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How will Digital Reality influence design? Have you recognised the New Feminism Opportunity yet? How is the Global Food Love-In shaping attitudes to consumption? What will Outrospective Thinking bring to your business?

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5 Executive Summary

6 Consumer Lifestyle 8 Smart Teens 20 The New Spirituality 30 Modern Family 40 Global Food Love-In 52 Outrospective Thinking

64 Consumer Product 66 Quiet 78 Changing the Rules 92 Redefining Precious 104 Digital Reality

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Be agile: We live in a world of constant disruption and challenging innovation. Think and act agile; adopt start-up thinking. From product development to brand marketing, innovate to stay ahead of your competitors.

Exploit technology: A digital-first approach is essential. Explore how your brand can embrace technology to drive greater reach and create more value for the customer.

Understand shifting gender roles and new demographics: From smart teens to single households, there are new demographics to provide for and market to. But the biggest challenge may be responding to a more feminised world, where brands must deliver beyond the usual gender stereotypes.

Respond to commodity challenges: From food to water to the manufacturing process, sustainability is an issue that will continue to dominate the 21st century. Brand strategies must take this into account to ensure credibility in a market where consumers expect responsible attitudes.

Turn your brand values into compelling content: Inform, entertain, communicate. Brands must think wider. Use your brand’s influence to support artistic, educational or

4 scientific projects.

Explore the connections between digital and real world: The sweet spot for creativity is where the real and unreal meet. And wearable technology opens up new horizons for the fashion sector in particular. Consumer Engagement 5 Smart Teens is also is – in . . Using

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3D printing Single households Single individual The decline conventional the family unit of has spurred living. for new templates become capital new cultural the millennials dining eating-and-tweeting, to harness Food that start-ups technology way. the ideologies sustainable and systems. distribution and production and experiences being are redefined – food Today’s teenagers Today’s era In a post-acquisitive adaptive individuals adaptive fingertips. their at technology portable accessible, –Instant access information of wealth vast a to and opportunities – has furnished an them with spirit entrepreneurial Smartlife. themselves teens proving are as major players Executive Summary emotional connection ancan emotional create and techniques traditional of use through consumer materials common reusing are Designers materials. with A growing numberA growing consumers of seeking are minimal with objects and products uncomplicated aesthetics widen the potential for a design for widen potential the revolution further still. Fresh approaches to spirituality to approaches Fresh ageing ageing an and challenges economic of symptomatic society offer that services and products consumer evolved personalisation acute design. to purpose seek individuals respite thought- leaders, spiritual contemporary end, this To sports intense even academies and provoking regimes a sense provide belonging of and community. Thoughtful brands this and tuning are building into thought leadership community and authentic experiences design of rules The as manufacturing traditional disrupting and consumers processes. Consumer Lifestyle Consumer 6

Start Empathy © Ashoka Redefine Reebok CrossFit © Reebok

Nick D’Aloisio © Getty Imagess © Matthew Williams LifeEdited

Colourful Stitches

Section Editor: Mandy Saven, Head of Food, Beverage & Hospitality Analyst: Madeleine Cuff, Assistant Editor - Consumer Lifestyle 8 Today’s teenagers are dynamic, digital beings. “Mobile devices help young people to be These agile and adaptive thinkers are digital spontaneous… and spontaneity is an important natives who have grown up with accessible, marker among young people of being a portable technology. Instant access to a wealth of confident and interesting person,” explains information has fuelled their entrepreneurial spirit Andrew Crysell, managing director of London- and ‘just do it’ attitude. based market research agency Crowd DNA. Thoroughly immersed in frontier tech services, Alongside the ever-popular Facebook, visual teens are well-positioned to deliver the next social networks that foster creativity are popular breakthrough product. To this end, they are among teens. More than one million US teens creating their own conversations, narratives and visited online photo-sharing service Instagram in even brands. July last year (Nielsen), while SnapChat – a photo Platforms like TEDXTeen provide valuable and video-sharing app that destructs files after Redefine forums for teens to share their ideas. While savvy they have been viewed – has gained traction with brands are engaging teenage tastemakers for young users. Similarly, video-based blogging and market insights and product development. In 2012, networking sites such as Vine and Keek are also Apple invited 13- to 17-year-old app makers to its proving popular. Worldwide Developer Conference in San Francisco for the first time. Teens are mobile creatures; according to a study conducted by US-based Pew Research in early 2013, one in four US teenagers uses mobile devices more than desktop or laptop computers to access the internet. Will Palley, trends strategist at US-based advertising agency JWT, told Stylus: “They’ve grown up connected. With smartphones and ubiquitous wi-fi, there’s no longer a process of logging on or off [social media].” Introduction 9 Smart Teens

Shutterstock © Shutterstock The Raspberry Pi Generation Today’s teen is the most technologically fluent of all time, with coding, engineering and design skills that outstrip many of their elders. Low set- up costs coupled with the promise of substantial rewards have made tech a desirable career path. The Raspberry Pi generation believes in just doing it. Named after the wildly popular $25 computer that inspired a legion of amateur tech engineers, this cohort of tech-savvy teens places more importance on experience than formal education. Today’s teens are only too aware of the instability of the traditional employment market, having watched their siblings graduate and struggle to find work.

Consumer Lifestyle Consumer Many of their heroes – such as Facebook founder Mark Zuckerberg and PayPal co-founder Peter Thiel – are college dropouts. “From the very strong sense of entitlement among youth 10 years ago, we now have an anxious generation which is losing faith in university and organised systems,” says Crysell.

• Spencer Costanzo is the American 19-year- old founder of app development company Malibu Apps, which produces lifestyle-based 10 apps. The self-starter now ranks in the top 1% of mobile application developers worldwide. Spencer Costanzo “There’s no time to waste and there’s no © Spencer Costanzo better time to start your business than now,” Costanzo told online blog Doers. “If you have an idea, just start.” Redefine Lane Sutton Lane © Afred Maskeronil Ad week Case Studies/Drivers/Influencers 11

Nick D’Aloisio © Getty Images "We now have

• Fifteen-year-old Lane Sutton is a social media an anxious coach to brands looking to understand the online world. Based in the US, Sutton regularly

generation Smart Teens speaks to conventions, business professionals and college students about social media. “I’m working to help small businesses and which is companies create their online web presence, and build their brand and following to create return on investment,” Sutton told US losing faith newspaper the Boston Globe. in university • Seventeen-year-old Nick D’Aloisio from the UK is the founder of Summly – an iPhone application that summarises news stories into and organised digestible bites using algorithms. Summly was sold this year to web search engine Yahoo! for systems." a reported $30m. Andrew Crysell, Crowd DNA Consumer Lifestyle Consumer

Unreal Candy © Unreal Candy

Cultural Tastemakers Young cultural tastemakers are wielding influence across multiple industries, from media and music to food and fashion. Within their dexterous, cross- • South London-based Reprezent Radio is a 12 platform offerings, they cultivate an authentic community radio station manned by young tone-of-voice and a vibrant spirit. people that specialises in underground and unsigned music. It delivers straight-talking, • Online lifestyle magazine WeTheUrban, gritty content. Similarly, SBTV, founded by founded by US teenager Willie Green, has UK teenager Jamal Edwards, began as a become a well-respected media source for YouTube channel covering West London’s fashion, culture, music and photography grime scene. It has since become one of the content. The brand has been extended to UK’s leading youth broadcasters. a raft of sister microblogging and social networking Tumblr sites, and Green has now • Unreal is a brand of “unjunked” candy become the first online editor to successfully started in 2010 by 13-year-old US teen translate a Tumblr into a physical magazine Nicky Bronner. Unreal re-engineers popular with national US distribution. snacks – like M&M’s, Snickers and Reese’s Redefine Cups – producing versions with no artificial colourings, flavourings or additives. With grand ambitions to “unjunk” America’s food system, stockists now include Target, CVS and Kroger.

Case Studies/Drivers/Influencers 13 Smart Teens

Fashion & Beauty Fashion & beauty is a hotbed of teenage • Seventeen-year-old Andrea Brocca is the talent, with blogging being a major tool for the youngest couturier in the world (Guinness curation and distribution of influential opinion. Book of World Records). Born in Milan, Brocca Collaborations with promising teenagers are rife worked under UK designer Alice Temperley across this industry sector, fostering creativity and before launching his own label and opening empowering the next generation of his first boutique in Dubai last year. “Modern Redefine industry insiders. business practices rely heavily on media and social sites, which are young and current. On • Nineteen-year-old Ava Anderson set up a that basis, I think my youth has influenced my beauty company, Ava Anderson Non-Toxic, work practice,” he explains. with her mother when she was 14. With a firm focus on natural, organic products, the • In 2010, US pop star Madonna and her 16-year- line now includes skincare, diaper cream and old daughter Lourdes Ciccone Leon launched home cleaning products. Anderson has also teenage fashion brand Material Girl, named now launched a direct sales arm. Along similar after the singer’s 1985 hit. The clothing line lines, Willa Skincare is a luxury natural skincare borrows inspiration from Madonna’s 80s punk brand created by 12-year-old Willa Doss and look and is sold under US department store her mother Christy Prunier. The design-led US Macy’s label. Lourdes writes for the brand’s brand retails face washes, creams and balms, online blog Material World, providing an and is stocked in Target and J.Crew’s Crewcuts authentic point of view. stores across the US. Ava Anderson © Ava Anderson Case Studies/Drivers/Influencers

Willa Skincare © Willa Skincare 15 Smart Teens Material Girl © Material Girl Consumer Lifestyle Consumer 16

"...mobile phones Tavi Gevinson and social media © Tavi Gevinson have allowed a Redefine certain level of independence."

Loren Angelo, Audi of America Adidas Neo Adidas Adidas © Topshop Prom Queen © Topshop Case Studies/Drivers/Influencers • In April 2013, UK-based fashion brand Topshop launched its Prom Queen competition on photo-sharing website Pinterest, inviting users to curate a board of inspirational images that represented their dream prom dress. The winning entrant was then awarded a custom-designed prom dress by the Topshop design team. This is an instructive use of social media – finding a target audience in a place where they already hang out, and tapping into existing behaviours.

• German sports brand Adidas showcased teen-styled looks that won a competition on global fashion shopping community Polyvore. com at the New York Fashion Week premiere of its new youth line, Neo.

• Frank by OCBC is a youth banking brand 17 Best Practice for Brands in Singapore. Prior to the launch of its first Forward-thinking brands and retailers are aligning retail space, young people were invited to test themselves with this generation, and finding ways out a prototype store. All their feedback and to collaborate and partner with them. suggestions were then fed into the retail and service design strategies. Playing on the value • American lifestyle brand Urban Outfitters of individuality – important to youth audiences sponsored US teen fashion blogger Tavi – Frank also offers customisable debit cards. Gevinson to undertake a 16-state road trip around the US in July 2012. Gevinson’s • According to research from US think tank agenda included promoting her e-zine Frontier Group, the number of young people

Rookie – an intelligent, stylish publication applying for driving licenses slumped Smart Teens that spawned a print edition, Yearbook One, 5.3% in 2010 in the US, and those that hold in September 2012. In exchange, Gevinson licenses are driving less. Loren Angelo, general broadcasted her adventures and exploits from manager for brand marketing at auto brand the trip on the UO (Urban Outfitters) blog. Audi of America, told the New York Times: On finishing the tour, Gevinson curated a teen-inspired installation made up of souvenirs “The digitisation of our world, mobile phones collected during her trip at the brand’s Space and social media have allowed a certain level of 15 Twenty retail space. independence. That’s what the automobile used to provide.” • Other young fashion bloggers are also taking their seats on the front row. One to watch • Major car brands are responding to this shift is Ophelia Horton – a 13-year-old London- by carefully marketing to the teen segment. based blogger who covered the 2013 London Japanese carmaker Toyota has teamed up Fashion Week for the UK’s Sunday Times. with Teen Vogue for the first time to launch a cross-media campaign promoting safe driving among teens. Redefine 18 Consumer Lifestyle can offer creativementorship. help. This is where intuitive brands their dreams; others need alittle their lives. Trailblazer teens are living much they still want to achieve in ideas are still aspirations. There is confident and vocal, most of their today’s smart teens appear A Word of Caution: Although voice. will also ensure an authentic tone of current trends and attitudes. This brands can keep up-to-date with product and strategy development, By bringing tastemaker teens into Harness aPanel of Teen Thinkers: mindset. adaptive and confidence should look to emulate their product or business idea. Brands to deliver the next breakthrough fluent teens are well-positioned Emulate Agility: Technologically Future Insights 19 Smart Teens Further Reading onTopic: this & Social MediaUSTeens InfluencersPeer Pressure: The New Teen Brands Teen Directional Studio Art The 13/16: Pompidou's Space Teen Domain Teenage The Skinbetweeners Tastegraph The & Curation Me: Visualise Adidas Alice Temperley Andrea Brocca Apple Non-Toxic Anderson Ava Database Cosmetics Crowd DNA Doers Facebook Records World Book of Guinness Harrods Instagram J Crew JWT Keek Keller Williams Kroger Lane Sutton Week Fashion London Macy’s Malibu Apps Material Girl OCBC Horton Ophelia PayPal ResearchPew Polyvore Pi Raspberry Reprezent Radio Rookie SBTV SnapChat Rookie Style The Summly Target TED X Teen Vogue Teen Topshop Toyota Tumblr Unreal Urban Outfitters Vine Volkswagen WeTheUrban SkincareWilla Yahoo YouTube Article References: Article Redefine 20 Consumer Lifestyle © Lululemon Athletica Sweat of Gospel Lululemon Section Editor: Mandy Saven, Head of Food, Beverage & Hospitality Introduction

New approaches to spirituality that reach beyond established religious norms are emerging as consumers seek meaning, kinship and contemplation. Material goods and status are no longer enough, as we look inward for strength and fulfilment. Frenetic lifestyles, lengthy work hours and incessant connectivity are prompting individuals to step back, regain balance and find deeper meaning. It has never been easier to access – and engage with – spiritual communities and values. From intellectual discussion groups (School of

Life, Idler Academy) and mind-body fitness 21 regimes (Chi Running, Barefoot Running) to online communities (Crazy Sexy Wellness), apps (Headspace, Spirit Junkie Alarm Clock) and even brand initiatives (Selfridges’ No Noise campaign), spirituality is now open access, dynamic and thoroughly modern in approach. Leading this spiritual awakening, which is taking root particularly in the US and UK, a new generation of media-savvy spiritual gurus are launching books, websites, workshops and

TV shows that provide bite-sized chunks of New Spirituality inspiration as well as personal and professional guidance. This approach is proving hugely popular with audiences looking for instant fulfillment and approachable thought leadership. Individuals are also looking for an element of spirituality in their physical surroundings. This has fuelled a new breed of spatial design that centres on meaningful experiences and respite from consumerism and hyper-connectivity. Consumers no longer need to travel to remote locations to access hubs of calm (although sometimes they may want to), but can utilise them in workplaces, city centres and even shopping malls. Danielle LaPorte © Danielle LaPorte Consumer Lifestyle Consumer 22

Thought Leaders A wave of media-savvy, polished spiritual gurus is leading this spiritual awakening. Prominent personalities include:

• Gabrielle Bernstein – NY-based former PR executive turned spiritual author and lecturer targeting millennial ‘Spirit Junkies’. Her Redefine published books include Add More –ing to Your Life, Spirit Junkie and May Cause Miracles. She regularly employs video blogging to disseminate her views.

