Design Discoveries: Materials and Furniture

Key trends and insights regarding materials & their uses 

As interior designers we’re always seeking innovations that blend style with eco-consciousness in both materials and furniture. Manufacturers and makers are continually pushing boundaries and unveiling new solutions, to elevate the design industry methods and bring sustainability into our every day process.

To gain inspiration into the latest trends, The One Off’s design team recently took a research trip to Manchester’s Design District. Visiting Material Source studio, an inspirational hub showcasing the latest offerings from the world’s leading commercial interior and building supply brands. Along with supplier showrooms and retail stores showcasing material innovations.&nbsp;
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With the rise of ethical consumerism, sustainable design is essential in retail. To create spaces that reflect these values it’s crucial we are well informed when selecting materials, with consideration of material makeup, durability down to production location. These considerations ensure all decisions meet aesthetic and functional needs as well as behaving better in our mass production and retail fixture development to future-proof.
In other sectors, such as workspace there is a demand for flexibility and adaptability that can evolve with user’s needs. To achieve this level of flexibility, we are increasingly turning to modular furniture solutions, instead of fixed items. These pieces can be easily reconfigured, allowing a single space to serve multiple purposes.
With a focus on the above points in sustainability and modularity, here are our top discoveries and inspirations:
Solus - Spolia Collection
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We visited the Solus showroom on the launch day of Spolia in Manchester. The tile collection which transforms waste into beauty, with beautiful and unique samples displayed instantly catching our attention.
Spolia is an innovative terrazzo collection that transforms construction waste from demolition sites across the UK, into sustainable, durable surfacing solutions incorporating up-cycled aggregate. The collection offers standard colour options, along with offering a bespoke service to create one-of-a-kind terrazzo tile creations, with exceptional durability and a long lifespan.
Adding to its sustainability credentials, the collection is manufactured in the UK reducing transportation emissions when specifying on local projects.
Spacestor - Verandas
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Spacestor specialise in workspace solutions, with products that focus on modular and flexible furniture that can adapt to the ever-changing needs of modern offices. A highlight collection for us was Verandas.
Verandas is an adaptable and modular system, that reimagines the traditional meeting room, incorporating various accessories and custom elements. The spaces created are premium, comfortable and include all features that permanent rooms have, but thanks to its adaptable base framework, the components can be reconfigured to create completely different configurations when the space requires it, really emphasising its long lifespan and sustainable credentials, with Spacestor calling it ‘the meeting rooms you never throw away’.
Material Source - Bio &amp; by-product materials
Material Source presented a curated display of 24 innovative bio &amp; by-product-based materials developments. Not all the materials are market ready, but in highlighting their possibilities, Material Source hopes that ‘they will go on to be manufactured and secure the EPDs and certifications needed for specification, to help support a brighter future’. As stated on the material source website.
A couple of our favourite materials that are on our radar are:
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Corrugated hemp fibre panel by Margent Farm
A sustainable building material made from natural hemp fibres combined bio-waste resin made entirely from agricultural waste, resulting in lightweight yet durable sheets ideal for exterior cladding, interiors and furniture design. These sheets offer significant environmental benefits due to hemp's rapid growth and low need for pesticides. Additionally, their natural, textured appearance makes them a visually appealing choice for eco-friendly designs.
Reclaim by Caracara Collective
The Caracara Collective are an experimental design studio focused on creating sustainable products using bio waste.
The reclaim collection includes beautiful lampshades made from orange peel and pine needle by-products. Both the juice and Christmas tree industry produce a huge amount of by-product, here’s where Reclaim come in, creating 1 lampshade out of 20 squeezed oranges and 12 lampshades from the needles dropped by just 1 tree.
Link to see the rest of the materials:
<a href="https://www.materialsource.co.uk/24-bio-and-by-product-based-materials-for-2024/">https://www.materialsource.co.uk/24-bio-and-by-product-based-materials-for-2024/</a>
Additionally, we visited a handful of retail stores, and these were our top pick highlights which we feel are doing amazing work in terms of conscious material specifications:
Nike Rise Store in Manchester Arndale
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The store design clearly emphasises sustainability, featuring eco-friendly materials throughout the fixture system and store fittings, such as recycled plastics, fabrics, and felts. The textures in the store design palette were noticeable on the cash desks and midfloor tables, varying in colours between men’s and women’s which was a nice navigational touch when browsing. Across Nike’s fleet of stores, Manchester’s showcases another bright and open modern space, emphasising Nike’s commitment to reducing environmental impact and celebrating the brand move to zero mission.
Patagonia
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Instead of utilising materials that are made from only recycled content, Patagonia takes the reclaimed route of sourcing and upcycling materials into this store design. The look &amp; feel appears honest and quite industrial, ’true to the Patagonia spirt’. Using glazed brick tiles recycled from a local police station, scaffold boards from building sites around Manchester and light fittings reclaimed from factories local to the store as just an example.
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As interior designers we’re always seeking innovations that blend style with eco-consciousness in both materials and furniture. Manufacturers and makers are continually pushing boundaries and unveiling new solutions, to elevate the design industry methods and bring sustainability into our every day process.

Surface Design Show 2024

Surface Design Show London, Sustainable Design, Sustainable Materials, Industry Trends

Our Interior Design team headed down to the Surface Design Show&nbsp;in London this week. The theme for 2024 was ‘Mindful Living’ highlighting new, innovative, and sustainable materials. The show hosted 180 brands and 40 guest speakers in the surfaces and materials sector showcasing the latest materials and industry trends.
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Here are the teams highlights, 1.&nbsp;The push on sustainability is ever growing, with companies such as VitaNova, coming up with innovative solutions to reduce waste. Encouraging the ethos of “return, repurpose, revive”, to return off cuts and samples which can be used in new applications. 2. Attending the “Designing for a sustainable future” covering topics such as how wellbeing can be interlinked with choosing sustainable materials, curating a special eco library and much more. 3. Attending the Colour Hive trend forecast with an interesting preview and insight looking ahead at 2025. 4.&nbsp;Climate Anxiety particularly among younger people are leading to a development of 'Soul' explained as a merge of 'climate anxiety, nature symbolism and folklore to reaffirm culture and identity'. Neutral colour palettes and a newfound appreciation of traditional techniques and craft form this movement. 5. One other major key player is the rise of AI and VR explored in their 'Hack' direction with bold vivid colours and daring combinations with physical forms and finishes with a highly polished and rendered look and feel.
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Our Interior Design team headed down to the Surface Design Show&nbsp;in London this week. The theme for 2024 was ‘Mindful Living’ highlighting new, innovative, and sustainable materials. The show hosted 180 brands and 40 guest speakers in the surfaces and materials sector showcasing the latest materials and industry trends.

