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26 October 2018

Author: The Future Laboratory

Image: Piss Off campaign by Icon

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This week: Park MGM looks beyond excess and luxury, Dada Daily brings art to snacking, Harry’s launches a female razor brand, tea-drinking becomes a considered experience and how designers display clothing in the digital realm.

If It's Meant To Be film by Virtue for Park MGM, Las Vegas

1. This casino ad plays on serendipitous encounters

Las Vegas – The Park MGM casino resort has released a series of melancholy vignettes inspired by travellers’ real-life experiences.

The short films explore modern romance, each telling a story about a near-miss romantic encounter. The voiceovers, which include accounts such as: ‘I was the girl pretending to stare at my phone but trying to steal glances at you’ are all real posts taken from people visiting Las Vegas.

Virtue, the agency behind the ads, also conducted a survey to explore the romantic attitudes of its Millennial tourists. It found that 62% of those who are thinking about visiting Las Vegas believe in love at first sight.

The campaign represents a change in the way casinos are communicating. Whereas Las Vegas marketing would traditionally rely on symbols of excess and luxury, a more thoughtful aesthetic is emerging.

 

Dada Daily

2. Healthy snacks with a surrealist aesthetic

New York – Dada Daily is a new snack brand with an art-inspired aesthetic that injects creativity into healthy eating.

The brand was launched by Claire Olshan, the founder of Manhattan fashion boutique Fivestory, who found that wellness-orientated foods tended to follow one of two design cues: hippy or minimalist. To offer a new perspective, she has launched a line of vegan snacks that take inspiration from the surrealist Dada art movement.

The snacks, which include Schisandra Chocolate Truffles, Hot Turmeric Cabbage Petals and eye-shaped Matcha Latte Truffles, each highlight a key superfood ingredient and come in packaging decorated with Dadaist illustrations. Complementing the range, Olshan has also designed an acrylic head that can be used for in-store merchandising of the snacks or as decorative storage.

As explored in our Design Direction Future Foodscapes, brands are elevating food through abstract presentation and packaging that challenges traditional aesthetics.

Flamingo by Harry’s

3. Flamingo streamlines body hair care for women

US – Shaving start-up Harry’s has launched its first female-focused brand, Flamingo, designed to simplify the shaving process for women.

After discovering that more than a million women had signed up to Harry’s to order its high-quality offerings, the company’s brand strategist Allie Melnick and senior vice-president of R&D and design Brittania Boey decided to create a dedicated line of shaving products that respect women’s increasingly individual and nuanced relationships with body hair.

‘In creating Flamingo, we spent years speaking to hundreds of women to truly understand their needs and preferences in hair removal, and designed every aspect of our product suite with those needs in mind,’ saysBoey. Flamingo provides a choice of a la carte products, allowing women to choose from individual razor blades, pastel-toned handles, at-home waxing strips, exfoliators, shaving gels and body lotions.

In our new microtrend Shaving Rebranded, we examine the brands reframing their messaging and campaigns in line with women’s evolving relationship with body hair.

4. Teatulia transforms tea-drinking into a social activity

London – Designed by Russell Sage Studio, Teatulia is a new bar, library and retail space that turns tea-drinking into a more considered experience.

Serving six types of tea by day and a variety of tea-based cocktails at night, this café and social space in Covent Garden is the first in London to have complete ownership of the provenance of its tea leaves. Each leaf is hand-picked from the brand’s garden in Tetulia, northern Bangladesh, located between the globally recognised tea regions of Darjeeling and Assam.

With space limited to just 16 visitors at a time, Teatulia encourages guests to interact with the space. They can choose a record to be played via the in-store record player, or peruse the teashop’s bookshelf, which features a rotating selection of titles guest-curated on a monthly basis.

As explored in our Tea Market, the global appetite for tea remains strong, however brands are being challenged to present the drink in new and engaging ways to ensure it remains relevant amid the continuing growth of coffee culture.

Teatulia, London. Photography by Louise Long
In Pursuit of Tactility by PMS Studio, Eindhoven

5. Can digital fashion change the way we consume?

Utrecht – In Pursuit of Tactility is a multifaceted installation designed by Utrecht-based PMS Studio for Dutch Design Week 2018, which aims to address overconsumption in the fashion industry.

Presented at Dutch Design Week 2018, the installation features a combination of 3D photography, animation, virtual reality and reactive soundscapes to replicate typical clothing characteristics such as texture, movement and touch in digital form. Each stage of the installation is designed to gradually introduce visitors to the idea that fashion can become a fully digitised industry, if we can redefine the tactility now associated with clothing.

The first introductory stage is a fabric expo featuring digital renderings of textiles printed on Plexiglass. These realistic forms are designed to ‘invoke the brain to visualise what it thinks is a tangible material’, without the sensation of touch. The next stage is a fabric animation that emulates the movement of real fabrics, pushing viewers to participate the installation’s final section – a VR experience featuring PMS Studio’s complete digital fashion collection. The lack of physical garments is compensated by audio feedback when viewers interact with the VR garments, creating a new way to digitally ‘touch’ and perceive the fabric.

Digital Gratification is becoming increasingly prominent in the fashion industry, as designers provide new methods to enjoy clothing in the digital realm.

 

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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