• Kris Carr – NY-based author of bestselling nutrition book Crazy Sexy Diet and founder of online community Crazy Sexy Wellness – a portal for her vision of healthy eating, living and loving. Carr has a substantial celebrity following and lectures at Harvard University and Whole Foods, both in the US. Gabrielle Bernstein Gabrielle Inc Bernstein, Gabrielle © • Danielle LaPorte – part business coach, part spiritual adviser, who blends entrepreneurial and spiritual mentorship. The Canadian’s latest book, The Fire Starter Sessions, is divided into “sermons” designed to boost goal achievement. LaPorte sends her fans daily ‘truthbombs’ – motivational messages to get

them through the day – by email. Case Studies/Drivers/Influencers

• Latham Thomas – a Columbia University graduate specialising in pregnancy and new motherhood. Thomas’s US-based company Tender Shoots Wellness augments optimal wellness, spiritual growth and self-care. Her recent book Mama Glow focuses on pre- and post-natal spiritual parenting.

• Oprah Winfrey – the inimitable American talk show host now broadcasts a Super Soul Sunday series at 11am EST as an alternative Kris Carr to the traditional Sunday service attended © Bill Miles by many Christians in the US. Featuring spokespeople from diverse faiths, alternative practices and retreat-based initiatives, Winfrey tackles life’s “big questions” in a rational, non- prescriptive way. 23 Latham Thomas © Latham Thomas New Spirituality Snowga © Snowga Consumer Lifestyle Consumer 24 Redefine Body as Temple Spiritual practices such as mindfulness, mantras and affirmations are thought to help fitness enthusiasts to focus and achieve superior performance. Following on from hugely popular fitness regimes such as yoga comes a slew of • US apparel brand Lululemon Athletica new hybrid sports that combine action, mental and gym brands CrossFit and SoulCycle sharpness and inner calm. Established meditative incorporate mantras, dedicated schedules, Case Studies/Drivers/Influencers running technique Chi Running incorporates T’ai lifestyle products and digital apps into their Chi principles, while Snowga fuses yoga with skiing offerings, allowing consumers to integrate and snowboarding. “Yoga’s mindfulness qualities them into every aspect of their lives. With lessen fears on the slope, while yogic [postures] many of their offers available free of charge, limber the body,” explains US-based founder they demonstrate a generosity of spirit. Anne Anderson. • “Over the past three to five years, mind- body fitness has been booming,” says Diana "Sports have become McNab, Canadian Olympic skier and founder of the Epic Sports Experience athletic much more emotional retreat based in Aspen, Colorado, which focuses on unblocking negativity in sport, and spiritual. It’s work and personal relationships. “People are realising that even success isn’t making not about ego and them happy. Sports have become much more being number one emotional and spiritual. It’s not about ego and anymore.” being number one anymore.”

Diana McNab, Canadian Olympic skier and founder of 25 the Epic Sports Experience New Spirituality

Reebok CrossFit © Reebok Contemplative Brands British department store Selfridges’ Quiet Space "It’s not the – a silent, unbranded area for meditation and contemplation – offered shoppers an opportunity escape that is to focus on unspecified meditative thoughts, giving added value to the store space from the important, but the consumer’s point of view. Similarly, Lululemon Athletica recently held its first Gospel of Sweat in lack of private, a New York church. More than 800 people flocked to hear “sermons” focusing on inner peace and calm and relaxing interpersonal connection. spaces around us." Thoughtful Academies Arik Levy, Israeli designer In the past few years, a number of thought- provoking academies – such as The School of Life, The Idler Academy and clothing brand

Consumer Lifestyle Consumer Howie’s Do lectures – have launched, indicating a growing consumer desire for self-improvement, self-worth and community spirit. The School of Life recently expanded from its London site to host Religion for Atheists – a book by Swiss-born temporary sites in Australia and Brazil. Its series founder of the School of Life, Alain de Botton, of seminars include topics ranging from How to published in 2012 – explores how the secular Realise Your Potential to How to Make Love Last. world can benefit by borrowing from religion. De Botton calls for non-religious temples that celebrate ethical beliefs such as forgiveness School of Life, and provide a space for reflection. This led to his Melbourne idea for a Temple of Perspective to be erected 26 © David Michael in London’s financial district (an area devoid of spirituality, according to De Botton). The UK’s Guardian newspaper reports that De Botton has raised considerable capital towards this end, and construction could begin this year, subject to council permission.

Places that embody calm, solitude and gratitude are also popping up in the unlikeliest of locations:

• The Kamppi Chapel of Silence – situated near the entrance to the Kamppi shopping mall in Helsinki – is an unobtrusive structure Redefine that offers time out from the hustle and bustle.

• Airports across the US – including San Francisco International Airport – now boast stylish yoga rooms, enabling travellers to decompress while in transit.

• Israeli designer Arik Levy’s Rock Chamber installation for the Bisazza Foundation exhibition space in Vicenza, Italy, embodies the idea of cocooning. “It’s not the escape that is important, but the lack of private, calm and relaxing spaces around us,” says Levy. The Silence Room at Selfridges © Andrew Meredith Case Studies/Drivers/Influencers 27 New Spirituality Kamppi Chapel of Silence of Chapel Kamppi © K2S Architects/Marko Huttunen Redefine 28 Consumer Lifestyle habits. habits. complementary to its fans’ lifestyle CrossFit is pervasive, slick and Reebok’s collaboration with ensure longevity relevance. and into aholistic lifestyle offer to extending your product or service Pursuit:Lifestyle progress discoveries. and to track, monitor and share their Provide the tools for consumers status fans followers. among and your brand or offer to near-religious group-based activities could elevate commitment interactions and Evoking Passion: deliver aspirational an vision? & Kris Carr). How will your brand Danielle Bernstein, Whole Foods up with thought leaders (Bliss & strategies (Lululemon) or teaming affirming messages into their can facilitate this by integrating spiritual movement. Brands growth is fuelling the modern Feel-Good Factor: Personal Cultivating high- Cultivating Think about Future Insights 29 New Spirituality Further Reading onTopic: this Awakening Spiritual America’s Mind- the of Rise The Conditioning: Spiritual Body Workout Running Barefoot The Quiet Space Spaces Spiritual Living Architecture Balanced Values Trend: Macro The Big Retreat Economy Happiness The Space Sacred Space Spiritual Arik Levy Bisazza Foundation RunningChi CrossFit LaPorte Danielle Epic Sports Experience GabrielleBernstein Headspace Academy Idler Kamppi Chapel Silence of Kris Carr Thomas Latham Athletica Lululemon Oprah Winfrey Atheists for Religion Airport International Francisco San School Life of Selfridges Snowga SoulCycle Clock Alarm Junkie Spirit Sunday Soul Super Wellness Shoots Tender Article References: Article LifeEdited © Matthew Williams Consumer Lifestyle Consumer 30

Section Editor: Mandy Saven, Head of Food, Beverage & Hospitality Analyst: Madeleine Cuff, Assistant Editor - Consumer Lifestyle

Changing attitudes to the concept of family are causing a shift in the way we live, the products we buy, the services we use and the spaces we Redefine reside in. In 1940, 43% of US households consisted of a married heterosexual couple living with their children, according to research by America’s Population Reference Bureau. Seventy years later, that figure has halved to 20.2%. A loss of faith in the housing markets in the developed world has led to changes in consumer priorities. Increases in divorce, life expectancy and urban development are leading to a broader spectrum of lifestyle formats. Major trends include solo living, multigenerational set-ups and niche communities. Introduction 31 Modern Family Consumer Lifestyle Consumer 32 Redefine

TUM’s smart entrance system © Lehrstuhl für Baurealisierung und Robotik an der Technischen Universität München Micro-Living Models: Founded by US architect Graham Hill, LifeEdited is a New York studio that designs compact spaces and products to go in them. The initiative began after Hill transformed a 420 sq ft New York prototype unit (where he currently resides) into a multifunctional living space. The company’s micro-living blog is avidly

followed, introducing readers to compact new Case Studies/Drivers/Influencers technologies and storage systems. The team is currently in discussion with developers in several Solo Living major US cities. In recent times, we have seen an explosion in Petite Products: In 2011, Japanese consumer solitary living in both developed and emerging electronics company Panasonic released the economies, as growing numbers of Millennials Petit Drum – a compact washer and dryer with snub marriage and emboldened baby boomers the same performance quality as a standard-sized divorce. Single households now represent a major appliance. The product was an instant success and slice of the global population, resulting in a demand in 2012, Panasonic followed it up with Syokusen, for spaces, products and services that cater to a compact dishwasher. Downsizing has also single-person living. increased demand for single-portion ready meals and products with an extended shelf life. • According to research firm Euromonitor, the Intuitive Systems: Researchers at the number of people living alone globally surged Technische Universität München (TUM) in by 80% from 153 million in 1996, to 277 million Germany have developed a smart entrance-hall in 2011. system designed to help elderly residents keep track of personal belongings. The prototype • In the UK, 34% of households are now single- consists of a touchscreen tablet computer occupant residences. embedded into a wall panel. It can alert owners

if they have forgotten to retrieve their door keys 33 • Some 40% of households in the US cities of from the key holder, and keep track of other Atlanta, Denver, Seattle, San Francisco and items using an indoor positioning system. In-built Minneapolis are single-person occupancies. biosensors can also measure key health metrics like blood sugar level and blood pressure. If the Living alone reflects modern society’s cult of sensors detect a critical reading, the system calls the individual. Among young professionals, it the user’s doctor or mobile nursing service. has become a marker of success, demonstrating independence, financial security and self- acceptance. No longer considered a transitional stage or a stigma, many solo dwellers are happy to pay a premium for the privilege of Modern Family independence and personal privacy. “Dynamic markets, flourishing cities and open communication systems make modern autonomy more appealing; they give us the capacity to live alone but to engage with others when and how we want to and on our own terms,” says Eric Klinenberg, Chicago- born author of Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone.

LifeEdited © Matthew Williams Flexi-Space: Architects and construction companies are conceiving adaptable solutions that suit multigenerational living arrangements, from fully-equipped, private access guest suites to an extra bedroom for a boomerang kid – referred to drily by US architect Michael Woodley as the “unemployed brother’s room”. Swedish furniture

Consumer Lifestyle Consumer giant Ikea provides families with flexible design solutions such as bookcases that double as room dividers, providing privacy and individualism.

Universal Design: Multi-gen houses call for smart spatial solutions that work for multiple family members – positioning the washer and dryer on the ground level accommodates less mobile residents. Similarly, user-friendly fixtures and fittings – such as touchless or single-lever arm faucets – will suit AR News App children’s less dexterous hands, as well as older 34 © Tokyo Shimbun’s AR arthritic ones. American architect James Pirkl’s News app Transgenerational House in Mexico features inclusive design solutions, from adjustable height kitchen units to an easy-to-read Nest home thermostat. Multi-Generational Co-Habitation An ongoing counter-current to the solo living trend Family Focus: Despite living in close proximity, is a shift towards multigenerational co-habitation. individual family members often spend little Ageing baby boomers are relocating to the quality time together. In a recent podcast, Daphne heart of the family, while young graduates are Kasriel-Alexander, consumers editor of global returning home thanks to sky-high property prices market research company Euromonitor, said: and a stagnant employment market. “In today’s multigenerational homes, the most common scenario is the family together, but Redefine • The number of 20- to 34-year-olds living at interacting with separate pieces of technology, home in the UK is now 3.2 million, and this with younger consumers often hidden in their trend is replicated across other Western tech-led media bedsits.” In response, smart brands economies such as Australia and the US. are creating products and experiences that facilitate bonding. • In the US, census figures show that "doubled- up households" that include one or more extra adult occupants who are not in education or spouses rose by 10.7% in 2011 to 21.8 million, compared to 19.7 million households four years earlier. Family Reading Experience © National PTA Case Studies/Drivers/Influencers 35

• TV programming reflects this outlook, offering a proliferation of shows with trans- demographic appeal – UK examples include

Strictly Come Dancing and The Great British Modern Family Bake Off.

• Initiatives that promote family reading time encourage young and older generations to converge. In the US, the Amazon Kindle – with the National Parent Teacher Association (PTA) – has launched a new Family Reading Experience, comprising free activities focused on phonics, fluency and comprehension.

• Japanese newspaper Tokyo Shimbun’s AR News app uses augmented reality to make newspapers more appealing to younger readers by enabling them to scan articles with their smartphones to unlock animated Nest home Thermostat characters and graphics, pop-up headlines and © 2011 Aya Brackett simple explanations. Niche Communities Niche communities of like-minded individuals CitiNiche: Launched in March 2013, this Australian are demanding high-end developments that property development platform connects incorporate specialist facilities and enable like-minded individuals looking to buy a house acute levels of personalisation. “There is a designed around their lifestyles and interests. growing demand for people looking for specialist Users join a “niche” community on the site (such accommodation, because the way we live has as ‘urban gardener’, ‘car pool’ or ‘gay grey’), or add changed dramatically in both social and physical their own. When enough people voice a particular terms,” Ivan Rijavec, director of online property demand, architects and developers post residential development platform CitiNiche, told Stylus. products that match requirements. CitiNiche’s “There is an increase in demand for bespoke first site, in Melbourne’s docklands area, will be a interiors, and this isn't offered in typical sustainably conceived mixed-use facility overlaid

Consumer Lifestyle Consumer new apartment buildings, where only token with sophisticated technologies. personalisation is offered.” 36 Redefine

NE Apartment © Yuji Nakae, Akiyoshi Takagi and Hirofumi Ohno Biker Bespoke: The NE apartment complex in Tokyo is a small-scale residential project that serves motorcycle enthusiasts who desire luxury Case Studies/Drivers/Influencers housing. The pristine structure was conceived in a radial ‘c’ shape to allow residents to manoeuvre through the centre of the development with their heavy motorbikes, and provides easy-access storage that connects directly to apartments. Counterintuitive to the standard biker stereotype, the central courtyard within the ‘c’ is pristine, white, light and airy. This space suggests that the desire to live with like-minded people may become a new domestic archetype in Asia. Plans for further structures in South Korea are being considered. The Village © The Village

"There is a growing 37 demand for people looking for specialist accommodation."