Retail Predictions 2024

As we start 2024, the retail landscape is undergoing continuous transformation, aligning itself with consumer preferences and introducing novel experiences. In the upcoming year, here are 10 trends to closely observe:
2024 Retail Predictions.
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<li>Omnichannel Sales: The core of this evolution lies in the indispensable omnichannel approach. Retailers are seamlessly blending online and offline realms, ensuring delightful experiences across various platforms – whether consumers are browsing from home on a desktop, using a mobile device on the go, or strolling through physical stores. This integration guarantees consistency in service and product availability.</li>
<li>Sustainability: Once considered an option, sustainability has now become a standard. With growing global awareness of environmental issues, consumers are making conscious choices, seeking products aligned with their eco-friendly values. Retailers respond by sourcing sustainable materials, minimising waste, and embracing ethical practices, fostering loyalty among consumers committed to sustainability.</li>
<li>In-Store Experiences: Physical stores are experiencing a revival, transforming from transactional hubs into immersive spaces. Picture stores hosting DIY workshops, featuring cozy in-store cafes, or incorporating augmented reality fitting rooms. These experiential retail spaces offer more than just products, turning shopping into a unique and engaging event.</li>
<li>Personalisation: Advancements in artificial intelligence and machine learning are propelling personalisation to new heights. Retailers can now provide highly personalised shopping experiences, curating product recommendations and content that resonate individually. This personal touch not only enhances the shopping experience but also forges a deeper connection between the brand and the consumer.</li>
<li>Direct-to-Consumer: The rise of direct-to-consumer brands marks a significant shift, bypassing traditional channels to reach consumers directly. This approach allows for better control over the brand narrative, pricing, and customer data. Eliminating intermediaries enables these brands to offer high-quality products at competitive prices, resonating well with modern consumers.</li>
<li>Payment Methods: Payment methods in retail are diversifying, incorporating buy-now-pay-later services and the acceptance of cryptocurrencies. These flexible payment options cater to consumer preferences, enhancing the shopping experience and facilitating more effective financial management.</li>
<li>Upgraded Logistics: Enhanced delivery and return services are becoming the new norm in logistics. Growing expectations for same-day delivery, curb-side pickup, and easy return policies are driving innovative responses from retailers. Concepts like drone deliveries and automated pickup kiosks are transitioning from ideas to realities, reshaping the product delivery and return experience.</li>
<li>Community Building: Retailers are placing a strong focus on community building. Hosting events and creating online forums foster spaces where customers can connect, share, and engage with the brand and each other. This sense of community enriches the shopping experience and cultivates brand loyalty, transforming customers into brand advocates.</li>
<li>Security and Privacy: In the digital age of retail, data security and privacy have taken centre stage. With consumers becoming more conscious of their digital footprints, there are heightened expectations for retailers to safeguard personal information. Investing in advanced cybersecurity measures and adopting transparent data handling practices are prerequisites for gaining and maintaining consumer trust.</li>
<li>Augmented and Virtual Reality: Lastly, the integration of augmented reality and virtual reality in retail is bridging the gap between the digital and physical worlds. These technologies enhance the online shopping experience, offering virtual try-ons and interactive product demos, adding a new dimension to how we explore and purchase products.</li>
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 Looking ahead, the future of retail is not just about selling products; it's about creating experiences, building communities, and embracing innovations that make shopping more personal, convenient, and enjoyable. The retail world of 2024 promises to be a fascinating blend of technology, personalisation, and human connection, offering an exciting journey for both retailers and consumers.

As we start 2024, the retail landscape is undergoing continuous transformation, aligning itself with consumer preferences and introducing novel experiences. In the upcoming year, here are 10 trends to closely observe:

The Power of Niche

In the ever-evolving world of fashion, niche brands are often gaining brand prominence over their mid-market counterparts. By niche brand we mean a business that targets a specific and well-defined segment of the market. 
Instead of trying to appeal to a broad audience, niche brands focus on serving the needs and preferences of a narrow, specialised group of customers. This approach allows them to develop a strong connection with their target audience and differentiate themselves from larger, more generalised competitors. In the sports world for instance this may mean companies like Track Smith or Rapha and in fashion Skims or Olibar Brown. This shift could be attributed to several key factors that underscore the growing importance of niche fashion brands. 1. Distinctive Identity

Niche brands often focus on specific themes, aesthetics, or sustainability initiatives, creating a distinct identity that resonates with a much more proscriptive audience. This specialisation allows for a more authentic and personalised experience often fostering a deeper meaningful connection with customers.
2. Quality Over Quantity
Niche brands can prioritise quality craftsmanship, using premium materials and ethical production practices. This commitment to quality can appeal to consumers who seek long-lasting, sustainable pieces, which ultimately challenges the fast fashion ethos of mid-market brands all be it often at a premium
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3. Exclusivity&nbsp;
Limited runs and unique designs contribute to a sense of exclusivity with niche brands. Customers value the feeling of owning something rare and uncommon, often promoting a sense of individuality.
4. Community Building
Niche brands can find it easier to leverage social media and online communities to engage directly with their audience. This interactive approach fosters a loyal customer base and word-of-mouth marketing, creating a strong and supportive community around the brand.
5. Sustainability
Many niche brands champion sustainable and ethical practices, catering to the growing demand for eco-friendly fashion. Conscious consumers are increasingly gravitating toward brands that align with their values.
6. Innovation and Creativity
Niche brands are free from the constraints of mainstream fashion trends, enabling them to experiment and innovate with designs, materials, and production methods. This creativity results in unique and captivating collections that capture consumers' attention.
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7. Diverse Representation
Niche brands often embrace diversity and inclusivity in new, fresh, and innovative ways. Celebrating a wider range of body types, ethnicities, and gender identities. This inclusiveness resonates with a more diverse and discerning customer base.
8. Storytelling
Niche brands excel in storytelling, weaving compelling narratives around their products. These stories add depth and meaning to their brands and collections, inviting customers to connect on a more emotive level.
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9. Supporting Local Economies
Niche brands frequently prioritise local manufacturing and sourcing, contributing to the growth of local economies. This community-centric approach resonates with consumers who value sustainability and ethical production.
10. Adaptability 
Niche brands can quickly adapt to changing consumer preferences and market trends, ensuring they stay relevant in the ever-shifting fashion landscape.&nbsp;
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In conclusion, niche fashion brands are now gaining in importance whereas the mid-market brands are starting to feel more homogenised and irrelevant. Often trying to appeal to too larger audience and missing the mark. As the saying goes you can’t be everything to everybody.&nbsp;
Due to the niches’ ability to cater to specific tastes, values, and desires of today's consumers they often turn out to be reliant and exciting to the customer for longer and build true brand loyalty.&nbsp;
As the fashion industry continues to evolve, niche brands offer a refreshing alternative to the mass-produced, one-size-fits-all approach of mid-market brands, embracing authenticity, sustainability, and individuality to carve out a unique space in the fashion world.

