14 : 08 : 20 : Weekly Debrief

sector - food & drink
type - need to know
Need To Know
category - digital
category - sustainability
sector - fashion

This week: A digital museum for e-tourists, fermented cordials for gut health, Generation Z tech positivity, virtual fashion for influencers and Conscious vodka that skips sugary mixers.

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14 August 2020

Author: The Future Laboratory

Image: Nike ISPA, global


VOMA, Global

1. VOMA is a digital museum for e-tourists

Global – VOMA is a fully interactive virtual museum that is open to the public and accessible from anywhere in the world.

While many galleries have adapted their offerings in recent months to provide a digital outlet, VOMA calls itself the first truly digital museum, showcasing contemporary art with historically significant pieces. The launch will present curated exhibitions from a variety of international cultural sites including Musée d'Orsay, Whitney Museum of American Art, the Metropolitan Museum of Art and the Art Institute of Chicago, among others.

‘A virtual viewing room can feel like a lonely place – quiet, empty, sometimes slightly uneasy. In building and curating VOMA, we wanted to get away from that feeling, which is not all that different from walking into a snooty, silent gallery space and feeling a bit self-conscious,’ explains Stuart Semple, artist and founder of VOMA.

With many cultural experiences likely to remain virtual for the foreseeable future, arts institutions are stepping up to provide more engaging experiences online. As travel evolves in a similar vein, e-Tourism is on the rise.


2. A fermented cordial that boosts beneficial bacteria

UK – Jin Jin cordial uses natural fermentation to bring the health benefits of cultured enzymes to drinks.

Using traditional fermentation techniques from Japan, Jin Jin supports gut health and balance in the body’s functions through a combination of more than 35 fruits, vegetables, mushrooms and Lactobacillus – a 'super probiotic' that defends the body from unwanted bacteria, aids digestion and bolsters nutrient absorption. The gluten- and dairy-free cordial is available in 20ml or 750ml bottles, and can be mixed with water or added to smoothies or cocktails as an alternative to sugary mixers.

‘We live in a fast-paced world, which sometimes makes us overlook our physical and emotional wellbeing,’ explains Sohn Supradya Aursudkij, founder of Jin Jin. ‘I want Jin Jin to be part of peoples’ journey towards better health and can’t wait for people to discover it.’

Consumer interest in fermented foods and drinks has been on the rise in recent years, making space for new product innovation in this category.

Deutsche Telekom in collaboration with Saatchi & Saatchi and Billie Eillish, Germany

3. Deutsche Telekom praises Gen Z’s hyper-connectivity

Germany – The telecom company is rallying around today’s youth with a new campaign upending misconceptions about phone-obsessed Generation Z.

Featuring singer Billie Eilish, the Saatchi & Saatchi campaign depicts young people hanging out, glued to their phones and barely speaking – yet a voiceover from Eilish evolves the narrative to focus on the cohort’s penchant for activism – powered by their connectivity. Launching in line with the United Nations’ International Youth Day, the advert draws attention to the many ways young people use digital platforms to promote social and environmental good.

‘The seismic events of 2020 will impact the younger generation for years to come; culturally, socially, economically,’ says Wolfgang Kampbartold, vice-president of international market communications at Deutsche Telekom. ‘We want to provide Gen Z with a voice and a platform from which to demonstrate how they are harnessing the power of connected technology to make a real difference.’

In our Generation Z series, we uncover the behaviours and perspectives of this cohort, the importance of digital spaces and aesthetics, and the online trends born from these digital natives.

4. Dress-X angles digital fashion towards influencers

US – Dress-X is a new retail platform positioning digital fashion towards the influencer crowd.

Showcasing virtual garments from a range of contemporary brands and 3D designers, the retailer describes itself as offering ‘clothing made for content’. Among its collections are virtual dresses, suits and streetwear priced from £23 ($30, €25), as well as bespoke designs. Once a customer has purchased their digital garment, the Dress-X team overlays it to their chosen photograph.

A part of its ambitions, the platform is placing a particular focus on targeting influencers in order to eliminate the waste associated with sending them real items of clothing. 'We share the beauty and excitement that physical fashion creates, but we believe that there are ways to produce less, to produce more sustainably, and not to produce at all,' says Daria Shapovalova, co-founder of Dress-X. 'At the current stage of development we aim to show that some clothes can exist only in their digital versions.'

While Immaterial Fashion has so far been a niche market, platforms like Dress-X and a Hot:Second are promoting the idea of virtual garments as a sustainable yet fashion-forward choice.

Dress-X, US
Vita Vodka by Vita Spirits, Spain

5. Vita vodka swaps classic mixers for water

Spain – Vita Spirits is rethinking the drinking experience, with a vodka designed specifically to be mixed with water.

The Mediterranean triple-distilled vodka has been infused with lemons to create a subtle flavouring intended to replace that of a traditional mixer. Positioned as a natural, low-calorie and balanced alternative to spirit and mixers, Vita Vodka offers a healthier choice for drinkers.

The vodka is also crafted with premium Italian wheat and low mineralisation water to create a fresh and light-bodied taste. While many vodka-based drinks include high-calorie and high-sugar mixers, the brand’s website also features recipes for creating more conscious cocktails.

While we previously identified opportunities for brands to focus on the flavour profile and characteristics of tonic water, new alcohol alternatives are emerging that elevate the spirit itself and mitigate the need for external flavouring.


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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