Ivan Rijavec, CitiNiche Modern Family

Old-Age Alumni: A growing number of US baby boomers are spending their retirement reliving the heady days of their youth in on- campus senior housing facilities at their former universities. Senior housing projects have sprung up at more than 60 universities across the US, including Stanford, Dartmouth and the University of Michigan. The Village at Penn State University in Pennsylvania offers residents full access to the university’s classes, concerts and sports matches. Redefine 38 Consumer Lifestyle inclusive products experiences. and generational by gap devising for brands that can bridge the time. This is abusiness opportunity connectedness usurps quality family frenetic pace of life and constant to live under one roof, today’s multi-gen families now choose United by Design: Although many value longevity. and attractive to families looking for offer extreme resilience will prove products that facilitate privacy or sharedbe by multiple users. Agile set-ups call for products that can Long-Life Vision: relevant concerns. convenience when accommodation is tight, but individuals’ needs. Size matters that services and serve these toretailers willing products develop opportunities for brands and dwellers presents massive Easy Living: The rise of solo and luxury and Multigenerational are also research, not assumptions. through user-oriented ethnographic However, the only way forward is favour with these communities. personalisation service will and find brands that adopt acute levels of and passions into everyday life, and incorporatespaces lifestyle choices Bespoke Solutions: Niche living living Niche Future Insights 39 Modern Family Further Reading onTopic: this Happy and Alone Home Living: Solo Households Single Age Old Redesigning New Age Thinking: Design Elderly for the Housing Lifestyle Niche Spaces Living Multigenerational Home Multigenerational the of Evolution The Amazon Kindle Amazon CitiNiche Digital Harbour LinenbergErik Monitor Euro Experience Reading Family Ikea A Full NestIts LifeEdited Nest Panasonic NP Tokyo Transgenerational Tum Village Pennstate at Article References: Article Redefine 40 Consumer Lifestyle Colourful Stitches © Colourful Stitches Introduction

Section Editor: Mandy Saven, Head of Food, Beverage & Hospitality Analysts: Elli Donajgrodzki, Researcher - Food, Beverage & Hospitality & Hayley Ard, Senior Editor - Consumer Lifestyle

Food has become the new cultural capital in the West, where it is viewed as an increasingly precious commodity. “We are currently in a ‘post- acquisitive’ era whereby food experiences are considered more covetable luxuries than objects like jewellery and cars,” notes a recent report by US media and marketing magazine AdAge. Cooking shows such as Masterchef (now

produced in more than 35 territories, including 41 China, India and South Africa) have made culinary creativity mainstream. Meanwhile, TV programmes such as the UK’s Cooks to Market, which offers food start-ups the chance to compete for mentorship and investment, spotlight a new wave of global entrepreneurs designing better alternatives to the industrialised and increasingly vulnerable food system. Food safety, ethical production and global food security are also becoming front-of-mind for

consumers. This is impacting attitudes to food and Love-In Food Global nutrition, with some consumers choosing to take the production of their food into their own hands. The often marginalised pursuits of hunting and foraging are gaining popularity as individuals strive to become self-sufficient and attempt to reduce their food waste through nose-to-tail consumption. A desire for authenticity, integrity and transparency is the new default. Standard practice in supermarkets, this is now extending to the cocktail bar. The Apotheke bar in New York uses only traceable, local ingredients and cultivates a herb garden on its rooftop. Brands must support and facilitate these ideals if they want to resonate with today’s intelligent consumer. Millennial Consumers Eating Habits While the obsession with food spans many Millennial consumers display many of the following demographics, millennials (those aged 19 to eating habits and preferences: 34) are driving the movement forward. Growing numbers of millennial consumers are displaying an • Mindful Consumption: Many millennials evangelical zeal for all things culinary and splurging are eschewing big-box retailers for farmers’ on gastronomic experiences and products. “Some markets, independent purveyors and even 87% of millennials will spend money on a nice food raves (illegal pop-up food markets) that meal even when money is tight,” claims US-based champion local and small-batch produce social media consultancy Thinksplendid. Similarly, a and face-to-face community interaction. joint study by global investment bank Jefferies and The Mount Nelson, a five-star hotel in Cape international advisory firm Alixpartners predicts Town, enables guests to forage for local that millennial spending on food for at-home dining ingredients and have the hotel chef will increase by $50bn each year through 2020. prepare them.

"Millennials are a critical consumer group to the • Thrill-Seeker Dining: Novel and personalised

Consumer Lifestyle Consumer food service industry, and finding ways to market experiences appeal to this market segment. to them can be difficult because they have high The IkHa temporary restaurant in the and varied expectations. Earning their dollars Netherlands recently allowed customers goes deeper than the quality of food,” says Sara to select their choice of Ikea furniture to Monnette, director of consumer research at populate the space while they dined, as well Chicago-based food consultancy Technomic. as cut their own tablecloth from wallpaper. German consumer electronics brand Miele’s pop-up restaurant Steam presents a calorie- neutral dining experience by offering patrons a 40-minute workout and vibrating chair pads with their meal. And UK-based Mexican 42 restaurant chain Wahaca has recently debuted a pureed grasshopper dish – topped

with three grasshoppers.

• Eating and Tweeting: Growing numbers of millennials broadcast their culinary pursuits across social media platforms (Instagram, Pinterest, Twitter) and dedicated recipe- sharing portals (Foodily, Food52, Yummly) © Ask Food CT Ask CT Food photo sharing to show homemaking prowess, in-the-know status, cultural heritage and creativity. In response to this modern ritual, NY-based restaurant Comodo encouraged diners to Redefine help create a visual menu of its dishes on photo-sharing social network Instagram, while Swedish food supplier Ask CT Food is enabling restaurant goers to photograph their meals in order to receive a recipe to recreate it at home.

• Chasing Flavours: Bold, punchy flavours (bitter, sour, umami) and ‘exotic’ consumables (seaweed, bubble tea, freekeh, chia) that pack a healthy punch draw in millennials who have grown up with ethnically diverse cuisine at their fingertips.

Wahaca grasshopper dish © Wahaca IkHa © Nadine Stijns Case Studies/Drivers/Influencers 43 Global Food Love-In Food Global

Food52 © Food52 Redefine 44 Consumer Lifestyle Case Studies/Drivers/Influencers 45 Global Food Love-In , US-based social media consultancy Thinksplendid Consumer Lifestyle Consumer

Et dolecte pellorror se plaborese labore 46

Key Publications A new breed of food magazine that fuses edibles • Fire & Knives: The UK-based quarterly with contemplative literature, art, culture and magazine by editor and contributor to UK fashion is emerging. Instructive examples include: newspaper the Guardian Tim Hayward (launched in 2009, now an industry leader) • Lucky Peach: Offbeat, discursive NY-based contains long-form content infused with publication produced by David Chang of New humour and offset with whimsical typography. Redefine York restaurant Momofuku. The first issue print run was extended twice, eventually • Crave: English language Hong Kong magazine hitting 72,000 copies. These copies now trade described as “adventures in gastronomy”, for high sums on eBay. founded by Carmen Li. It features recipes, reviews and sumptuous food imagery. • The Gourmand: UK-based contemporary food, arts and culture journal that celebrates food as a catalyst for creativity.

• Fool: Swedish quarterly publication filled with striking photography and food essays. Won the Gourmand Book Award for Best Food Magazine in 2012. The Gourmand © The Gourmand Case Studies/Drivers/Influencers

Lucky Peach © Lucky Peach 47 Global Food Love-In Food Global Fool © Fool Start-Ups to Watch Innovative food start-ups are leveraging technology to generate more sustainable solutions to food production and food service, and heavyweight investors are spotting lucrative business opportunities.

• Beyond Eggs: San Francisco-based entrepreneur Josh Tetrick’s company Hampton Creek Foods has conceived a plant-based egg substitute that mimics the texture, colour attributes, aeration and coagulation qualities of the real article. Backed by Indian venture capitalist Vinod Khosla (also backing new salt replacement product Nu- Tek Salt and plant-based meat replacement product Sand Hill Foods), the product costs

Consumer Lifestyle Consumer 19% less than a chicken egg, has an extended shelf life, and negates animal welfare concerns. These ‘meat substitute’ ventures chime with the rising tide of flexitarianism (being vegetarian, but occasionally consuming meat) being adopted by consumers.

• Modern Meadow: Created within PayPal 48 co-founder Peter Thiel’s San-Francisco- based science and technology research facility Breakout Labs, this start-up is fusing 3D printing with in-vitro meat cultivation to eventually enable the print of ‘steak’ from biological materials.

• Melt: Entrepreneur and Flip video camera creator Jonathan Kaplan is pioneering this US fast-casual restaurant chain ($8.75 for a grilled cheese and soup). Backed by US venture capital firm Sequoia Capital (Google and Apple investor), the initiative has 14 Redefine locations with ambitious plans for 500 within five years and a fleet of mobile units.

• Kitchenette: The UK’s first food start-up incubator – inspired by US counterparts like La Cocina and Hot Bread Kitchen’s HBK Incubates – enables fledgling businesses to join its 12-week programme, offering mentorship, networking, production support, retail space and potential investors. In return, Kitchenette takes 5-10% of the company. Kitchenette © Kitchenette Inaugural start-ups include bespoke chocolate company Co&Co and Korean-inspired street- food brand Kimchinary. Kimchinary © Kimchinary

• Food Delivery: Start-up food delivery services are proving particularly successful

in developing economies. BigBite (India), Case Studies/Drivers/Influencers Klik-Eat (Indonesia) and EasyAppetite.com (Nigeria) are growing exponentially as time- strapped consumers look to convenient meal solutions. In Turkey, Yemek Sepeti boasts 90% market share and delivers 150,000 meals a day. In 2012, global investor General Atlantic put $44m into the company to fund its expansion into the Middle East. 49 Global Food Love-In Food Global

Hot Bread Kitchen © www. KenGoodmanPhotography.com Redefine 50 Consumer Lifestyle to them and worth investment. recognising those that are relevant just as fast. For brands, it’s about trends, food trends come and go A Word of Caution: like fashion rethink procurement and branding? issues such as traceability –to industry –largely untouched by batch distilleries prompt the drinks of microbreweries small- and Farm-to-Bar: this level of data sharing. facilitate can solutions packaging and menus. Tech-enhanced energy usage figures on packaging to the point of seeing water and brands (across all sectors), even heightened transparency from grow, consumers will demand vulnerable food and water system concerns about the Earth’s Absolute Accountability: collaboration opportunity. them, ‘friend’ them and consider a as cultural tastemakers. Follow popularity –online and offline – styled ‘food curators’ are gaining problem solvers, while self- scene is bursting with innovative Talent:Ripe The food start-up Will the popularity As As Future Insights 51 Smart Teens Further Reading onTopic: this Control & Create Macroview Gatherer Hunter New The Umami of King Fleischman: Adam Fermentation MovesForward Recipes Tech Gastrokids Meat: The Future Future Fast Food Seafood Social Restaurant Source Open Instructables Global 2013-14 Food & Health Trends Rise Vegivore the of Things of Come to A Taste Edible: AdAge AdAge Alixpartners Apotheke Ask CT Food Eggs Beyond BigBite Labs Breakout Co&Co Comodo Cooks Market to Crave Easy Appetite Fire & Knives Food52 Foodily Fool Hampton Creek Foods Hot Bread Kitchen Ikea Instagram Jefferies Kimchinary Kitchenette Klik-Eat La Cocina LuckyPeach Masterchef Melt Miele Modern Meadow Nu-Tek Salt PayPal Pinterest Sand Hill Foods Capital Sequoia Technomic The Gourmand The Mount Nelson Hotel Thinksplendid Twitter Khosla Vinod Wahaca Sepeti Yemek Yummly Article References: Article Section Editor: Mandy Saven, Head of Food, Beverage & Hospitality Analyst: Hayley Ard, Senior Editor - Consumer Lifestyle

Outrospective thinking – the act of considering the motivations, needs and problems of individuals and communities beyond oneself – is spurring consumers to bring about positive social change. Today’s consumers believe they can make a difference. Compared to five years ago, 44% of global consumers believe they now have

Consumer Lifestyle Consumer more power and influence to make a difference, according to the 2012 Goodpurpose study by US public relations firm Edelman. Similarly, a 2012 survey by US global mass media company Viacom found that 80% of 15,000 millennials from 24 countries agreed with the statement: “My age group has the potential to change the world for the better”. Many consumers are driving change through web-enabled social activism (Avaaz, 38 Degrees and Change.org), while others are leveraging 52 micro-donation platforms (Watsi, Instead App) to make small – but meaningful – monetary contributions to big causes. New social fundraising site Believe.in (launched in the UK in March 2013) enables individuals to create a “philanthropic identity” akin to a professional LinkedIn profile or a social Facebook one. “With the pathways to activism now more varied and accessible, this generation [millennials] believes that they can have an impact on the world, whether by changing their consumer habits or by starting a business or organisation,” explains David Burstein, New-York Redefine based author of Fast Future: How the Millennial Generation is Shaping Our World. This outlook is particularly relevant to brands and companies that want to align themselves with pro-social consumers. With trust in governments and banks diminishing, consumers are turning to brands and businesses for mentorship and ethical guidance. Global Bhasin

Introduction 53 Outrospective Thinking Outrospective Empathy Educators New initiatives are enabling everyday citizens to cultivate a broader, more empathetic outlook:

• Mindful: Launched in the US in February 2013, this bi-monthly magazine’s initial print run of 90,000 sold out within a few weeks. Its manifesto states: “We see the emergence of a quiet revolution – a historic opportunity for social change. Mindful is here to support the heroic efforts of those who are working

Consumer Lifestyle Consumer hard to bring benefit to others through mindfulness, awareness, kindness, and compassion.”

• Start Empathy: Launched in March 2012, this initiative by US-based social entrepreneurship network Ashoka helps educational institutions promote empathy as a skill in the classroom. It teaches children to be “changemakers” in a world where traditional hierarchies are being replaced by fluid, open-access systems. 54

Mindful • Pivot: Targeted at 15- to 34-year-olds, this © Mindful magazine new US cable channel adopts the slogan: “It’s Your Turn”. Created by American film and television company Participant Media and US music and pop culture magazine "We see the Rolling Stone, Pivot addresses topical issues through films, talk shows and documentaries, its website TakePart.com, and its Pivot app. emergence of a “We designed Pivot for this generation because we believe they are destined to change the world,” says Evan Shapiro, quiet revolution president of Pivot. “They have inherited Redefine enormous challenges not of their own making, – a historic yet remain optimistic about the future.” • Upworthy: Launched in March 2012, opportunity for Upworthy is a news stream of worthwhile stories written in a “shareable” voice, encouraging internet users to repost them. social change." The site has clocked more than six million users. Mindful Magazine • Oxfam – Live Below The Line: Spearheaded by the UK-based charity and now in its fourth year, this global campaign is an authentic exercise in empathy: sponsored participants live below the poverty line for five days. Live Below The Line © Oxfam Case Studies/Drivers/Influencers 55 Outrospective Thinking Pro-Social Hackers Proactive, pro-social global citizens are looking to disrupt political, social and capitalist systems through grassroots initiatives that focus on community-driven targets. Both digital communication and localised action come together, promoting alternative solutions and peer- led civic values. Hacking has become a widespread pursuit used to catalyse agile solutions. A course in Hacking the Urban Experience is now being

Consumer Lifestyle Consumer taught at Columbia University in New York, while Certified Ethical Hacker courses in India are a popular route to market for young graduates. A raft of urban and social hacking initiatives are causing ripples across society for their ingenuity and gumption:

• Rolling Jubilee: Launched late 2012, this US debt relief initiative is an offshoot of Occupy Wall Street – the 2011 protest that called for an end to social and economic inequality. • Fixperts: Launched in September 2012, social 56 Here, money from donations is used to project Fixperts – created by British founders purchase distressed consumer debt from James Carrigan (co-founder of self-setting lenders at a discounted price. The debt is then rubber Sugru) and Daniel Charny (curator cancelled. Liberated debtors will hopefully of the Victoria & Albert museum exhibition contribute to the fund, “rolling” the Power of Making) – connects designers with jubilee forward. elderly or disabled citizens. Working to solve their particular challenges, designers fix or • Softwalks: Designed by two graduates from hack products to make them work better, Parsons The New School for Design in rather than replacing them. Success stories New York, Softwalks transforms scaffolding – including a repaired wheelchair joystick and – a pervasive feature of the New York the invention of a sock horn for an elderly cityscape – into user-friendly public sites lady – are broadcast on Fixperts.org to inspire through planters, chairs and counters. The further projects. “It’s interesting to think Redefine product, which won business media brand what a big impact a designer can make in an FastCompany’s 2012 Innovation by Design hour and a half on someone else’s life,” Award, transforms eyesores into ‘creative says Carrigan. placemaking’ opportunities that nurture citizens. • Casserole: UK social innovation company FutureGov has launched Casserole, a community network that allows home cooks in England to share leftover meals with needy neighbours. Casserole members detail leftover meals on the site, describing what the dish is and how many servings are available, and nearby residents can then request the food through the website or by phone or text. Rolling Jubilee © Rolling Jubilee

Case Studies/Drivers/Influencers Case 57 Outrospective Thinking Outrospective Redefine 58 Consumer Lifestyle Case Studies/Drivers/Influencers 59 Outrospective Thinking

James Carrigan, Fixperts • ColaLife: Nominated by The Design Museum Toms Shoes © Toms in London as a Design of the Year 2013, this global non-profit concept leverages US soft drinks giant Coca-Cola’s distribution network to transport medicines to remote areas in developing countries. "How can it be right that Coca-Cola reaches remote rural villages in Africa, yet simple lifesaving medicines for children don't?” asked founder Simon Berry. “Instead of blaming Coke, we studied its success: you can get a product or service to anywhere in the world if you make it affordable."

