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13 March 2020

Author: The Future Laboratory

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This week: Premium play spaces, Japan’s first alcoholic bitters, a museum exhibit in a rucksack, Gymshark tackles workplace waste and an accessible acupuncture clinic.

Little Space by Third Space, UK

1. Little Space is a premium gym for kids

London – Luxury health club Third Space has opened a child-friendly exercise area, Little Space, to welcome younger members into its Islington branch.

Making it London’s ‘first multi-active space dedicated to energetic little minds and bodies’, the club demonstrates how wellness practices are increasingly important to younger generations. Incorporating a crèche, athletic rig, sports hall and pool, Third Space allows both adults and children to enjoy the venue’s holistic approach to wellbeing. The children’s space also includes a registered crèche – Tiny Space – suitable for children aged up to five years.

Commenting on the launch of the new club, CEO Colin Waggett said: ‘There has been a very strong demand for young family facilities in the Islington area so keeping the Third Space adult club totally separate... The Little Space programme will be synchronised to the adult timetable to enable parents and children to work out at the same time.’

With parents and children increasingly focused on collective wellness practices, there is an opportunity for brands to tap into the market of Tweenage Fitness and provide wellbeing spaces for all ages.

Umami by The Japanese Bitters, Asia

2. Bitters with a Japanese flavour

Japan – The Japanese Bitters have been launched in a first for the nation’s alcohol industry – bitters that incorporate the flavours of yuzu, shiso and umami.

The bitters were created by veteran bartender Yuki Yamazaki and bring together ingredients that embody the nation’s preference for savoury and salt-infused cuisine. The shiso leaf, most often used for sushi and as a cocktail garnish, is transformed in its bitters format for use as an accent for cachaça or cocktails.

Currently made in small batches at a facility in Tokyo’s Chiba prefecture, the bitters have been in development for two years. Yamazaki hopes to bring their local flavours to a worldwide audience, targeting The Japanese Bitters at bartenders and bars that take an experimental approach to alcohol.

In the vein of Terroir Spirits, an increasing number of distillers and spirit-makers are exploring new flavour profiles, paving the way for more experimental spirits and global tastes.

Exhibition in a backpack by Swedish Design Museum, Sweden

3. Swedish Design Museum’s exhibition in a backpack

Sweden – Swedish Design Museum has launched a virtual exhibition that consists of a backpack filled with Swedish design items.

Created to be a ‘true insider’s guide to Sweden’, members of the public can buy the Sandqvist bags – dubbed Swedish Design Museum To Go – based on choosing north, south, west or east versions of the bag. Each iteration is filled with objects relating to Sweden’s various regions, with personal tips from each bag’s curator. With a focus on encouraging purchasers to venture into its great outdoors, the backpacks feature Sweden-designed blankets, trainers, headphones as well as wood-carving sets.

Jennie Skogsborn Missuna, CEO at Visit Sweden, says: ‘Swedish design is made to be used, not to be put on a pedestal or locked behind glass, and we want our visitors to truly get a chance to experience this when coming to Sweden.’

With consumers continuing to embrace the Elevated Outdoors, they’re looking to brands and organisations that enable new experiences. For more, sign up for our Trend Briefing, where we’ll explore the evolution of experience in the coming decade.

4. Gymshark’s educational workplace waste plan

London – Fitness brand Gymshark has introduced a recycling initiative to empower its employees to better tackle workplace waste.

The company has joined forces with corporate recycling firm First Mile to service its offices across the UK, incorporating collection and recycling services for materials including paper, food, glass, compostable packaging and textiles. With First Mile hosting interactive recycling workshops to educate staff on waste and recycling, the scheme will allow more than 400 Gymshark staff to separate waste more effectively.

As part of the collaboration between the retailer and recycling firm, Gymshark has also restructured the layout of its offices by introducing more recycling points and improved graphics to signal to staff which materials should be recycled.

In Civic Brands, we explore how businesses are increasingly stepping in to act as educators and enablers. Gymshark’s initiative shows how a brand can inspire its staff to make better decisions both at work and at home.

Gymshark, UK
Acupuncture clinic by Ora, US

5. Ora offers express acupuncture treatments

New York – Ora is bringing quick, convenient versions of the ancient wellbeing practice to urban citizens.

Customers can receive 30- or 50-minute express acupuncture services to target their holistic wellbeing, with treatments priced from £38 ($50, €44). Focusing on areas such as pain, sexual health, digestion and emotional health, the services aim to optimise wellness, with additional services such as cupping and gua sha skin massage. It also houses a tea and tonic bar.

Through the space, Ora aims to make acupuncture accessible for consumers from a range of backgrounds, and for those who might not have explored the practice before. ‘The big thing around the space was focusing on acupuncture as an experience. You can come in and have a tea or tonic post-treatment, or if you want to just experience Ora,' explains Kimberly Ross, founder of Ora.

With ancient health and beauty practices merging with Modern Med Spas, Ora is offering consumers the best of both worlds.

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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