In the ever-evolving world of fashion, niche brands are often gaining brand prominence over their mid-market counterparts. By niche brand we mean a business that targets a specific and well-defined segment of the market. 
Instead of trying to appeal to a broad audience, niche brands focus on serving the needs and preferences of a narrow, specialised group of customers. This approach allows them to develop a strong connection with their target audience and differentiate themselves from larger, more generalised competitors. In the sports world for instance this may mean companies like Track Smith or Rapha and in fashion Skims or Olibar Brown. This shift could be attributed to several key factors that underscore the growing importance of niche fashion brands. 1. Distinctive Identity

The Rise Of Influencer Focused Stores – Where Content Creation Takes Centre Stage

The rise of the influencer focused store 

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space. 
 
From community events, to classes and product launches, creating a hub will allow influencers to strengthen their connection to your brand, and customers.&nbsp; 
<h2 style="text-align: left;">Creator Studios&nbsp;</h2> 
Brand spaces are changing to become canvases for influencers to interact with different brands and their customers, as well as a place to create content within. &nbsp; 
Some retail stores now feature dedicated creator studios equipped with professional-grade equipment, from cameras to lighting setups.&nbsp; 
These studios provide influencers with all the necessary tools to produce high-quality content in-store, encouraging them to spend time creating and engaging with their followers. 
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Take Pretty Little thing’s new flower filled space on Oxford Street as an example. This space is not just an effort from the brand to increase their offline presence, it features a content room, working offices, a showroom space and meeting rooms.&nbsp; 
PLT marketing director, Nick Capstick commented on the store's opening earlier this April: “this new space will allow us to bring the experience that our Influencers, Talent and press have in our international showrooms”. 
Showrooms within influencer-led retail stores offer a distinct advantage by allowing influencers to curate their favourite products and showcase them in an experiential setting. 
These curated spaces serve as a source of inspiration for customers, enabling them to visualise how products can be styled and incorporated into their own wardrobes.&nbsp; 
<h2 style="text-align: left;">Community Hubs</h2> 
In today's digital age, influencer marketing has become a powerful tool for brands to connect with their target audience.&nbsp; 
While online platforms provide ample opportunities to engage with influencers, there's something special about creating a physical community hub in-store.&nbsp; 
One brand that stands out in this regard is Gymshark, renowned for its on trend fitness apparel and a strong influencer community. 
This brand has fostered a robust influencer community by creating a community hub not just at their Manchester HQ, but at their newer location on London's Regent Street.&nbsp; 
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Gymshark organises regular meet-ups and networking events where influencers, customers, and brand representatives can interact in person. 
Their community hub is not just a retail space; it's an experience-driven environment. At their London location, the brand hosts exclusive events, product launches, workshops, and fitness classes led by influencers. 
One of the key aspects of Gymshark's influencer community is their emphasis on collaborative content creation. By offering dedicated spaces within their community hub for influencers to create content, Gymshark enables them to showcase their expertise and promote the brand simultaneously.&nbsp; 
Brands can adopt a similar approach by providing influencers with unique spaces within their store to develop engaging content, encouraging user-generated content creation and driving organic reach. 
<h2 style="text-align: left;">Key takeaways&nbsp;</h2> 
- &nbsp; &nbsp;Brands looking to build their influencer community can take inspiration from Gymshark by creating an in-store hub that goes beyond the typical shopping experience. Consider organising exclusive events, product launches, workshops, or fitness classes led by influencers. 
- &nbsp; &nbsp;These spaces not only empower influencers to curate content and showcase their style but also foster a sense of community, authenticity, and relevance. As the retail landscape continues to evolve, influencer-led retail stores pave the way for a new era of customer engagement and brand advocacy.

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space.

The Rise Of Frugal Chic?

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp; 
Living frugally has been seen as living ‘cheap’ in the past, but put simply it means living more consciously when it comes to spending. 
There is a growing movement that seeks to redefine the concept of frugality and make it not only practical but also trendy. Embracing a frugal lifestyle is no longer seen as a sign of financial constraint but rather as a smart and savvy choice. 
With a reported almost half of GenZ saying they live pay cheque to pay cheque, brands such as The Inkey List, and Glambot are leaning into making frugality 'cool' to show how it can benefit their consumers. 
<h2>The Inkey List doubles down on dupe culture</h2> 
Influencers, and social creators online are fully embracing dupe culture to share more affordable alternatives to more exclusive, hyped up products with their follower base. 
The demand for dupes is unsurprising given the context of a cost of living crisis. British brand The Inkey List has leant into this demand and developed their &nbsp;Smarter Skincare service. 
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This service is accessible through its e-commerce chat function ‘AskInkey’ or through Instagram direct messaging. The concept relies on users sharing their personal skincare routines and how much the products they use cost them.&nbsp; 
Summing up their routine, the user then decides which of the products they currently use they would like to keep and which they would rather replace with Inkey’s own lower-priced items. 
<h2>Glambot – makeup for cash?</h2> 
When it comes to buying second-hand, makeup might not be the most obvious winner. However, research from Capgemini found that the second-hand cosmetics market is estimated to be a $7bn market.&nbsp; 
Glambot is the makeup equivalent of Depop - a go between platform for reselling pre-loved cosmetics products. Any items traded through their platforms are first sent to the brand’s specialised lab where they are inspected, and sanitised before being sent to the buyer.&nbsp; 
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Sellers can receive their payment in the form of cash, or as credit to spend at Glambot (with a further 30% off when they choose to redeem this credit). 
This platform has proven a real winner with the environmentally conscious GenZ because it helps consumers shop more ethically. Moreover, the brand also stocks a variety of discontinued makeup products, meaning you needn’t breakup with the products you can no longer find at your local cosmetics shop(s).&nbsp; 
<h2 style="font-weight: normal;">50-25-50 rule&nbsp;</h2> 
It is not just brands that are helping consumers re-imagine what it means to be more frugally minded.&nbsp; 
We have TikTok to thank for this one. The 50-25-50 rule, is a social trend that took off on TikTok, and helps people prioritise how they budget their money in the most efficient way possible. 
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The concept advises that you split your money into three categories - one for rent, bills, and short-term savings, one for long-term savings, and one for day to day spending. When you get a pay check, the rule states you put 50% of that pay into the account for rent and bills. The remaining amount you then split in half, allocating 25% into the long-term savings and 25% into day to day spending. 
Social media, and TikTok especially has become a marketplace for more than trends, but advice too. Looking ahead, as consumers become increasingly interested in their financial health we can expect to see more content created to educate the money curious crowd.&nbsp; 
<h2>Key takeaways&nbsp;</h2> 
- A shift in perception is underway as more people realise the advantages of living within their means and making mindful spending choices. Instead of mindlessly chasing the latest trends and accumulating debt, individuals are embracing frugality as a means to gain financial freedom and live a more fulfilling life. 
-Consumers are increasingly looking to their own commodities to create capital. We often see clothes as capital, and platforms like Depop and Vinted allow users to seamlessly trade, and make money from their used possessions. Cosmetics are now entering this space, allowing shoppers to unleash capital from pre-loved makeup.&nbsp; 
- The use of social media as a place to exchange ideas and advice around how to be more frugal, is indicative of how being money smart is on trend. In fact, in January this year - the hashtag 'moneysaving' amounted 357 million views. There is a clear appetite from social media users to learn more about financial health, and brands have an opportunity to use TikTok as a platform to reach a wider audience and educate them on matters pertaining to money.&nbsp;