• Whole World Water: Launched in March 2013, this social enterprise tackles water scarcity by encouraging hotels to replace

Consumer Lifestyle Consumer imported bottled water with reusable glass bottles filtered on-site or locally. Global hospitality brands Soneva and Virgin Hotels have joined the initiative. “Businesses can’t continue to be a problem [to the Compassionate Consumerism environment]; the model has to change,” says Compassionate retail is not a new notion. LA- Sonu Shivdasani, Soneva’s chief executive. based footwear brand Toms propelled the ‘buy “Every industry needs to think of itself as a one, donate one’ business model into popular social enterprise. But social enterprise can’t consciousness over the past few years. This was just be an exception; it’s going to have to imitated by US shoe brand Skechers’ BOBS become a common denominator.” 60 (Benefiting Others By Shoes), donating more than three million pairs of shoes since its inception. • Gangs for Good: New York-based shoe brand Similarly, UK supermarket chain Waitrose gives Nine West recently launched its Gangs for shoppers plastic discs to slot into a charity box of Good campaign, which asks groups of girls their choice. Waitrose then donates money to the to upload videos of themselves doing kind charities in direct proportion to customer votes. or charitable works to the brand’s YouTube These sorts of initiatives appeal to pro-social channel. The retailer will award the winning consumers, who are increasingly looking to group with gift cards and a trip to New York, brands and businesses for moral road-mapping. in addition to donating $5,000 to a charity of Almost half (47%) of US consumers have bought their choice. a brand at least monthly that supports a cause, according to Edelman’s Goodpurpose study, which focused on consumer attitudes. Redefine

• The Meal of Shared Responsibility: US fast- casual restaurant chain Panera launched five pay-what-you-want cafés called Panera Cares in 2010. The idea was that those able to over- pay for their meals would balance out those with modest means. This year, the company is extending the concept to 48 cafes in the St Louis (Missouri) area with a single-menu item (turkey chilli and sourdough). If successful, the concept will roll out across 1,600 US locations.

Cola Life © ColaLife Case Studies/Drivers/InfluencersConsumer Engagement 61 OutrospectiveSmart Teens Thinking Re-usable Water Bottle Water Re-usable Water World Whole © Redefine 62 Consumer Lifestyle intoembedded company’s a ethos. on top, social action must be consumers. Rather than layered seen as authentic in the eyes of and social alliances need to be marketing tool. However, charitable can apowerful be branding and Retailing: Compassionate from the ensuing philanthropic halo. good; in turn, the brand benefits DNA can hacked be for the greater demonstrates how acompany’s them instead.alongside ColaLife threat, consider how you can work seeing hackers or fixers as a Mindset:Hacker paradigms.social evolving and change indicative of grass-roots cultural (such as Rolling Jubilee), which are a close eye on radical initiatives Innovation from the Margins: with consumers. empathy to connect positive social change. Harness spurring consumers to bring about communities beyond oneself –is problems of individuals and the motivations, needs and thinking –the act of considering Harness Empathy: Rather than than Rather Outrospective Outrospective

This This Keep Future Insights 63 Outrospective Thinking Further Reading onTopic: this The Power of Good Empathy Harnessing Fuse: Hackers Citizen 2011: Picnic Unlocking Worlds New Consumer-Creators Good Social in Trends Normal New The Millennials: Hacker Benevolent A Klein: Josh Indaba Design Small Scale, Big Change: NewArchitectures of Social Engagement Times Tough for Smart Content Frontline SocietySharing Balanced Values Famine Fortune: to Poverty Tourism Lodging Class: PlusCulture Learning 38 Degrees 38 Ashoka Avaaz Believe Casserole Change Softwalks City Coca-Cola Colalife Columbia David Burstein Museum Design EC Council Edelman Company Fast Fixperts Instead Live Below Line the Mindful School New Panera Bread Participant Media Rolling Jubilee Skechers Soneva Empathy Start Sugru Part Take Toms Upworthy Vam Viacom Hotels Virgin Waitrose Watsi Are Gov Future We Whole World Water Article References: Article Consumer Product Consumer 64

SketchChair © Sketch Chair Redefine © Luisa Zanzani Formafantasma

Bestlite - Brass version © Gubi

Section Editor: Louise Chidgey, SVP, Content - Product Design

We are oversaturated with information in today’s fast-paced daily life. But a growing number of consumers are seeking quiet, contemplative 66 spaces as well as uncomplicated products and objects with minimal aesthetics. Less is More – the phrase coined by the king of modernism Mies Van der Rohe that has become the slogan for minimalism – still rings true. So, too, does Dieter Ram’s Less is Better, highlighting the importance of products that are simple and honest both in materials and in construction, exhibiting clarity in their design and possessing an intuitive appeal to the consumer. In fashion, garments that stand out by virtue of their simplicity encourage understated sophistication and a sustainable, luxurious quality. Redefine In product design, familiar, functional objects with pared-back, clean, unobtrusive qualities can champion a philosophy of careful craftsmanship. With this in mind, consumers show a desire to understand the heritage, roots and techniques involved in the creation of products. For designers, developing an emotional connection between the consumer and the product may not be a new concept, but it is a powerful means of reinforcing customer confidence in uncertain times, instilling products with a sense of worth and value. The key is to use familiar materials, while translating memories and nostalgia into new products with a clearly understandable narrative.

Oigen Kitchenware © Japanese Collective Introduction 67 Quiet Stellar Works Campaign© Stellar Chair Worksby Max Lamb © SMG 2013 Consumer Product Consumer 68

Heritage In disruptive times, consumers are looking for tried-and-tested brands steeped in heritage. The value of craftsmanship and an appreciation of the past are the foundations for re-evaluating traditions and making brands more relevant to today’s market.

Redefine • British designer Max Lamb is a modern craftsman with a strong appreciation for raw, natural materials. Lamb collaborated with British luxury brand Alfred Dunhill as part of its Modern Craftsmanship programme – an initiative illustrating the brand’s commitment to culture and creativity. Working closely with Dunhill bespoke leather artisan Tomasz Nosarzewski, Lamb designed and created the Campaign Chair, which takes inspiration from the Roorkhee chairs used by British

Vitra Jean Prouvé Chair Standard © SMG 2013 servicemen back in the 1890s. • Shanghai-based design company Stellar Works has secured the rights to reissue vintage pieces by leading Danish and Italian designers and will inject new relevance and context into the pieces for a modern audience. Case Studies/Drivers/Influencers • The collaboration between Benetton’s creative research centre, Fabrica and Villa Necchi Campiglio in Milan has become the social hub during Milan Design Week. Designed by Italian architect Piero Portaluppi for the Necchi Campiglios, who were prominent industrialists at the time, the villa boasts fantastic collections of furniture, arts and crafts and an elegant interior. Under the direction of designer Sam Baron, selected designer/craftsmen are granted full access to the villa to study the house and its owners. The result this year was the Belvedere Collection of products, which echo the architectural and design elements of the villa. The annual event is often regarded as a modern ‘Grand Tour’.

Penhaligon’s London • At Milan Furniture Fair this year, Vitra had Store by Christopher

plundered its archives, renewing classics with 69 Jenner new colours and materials, overseen by Dutch © SMG 2013 art director Hella Jongerius. The Standard Chair, designed by Jean Prouvé more than 50 years ago, has been reappropriated in robust plastic, not only giving a more contemporary look, but also establishing the design’s presence for at least another 50 years to come.

• British designer Christopher Jenner’s recent

shop interiors for fragrance companies Quiet Diptyque (Paris) and Penhaligon’s (UK) explore the relationship between brands, emotion, luxury and craft. The retail spaces capture the spirit and history of the brands with an opulent blend of artisanal skill and modern technology, as well as an exquisite eye for pattern, detail and material. The Penhaligon's store in London’s Mayfair, opened in February 2013, is a jewellery box of padded walls, honeycomb shelving and hand-laid mosaic wallpaper in purple and jade. It references what Jenner describes as “the jaunty Edwardian eccentricity” for which Mayfair is famous, as well as “modern Japanese Manga” in a fusion of English and Oriental references underscoring the brand’s 140-year heritage. Emphatic Storytelling Storytelling is a durable objective for brands and designers seeking to record their own stories for posterity and to satisfy consumer enthusiasm to learn about the value of commodities. In turn, it fuels an emotional connection between consumer, designer and brand.

• Stockholm-based Katrin Greiling is a photographer and designer who often finds a route into a design through photography. She documents the inspiration and making process of her work alongside producing a beautiful photography book, The Evolution of the Object to accompany Tata, her woven sofas range. Consumer Product Consumer • Makers & Brothers is an online retail venture developed by two brothers, Jonathan and Mark Legge, founded on simple things; the handmade, objects of integrity, contemporary vernaculars, a curation of everyday design and craft. They define craft as a process; a production by hand or machine. Their approach is relayed to the consumer either via short films or through live demonstrations, including a pop-up shop at London design 70 store, SCP. Redefine

Areaware’s Decorative Balancing blocks © Fort Standard Consumer Product Consumer 72

Future Primitives by Muller Van Severen © SMG 2013 Redefine

Lexon’s Iconico Lexon’s Hector by Speakers Serrano © SMG 2013 Jil Sander A/W • Magno Lamp by Doreen Westphal: This 2013-14 incredibly simple light has an appearance that © SMG 2013 can be adjusted by the user. Magnets are cast into the concrete foot, allowing the lamp to take on various positions.

• Lexon’s Iconico Speakers by Hector Serrano: This portable speaker is designed to look like

the sound icon from a computer. It is simply Case Studies/Drivers/Influencers switched off by turning it face down.

• British fashion designer Phoebe Philo married a new relaxed attitude with an innate minimalism for the A/W 13-14 Celine collection. The refined silhouettes were clean and structured; soft natural fabrics and a comforting colour palette added a sense of easy domesticity for the winter season. Unobtrusive A key principle for good timeless design, the pared- • A sense of restraint and control encapsulated back approach allows focus on the craft, materials German designer Jil Sander's A/W 13-14 and construction. Simplicity is much longed for collection. Clean lines, simple silhouettes in in a world of overcomplicated and overdesigned luxury wools and butter-soft leathers reinforced products. the modern, minimalist message.

• Muller Van Severen: The design-duo has • The A/W 13-14 catwalk season saw the micro developed a series of unique design pieces, industry that is street style reach saturation entitled Future Primitives, which are minimal in point. Dubbed the 'Circus of Fashion' by British

form and detailing, but maximal in usability and journalist and International Herald Tribune 73 use of materials. “The image of minimalism fashion director Suzy Menkes, an online dialogue is worn out. This furniture battles with emerged discussing the positives and negatives minimalism and uses it at the same time. of maximalist dressing. Discussing the rejection Details have been left out; everything of extreme 'peacocking' (dressing to get has been reduced to the most simple photographed) that goes on outside the fashion technological solution, and still the result is shows, legendary fashion journalist Tim Blanks very rich ornamentation.” of Style.com offers his personal view on the extreme looks spotted on the streets. • Philips Design Line HDTV: It’s incredibly thin, and appears to be made from one

sheet of glass. It can be used with wi-fi for Quiet interconnectivity. Aimed at a design-focused consumer who seeks objects for a perfect living environment, rather than a consumer preoccupied by technology.

• Inspired by “the fact that true wealth in life does not lie in material affluence”, this kitchenware range is a collaboration between Philips Design Line the Japanese Collective and British designer HDTV © Phillips Design Line Jasper Morrison. The Japanese have always appreciated aesthetic simplicity – beauty that is simple, space-efficient and multifunctional. Morrison shares similar principles and the result is a collection reflecting traditional manufacturing techniques and a clarity of function. • Honest & Familiar Materials Designing products out of humble materials is on the increase, with an emphasis on practical design solutions using familiar time-honoured materials or even waste matter.

• Swine Studio: Sea Chair by Swine Studio is a stool created by melting down and moulding marine plastic captured from the ocean. An exercise in sustainable design, reusing waste materials. Co-founder Peter Thiel’s San- Francisco-based science and technology research facility Breakout Labs, this start- up is fusing 3D printing with in-vitro meat cultivation to eventually enable the print of ‘steak’ from biological materials.

Consumer Product Consumer • Seen at this year’s Milan Furniture Fair was the Earthquake 5.9 Collection by renowned designer Patricia Urquiola for Budri, an Italian marble inlay company. The collection of furniture, floor panels and decorative accessories plays tribute to the Emilia earthquake of May 2012, which affected many businesses in the area, including Budri’s. The collection utilises the broken slabs of marble waste and onyx which are now too small or irregular to be used for larger applications. • Copper & Brass: A key material trend seen 74 at Milan Design Week was the abundant use • The Federal: This Ottawa-based design of copper and brass for furniture, accessories consultancy has produced a prototype set and lighting. Both rich and warm metallic of kitchen knives almost entirely made from hues, these familiar materials are becoming maple. The warmth and versatility of the increasingly more popular and a welcome wood is a key feature of the design. alternative to the ubiquitous use of chrome and aluminium.

