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17 : 05 : 19 : Weekly Debrief

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17 May 2019

Author: The Future Laboratory

Image: Future Food Today cookbook by Ikea10


This week: Custom at-home hair colour, Space10's future cookbook, WeTransfer asks users to switch off, a museum for African diaspora, and micro jewellery retail.

Color&Co, US

1. Color&Co transforms at-home hair colouring

New York – L’Oréal has launched a new brand offering a personalised at-home hair colour experience.

Color&Co allows consumers to co-create their own custom hair dye based on hair type and colour goals. The on-demand, direct-to-consumer service starts with either a live video consultation with a professional colourist or an in-depth online questionnaire. Once a customer’s unique hair colour is determined, the brand then delivers specially-mixed products in personalised packaging within days, keeping details of each formulation on file for easy re-ordering or subscriptions.

‘Beauty consumers are asking us for increasingly personalised experiences, and we saw a real opportunity to innovate in this cornerstone of our business,’ says Guive Balooch, vice president of L'Oréal Technology Incubator. ‘Hair colour results depend on a variety of factors, so it was important to develop highly accurate new technology that could deliver unprecedented at-home shade precision.’

As we explore in our Colour Refresh microtrend, brands are upgrading at-home hair colour with salon-quality dies and precision application tools.

Future Food Today cookbook by Ikea10

2. Space10 introduces its first cookbook

Copenhagen – Ikea’s research and design laboratory, Space10, has unveiled a collection of sustainable, future-facing recipes.

Dubbed a ‘cookbook with a mission’, Future Food Today focuses on the positive future of food by reinventing familiar dishes with alternative sources of protein, such as micro-algae and insects. The book will feature a variety of recipes from the Space10 kitchen, including the Dogless Hotdog, the Bug Burger and the Holy Mole Fish Taco.

‘Ultimately, we created Future Food Today to inspire ourselves and others to get curious in the kitchen, and to motivate us to take action through our food choices,’ explains editor Polina Bachlakova. ‘Future Food Today gives its readers the tools they need to experiment with sustainable, healthy and delicious recipes in their own kitchens.’

As we explore in our Uprooted Diets macrotrend, what we eat and where it comes from is changing as supply chains come under increasing threat.

Please Leave by WeTransfer

3. WeTransfer tells users to step away from technology

Global – Its latest campaign highlights the fact digital technologies have become a distraction from productivity.

In response, the file transfer company has released a digital platform and campaign entitled Please Leave, pitching WeTransfer as a brand to help people reclaim their time with simple online tools. Using a short film directed by Stink Studios and dedicated microsite, the campaign reflects the brand’s mission to remove friction from every aspect of the creative process, resulting in more time to spend offline. With WeTransfer’s simplified tools, such as Collect, WePresent and Paste, users can bring their ideas to life before returning to the physical world.

For more on why our future devices should be disengaging, and why design should be user-unfriendly, read our Opinion piece.

4. A museum celebrating Africa as the epicentre of humanity

Rift Valley, Kenya – Ngaren: The Museum of Humankind will explore Africa’s role in human evolution, biodiversity and climate change.

Founded by paleoanthropologist Richard Leakey and designed by architecture firm Studio Libeskind, the museum will be built on a cliff edge in the historical Rift Valley region. The project will be the first of its kind to present research and discovery of more than two million years of human history and Africa’s part in evolution, biodiversity, overpopulation, war, disease and climate change.

Due to open in 2024, the museum will be comprised of interactive, cutting-edge exhibition spaces. ‘I created a series of dramatic spaces within the museum that are architecturally dynamic and provocative, creating a unique context for the museum’s exhibitions that does not pacify artifacts, but enhances and enlivens them,’ says architect Daniel Libeskind.

Africa is at long last receiving recognition for its rich culture and historical impact. To see how young creatives on the continent are celebrating their heritage, read our Q&A with Dafe Oboro.

Ngaren: The Museum of Humankind by Richard Leakey, designed by Studio Libeskind
Miansai mobile retail, US

5. Miansai launches roadside jewellery retail

US – The Miami-based jewellery and accessories brand has launched a fleet of mobile retail units to reach new customers.

To amplify its narrative around American craftsmanship, Miansai is telling its story through a fleet of vintage vehicles transformed into retail units. The brand has been sending the vehicles to locations such as Coachella Festival in California, Soho House in New York and Navy Beach in Montauk – destinations said to fit the brand’s relaxed attitude towards luxury.

The project allows Miansai to step out of the traditional brick-and-mortar jewellery retail format, as well as test new shopping formats. ‘The cool thing about mobile retail is that it allows us the flexibility to be agile and test markets without committing to leases right away,’ says Michael Saiger, the brand's founder.

As explored in our recent microtrend, austere and exclusive jewellery showrooms are falling out of favour as brands turn to casual, social spaces to enhance the jewellery experience.


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