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp;

The Creative partnerships shaping the future hotel experience…

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/824740-hotel-maison-elle-paris-etoile.jpg" alt="824740-hotel-maison-elle-paris-etoile" width="1534" height="1200" loading="lazy" style="height: auto; max-width: 100%; width: 1534px;"> Elle magazine under their hospitality sub-brand have successfully established credibility entering this space by anchoring their physical experiences to their rich brand story and heritage. &nbsp; If you fancy a trip further afield than France, the brand is set to open a second location in Mexico this summer.&nbsp; Elsewhere, luxury fashion brand Louboutin has opened its first hotel in April this year. Hotel Vermelho can be found in Melides, Portugal and is characterised by bold bursts of red to celebrate their iconic red-bottomed shoes. Culinary Collaborations&nbsp; Hotels have long been synonymous with premium dining experiences, and partnering with renowned culinary brands is the next iteration of this.&nbsp; From exclusive pop-up restaurants to customized food travel itineraries these partnerships elevate the overall guest experience and provide a tantalizing fusion of hospitality and culinary brilliance. Japanese beauty label Clé de Peau Beauté (CPB) launched an afternoon tea series popping up at a collection of hotels across Shanghai, Beijing, Shenzhen and Lijiang. The experience offered guests logo-stamped macarons and mousses, champagne, caviar, CPB products, and a voucher for a facial.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/kfc-3.png" alt="kfc-3" width="440" height="330" loading="lazy" style="height: auto; max-width: 100%; width: 440px;">
Appealing to a broader audience, KFC launched a temporary hotel room called House of Harland last year. The room was decorated with elements inspired by their famous hot wings, including an arcade machine, a cinema room showcasing "chick flicks," and a button that provided unlimited chicken delivery upon pressing, aptly named "Press for Chicken." By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Pawsome retreats Traveling with pets can be a joyful experience, but finding accommodation that welcomes our furry friends with open arms can often be a challenge.&nbsp; Fortunately, a growing number of hotel operators have recognised the special bond between pet parents and their four-legged companions, going above and beyond to create pet-friendly havens.<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Pet-Friendly-Travel6_HR.webp" alt="Pet-Friendly-Travel6_HR" width="1500" height="1000" loading="lazy" style="height: auto; max-width: 100%; width: 1500px;">Hilton has partnered with Mars Petcare to allow guests at their hotels to seek guidance from the pet brand on-demand. Their service offers guests access to on-call resources for pet health, wellness and behavioural advice during stays. London based brand Stay, is another hotel that has opted for a pet-oriented partnership, collaborating with UK pet food start-up The Innocent Hound. In their hotels they offer welcome packs for pets that might be accompanying guests on their stay, as well as an area guide listing local walks as well as dog-friendly shops and restaurants. The rise of hotels catering to pet parents is a heart-warming trend that reflects the evolving needs and desires of modern, nomadic travellers. Key Takeaways:&nbsp; - &nbsp; &nbsp;These creative collaborations have proven to be a win-win situation, allowing hotels to differentiate themselves in a competitive market while enabling brands to expand their reach beyond their traditional customer base. - &nbsp; &nbsp;By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Food centred pop-ups are a great way to encourage people to visit your hotel, and have an added layer of shareability helping extend your hotel’s social reach online.&nbsp; - &nbsp; &nbsp;With wellness and self-care taking center stage in people's lives,&nbsp; wellness brands have a huge opportunity to collaborate with hotels to offer holistic experiences that cater to guests' physical and mental well-being.

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;

A Rental Revolution

Our next-gen digital natives are all about renting.&nbsp;
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In our lifetimes we have all likely rented a product or service; from renting a suit last minute for a wedding, to a car for a trip abroad – renting provides us with more flexible solutions to cater to our everyday needs. Amid a cost-of-living crisis, consumers are increasingly looking to rental options as a cost-effective, convenient way to help them access goods or services to enhance their busy lifestyles.&nbsp; Moreover, the continued growth of hybrid working post pandemic has acted to encourage people to investigate renting workspaces, houses, or short-stay accommodation abroad, to suit a more nomadic working style.&nbsp; What is clear is that people do not want to compromise their hobbies, or daily lifestyle in the context of a financial crisis, and rental options are allowing people to continue living busy lives whilst feeling the squeeze of the cost-of-living crisis. From renting outdoor equipment, to gym memberships– is there anything we won’t be able to rent in 2023?&nbsp; Renting for the Outdoor enthusiast&nbsp; Getting outdoors is something a lot of people love to do, with a recent <a href="https://www.gov.uk/government/statistics/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings#:~:text=Importance%20of%20nature%20for%20people's%20wellbeing,-Since%20coronavirus%20restrictions&amp;text=Four%20in%20ten%20adults%20reported,April%202021%20and%20March%202022)." rel="noopener">study</a> uncovering that four in ten adults said that they had increased their time spent outside (42% between April 2020 and March 2021 and 45% between April 2021 and March 2022). However, as the pressure of a financial crisis squeezes household budgets, a <a href="https://londonlovesbusiness.com/cost-of-living-crisis-forces-90-of-people-to-stop-taking-part-in-sports-or-fitness-classes/" rel="noopener">survey</a> published last year found that a staggering 90% of under 34s reported that last year they had to stop taking part in hobbies due to rising prices.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-04-21%20at%2016.01.49.png" alt="Screenshot 2023-04-21 at 16.01.49" width="1250" height="1244" loading="lazy" style="height: auto; max-width: 100%; width: 1250px;">
Enter, ‘Kit up’ - a new brand dubbing themselves ‘The Airbnb for outdoor equipment’. This outdoor centric rental service encourages users to list their outdoor equipment through their app to allow others to rent it. In return the user can earn a passive income, contribute to reduced waste, and become part of a community with like-minded people.&nbsp; Kit Up is leaning into the desire from people to keep up their hobbies such as outdoor pursuits whilst keeping afloat in a cost-of-living crisis by offering a more flexible financial option.&nbsp;
 The app is also supporting people that pursue an adventure in a more cost-effective way. Kit Up conducted and in house survey revealing that adventure is at the forefront of our minds with over 100 million Europeans booking adventure specific trips in 2021 alone.&nbsp; Outdoor equipment rentals will only rise as we head into the summer months with warmer weather and longer days. Brands can make the most of an appetite for the pursuit of hobbies as normal in tougher times like this, by supporting their consumer with more flexible options such as rental services.&nbsp; Gym Memberships on demand Yes, you read that right. ‘Athlo app’ is a new brand which allows people to rent out their gym memberships when they are not using them.&nbsp; Athlo wants to help people ‘Sweat and earn’ by approaching gym memberships in a new way. Instead of being limited to choosing long-term gym memberships, the app allows people to access gym facilities on demand. By listing your membership, people have the choice to rent your membership whilst you are not using it.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bookings-1665568087.jpg" alt="bookings-1665568087" width="980" height="1742" loading="lazy" style="height: auto; max-width: 100%; width: 980px;"> This is a great alternative for the consumer who may not be able to commit to a long-term membership due to price, or other practical reasons.&nbsp; Athlo is recognising a demand for greater flexibility when it comes to people’s daily routines and has re-imagined the traditional model of gym memberships to offer a more flexible solution.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;Reflecting the changing face of household disposable income in the context of a cost-of-living crisis, brands are venturing into the world of renting to offer more flexible options for customers. Given the continuation of this crisis, brands should consider offering their customers multiple ownership models to establish a competitive offering in a turbulent time.&nbsp; - &nbsp; &nbsp;The growth of rental options aligns with a new generation’s need to be nomadic, and work in a more hybrid way. Consumers are increasingly preferring ownership with a commitment-light attitude. Brands should consider how they can lean into this preference, and allow their customers to make shorter, rather than long-term commitments to memberships, or schemes for example. &nbsp;