Philippe Malouin • About 30% of natural stones are crushed for © SMG 2013 industrial use as the underlayer for tarmac roads. Design Academy Eindhoven graduate Luuk Van den Broek has made use of this waste stone for his lighting collection. Redefine

• Canadian designer Philippe Malouin’s Functional Shapes are a range of storage and lighting made of black MDF composite. Malouin explores the practical and aesthetic qualities of polished or roughened surfaces. Polishing or keeping certain parts of the layered material rough can increase its functionality. One example is a lamp where the polishing process has been used inside the lampshade to enhance the reflection of the light. Earthquake 5.9 Collection Patricia The Federal Urquiola for Budri © SMG 2013 © SMG 2013 Case Studies/Drivers/Influencers

Bell Lights by Sebastian Herkner © Classicon

Bestlite - 75 Brass version © Gubi Quiet Redefine 76 Consumer Product processes. authenticity and manufacturing to highlight and celebrate products’ materials with imperfect aesthetics Reappropriation: tradition. in seeking valueconsumers create apersonal connection with techniques and materials to Familiarity: product and consumer brand. or emotional connection between construct anarrative to create an Stories:Back Saint-Exupery. away,” Antoine said de when you’ve nothing more to take have nothing more to add, but perfection of design not when you “You know you have reached perfectionist’s focus on function. or ostentatious detail. The key is a by reducing unnecessary features Unobtrusive: Use time-honoured It’s not easy to design Establish roots and Reuse common

that has become ubiquitous. riot of colour and print clashing thus cleansing the palette of the deemed chicer to be'unseen' – more by virtue of the fact that it's Make quiet style desirable once over visibility.quality that declutter, streamline and praise environments with ‘quiet’ designs noise of increasingly chaotic retail desire to sidestep the visual responding to the consumer Environment: Brands are Future Insights 77 Quiet AreaWare Budri Jenner Christopher Westphal Doreen Dunhill Features Fabrica GreilingKatrin And Brothers Makers Max Lamb Severen Van Muller Prote Works Stellar Vitra Article References: Article Unacucina by Teste di Legno © Teste di Legno Consumer Product Consumer 78 Redefine Introduction 79

Section Editor: Louise Chidgey, SVP, Content - Product Design

Designers need to rethink in the face of growing consumer expectations and super-fast advances in technology. New routes to market are being sought by designers, brands and manufacturers.

Boundaries are becoming blurred, with theChanging Rules conventional views on supply chain and user involvement now under challenge. The return of power to the maker and the growing influence of the consumer are shaking up business models and ultimately the end product. Online open-source platforms give consumers the opportunity to share and be part of the product development and making process. Design hacking also allows consumers to be more connected and part of the process by altering designs to suit their specific requirements. At the core of this sense of change is the emergence of 3D printing, which has the potential to transform design and put even more power in the hands of the individual consumer and the maker. 3D’s True Potential 3D printing (also known as additive layer manufacture) is becoming commercially relevant as a number of brands and retailers harness its 3D-printed Disneylightbulbs, © Disney potential in-store and as part of their marketing strategies. The practical impact of 3D printing is becoming more apparent as consumers and designers begin to design and manufacture their own goods. • Disney leads the pack with its utilisation of 3D The 3D printing industry is set to become printing to build new types of light features a valuable tool for brands looking to deliver an into its toys. Engineers working on the project innovative retail experience. Simultaneously, the explained that designing the toys using 3D technology is finding a valuable niche in industrial printers allowed them to create a real-world manufacturing, improving the speed and flexibility prototype in a matter of minutes, rather than of prototype production. having to wait for new mould tools to be produced. Consumer Product Consumer • The aeronautical and automotive industries see 3D printing as a means of producing light weight and cost-efficient vehicles. Airbus has a 10-person team dedicated to its 3D printing efforts. American digital manufacturing company RedEye on Demand says its 3D printed car URBEE2 will be on the road in 2015.

• In January 2013, Nokia became the first major 80 electronics manufacturer to release 3D design files for its products. The files – referred to as 3D design kits – contain design templates, case specifications, recommended materials and examples of best practice to print a range of cases for Nokia’s flagship Lumia smartphone.

Fashion designers are also looking to the technology for materials and construction inspiration:

• Dutch designer Iris van Herpen partnered Redefine with technology hub MIT Media Lab to produce her S/S 13 collection. Some garments were produced using an Object Connex500 multi-material printer, allowing for materials to be mixed to construct a single object.

• 3D printing firm Shapeways, designer Michael Schmidt and architect Francis Bitonti have collaborated to produce a 3D printed gown for celebrity Dita Von Teese. The garment is comprised of 3,000 articulated joints, allowing for movement, 3D printed gown and shows the technique’s potential for the © Dita Von Teese creation of bespoke fashion pieces. Nokia Lumia cases

Case Studies/Drivers/Influencers Case 81 Changing the Rules the Changing Consumer Product Consumer

Sculpteo © Sculpteo 82

Domestic Design Thanks to the falling cost of domestic 3D printers and • Global retailer Staples is to launch a new the work of virtual manufacturers in promoting the service, Staples Easy 3D, that will allow technology to consumers, there is a growing market customers to upload designs to the Staples of hobbyists or makers using domestic 3D printers website and then pick up the printed objects for the production of professional, custom-designed at their local store. Using Iris printers, objects objects at home. generated will be made from paper, which can Virtual manufacturing services such as Scuplteo, then have photorealistic colouring added. Shapeways and I.materialse operate shared factories that serve as the back end for small-scale • There’s also a growing range of personal 3D unit manufacturing, allowing amateurs as well as initiatives, printers and kit, becoming more Redefine professional designers and makers to print objects to accessible both in size and price, and hinting specification any time. at a future in which most homes could have a 3D printer. Maker Bot’s Replicators, RepRap • Sculpteo and I.materialse: This online service and Fab@Home are all grabbing headlines for provides printing through uploaded design files, their consumer-facing printers and scanners. and then allocates them to the best current Maker Bot opened its first store in New York in technologies and materials for the design. The September 2012. service allows for the unit price to be controlled through adjusting which materials to use. Once designs have ben uploaded, this service provides a global marketplace by integrating custom shops to sell designs. Case Studies/Drivers/Influencers

Printable Weapons © Creative Commons 83

• A team of passionate designers and engineers • Copyright/piracy: The legal complexities from MIT’s Media Lab founded Formlab in 2011 and challenges affecting 3D printing are vast. to develop a high-quality low-cost 3D printer Patents on products, printing processes and that enables designers and engineers alike the actual printers will act as a brake on the to create 3D forms at the touch of a button. development of 3D printing. But the huge Form 1, an end-to-end package including entrepreneur-driven nature of the technology printer, software, and post-processing kit, was will continue to find ways around it.

delivered after just two years of research and theChanging Rules development. • Sustainability: Bioplastics and various starch- based thermoplastics are being used, as is 3D printing for the designer, consumer and recycled paper. Filabot is in development as a manufacturer offers rich potential and is moving machine to melt down unwanted material, like rapidly into the mainstream. Significant improvements household waste, turning it into plastic filament. are still to come in terms of quality, finish, speed and However, the full ecological impact of 3D variety of materials on offer. But it is clear that this printing is still to be determined. technology for printing low-cost everyday finished goods or replacement parts for existing objects could • Democratisation of design: The accessibility drive a third industrial revolution. of printers will create unprecedented freedom for designing, in turn producing a fair amount of But 3D printing has potential pitfalls and critics. junk. There is justified concern about the quality and volume of content. Ultimately, it could • Printable weapons: Only parts have been be argued that no machine can replace the successfully printed so far, and it is illegal to print superiority of a handcrafted object: human skill, a whole gun, But since US president Barack technique and creativity will always be the most Obama made a prominent speech calling for valuable commodity. tighter gun control in America, 150,000 patterns have been downloaded. Open-Source Design: Mass Bespoke Open-source design has become a DIY culture in itself, promoting the availability of information such as instructions and design-plans, allowing consumers to manufacture objects themselves. This broadening of opportunity leads us into a world of unmoderated designs of very mixed quality. On the positive side, it champions a community of DIYers, empowers the consumer, and could even re-energise manufacturing through the creation of many new jobs. Back in 1974 modernist artist and designer Enzo Mari developed a project and book titled Autoprogettazione that gave instructions for building easy-to-assemble furniture using rough boards and nails. Mari created the project because he thought that “if people were encouraged to

Consumer Product Consumer build a table with their own hands… they would be able to understand the thinking behind it”. Taking this approach, open-sourced design and manufacture have escalated in popularity, particularly in the home and furniture industry.

• Amsterdam-based Jesse Howard has designed manuals for users to build, repair and modify their own household appliances. Parts for the designs can be bought, salvaged, recycled, CNC milled and 3D presented, such as toasters featuring 84 printed. Designs for these tools are modelled exposed stainless steel mesh, lacking the on the OS (Open Structures) grid developed moulded profiled casing. The OpenStructures by Belgian Thomas Lommée, who worked project initiates a construction system where with Howard to produce variants for a water everyone can design and share with others. boiler. The stripped-back plans are reinforced by the rudimentary but beautiful examples • Design for Download invites consumers to participate in the design and making process. This collaboration between Droog Design and Mediagilde invites designers, brands, manufacturers and consumers to download, design, make and share digital design. The process enables customisation and collaboration for the construction of furniture Redefine and other non-products such as architecture, fashion and food. Finished designs can be rated and shared with the online Design for Download network.

• SketchChair is a free, open-source software tool that allows anyone to easily design and build digitally fabricated furniture.

• Make-Me.com: In beta stage, MakeMe is an online platform for design creators, brands, manufacturers and consumers offering an easy way to download, design, make and share digital design. Autoprogettazione © Enzo Mari © Sketch Chair © Sketch SketchChair

Jesse Howard Open Structures © Open Structures

Case Studies/Drivers/Influencers Case 85 Changing the Rules the Changing Hacking Hacking is a familiar term in the world of electronics, referring to the gaining of illicit access to a machine or system. However, the past five to 10 years, the concept has also crept into the world of design to form part of a new maker culture. This is about adapting off-the-shelf products to suit individual needs – from repairs and home manufacturing, to creative upcycling and the reappropriation of common materials. The pursuit of hacking has penetrated mainstream society, where brands are openly inviting enthusiastic consumers to customise their products or packaging.

• The Maker Faire is an event initially launched in California dedicated to celebrating arts,

Consumer Product Consumer crafts, engineering and promoting the DIY mindset. Technology was the biggest story coming out of New York’s most recent Maker Faire, where at least 70 3D printing models were on display. Make Munich is launching in April 2013 in conjunction with Maker Faire, sharing trends and innovation in 3D printing, DIY, hacking, tinkering and crafting. 86

Pretty Pegs • Ikea, the Swedish furniture and home retailer, © Ikea leads the way with its positive recognition of the hacker culture by allowing third parties to produce items to enhance and complement its core range. Although Ikea’s ‘hacking’ has been around for some years, the company has stepped up its presence on social media sites like Pinterest and has a dedicated blog. There are at least six third-party initiatives offering a variety of ways to customise Ikea products.

Redefine • Italian designers Teste di Legno took 12 unassuming off-the-shelf Ikea items and combined them to create Unacucina, a compact kitchen that has its own mini herb garden.

• My Ikea: Decals and stickers to cover up the nakedness of Ikea’s designs.

• Pretty Pegs: Shoe furniture for Ikea’s sofas and beds, a playful complement to add character, colour and uniqueness.

• Bemz: Custom-designed covers for Ikea sofa and chairs. © O'verlays © My Overlays • • • • manufactured, marketed and sold. is how design forces that are changing theTom digital understands Dixon clearly Paris. in &Objet this September’s Maison featured at and assembled printed3D and will be prize-winning design The objects. and remix them into different functional products and challenged to reconfigure new his of files to the design given access with participants concept, amodular on based competition design open thehosted first Technology, and of Science also Museum he systems. At distribution the and techniques new materials, technologies, production exploring of acuratedproviding hub brands the in city,of destinations the key design Dixon At thisyear’s Fair, Furniture Milan Tom Ikea kitchens. Semi-handmade: Overlays: My compatible panels. Panyl: was the creative force behind one was the creative one force behind DIY game-changer, pre-cut Panels for Ikea cabinets. Bespoke doors for

Bernz © Bernz

Case Studies/Drivers/Influencers Case 87 Changing the Rules the Changing Fab x Andy Warhol Foundation x Quinze & Milan © Fab.com Consumer Product Consumer

New Distribution • Etsy, the craft-driven online shopping 88 E-commerce is growing at such a pace that platform, reported record sales in December major brands are under pressure to respond to 2012 with a total of $117.8m worth of goods the demand with creativity and vision. Small sold – an increase of 73% on the same period independents, lone designers and creative a year earlier. collectives have also benefited from the convenience of buying online and from the • Today’s Specials, a British pop-up retail brand marketing opportunities that social media provides. run by designers Julia Georgalis and Richard Flash sales, third-party retailers and private Brendon, enables young designers to promote members’ salerooms are now well established their products through temporary events and in the fashion and home industry, but these promotion support. businesses are being forced to diversify to maintain consumers’ interest. And the gaps • Ex.t is an Italian online design community between designer, manufacturer and retailer are where talent is scouted from around the Redefine narrowing all the time. world. Products selected via an online competition are then handcrafted in Tuscany • Fab.com combines design-focused retail by family-run manufacturers. (third-party flash sales) with social media to help consumers connect with designers and • Quirky.com, launched in 2009, aims to makers, share product opinions, and discover change the way the world thinks about new products that can enrich their lives. Most product development with its trademark, A recently, it has announced an open call to Socially Developed Product. Product ideas design its next branded product and has also are submitted online to the team, which then launched its first exclusive product, teaming evaluates the viability of the concept. The up with the Andy Warhol Foundation and Quirky team takes on the research, design, designers Qunize & Milan to launch the Brillo branding and manufacture with input from the Box pouf. designer. The product is then launched on the Quirky e-commerce site and retail partners. Case Studies/Drivers/Influencers

Quirky.com Quirky.com © 89 Changing theChanging Rules

Ex.t © Ex.t.com Consumers are fascinated by the Digital processes are changing making process, often wanting to the way design is conceived, be involved in the development of conceptualised, manufactured, products they buy. and ultimately marketed and sold.

Brands that allow themselves Consumer Product Consumer to be hacked demonstrate confidence and bravery. While the process might not always reap the desired result, it does allow brands to gain insight into their customer and collect invaluable information for future product development. 90 3D printing technology is proving its commercial relevance within the retail industry as major brands experiment to create personalised in-store experiences.

Online design and new routes to market empower amateur inventors and challenge the

Redefine long-established system of manufacturing and distribution.

Open-source hardware puts more power into the hands of the consumer. Already attuned to open-source software, many consumers are expectant and ready for this shift. Future Insights 91 Changing the Rules Bemz Droog Etsy Ex.t Fab Bitonti Francis I.materialise Howard Jesse Make-Me Studios Schmidt Michael My Overlays Nokia Open Structures PrettyPegs Quirky Sculpteo Doors Made Semihand Shapeways Sketchchair di legno Teste This Is Kea My Specials Today's Article References: Article Influences & InfluencersRedefine 92 RedefineConsumer Product © Gubi Brass version - Bestlite

Formafantasma © Luisa Zanzani emotional connections to future-focused products. experiences authentic and craft ways refreshing are treatedmaterials and innovative in are emerging as overlooked natural resources and precious or luxurious of is what New definitions & Kuan Chi Hau, Senior Editor - Colour &Materials -Colour Editor Senior Hau, Chi & Kuan Section Editors: Technology is combined with tactile,Technology combined is sensorial to give them a new lease of to life. give anewlease them Jane Kellock, SVP - Fashion &Beauty/Colour -Fashion SVP Kellock, Jane as consumers seek

Consumer EngagementIntroduction 93 RedefiningSmart Teens Precious

Bestlite - version Brass © Gubi © Senseg Senseg Influences & InfluencersRedefine 94 Consumer Product

Embody the Senses The digital world can help us to redefine what is precious in the real world. Designers draw on emotions and the senses to create products and experiences.

