brand’s designers, Akira will also receive 10% of the sales.

The Childrenswear Market is being transformed by Millennial parents who are placing fashion choices in the hands of their offspring, while driving a movement towards genderless clothing.


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