Our next-gen digital natives are all about renting.&nbsp;

The De-Influencer Revolution

We have all been victim to the irresistible impulse to buy something we have just seen online because ‘everyone else has it’ or, is at least talking about it. &nbsp; In recent years, the term "influencer" has become ubiquitous in popular culture, and as such our society’s consumption patterns are becoming increasingly guided or impacted by how influencers live, and what they buy.&nbsp; However, a new narrative is now emerging across platforms like TikTok that has been created by a new group of creators, dubbed the ‘De-influencers’. This narrative sees creators call out FAD products or trends that they feel are not worth the hype (or money)! This trend stems from the realisation that conspicuous consumption is not feasible in the context of a recession, alongside the desire from consumers to lean into a new culture of transparency online. &nbsp; A Cost of influencing crisis Influencers promoting “the latest” or “greatest” products are fast losing traction as consumers at large cannot afford to put their wallets on the line to consume conspicuously.&nbsp; Recognising the prevalent ‘Cost of influencing crisis’, several influencers have taken up ‘De-influencing’ to show an understanding and appreciation of the economic climate, and how their role can adapt and change with the times to maintain relevancy.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2017.14.59.png" alt="Screenshot 2023-03-30 at 17.14.59" width="1389" height="731" loading="lazy" style="height: auto; max-width: 100%; width: 1389px;"> A sub-trend to come from this new culture of de-influencing is the growing #DUPE trend. With 2.9 billion views, dupe culture is dominating on TikTok and has become its own parody genre.&nbsp; #DUPE focused content sees influencers seek and promote the lower cost beauty, health or fashion alternatives, removing the pressure to spend more to boost their social cachet.&nbsp; In this way, de-influencers are normalising spending less and consuming less – helping guide a more considered and cost-effective approach to consumption online. &nbsp; Transparency&nbsp; De-influencer culture seeks to promote a more authentic and honest approach to social media.&nbsp; Advocates of de-influencer culture encourage individuals to be more mindful of the content they consume and to seek out sources that prioritise authenticity and transparency over profit and popularity.&nbsp; They also encourage individuals to resist the pressure to conform to narrow standards of beauty or lifestyle and to embrace their own unique experiences and perspectives. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2014.47.47.png" alt="Screenshot 2023-03-30 at 14.47.47" width="759" height="557" loading="lazy" style="height: auto; max-width: 100%; width: 759px;"> A recent iteration of this perception is the rise of the ‘girlfailure’, which directly opposes the #Girlboss trope used frequently across social media. Phrases like “Not a girl boss, a girlfailure” have already become a popular theme for memes created on both twitter and Instagram. The concept of ‘Girlfailure’ has stemmed from a general exhaustion with adopting grind culture mentalities, with over half (53%) of women globally saying their stress levels have significantly increased in the last year.&nbsp; Women are craving a new narrative, or standard that creates reassurance, confirming that they do not need to strive for ‘picture perfect’ lifestyles.&nbsp; The nature of influence is shifting and people now feel more connected to relatable influencers that are transparent and more aligned with their fans and the world around them. Key Takeaways:&nbsp; - &nbsp; &nbsp;The current state of the macro-economic climate is manifesting online, and influencers are shifting toward a new narrative to help people find lower cost alternatives. Brands can lean into this new narrative, taking a civic role to guide consumers toward cost-effective, considered forms of consumption.&nbsp; - &nbsp; &nbsp;De-influencing may appear as a challenge to brands, but it still presents an opportunity. Though this narrative is slowing consumption, it is a clear indicator to brands to focus on niche communities surrounding micro-influencers who have the power to create transparent content, foster more meaningful connections with their user base.&nbsp;

Is counting sheep the new ultimate in wellness?