• Senseg: Our perception of glass Case Studies/Drivers/Influencers touchscreens is changing as we seek more tactile experiences when interacting with technology. Finnish company Senseg has developed revolutionary Feel Screen touchscreens comprised of tactile pixels, or tixels, that generate a variety of haptic sensations by using electrical fields and vibrations. Achieving touch sensations from wet to dry, smooth to rough, edges and contours, the Feel Screen’s specific qualities can be combined with sound and/or images to provide a captivating user experience.

• Katherine J. Kuchenbecker, an assistant professor of innovation in mechanical engineering and applied mechanics at the University of Pennsylvania, is exploring how humans process tactile stimuli, by

designing haptic interfaces, virtual objects 95 and environments that feel real to the human touch. She aims to develop more immersive environments for surgeons and stroke rehabilitation, as well as design tablet computers with surfaces that simulate reality and enable users to touch virtual objects and distant environments as though they were real. Redefining Precious Capturing Emotion As we document our lives online, how we document memories and create nostalgia in the real world is inspiring product designers to Life - Patterns - Objects Amendt Bram © come up with new products that capture emotion through physical objects.

• Life – Patterns – Objects by Bram Amendt is • Grandma's Jumper by Olivia Clemence an interactive installation that can cut shapes explores the life (and death) of a garment that dictated by sounds or images. By mounting a is left behind when someone dies. An item of filament at a straight angle to a rotating disc, clothing can evoke memories and a sense of it moves up and down from the centre of the nostalgia. By extracting the essential elements disc out to the side. Driven by the rhythm of that are embedded, such as scent, colour the sound or the movement in the images, and DNA, the original item finally becomes the filament cuts shapes out of a block of obsolete. The byproduct of the process is a EPS foam. The foam structure is then turned coloured liquid that can then exist as a new

Consumer Product Consumer into a ceramic object. Amendt says: “Only the set of memories, which can be distributed owner will know which event has determined among relatives or utilised in new ways. the shape of the object, which makes it very personal and valuable.” • Payam Askari looks at the idea of objects creating sensory experiences. Five glass objects contain five specially designed scents. The unique floral smells are released as the objects rock gently on their rounded base, creating the effect of an entire bouquet of flowers. 96 Redefine

Grandma's Jumper by Olivia Alice Clemence © Olivia Alice Clemence Case Studies/Drivers/Influencers 97 “Only the owner will

Bouquet of Flowers know which by Payam Askari © Design Academy Eindhoven event has determined the Redefining Precious shape of the object, which makes it very personal and valuable.”

Bram Amendt, installation artist Consumer Product Consumer

Et dolecte pellorror se plaborese labore 98

Raw Luxury Global awareness of depleting resources inspires • Dutch designer Joost Gehem’s project, us to re-evaluate raw materials and our definition Transformation and Distribution Centre of what is desirable. for Abandoned Household Items, takes raw Materials that are perhaps not considered materials from chairs, carpets and blinds from as precious are reconsidered and given new house clearances and grinds them down to value based on the ways in which they are turn into objects of desire. Gehem is currently Redefine treated. Craftsmanship is explored in new working on refining the process and planning ways – artisanal is updated, while there’s a new a new line of products. appreciation of the imperfect.

• A natural raw aesthetic in food becomes more desirable as consumers become aware of genetic modification and corruption in the food chain. Imperfection is now respected and desirable, such as purple carrots and knobbly veg, while ignored products such as chia, quinoa and freekah become more popular. • Luxury Italian fashion brand Fendi is committed to finding new approaches to Craftica by Studio by Craftica Formafantasma Fendi for © Fendi production that blend the traditional and the

experimental, while celebrating the creative Case Studies/Drivers/Influencers process and the role it plays in shaping the value of finished products. Fendi invited Italian design studio Formafantasma to develop Craftica, a new body of work exploring leather craft in collaboration with other handworked, natural materials. The ...exploring project used discarded leather from Fendi’s manufacturing process and paired it with leather craft in other materials such as marble, oxidized metal, glass and wood to create luxurious new collaboration forms. with other handworked, natural

materials... 99 Redefining Precious

Transformation and Distribution Centre for abandened household items © Joost Gehem Design Replicable Rarity by by Rarity Replicable Grenier F. Emilie Grenier F. Emilie © Consumer Product Consumer

Utilising Nature As natural resources deplete and we are forced to reconsider what we once took for granted, we look to previously ignored materials and basic utilities and create a new definition of luxury.

• Inspired by the current climate of austerity, Cloud Vessels by Nova Jiang Emilie Grenier explores overlooked materials © Nova Jiang and questions traditional notions of luxury, 100 working with abundant materials such as the mineral Feldspar to create jewellery. She is currently working with the British royal • UTEC, the university of engineering and jeweller to develop the process further. technology in Lima, Peru, has developed the world's first billboard that can produce As water is an increasingly precious resource, how water from the air as well as advertise the are designers and artists creating products and capabilities of the university. It’s located in a initiatives to protect and collect water in region where rainfall is scarce year-round, but creative ways? atmospheric humidity reaches almost 98%. The project provides residents with upto 96 • New York artist Nova Jiang looked at existing litres of clean drinking water in reserve tanks water extraction methods such as solar stills situated in taps at the foot of the sign. as a means of extracting drinking water from Redefine desert air. She created the process using Waterless manufacturing is becoming more calcium chloride, a hygroscopic salt that desirable as water recourses deplete. This is absorbs water from vapour in the air. The salt particularly key for the clothing industry. is laid out in the desert overnight to absorb moisture. Jiang then created drinking vessels • In 2012 Nike entered into a partnership with based on cloud shapes in 3D software to DyeCoo Textile Systems B.V, a Netherlands- collect the water. The artist held water-tasting based company, to develop the first parties in the desert, where participants were commercially available waterless textile dyeing served water gathered from the air using machines. Traditional dyeing techniques can these “cloud vessels”. use around 40 gallons of water to dye just two pounds of textile materials, but the waterless dyeing machines use fluid carbon dioxide instead. Adidas and Yeh Group on DryDye Technology DryDye on Yeh Group and Adidas belongs” it where Mediterranean the keeping the water in while clothes into our “DryDye puts colour

Portable Water Generator • • © 2013, Draftfcb, UTEC it belongs”.it where the waterkeeping the in Mediterranean they say, into while clothes “puts our colour Group Yeh the with Adidas water. drinking clean without worldwide people billion like one for the nearly what life is experience waterless lifestyle and to a adopt people to encourage campaign Waterless its Go launched 2012, the company World On Water denim. of in Day making Levi’s WaterLess awater-conserving is way the planet. and for people to good do mission Levi’s creates waterless jeans as part of its part as creates waterless jeans has created a new dyeing technique created technique anewdyeing has

. DryDye technology,. DryDye

Case Studies/Drivers/Influencers Case Redefining Precious Redefining 101 Embody the Senses: As haptics Utilising Nature: As natural and sensory technology embed resources deplete and we are real-life experiences into our forced to reconsider what we once digital devices, opportunities are took for granted, clever brands created for a variety of industries. will create new manufacturing Healthcare, home robotics and processes to protect the Consumer Product Consumer online shopping can become environment and promote positive interactive, tactile experiences ethical messages to consumers. providing realistic, engaging, and multisensory learning and user experiences.

Capturing Emotion: Memories and nostalgia are more important 102 than ever in a world where lives are increasingly lived online. Creating products that combine real-world connections and emotion with authentic craft harnesses a sense of nostalgia. It’s a response to consumers’ desire for unique, customised experiences.

Redefine Raw Luxury: Utilise previously overlooked raw materials and un- discovered natural resources to create new thinking around luxury products and valuable materials. Be innovative and change the paradigms surrounding our notions of what is precious and unique, in order to create a sustainable future. Future Insights 103 Redefining Precious Further Reading onTopic: this The Importance Touch of Honest Materials Adidas Machines Commedes DesignAcademy BoomDesign Dezeen Homesite Levi Nike Nova Jiang Amaskari Pay Article References: Article Karmen Pedaru by Daniel Sannwald © I-D Magazine

Senior Editors: Jane Kellock, SVP - Fashion & Beauty/Colour

Consumer Product Consumer & Kuan Chi Hau, Senior Editor - Colour & Materials Analyst: Christian Ward, Editor - Arts & Pop Culture

Technology and the real world are merging and connecting. New products are embedded with technology, changing how we communicate, interact with things and view the outside world. The interface between analogue and digital is also generating a new aesthetic, characterised by web-driven visuals and computer-generated production techniques. 104

Karmen Pedaru by Daniel Sannwald © I-D Magazine Redefine Introduction 105 Digital Reality Henrietta by Yeasayer © Mute Artists, Yoshi Sodeoka Consumer Product Consumer 106

Hybrid Mash up Subverting digital technologies to create unusual patterns is leading to an aesthetic of fragmented visuals, currently saturating pop culture, fashion and art. Visual formats are being remixed by a cut- and-paste generation to whom image manipulation software is familiar. Pulling from different genres, eras and styles, a hybridised aesthetic of Redefine juxtaposed formats is moving from underground online communities into mainstream visual culture.

• Japanese artist Yoshi Sodeoka created a moving visual for every song on American niche band Yeasayer’s album Fragrant World and hid them all over the internet. Fans were encouraged to go on a scavenger hunt three weeks prior to the album's release to find the songs.

© Proenza Schouler Proenza © Desert Tide by SchoulerProenza • Kenzo’s promotional video by Mat Maitland, for the fashion label’s Resort 2013 collection, flickers between vivid high- resolution patterns, experimenting with glitch techniques, scale and colour inversion. Similar techniques are used for i-D magazine’s Spring 2013 cover shoot by Daniel Sannwald,

featuring Estonian model Karmen Pedaru. Case Studies/Drivers/Influencers Blurred glitching and colour treatments give the images a digitally disrupted feel.

Designers are blurring the lines between fact and fiction, while borrowing visual styles from computer games to create fantastical consumer experiences.

• New York fashion label Proenza Schouler’s S/S 13 collection is accompanied by a promotional video shot within Second Life that depicts four models wearing the collection in a surreal desert and rock landscape. Titled Desert Tide, the video’s 3D rendered aesthetic was also used in the print advertising campaign.

Karmen Pedaru by • British band Hot Chip worked with actor Daniel Sannwald and director Peter Serafinowicz to direct the © iI-D Magazine

video for the November 2012 single, Don’t 107 Deny Your Heart. Shot using visuals from a football videogame, the video borrows from a glitch in the EA Sports FIFA 2012 game that showed two footballers kissing after scoring a goal. Players are transported into space and surrounded by dancing golden figures, and the pitch is bombarded with footballs in a bizarre and comic turn of events.

• Consumers are encouraged to interact and

reappropriate to create their own DIY viewing Reality Digital experiences. See projects such as American band Tanlines’ interactive website for a single titled Not the Same, which encourages users to add backdrops, scale, duplicate, stylise and animate the band members to create their own viewing experience. The project embraces the personal customisation and curation that platforms like Tumblr offer, and includes hidden ‘Easter eggs’ that reward curious users. The website was made by New York studio OKFocus – a collection of mostly self-taught designers and coders including geek artist Ryder Ripps – which translates low-culture references into high art/design. Wearable Technology Innovators are exploring how to make technology interact with and use the body as an interface, extending the concept of wearable technology beyond the fitness industry to medicine, art and entertainment.

• The market for wearable technologies in healthcare is primed for explosive growth and projected to exceed $2.9bn in 2016, according to Theo Ahadome, senior analyst at IMS Research. "There is increasing clinical evidence of the value of continuous physiological data in managing chronic diseases and monitoring patients' post-hospitalisation. As a result, a growing number of medical devices are becoming wearable, including glucose

Consumer Product Consumer monitors, ECG monitors, pulse oximeters, and blood pressure monitors.”

• Technology such as Preventice's BodyGuardian Remote Monitoring System and Avery Dennison's Metria Wearable Technology can seamlessly deliver patient data to doctors. Start-ups are developing new products, such as LumoBack's device to help users improve their posture. Textiles developed by AiQ Smart Clothing incorporate • Gestural technology is changing the way we 108 sensors in clothes to collect data, improve interact physically with technology. Myo, from safety, monitor the environment and heat and Canada-based tech start-up Thalmic Labs, is protect the body. a gesture-controlled armband that measures electrical activity in the user’s muscles to wirelessly control digital devices for hands- free interaction. Scheduled to launch this year, the Myo enables users to control audio playback, direct remote-controlled devices and scroll through web-page content. Its appeal lies in the intuitive user interface.

• Artist Neil Harbisson was born totally colour blind. In collaboration with Peter Kese and Redefine Matias Lizana, he has created a lightweight eye-piece that transposes light frequencies of colours into audible sound frequencies. Calling the device the Eyeborg, Harbisson has created sono-chromatic artworks called the Sound Portraits series, where he listens to faces and colours their sounds. By pointing his eyepiece at the different skin tone hues LUMOback posture on different parts of the face, he creates the sensor chord of a face. His ‘extra-sense’ blurs the © 2013 LUMO boundaries between sight and sound. BodyTech, Inc. The TouchMan conductive gloves by AiQ Smart Clothing Inc. © AiQ Smart Clothing Ltd. Case Studies/Drivers/Influencers

Myo gesture-control armband © getmyo.com

Metria wearable 109 sensors by Vancive © 2013 Avery Dennison Inc Digital Reality Digital Connecting Two Worlds Synthesised imagery and computer-driven production techniques are not just influencing real-world objects and environments. They are also changing our expectations about how things are conjoined. As technology allows digital and physical worlds to connect, communication between things enables us to use data and control objects to make our lives easier. At SXSW (2013), Sara Ohrvall, senior vice- president at Stockholm-based research and development company Bonnier R&D, emphasised the scale at which data-generating devices are predicted to grow in the coming decades. “Over 50 billion devices (beyond smartphones) will be connected to the internet by 2020, with one in 20

Consumer Product Consumer messages already being sent machine to machine.”

• Designers are creating products with meaning and using data to allow consumers to make better decisions about their lives. The Google shoe is an experiment in connected objects from interactive designers Zachary Lieberman of design collective YesYesNo and Despina Papadopoulos of Studio 5050 forArt, Copy & Code. The smart sneaker talks back and can connect the wearer’s activity to the web. 110 Powered by an accelerometer, gyroscope and Bluetooth, the shoe translates movements into commentary that can be heard via speakers and it also can post real-time updates to Google+ on the user’s behalf. • Connecting domestic appliances and gadgets • Products such as the Lark Sleepband can is a key focus at present. Google Glass apps be paired with a smartphone to track sleep are being developed to fuse objects with patterns and become a personal sleep coach. augmented reality and wireless connectivity to control objects around the home. Headsets • The Copenhagen Wheel cycling project, use visual identification, RFID, infra-red, created by the Massachusetts Institute Bluetooth and QR codes as methods for of Technology’s Media Lab, measures and recognising controllable devices. They allow Redefine quantifies how cycling has both environmental consumers to access information related to an and personal wellbeing benefits. By object, and control an interface by hovering transforming ordinary bikes into hybrid e-bikes over the objects such as fridges or garage that also function as mobile sensing units, doors to control them. the Copenhagen Wheel allows the cyclist to capture the energy dissipated while cycling • Screens inside the house could tune in or and braking and save it for when they need change the channel on the TV, turn on the a boost. It also maps pollution levels, traffic lawn sprinkler and access the thermostat app congestion and road conditions in real-time. to show how much energy has been used. The Talking Shoe by YesYesNo & Google © YesYesNo LLC, Google Case Studies/Drivers/Influencers 111 Digital Reality NewDigital Spirituality

Big Data © 2010-2013 CloudTimes 2010-2013 © Hybrid Mashup: Brands should be open to opportunities and collaborations with the innovators at the forefront of underground online communities. The lines are blurring between the real and unreal Consumer Product Consumer – and a new digital aesthetic is entering mainstream visual culture.

