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Need To Know

This week:  A new approach to New York’s skyline, NASA-approved skin treatment, Oatly’s meta marketing push, Peloton partners with Delta Airlines and spotlighting Indigenous heritage.

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12 November 2021

Author: The Future Laboratory

Image: Kaleidoscopic Home by Tin & Ed for SPACE10’s Everyday Experiements, Sweden

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Summit One Vanderbilt by Snøhetta, New York

1. Snøhetta decelerates New York’s skyline tourism

New York – Architectural studio Snøhetta is transforming the slow pace and wait times associated with tourist destinations into a positive experience at SUMMIT One Vanderbilt, a new four-storey observation complex 1,000 ft (300m) above Manhattan.

Inviting visitors to take a leisurely approach to viewing New York’s famous skyline, viewing areas include the Summit Lounge, which evokes an alpine ski lodge with a suspended fireplace, mountain shrubs, and rustic materials. Elsewhere, a space by Kenzo Digital features tessellating infinity mirrors. In-between, soft transitional spaces re-centre visitors, instilling a sense of calm throughout their experience.

Snøhetta's intention was to create ‘a subtle tension between the observatory’s thrilling views and the relaxed physical experience of taking them in,’ allowing visitors to feel big and small, snug and excited in equal measure.

SUMMIT One is also dotted with social spaces such as bars, which encourage further dwell time, bringing decelerated tourism trend to an urban environment, while ensuring an immersive and deliberately unhurried approach.

Momo Skin Studio, Paris

2. A Parisian spa for a NASA-approved skin treatment

Paris – Opening its doors on rue de la Sourdière, Momo Skin Studio is the first clinic in Paris to offer microcurrent technology, a facial reconstruction practice approved by NASA. Only administered by a handful of expert facialists, microcurrent is becoming known as a powerful method of regenerating and strengthening skin in a non-invasive way.

First popularised across the Atlantic, the procedure uses a low-intensity bio-electric current to revitalise the skin, stimulating all layers of the face, from the epidermis to the dermis. To create an atmosphere of calm, Schéhérazade Abdelilah-Parreno, the founder of the clinic, tapped award-winning sound designer Nicolas Becker to create site-specific playlists. Becker even used autonomous sensory meridian response (ASMR)-inducing sounds to guide customers into a deep state of relaxation.

This, in combination with artworks by Phillippe Parreno and luminous overhead skylights, helps to create a calming, multi-sensory atmosphere. The space combines cutting-edge technology with traditional architectural features, creating a phygital iteration of Virtual Sanctuaries.

Most Meta Campaign Ever by Oatly Department of Mind Control, Sweden

3. Oatly’s meta marketing push ridicules marketing

Sweden – The plant-based milk brand is having fun with its latest advertising campaign, which brings 10 campaign executions together in one video. In the campaign, Oatly’s creative director Michael Lee can be heard reading out a summary of the campaign to art director Oskar Pernefeldt. He explains how the advertising journey began with a bus stop ad, followed by a boat sign about the ad. Further iterations include social media posts, a billboard, a truck ad and a street mural – all incorporating the initial ad.

At the end of the video, art director Pernefeldt asks, ‘Is that it?’, before the pair decide to add one final advertising step – posting their Zoom meeting in an Instagram post. By taking this self-referential approach, Oatly draws attention to the complex landscape of marketing and advertising, poking fun at the ridiculousness of the sector, while also still promoting its products.

Oatly is showing how Anti-authenticity Marketing is still relevant today, intentionally avoiding narratives around its history and purpose to instead offer relatable and light-hearted storytelling.

4. Peloton brings its premium classes to Delta Air Lines

US – Elevating its workout regimes to new heights, Peloton is partnering with Delta Air Lines to offer in-flight stretching and meditation classes to travellers. The collaboration is the first time that Peloton classes will be available outside of its app.

Ranging in length from five to 20 minutes, the exercise classes have been designed to help passengers relax, stretch and fall asleep on long-haul flights. Led by popular Peloton instructors such as Matty Maggiacomo and Chelsea Jackson Roberts, the programme aims to attract new customers by giving people a chance to experience Peloton in the air. ‘We know that once someone downloads the Peloton app and tries one of our classes, they're going to fall in love with Peloton,’ explains Jen Cotter, the chief content officer of Peloton.

Taking the the future of wellness in-transit one step further, Peloton has also launched a website that helps consumers search for hotels that have Peloton equipment. As hobby-led travel grows, wellness brands can appeal to Sportive Affluents who are placing greater emphasis on keeping active.

Unexpired Pleasures by Sex with Cancer, UK
Beyond Greatness by Public Address and Works Collective for the FIFA Women’s World Cup Australia and New Zealand 2023

5. The Women’s World Cup spotlights Indigenous heritage

New Zealand and Australia – Drawing on its host nations' Indigenous heritage, a new campaign and visual identity for FIFA’s 2023 Women’s World Cup tournament spotlights Aboriginal motifs and references, paying tribute to the people and histories of New Zealand and Australia. The Beyond Greatness campaign, created by design studios Public Address and Works Collective, enlisted local artists Chern’ee Sutton and Fiona Collis to help develop a visual identity that is respectful yet energetic.

Taking inspiration from the Oceanic landscape, the campaign's colour palette is based on the rich biodiversity of the two countries, while the radial design of the logo is a reference to a familiar Indigenous motif found in Australia and New Zealand. In this instance, the symbol represents the fans, families and supporters that will travel to see the tournament, celebrating how sporting events can unite people across nations and cultures.

By uplifting Indigenous communities and diversifying the traditional associations of football, this campaign expresses the values of Graphic Activism.

 
 

 

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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