Craving a good night's sleep? In the last two years – society has slowed down in response to a global crisis, and many of the shifts in lifestyle patterns have endured past this time of uncertainty.&nbsp; Kipping, snoozing, dozing, napping – whatever you might call it: the act of sleeping, is now at the forefront of public interest.&nbsp; Moving away from ‘grind culture’ – people are enjoying more time at home, more flexibility at work, and are investing more time in their wellbeing.&nbsp; The emergence of sleep leisure and sleep tourism are part of a wider wellness economy, and are key indicators toward the growing interest, and importance of sleep as we enter an era where people are increasingly turning inward for reflection and relaxation. Sleep Leisure Sleeping has long been compromised for long working days, late nights socialising, or for endless scrolling on our phones.&nbsp; However - a clear shift is taking place and sleep is no longer being seen as a means to an end, but an essential activity to maintain our general physical and mental health. &nbsp;&nbsp; Enter: Sleep leisure, or ‘the active pursuit of products, services, and activities that support an individual participating in sleep, or the routines that lead to sleep as a pastime activity’.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-02-03%20at%2015.30.36.png" alt="Screenshot 2023-02-03 at 15.30.36" width="770" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 770px;"> This trend is already actioned on our high-streets. For example, Anya Hindmarch’s sleep centred pop-up ‘Anya’zzz’.&nbsp; Describing her reasoning for opening this concept space, Anya explained: “sleep is the new rock and roll, everyone is talking about it.”&nbsp; Inside the pop-up, you can expect to browse her sleep capsule collection, and listen to a host of sleep-focused talks and workshops. Anya hopes the attention and education given to sleep in this space will de-mystify some more complicated elements of sleeping – from REM, to circadian rhythms. Last July, Selfridges also explored the importance of sleep in their Sex and Sleep corner shop. Featuring tech and sleep-enhancing devices or supplements, alongside ‘Cinema sleep sessions’ that allowed visitors a chance to have a power nap with guided meditations.&nbsp; We can expect feel good brandscapes and wellness flagships or pop-ups to continue appearing, as brands want to align with consumers on the hunt for a good old kip.&nbsp; Sleep Tourism&nbsp; Sleeping is not just been prioritised at home as part of a daily routine, but also as part of a holiday routine, or activity.&nbsp; Hotels are capitalising on a desire from consumers for experiences that allow them to fully switch off from normal life and reach a truly restful state.&nbsp; Technological innovations have allowed hospitality brands to provide truly unique, and immersive spaces or experiences transforming into restorative facilities. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/NYCPH-P0702-Bryte-Sleep-Suite-Bedroom-Bed.16x9.webp" alt="NYCPH-P0702-Bryte-Sleep-Suite-Bedroom-Bed.16x9" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"> The Hyatt hotel group is re-writing the narrative in New York - the city that never sleeps. Just across the block from Central Park, this hotelier has opened six “sleep suites” within their Park Hyatt Hotel.&nbsp; Designed in stark contrast to the hustle and bustle surrounding the hotel, the Hyatt wants to encourage tourists to engage with their new wellness program, spa and equipment in their rooms which maximise a restful night’s sleep. &nbsp; In their six suites, there are AI developed mattresses, which have as many as 90 intelligent cushions that sense, react and respond to relieve the body's multiple pressure points. It is also able to control the climate, and records your sleep, providing statistics allowing guests to respond for a better sleep.&nbsp; Key Takeaways:&nbsp; - &nbsp; &nbsp;The Wellness boom is not a new phenomenon – but sleep is a growing part of this wider economy, and brands must look to ways they can adapt or tailor their products or services to accommodate a desire to slow down and prioritise their wellbeing through sleep.&nbsp; - &nbsp; &nbsp;Post pandemic, tourism has seen a surge in interest as people look to escape their lockdown locations, or communities. With a return to normality, people are still looking to scratch an itch to travel but in in the context of a cost-of-living crisis consumers are less willing to invest. &nbsp;Approaching holidays as a chance to take agency of one’s health, gives hospitality brands a new opportunity to encourage consumers to invest in some much-needed time away.

Interior Design Junkies

The last two years witnessed people spending an unprecedented amount of time at home. Many people turned their empty time into an opportunity to revive or re-design their homes, creating spaces that provided them with a haven to escape the instability that permeated all aspects of daily life. It seems this behaviour, or trend is here to stay. Interior design is not just having its moment, it is taking centre stage. Brands are leaning into this shift, utilising social media, and physical retail experiences to capture the hearts of interior design junkies. Argos X Pinterest Hotel

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<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/the-mood-hotel-nature-room-1-jpg-1648825415.jpg" alt="the-mood-hotel-nature-room-1-jpg-1648825415" width="640" loading="lazy" style="width: 640px;"> Argos teamed up with Pinterest earlier this year to explore the trends that seem to be most popular with people using the latter brand’s platform. The two brands wanted to understand the ways in which people used and enthused in interior design as a way of creating a home that improved their mood. The two opened ‘The Mood Hotel’ in Bethnal Green, which was inspired by the upcoming interiors trends for 2022. The trends were guided by data drawn from Pinterest’s engagement data and insights, which demonstrated the prevalent appetite from consumers for interior-design related content, and experiences. The hotel’s name itself was inspired by the phenomenal cultural shift that society has endured in the last couple of years. Globally, people’s relationships with domestic spaces has evolved, giving rise to this new demand from consumers to transform spaces to suit their mood. Key trends featured in the space were biophilic design, sensory experience, colour-blocking, and practical storage elements. The immersive experience was fully shoppable, allowing visitors to compare their mood upon entering all the different rooms before buying any products and taking inspiration home with them. Interior Influencers
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<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/107561799_166870564882418_7349836832990852158_n.jpg" alt="107561799_166870564882418_7349836832990852158_n" width="1080" loading="lazy" style="width: 1080px;"> Those looking for the best scoop on interior design are fantasising over content churned out by interior influencers. In the last decade, influencers have upped the ante across several sectors. From Fashion to sport and retail – consumers are following those they deem to be most ‘in-the-know’, and it is no different when it comes to the world of interior design. Instagram influencer Zeena Shah, better known as @heartzeena has amassed an impressive 50k followers on her main feed which is full to the brim with home inspiration alongside fashion, and lifestyle content. Alongside this account, Zeena has a dedicated interior account @heartzeenahome – here, she shares imagery of her rented apartment which is always updating, or designing in line with the latest trends. Zeena also empowers smaller homeware brands by promoting them through the interior design of her own flat. TOO Takeaways - Data is key for brands, making it possible for them to deepen their insight into the unique preferences of their customer. How could your brand use data to curate a retail environment that appeals to a specific customer group, with a strategy to match? - Not all the trends that we witnessed and lived through during the pandemic will have an expiration date. It is important to consider which trends or consumer mindsets have endured and might continue to impact your brand. - The amount of information available across different social media platforms has the power to transform consumers into experts. Following interest-specific influencers with expertise and knowledge enables people to turn their interest in a sector into a passion, or profession. How might you as a brand respond to the growing demands or expectations that might accompany this transformation?

The last two years witnessed people spending an unprecedented amount of time at home. Many people turned their empty time into an opportunity to revive or re-design their homes, creating spaces that provided them with a haven to escape the instability that permeated all aspects of daily life. It seems this behaviour, or trend is here to stay. Interior design is not just having its moment, it is taking centre stage. Brands are leaning into this shift, utilising social media, and physical retail experiences to capture the hearts of interior design junkies. Argos X Pinterest Hotel

Would you like a coffee with that?