Wearable Technology: Brands have an opportunity to collaborate with technology businesses. They need to create products with purpose that are aspirational and 112 look good. Extending this concept to healthcare allows us to change the way we monitor our health and collect data.

Connecting Two Worlds: Embedding technology into objects enables consumers to makes better decisions and make their lives easier.

Redefine This is important for adding value and function to consumer products. Future Insights 113 Digital Reality Aiq Smart Clothing Smart Aiq Dennison Avery BlendNewYork CNN.com Engadget GigaOM Information Week Lark LUMOback MIT SENSEable Not The Same OKFocus Peter Serafinowicz Preventice Sodeoka Article References: Article Consumer Engagement Consumer 114

Grimes © Grimes Redefine

Consumer Engagement 115

The Marketing Store interactive Store Marketing The McDonald's for interiors McDonald's ©

Factory Creative Puma Arrested Developement Development Arrested © Redefine 116 Consumer Engagement Section Editor: Fiona Harkin, SVP - Content

Stylus has previously charted the rise of Consumer- Creators, empowered by the digital world and with the potential to express themselves in new, creative ways. By embracing participation and advocacy,

brands are using consumers’ enthusiasm to create Introduction in order to build closer relationships with them, entertain them and source ideas. What’s more, the consumer demands this richer level of engagement. Now, we’re noting a further evolution. Fuelled by fast-moving new tech innovations and an increasingly data-driven business landscape, the opportunities are growing for businesses to be wherever the customer is, wrapping the brand experience further around them. This could take the form of shoppable content – or consumer- influenced entertainment. In the retail sector, The Brand of Me direction encapsulates the current shift towards omni-

channel strategies that allow consumers to move 117 across multiple channels seamlessly. What’s more, consumers are transitioning into producers and sellers in their own right. In the media and marketing worlds, the Brand of Me captures how consumers now expect a cross- platform brand narrative that can begin and end anywhere. How is this Brand of Me direction influencing media, marketing and retail? Think about convenient, user-friendly and user-centric experiences driven by digital innovation; think Me Of Brand The citizen-sellers, superfan workforces, personalised advertising and on-demand entertainment. Arrested Development © FOX Consumer Engagement Consumer

Entertainment: Consumers in Control Consumers are in a position to drive the agenda of what gets made and how it gets distributed. And broadcasters are responding to a consumer desire for more control over when and where they engage with entertainment media. As this media experience revolves more around Netfilx House of Cards the consumer, television and cable networks are © Netflix/Amazon exploring a digital-first approach to programming 118 by airing original shows online first, and developing complementary screen tools and applications.

• Video streaming platform Netflix’s • Netflix has become a model for digital-first resurrection of cancelled cult series Arrested content, with its successful House of Cards Development was driven largely by persistent series. Its latest original commission Sense8 lobbying from the show’s fan base. In will be a collaboration with directorial team the March, fans of Warner Brothers’ cancelled Wachowskis (creators of the Matrix trilogy), series Veronica Mars launched a Kickstarter proving that heavyweight Hollywood talent is campaign to fund a feature film based on now getting behind online-only TV production. the series, resulting in $4m in crowdsourced donations. • British TV network BBC Three recently commissioned six original short films to be Redefine • Last May, web retailer Amazon announced aired this spring exclusively through its iPlayer it would begin airing original series through streaming platform, reflecting the success its online Instant Video platform, and invited of its on-demand service. iPlayer streamed the public to submit scripts for consideration. 2.23 billion programmes across 650 devices Amazon’s programming branch, Amazon last year alone, with mobile and tablet viewing Studios, greenlit six comedy pilots last year rocketing up 32% in December. and is analysing viewing data and user comments to determine which will transition • Web community Reddit has moved into online into a series. video production to increase engagement with its influential audience. In the spring of 2013, the site premiered three original webisodes of Explain Like I’m Five, a YouTube-funded series based on Reddit’s popular thread of the same Veronica Mars © 2005 Warner Bros. •

Television

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Case Studies/Drivers/Influencers Case 119 The Brand Of Me Of Brand The Humanising Marketing: Personalisation Through Tech Advertising has traditionally been channel- orientated. Now, with digital devices becoming the interfaces of our lives, it must become more human-orientated. This means more personalised experiences based on ambient information augmenting the world around us simply and easily. Brands should explore how emerging devices can help them with engagement. Note the growth of the Internet of Things (IoT) – the much- discussed opportunity for connected devices to start communicating with each other, driven by ambient data. The potential of the IoT is to create a ‘seamless’ brand experience that is engaging, rather than interruptive. Consumer Engagement Consumer • In September, electronics multinational Sony submitted a patent for interactive software that would allow gamified ads that request not only consumer attention, but also participation. For instance, an ad for McDonald’s requires the viewer to play a game with a motion-detecting hand device, in which an errant pickle must be thrown back into a delicious burger for the ad 120 Redefine

Nomi © Nomi © Nomi Nomi • • clienteling platforms, and will be able to able will be and platforms, clienteling mobile by using they the door walkthrough store is staff when customer knowwill a who it’s that within five the next years, possible ways. the In retail complex environment, more –have the potentialgoing to to react in us we’re the in places already the ones but pockets, our in –not the ones interfaces Digital time. of that tohave to users the make most inspire live and you to daysleft how many calculate questions of lifestyle aseries the user ask app and its wristwatch to Diesel’s Days line, Live site the viewer centre.to at their To place advertise Live to Days Both Take Diesel and Lollipop This engaging (or more annoying). of more watching themake experience ads reality, augmented wi-fi) recognition, voice to have we (motion already technologies sensing, that uses to advertising afuture for on-screen unanswered regarding the proposal, it points participation. Although many questions remain offered Rewards be to completed. can for be are campaigns that utilised personal data statistics that are relayed to the retailer. retailer. to the relayed are that statistics duration, window conversion and other to frequency, visit determine signals phone arena, anonymously tracking customers’ mobile (if controversial) somewhat this in strides US start-updata. Nomi personalise their shopping trip based on past is already making early early making already is Diesel Days to Live

Case Studies/Drivers/Influencers Case 121 The Brand Of Me Of Brand The Citizen-Sellers & The Superfan Workforce Modern consumers, especially Millennials, are becoming accustomed to playing curator in their daily lives – such as grouping images on Pinterest based fan Needle, sales Needle © or Tumblr. Smart retailers are acknowledging this desire to curate, personalise and share, offering virtual boutiques populated with consumer- chosen products on their e-commerce sites. This strategy is focused on using the power • Utah - based start-up Needle cites fan- of peer-to-peer influence to drive sales. Stylus sourcing among its key methods of improving predicts this influence will continue to be amplified brands’ sales, using networks of existing by new technologies that allow consumers to superfans as sales people. In late 2011, the segue seamlessly from sharing into selling, and to group partnered with audio lifestyle brand purchase at point of inspiration. Skullcandy to launch a fan-sourced online chat service offering customer advice. The selected superfans not only get paid to spend

Consumer Engagement Consumer time helping customers, but also receive exclusive rewards (such as headphones) when customers found their advice particularly useful. Needle reports an increase in sales of 20% following superfans’ involvement.

• US-based Shopinterest launched in 2012 and allows users to import sellable items from their Pinterest pinboards to establish a personal store. When purchasing, users add to their Shopinterest cart – keeping the entire 122 process within the Shopinterest domain as opposed to redirecting consumers away to individual sites.

• A new generation of sophisticated aggregators are allowing brands and retailers to monetise content. Helsinki-based Kiosked describes itself as a content distribution and activation platform that essentially turns any piece of digital content – whether image, video or text – into a point of sale. When Shopinterest content such as an advertising image is © Shopinterest ‘kiosked’, a small icon appears indicating it Redefine is ‘enriched’. The company works with Nike, Getty Images, Uniqlo, Asos and Yoox. Kiosked also allows consumers to share items with friends – and shoppers earn when friends buy from the kiosks they share. Shoppers can also wishlist or tell a retailer they ‘want’ an item wherever they are on the web; the opportunities for personalised shopping and loyalty schemes are huge. Case Studies/Drivers/Influencers 123 The Brand Of Me Of Brand The

Kiosked © Kiosked Be There: Fuelled by fast-moving Digital First: Disruptive companies new tech innovations and a data- like Netflix are proving that thinking driven business landscape, the digitally is a key business behaviour opportunities are growing for in an era of anytime, anywhere businesses to be wherever the consumer engagement. A digital-first customer is, wrapping the brand approach puts consumers in control. Consumer Engagement Consumer experience further around them. Partnerships: How can your brand Everywhere Shopping: In retail, take a digital-first approach to drive enabling consumers to move across greater reach and make more value multiple channels seamlessly is key. for the customer? Both brands and It’s a decentralised marketplace of marketers should foster a more 'everywhere' shopping, where the open development process, looking possibility of purchasing can come to partnerships and utilising APIs. 124 from any angle.

Citizen-Sellers: With platforms like Kiosked, in the digital world anyone can be a retailer, just as anyone can be a publisher.

Big Data & Brands: In the media and marketing worlds, the focus

Redefine from channel-oriented to human- oriented means more personalised – but relevant – experiences based on ambient information augmenting the world around us. Think about how big data can enhance brand relationships with customers or how brands can communicate more effectively across multiple media touchpoints. Article References: Further Reading on this Topic:

BBC iPlayer Consumer-Creators: Media & Marketing Diesel industry Trend Get Nomi TV’s Digital-First Future Kickstarter SXSW1 2013: Reimagining Advertising Kiosked SXSW 2013: Marketing & Social Needle Redefining the Department Store: Digital Reddit Innovations Shopinterest E-tail Gets a Physical presence Take This Lollipop Mobile Wallets: Where Next? Future Insights 125 The Brand Of Me Of Brand The Oreo Dunk in the Dark © Oreo Consumer Engagement Consumer 126

Section Editor: Fiona Harkin, SVP - Content Analysts: Christian Ward, Editor - Media & Marketing & Lisa Payne, Assistant Editor - Media & Marketing

It was Microsoft's Bill Gates who said back in 1996 that content is king. As interruptive advertising loses its relevance, the growing importance of compelling branded content and earned media coverage means his words are still ringing true. In a multi-platform, always-on world, what Redefine form should branded content now take? And how can brands ensure that their message is supported by a strong call-to-action that drives a clear return on investment (ROI)? Across advertising and marketing, roles are being redefined in the drive to engage through content and multi-media experiences. Newsjacking – the current buzz trend in advertising – is encouraging brands and agencies to work in a more agile manner, more like a newsroom, to reach consumers in real time. Meanwhile, brands such as Pepsi and Vans are evolving into cultural curators and patrons of the arts in their own right. Introduction 127 Content is (Still) King VW Smileage © Volkswagen Consumer Engagement Consumer 128 "Consumers Redefining Advertising In a report published in March 2013, Forrester ignore online ads Research found 30% of consumers in Europe and the US think online advertising is not effective, because they while more than half (54%) reckon web banner ads don’t work. Advertising is being redefined by innovative agencies understanding that pushing a fail to keep up single message, out of context, no longer works: in the new era of branded content, advertising needs Redefine with other media to be as compelling and contextual for consumers as the other media they’re accessing online.

competing for • “It’s too easy to tune out today; we needed to create an experience beyond storytelling,” their attention." said Kevin Mayer, marketing vice-president at German auto maker Volkswagen, at this Mark Douglas, president and CEO of online behavioural year’s SXSW festival. He was talking about advertising company Steelhouse VW Smileage, which sees VW moving into Nike+ territory with a driving app and social tracking platform. This is marketing that offers an experience for consumers the equal of anything else in the app stores. • “A brand’s story is no longer just an ad, or a • Newsjacking is developing into a key book, or a film; it can be just about anything, strategy for smart brands that want to share and live anywhere,” says Google on the blog in consumer experiences in real time. On for its new initiative, Art, Copy & Code. the subject of cookie brand Oreo’s quick- The project – from which VW Smileage response Twitter campaign reacting to this has emerged – aims to bring creativity and year’s SuperBowl electricity blackout, Jesse

technology together in advertising, offering Spencer, director of social media at Colorado- Case Studies/Drivers/Influencers brands new digital tools with which to create based marketing agency The Integer Group, multimedia experiences for consumers. In this told Stylus: sense, branding is forced to shift parameters, away from selling, even beyond mere "We're seeing a movement towards adaptive, storytelling, towards offering experiences real-time marketing. What happened at the that work across multiple devices, seamlessly. SuperBowl is a great example of that and the way Brands should think about the sorts of we're organising ourselves to allow it to happen. experiences they can offer that show off I'm talking about sitting with the client in the same their core values: for VW, the Smileage app room during a major show and firing off ideas right is about the role and impact of driving in there and then." consumers’ lives. Hence the tagline: “It's not the miles, it's how you live them”. 129 Content is (Still) is King Content

Art, Copy & Code © Google Green Label Sound Brands as Patrons of the Arts © Mountain Dew We’re moving into a world where culture is being catalysed by brands. Pepsi commented at SXSW: “We see ourselves as a patron of the arts now.”

• Through its Green Label Sound initiative, PepsiCo’s Mountain Dew brand is investing in and promoting new artists around the world. It provides funding where traditional record labels can no longer offer support to new bands.

• Typical examples of branded content include sponsored events and TV shows, online films and ‘webisodes’. The Cuban rum brand Havana Club even backed a successful feature-length movie – 7 Days In Havana. Hyundai has also moved into film production with its music

Consumer Engagement Consumer documentary Re:generation.

• US footwear manufacturer Vans has always had music at the core of its brand, and now extends that to its House of Vans events, most famously at SXSW. Doug Palladini, vice-president of global marketing at Vans, points out that brands “have a fan base just like the bands do now” thanks to Facebook and Twitter. This enables Vans to attract artists who want to reach that fanbase and extend their own cultural footprint. 130 • Created by American Express as a means for delivering premium music experiences to fans everywhere, the American Express Unstaged “We see music series is a cutting-edge live event and interactive digital platform, in partnership with vevo and YouTube, bringing together popular ourselves musical artists with renowned film directors. The latest in the series (the fourth to date) partners the group Vampire Weekend with actor-director as a patron Steve Buscemi. of the arts Redefine now.”

Pepsi, commenting at SXSW 2013

7 Days In Havana © Havana 131 Content is (Still) is King Content

Coldplay Unstaged Coldplay © American Express American © Brands as Media Producers Branded content in its most basic form sees brands becoming media creators in their own right. Whether through partnerships with established content producers, or in-house by developing new media divisions, brands are learning that offering consumers a cultural experience drives loyalty.

