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31 : 07 : 20 : Weekly Debrief

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31 July 2020

Author: The Future Laboratory

Image: Studypod by Livit, Norway


This week: Community-first place branding, authentic visual storytelling, takeaway culture gets sustainable, Ayurvedic scalp care and nature pods for remote working.

Regent’s Place by DixonBaxi, UK

1. Responsible urban branding for Regent’s Place

London – DixonBaxi’s new identity for Regent’s Place puts the local community and environment at its centre.

The updated branding features an R-shaped logo inspired by its central London location, where three areas dedicated to art, science, research and creativity – Fitzrovia, Camden and the Knowledge Quarter comprising Euston and Bloomsbury – intersect.

In a bid to promote 'ecological integrity, engagement, and inclusive participation’, the branding consultancy hosted local community and business workshops to have an input in the rebranding. DixonBaxi is also championing responsible urbanism, with consideration paid to the environment across the Regent's Place identity, from the use of soy-based inks on posters to reclaimed wood signage and air-purifying paint.

‘Regent’s Place has a strong history of inclusivity and community focus... We have used this base to develop an exciting new brand that truly embraces an environmentally and socially conscious future for all. A place where people and planet thrive,’ says Katie Mansfield, marketing director of British Land, developer of Regent's Place.

In major cities, place branding is helping to authentically tell the story of an area, its community and culture. For more, explore this opinion piece from Chris Chapman, head of art at Droga5.

Truthmark by Canon Nordic and Uncle Grey, Denmark

2. Canon’s photo Truthmark combats fake news

Global – Launched by the Canon Nordic photography community and Uncle Grey Copenhagen, the Truthmarkinitiative aims to stop press imagery from being used in fake news reports.

In a bid to drive truthful journalism and prevent the circulation of misinformation, the global database allows photojournalists to encrypt their images by marking them with Canon's Truthmark. The tool gives each image a unique digital fingerprint that protects both the photo as well as the story or description associated with it. By making the platform free to use, Truthmark wants to ensure trustworthy, authentic storytelling for both journalists and members of the public.

According to Clara Prior-Knock, associate creative director of Uncle Grey Copenhagen, ‘The misuse of images is a problem in culture that could be solved with creativity.’ In turn, to launch the database, the agency has created a visual social media campaign that playfully nudges people to seek the truth behind the images they see.

In our Veritas Media microtrend we explore the competitive advantage of media brands striving to create content that is accurate and reliable.

Zero by PriestmanGoode, London

3. PriestmanGoode makes takeaway culture sustainable

London – Design studio PriestmanGoode rethinks unsustainable takeaway culture with a range of circular bento-style food containers.

The design concept, Zero, has been created in response to the environmental impacts of the takeaway market, which has only accelerated amid lockdown. The design studio collaborated with six partners to create bento-style containers from materials that are either biodegradable or re-usable, including Piñatex and cacao by-products.

The studio also aims to change consumer behaviour by introducing a small additional fee for the re-usable packaging, which would be reimbursed when returned to the delivery service provider. ‘We have been talking to our material partners about anti-microbial additives that could be applied to our selected materials to enhance safety, without having a negative impact on the environment,’ says Maria Kafel-Bentkowska, head of CMF at PriestmanGoode.

In our Food Waste Innovation market, we explore how the sector is taking a proactive approach to the reduction of food waste.

4. An Ayurvedic pre-wash for the scalp

US & India – New haircare brand Shaz & Kiks unites traditional Indian beauty rituals with a focus on scalp care.

Launching with Back To Your Roots, a scalp and hair pre-wash mask, the brand is positioning preventative haircare as the foundation for overall hair health. Dubbed the 'new step one' in hair washing routines, the plant-based mask is massaged into the scalp and down the lengths of dry hair 20 minutes before hair is washed as normal.

Paying homage to its founders' family rituals around Ayurvedic beauty, the formulation uses over 20 Indian herbs, oils and flowers – including amla, turmeric and peppermint – to stimulate blood flow to the hair root and encourage growth.

While celebrating ancestral rituals through its range, Shaz & Kiks also taps into the rise of hair products inspired by skincare. For more, explore Skintellectual Haircare.

Back to Your Roots by Shaz & Kiks, US, India
Studypod by Livit, Norway

5. This remote office immerses workers in nature

Norway – Design studio Livit has created a detached office allowing remote workers to immerse themselves directly in nature.

The Studypod was created as a response to the global pandemic and the rapid rise in remote working. It can be used as an indoor or an outdoor home-office solution. The design aims to provide a place for quiet work from a user’s garden, or on set at a photo studio, for example. Reflecting its multi-functional potential, Livit also hints at how the space could be used for yoga or as an external bedroom.

The studio, which is known for its Birdbox cabin, creates designs that promote a sense of calm and freedom in natural spaces. ‘Our goal at Livit is to create amazing experiences for people, and the Studypod is something we think can truly add value to people’s everyday lives, by giving them breathing space without distractions, where they can focus and get close to nature,’ says designer Torstein Aa.

With remote working options looking increasingly permanent, people are considering the importance of Pandemic-proof Properties to help their homes provide multi-purpose functionality.


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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