Coffee is the commodity that lifts most people from under their duvets, and now it seems to be the lifestyle product that brands are incorporating into their retail offerings to lift money from their customers wallets. Several retail brands have included a café space alongside or within their shop spaces to diversify their brand’s brick-and-mortar locations. From Carhartt, to Ralph Lauren and Lacoste. But what are the hidden, or not so hidden benefits of doing this for brands, and why should you perhaps as a brand consider the power of coffee?
&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/RetroCat_0699_Ralphs_Coffee_Muenchen_Fahrrad_neu.jpg" alt="RetroCat_0699_Ralphs_Coffee_Muenchen_Fahrrad_neu" width="792" loading="lazy" style="width: 792px;"> Fashion brand Ralph Lauren&nbsp;first created their coffee concept in their New York Flagship, taking over a whole floor of their shop to house a swanky café space and hangout. Ralph’s coffee is also available to buy in London at their Bond Street store. Their coffee location in London is more of a pop-up style coffee shop – allowing guests to pop-by, or chill on their terrace and relax.
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<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-09-22%20at%2011.12.21.png" alt="Screenshot 2022-09-22 at 11.12.21" width="1110" loading="lazy" style="width: 1110px;"> Carhartt wants to encourage a new form of loyalty through creating a coffee bar that sits as an add onto their physical locations. They have created an accompanying line of merchandise, and coffee loyalty cards to not only entice their customers back to purchase their usual products but endless cups of coffee.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-09-22%20at%2011.16.57.png" alt="Screenshot 2022-09-22 at 11.16.57" width="1846" loading="lazy" style="width: 1846px;"> Lacoste has joined these two premium brands with the opening of their first café – their ode to Paris. Their concept is smaller, and more compact akin to the smaller Ralph Lauren coffee offering in London. It is set amongst a Parisian-style courtyard and wants to transport its visitors to a Parisian Jardin. Not only can customers buy a speciality coffee, but an indulgent pain au chocolate to have on the go... TOO Takeaways: - These premium retailers are using an extension of their brand to empower the communication of emotional attributes in their Lifestyle Fashion Brand, pulling consumers in in a new and meaningful way. - Gaining a consumer’s admiration or loyalty is becoming increasingly challenging with the intervention of tech, and the influence of social media on customers and their loyalty or purchasing power. Coffee, or the addition of a café concept instore, has become a new way of gaining loyalty, or attracting new customers. - A blended retail and hospitality space is valuable for increasing the dwelling time of your customers in-store, and therefore for maximising the overall engagement with your brand and central offering.

Coffee is the commodity that lifts most people from under their duvets, and now it seems to be the lifestyle product that brands are incorporating into their retail offerings to lift money from their customers wallets. Several retail brands have included a café space alongside or within their shop spaces to diversify their brand’s brick-and-mortar locations. From Carhartt, to Ralph Lauren and Lacoste. But what are the hidden, or not so hidden benefits of doing this for brands, and why should you perhaps as a brand consider the power of coffee?

Mental Wellness coming to a High Street near you...

Mental Wellness coming to a street near you

Brands in the wellness sector are innovating to accommodate a society that is under an increasing amount of stress and strain to offer a more convenient, accessible, and dedicated solution to the everyday maintenance of people’s mental health. Both Gymshark, and Self Space are brands looking to make every day mental maintenance as easy as popping to the gym.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/founders-self-space-jodie-chance-sp.jpg" alt="founders-self-space-jodie-chance-sp" width="1920" loading="lazy" style="width: 1920px;"> Self-Space is an on-demand therapy service that opened earlier this year and is based in Shoreditch. From drop-in appointments to bookings made online – Self Space wants to offer people a mental health service that is more flexible, removing any barriers that might stand between those in need, and the help they require. Gym shark’s (now closed) pop-up barbershop dubbed ‘Deload’- saw another brand give mental health solutions a presence on our high streets to make them a more considered, and prioritised part of our lives.
&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3100471_gymsharkdeloaded4_893588.jpg" alt="3100471_gymsharkdeloaded4_893588" width="2000" loading="lazy" style="width: 2000px;"> Research by the fitness giant ‘Gymshark’ discovered that whilst men struggle to discuss their feeling with friends or family, they often open up at the barbers – a more informal, and relaxed setting. The barbershop, also located on Shoreditch’s Highstreet capitalised on this discovery to encourage men to talk and share their feelings in a less intimidating space. TOO Takeaways: - Both the above brands and concepts speak to the consumer that is less open to sharing or seeking help. Removing the clinical context helps dissolve the difficulty and stigma surrounding everyday mental maintenance. This will be key for brands in this sector to consider as well as manage if they want to offer a mental health service that people will respond and engage with looking ahead. - It is now easier for brands out-of sector to collaborate with mental health providers given their growing physical presence and detachment from the public sector. How could retail brands for example, collaborate with brands like Self Space to encourage and promote a more relaxed approach to the everyday maintenance of our mental health?

Brands in the wellness sector are innovating to accommodate a society that is under an increasing amount of stress and strain to offer a more convenient, accessible, and dedicated solution to the everyday maintenance of people’s mental health. Both Gymshark, and Self Space are brands looking to make every day mental maintenance as easy as popping to the gym.

Let them eat!

The food and beverage industry has embraced a consumer’s growing appetite for experiences.
Of the top five food categories globally, confectionery and snacks are highest in demand, so how can brands make the most of this?
To stand out, brands are developing more creative ways to engage with their consumers. Handing out free samples of food or drink on busy streets no longer cuts the mustard.
From Veuve Clicquot’s Sunnyside up brunch café to Malteser’s bakery, or Cadbury’s vegan tweetshop – there are a whole host of brands turning to pop-up concepts to get people talking (and eating).
Magnum, and Nutella, are amongst these F&amp;B brands turning to experiential pop-ups to establish a point of difference.
<h2>Magnum’s Remix pop-up</h2>
Capitalising on the UK’s scorching summer, Magnum opened their ‘Magnum Studios’ pop-up in Shoreditch.
The concept framing the pop-up was inspired by remixing everyday classics. The experience offered visitors the chance to sample from their new Remix range – featuring three ‘remixed’ versions of the Classic&nbsp;Magnum.
Upon entering the Ice-cream haven, customers could not only taste the new flavours, but they could also experience the remixed flavours through music, art, and fashion.
The listening and recording booths represented the different versions of Magnum’s new ice cream and allowed guests to record their version or remix a selection of chosen tracks.
Magnum concluded their studio experience by offering customers branded merchandise – encouraging that all important snap for the ‘gram.
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<h2>Nutella’s Happy Portion Parlour </h2>
Nutella are hoping to promote the endless potential of their already loved chocolate spread with the opening of their new iconic pop-up in Soho, London.
The brand wants to establish a physical presence that enhances their online and on-the-shelf offering to immerse customers – engaging with them in a new way.
Demonstrating the chocolate spread’s versatility, Nutella will show its customers the variety of ways they can use a spoonful of the spread across different breakfast dishes.
The Parlour will whip up a host of breakfast classics, as well as dishes with a more a contemporary twist – including peach melba or breakfast bruschetta.
Nutella is encouraging its consumers to play with variety, taking a more considered approach to preparing breakfast. In doing so, the brand is moving away from promoting the more rushed breakfast options which may be more convenient on-the-go, but are not as Nutella argues, as enjoyable.
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<h2>TOO takeaways - </h2>
<ol style="font-size: 18px;">
<li>A growing appetite for a F&amp;B led experience</li>
</ol>
Post pandemic, social interaction has levelled up. Brands are popping up world-wide to re-invigorate a love and interest in their products.
&nbsp;F&amp;B led pop-ups create a space which affords its customers a chance to stay, eat and drink, increasing the level of interaction possible with their brand and products. 
Offering a full experience and not just a curb-side sample service not only boosts the pop-ups shareability but encourages consumers to re-visit. 
<ol start="2">
<li>An opportunity to change an existing narrative</li>
</ol>
Nutella have masterfully re-written the narrative surrounding convenience by imploring their consumers to opt for variety first when it comes to breakfast. 
&nbsp;In doing so, the brand has added value to their existing product by nudging people to be more creative, consequently future proofing their product. 
 How could your brand re-think a cultural belief to stand apart from the rest?
<ol start="3">
<li>Harness all the senses</li>
</ol>
When it comes to creating an immersive experience, brands must lean into a combination of the senses.
Magnum allowed those who entered their studios a chance not just to taste their remixed flavours, but to also listen, and visually explore them through art, and fashion too. 
How could your brand diversify its pop-up experience by offering a 360 sensorial opportunity, that takes your space from one that encourages an emotional, as well as transactional response. 
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The food and beverage industry has embraced a consumer’s growing appetite for experiences.

Small: The New Big

Various store formats have been developed and trialled by brands in the context of covid-19 – but only some stand to last beyond the end of the pandemic. Brands are increasingly responding to a demand for hyper-local retail spaces that cater to tastes within specific localities, reflecting any flexing trends or demands in a community.
There are several reasons why ‘small is the new big’. Firstly, a shift in living patterns from the public to private sphere has led people to spend more time at home; businesses are increasingly opting for hybrid work models, and despite society re-entering normality- people are still choosing to spend time at home and invest in their local communities.
As well as this, smaller format local stores are proving popular, as a growing number of consumers have come to appreciate the value added to localities whose smaller format stores have been invested in.
Let’s take a look at some of the brands that have enacted, and pursued a hyper-local, smaller format store to feed this demand from consumers for more localised retail offerings.
<h2>IKEA – Hammersmith </h2>
Homeware gurus and mass retailer IKEA unveiled their first smaller format store in the UK in London’s Hammersmith area. A quarter of the usual size of IKEA stores, this hub focuses on items that are suitable for the city-dwellers that live in its surrounding radius. Inside you can expect to find smaller accessories and soft furnishings for the home, that are easy to transport – as well as services that allow for personalisation, and home delivery.
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The store features a locally-run café and a market hall exhibiting local producers food stalls or pop-ups on a rolling basis. When making a transaction in-store, busy city-dwellers can use self-checkout technology that will allow them to pop in and out – suiting their fast-paced lifestyle that demands both accessibility, and convenience.
The location of this locally curated space reflects an effort from IKEA to be more accessible for its urban localities by narrowing the gap between the brand and where customers shop, live and socialise.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-04-12%20at%2015-53-16-png.png" loading="lazy">
The situation of IKEA’s smaller format store in the LIVAT mall as a place where people nearby meet to engage with a programme of local events, further demonstrates IKEA’s commitment to a hyper-local retail offering that provides their community of customers with more than just a place to shop.
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<h2>Little Dobbies</h2>
Situated in London’s Notting Hill is Dobbie’s newly formatted, locally tailored ‘Little Dobbies’ store. As implied by its name, this space is smaller than the brands usual garden centres with that can be located in retail parks, or more suburban and rural municipalities.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-04-12%20at%2015-53-30-png.png" loading="lazy">
Plants are at the centre of the venue’s retail offering alongside sustainable gardening items, seasonal products, and gifts. In the same way that larger IKEA stores are less accessible or convenient for communities located in city centres, Dobbie’s generally do not appeal to the typical urban consumer because of their larger, less specific store format and proximity to the consumer.
The curation of Dobbie’s hyper-local concept responds to an ever-growing interest in, and love for plants and biophilia within urban contexts. Consumers have a desire to introduce green into cities corresponding to a growing awareness of our human impact on the environment. Those living in city apartments, flats, or houses with limited space have creatively incorporated greenery in the form of hanging baskets, house plants or even living walls that make the most of nature in an urban environment.
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Recognising a desire in different city localities for greater access to nature allowed Dobbie’s to successfully roll out their concept ‘little Dobbie’s’ providing the urban green-fingered consumer with an avenue through which to buy houseplants or accessories that could enhance their balconies, gardens or interiors in a way that suited their living requirements.
<h2>How to capitalise on this trend: </h2>
Consider integrating hyper-local programming and subcultures into your brands retail format; injecting this kind of authenticity will give local consumers a deeper, and more human connection with your offering.
Consider where your brick-and mortar stores are located. Both IKEA and little Dobbie’s have developed a hyper-local concept in the heart of local urban centres to draw in specific city-dwelling consumers, and their stock further reflects their target consumers tastes and lifestyle habits.
Brands can collaborate with others in their local communities to host events or give back to the people that invest in them – by thinking beyond offering a space that facilitates financial transactions, re-imagining stores as a meeting place for example, will foster a space that people will want to re-visit.
<ol>
<li>The hyper-local trend is also being pursued by operators within the hospitality sector, demonstrated by the growth of convenient, on-demand food services like Gorilla, or Weezy that are both surging in local communities. It is worth casting the net farther as a result when thinking about this trend. </li>
<li>A demand for locally specific, convenient and accessible service and products clearly permeates many aspects of a consumers lifestyle, and given this brands must ensure now and looking ahead that their store formats are guided by the locally flexing behaviours as well as national or global, of their target consumers.&nbsp;&nbsp; </li>
</ol>

Various store formats have been developed and trialled by brands in the context of covid-19 – but only some stand to last beyond the end of the pandemic. Brands are increasingly responding to a demand for hyper-local retail spaces that cater to tastes within specific localities, reflecting any flexing trends or demands in a community.

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