“By 2020, the simple reality is that every brand will be a media brand, requiring everyone to consider how they produce, distribute and manage their content ecosystems. In tandem with brand experience and marketing products, brands will be focused on the overlap between content that informs a customer about products, services or propositions; content that

Consumer Engagement Consumer educates them in its use or in the things they can do; and content that entertains them around the core proposition of the brand.” Karl Heiselman, CEO of Wolff Olins

• US comedy website The Onion is partnering with brands from Dove to Hilton Hotels to help them tap into The Onion tone of voice and reach their influential millennial audience. It has notably partnered with Microsoft. “Microsoft realised they lost the faith of 132 technophiles, and they were looking to poke fun at themselves,” said The Onion’s national advertising director Matt McDonagh in an interview with digital marketing website Digiday. The Microsoft/Onion mock- campaign, The Browser You Loved to Hate, delivered parody content across Tumblr and YouTube.

• UK supermarket chain Sainsbury's is now creating original content in a partnership with British TV channel C4. What's Cooking? from the Sainsbury's Kitchen is a daily lunchtime Redefine format. Sainsbury's has been involved from its inception as “a format designed to put the brand firmly in the spotlight and push product placement further than ever before,” according to UK newspaper, The Guardian. This is part of a significant shift for the retailer towards content creation in its marketing. “Sainsbury’s recently said it wants to act less like a retailer and more like a publisher of different content,” Richard Armstrong, partner at UK branded content agency Kameleon, told Stylus. What's Cooking? © Sainsbury's/Channel 4 Case Studies/Drivers/Influencers 133 New Spirituality Content is (Still) is King Content Kiosked © Kiosked Consumer Engagement Consumer 134

Redefining ROI Social-media sharing and online buzz are • US retailer Target’s shoppable online video redefining what constitutes a good campaign. But series, Falling For You, launched in October the real definition of success is measured by how 2012, pointed the way for branded content effectively branded content drives actual sales. and commerce to meet in a way that remained engaging for consumers, but also • Consumers expect to be able to shop from delivered a clear call to action. Redefine any media touchpoint, whether that’s within social media, on a website, within an app, or even via their TVs. Brands need to be able to offer branded content that consumers want "This market has become really to share, but match that with the ability to shop from within that content. New tech like interesting to us only now that Kiosked, Stipple and Shopinterest is making that possible, and smart TVs will offer an the two pillars of our work - even more compelling, lean back, shoppable content experience once they become creativity and commerce – have more mainstream. come together."

Jason Gonsalves, head of strategy at BBH (marketing magazine) Case Studies/Drivers/Influencers

"This market has become really interesting to us only now that the two pillars of our work - creativity and commerce – have come together."

Jason Gonsalves, head of strategy at BBH (marketing magazine) Vice MagazineVice © Vice Media Consumer Engagement Consumer

Conde Nast College of Fashion & Design © Simon Ellis 136 Changing Media Landscape Media and publishing industries are continuing to • Publisher Conde Nast, best known for its innovate across multiple platforms as consumer upscale magazine portfolio, has launched a consumption habits evolve in the digital era. College of Fashion & Design in London, while Brands can benefit from collaboration with content its Wired magazine brand has diversified into creators, from Vice to Wired. What can be learned events, consultancy and even retail pop-ups. from media brands as they diversify and attempt It’s demonstrating that if you have authority to reach consumers with their own in your sector or niche, then that authority branded messages? is marketable beyond your primary business. Consumers will follow a trusted brand across • Vice Media is a brand with a traditional print multiple platforms. Could your brand diversify product at its core, which has evolved into in this way? Redefine an ecosystem of online, TV and video outlets. Note how it has moved from magazine to TV • French beauty giant L’O r e a l recently content creator, and now aims to be the “next launched its For Girls in Science website – a CNN”. What are the lessons to learn here? resource for girls who may be considering Authentic voice, compelling stories, relevant a career in the STEM disciplines (science, brand collaborations. technology, engineering and maths). It’s an example of a brand initiative that taps into the ‘transformation economy’. Can your brand purpose be aligned with social purpose? L'Oreal Girls In Science

Case Studies/Drivers/Influencers Case 137 Content is (Still) King (Still) is Content Entertain: Interruptive advertising Diversify Through Content: becomes less and less effective in Forward-thinking publishers are a multi-platform, always-on world redefining what it means to be a where consumers can tune out media entity in the multi-platform era, easily. To compete, brands will need diversifying into TV, retail, lifestyle and to market to consumers through digital. What can your brand learn Consumer Engagement Consumer multimedia experiences as compelling from the success of companies like as the entertainment content they Vice, Monocle and Wired in terms of access on their devices. translating your brand authority into new content areas? Create Compelling Content: Brands will need to think like media, software and publishing companies, producing content that reflects 138 their core brand values while still remaining entertaining in its own right. How can you turn your brand values into compelling content?

Drive Cultural Vision: Savvy brands will take the branded content experience further, and become patrons of the arts or cultural

Redefine benefactors in their own right. How can your brand use its influence and reach to support artistic, educational or scientific vision?

Article References: Further Reading on this Topic:

7 Days In Havana Future of Branded Content Art, Copy & Code Evolution of Magazines Channel 4 Newsjacking CondeNast College SXSWi: Reimagining Advertising Digiday SXSW Music: Brands & Bands Falling For You For Girls In Science Green Label Sound Integar Kameleon Kiosked

Regeneration Music Project Future Insights Shopinterest Smilegae Steelhouse Stipple Vans Vevo Vice Wolff Olins 139 Content is (Still) is King Content Consumer Engagement Consumer 140 Redefine

Integer & TBWA's virtual shopping window © Integer & TBWA Section Editor: Fiona Harkin, SVP - Content Analysts: Katie Baron, Senior Editor - Retail & Estella Shardlow, Assistant Editor - Retail Introduction Digital innovation should no longer be seen as sounding the death-knell for bricks-and-mortar retailing. Instead, technology has become a prime tool for unlocking more exciting, engaging and efficient shopping spaces. As the two approaches converge, brands have an opportunity to cultivate more satisfying and seamless in-store retail experiences. Extra information can be more readily accessed, personal preferences shared and saved, and consumers freed up to pause and return to their retail journey as and when they please. How can digital tools be used to enhance the

store environment? Mobile is crucial. Super-apps 141 are helping consumers to navigate their way around stores, curating wish-lists and receiving offers and alerts as they go. Entertainment, too, is a rich part of the new tech mix; immersive tech-fuelled experiences have the ability to amaze and inspire. Tech- infused, responsive interiors are creating elastic environments that can be changed at a moment’s notice, and controlled at local level. Whether injecting the wow-factor or supporting more personal and intimate retail Tech-Fuelled Retail Spaces experiences, technology is now a great enabler for a thriving store destination; it offers a hub of possibilities with which to connect and inspire. Consumer Engagement Consumer 142

Out-of-Hours Shopping New technologies are allowing retailers to maximise • US brand Neiman Marcus is currently trialling sales opportunities by staying open for business its NM Service App, which enables customers Redefine no matter the time of day. The retail journey no to liaise with sales associates via text message longer needs to end when the store is shut, or the whether they’re in-store or at home. They can consumer goes home. browse products, create wish-lists and even arrange for products to be held in-store prior • Adidas’ new virtual window shopping to a styling appointment. The app’s built-in experience in its NEO stores in Germany QR code reader also enables consumers to allow consumers to shop after hours without scan in-store signage for product and trend the need for an app or QR codes. Just a info – allowing them to build a curated stash simple URL and a one-time pin synchronises of material as they go. consumers’ phones with the window. They can then explore products via the window’s touch interface and drop products into a virtual shopping bag – which is mirrored on their phones and from which they can buy. It was conceived by Integer, retail wing of advertising agency TBWA.

Case Studies/Drivers/Influencers 143 Tech-Fuelled Retail Spaces

Interaction, Suprise & Delight Immersive retail experiences that put consumers in the driving seat can help transform a store into a destination. Whether one-off marketing initiatives or in-store developments, these kinds of experiences allow brands to test new tech – and generate brand chatter. In December 2012, UK-based creative tech Interactive lighting specialists Cinimod Studio devised an interactive installation fo Mazda lighting installation in London as a marketing © Cinimod Studio initiative to launch Japanese automotive brand

The Marketing Store interactive interiors for McDonald's Mazda’s latest model. It used gestural technology: © McDonald's as visitors swept their hands across the car’s surface, different features of it were highlighted – revealing the new model bit by bit inside the

darkened gallery space. 145 Interactive experiences at the heart of a busy retail environment can be equally engaging.

• US fast-food giant McDonald’s is currently experimenting with interactive gesture- recognition floor areas in selected UK stores, designed by global agency The Marketing Store. Movements trigger interactive floor games populated with key Happy Meal characters. The results so far: 92% of five- to

nine-year-olds who tried the zone said they Tech-Fuelled Retail Spaces enjoyed playing on the interactive floor media; 78% of parents liked the digital play area; and 87% of five- to nine-year-olds said they want to visit McDonald’s more often.

• Store windows are ripe for tech-enhancement. The goal is not to replace product, but to amplify its presence. In December 2012, Italian luxury accessories brand Colombo used transparent LCD (Liquid Crystal Display) technology to accentuate the wow factor of product in the windows of its Seoul flagship. Designed by Korean multimedia advertising specialists Translook, hologram-like video imagery swam around its hero handbags, revealing hidden facets of the product. Kate Spade Saturday, Tokyo © Kate Spade Consumer Engagement Consumer 146 Redefine Victoria’s Secret, London © Victoria's Secret Case Studies/Drivers/Influencers 147

Responsive Spaces Technology is also enabling more fluid • Kate Spade’s new Tokyo flagship for the communications between customers and sales brand’s youth-oriented sister line, Kate Tech-Fuelled Retail Spaces staff, tightening the bond between brand and Spade Saturday, uses technology to solve consumer. Interactive interiors allow branded video the problem of controlling digital way-finding content or product info to be summoned on request and product info in a store where the unique – empowering sales associates to reshape their selling point is a major product refresh once store experience to match real-time preferences. every Saturday (hence the name).

• With catwalk shows feeding more heavily into many brands’ marketing strategies, catwalk-based content is gaining momentum. In August 2012, US lingerie giant Victoria’s Secret opened a London flagship featuring a giant digitised video wall onto which live feeds of the latest shows are directly transmitted. The screens can be controlled remotely (by sales associates) from any smart device, including phones. Video walls integrated into fixtures ensure that content always fuels the commerce. The Virtual Fit Whether online or in-store, proving a product fits is the smartest way to clinch a fashion sale fast. In- store, major advances in virtual fit techniques are delivering speed and entertainment to footwear and apparel retail.

• Japanese brand Uniqlo’s Magic Mirror technology by Samsung debuted in San Francisco in October 2012. The company employs a colour-changing tool powered by Microsoft Kinect that allows customers to change the colour of the garments they are trying on. A touch of a tablet or a simple Uniqlo Magic Mirror © Uniqlo Consumer Engagement Consumer hand gesture generates a new colour as the customer looks into the mirror.

• US streetwear sports label Vans has gone further with a motion-tracking sensor • Adidas’ CyberFit interactive fitting room, that superimposes images of trainers over unveiled at IT and telecommunications customers’ feet as they walk past a tech- conference CeBIT in Germany in March 2013, embedded screen. goes further still. The immersive fitting room was developed in tandem with the department of economics and computer science at The Freidrich-Alexander-University in Nuremberg 148 and allows consumers to create their own virtual environment. For example, if trying on a ski jacket, the user can opt for mountain- top virtual surrounding, complete with birds singing. The room also generates additional material – displayed on its walls – including related media, recommended products and the option to share via social media. Roll-out dates have yet to be confirmed. Redefine

Adidas CyberFit © Adidas Samsung’s Magic Mirror for Uniqlo, San Francisco © Uniqlo Case Studies/Drivers/Influencers 149 Tech-Fuelled Retail Spaces The Social (and the Anti-Social) Sell There’s plenty of value in tapping into the vast consumer appetite for sharing info via social media. Peer-to-peer influence remains a powerful retail tool, especially when channelled into a retail space primed for leisure and entertainment. But there are also consumers for whom technology is an ideal tool to keep the purchasing process comfortably private.

• Shop-and-share buttons that allow users to share imagery on networks such as Facebook, Twitter or Pinterest are now very common, particularly in the youth sector. In spring 2013, UK brand Topshop launched a 'Be the Model' photo booth in its London flagship. The booth not only shot sharable stills, but also created

Consumer Engagement Consumer animated gifs that could be instantly shared on social networks. 150 Redefine

• Technological experiences that come with a physical takeaway – a lasting memento of the virtual fun – also have plenty of mileage. For Spring/Summer 2013, US denim brand Levi’s collaborated with UK photo-booth designers Say Fromage for a series of booths in stores across Europe to celebrate the 140th

anniversary of its 501 jeans. While pictures Tech-Fuelled Retail Spaces displayed on large touchscreens outside of the booth can be spread virally in an instant, printed photographs provide a tactile souvenir.

• Tech can be just as seductive for those who prefer to shop without an audience. Conceived for male consumers less keen on communicating with store staff, US denim retailer Hointer’s flagship in Seattle fuses the convenience and privacy of online shopping with the touch-and-feel allure of bricks-and- mortar retail. Shoppers scan NFC-enabled displays or QR codes using Hointer’s free smartphone app to select jeans, which are delivered to the changing rooms via a system of tubes and cables. To purchase, consumers Say Fromage for Levi’s booth can swipe their card in the fitting room. No © Levi's contact necessary. Create Seamless Shopping Value Privacy, Discretion: In- Experiences: The more consumers store tech offering privacy with can navigate the retail journey at purchasing can be as persuasive their own pace – including pausing, as the social sell. While social restarting, and collating ideas prior media’s powerful presence as a to purchase – the greater the decision-making tool continues to Consumer Engagement Consumer potential rewards for brands. exert a significant influence over the retail landscape, technologies Omni-Channel Continuity: Provide that command more privacy and systems that allow consumers discretion are gaining momentum. to traverse through your brand Consider how your brand platforms with fluidity and ease. environment caters to consumers Stores and sales staff (digital or at both ends of the scale. real-world) should never be shut, 152 the journey never broken.

Technology Must Deliver Benefits: Use digital to enhance the physical, not to obliterate it. Tech for tech’s sake has no lasting traction. Use tech to empower, amaze or reveal more to consumers – amplifying and elevating the original retail

Redefine experience. Article References: Further Reading on this Topic:

Adidas Digitising the Department Store Adidas (Blog) In-store Interactive Cinimod Studio New Museums: Learning from Experiential Colombo Stile Museum Design Hointer E-Tail Gets a Physical Presence Integar Real-Time Retailing: Instant Info to Woo the Neiman Marcus Tech Generation Saturday Ultimate App Developers Say Fromage Social Media Seduction: Persuasion Retailing TMSW Cinimod Studio: Architectural Illusionists Translook Holition: The Interview

Media Facades Future Insights Super Service in the Retail Sector Sound & Space: Sonic Design Virtual Fitting Rooms Multi-Channel Retail: The Overview Digital Christmas, 2012: Holiday Retailing for the Multi-Channel Era 153 Tech-Fuelled Retail Spaces Consumer Engagement Consumer Section Editor: Fiona Harkin, SVP - Content Analysts: Katie Baron, Senior Editor - Retail & Estella Shardlow, Assistant Editor - Retail

Edutainment is the evolution of retail-tainment. It’s a strategy that not only entertains shoppers, but also educates them into spending. It caters to modern consumers who are seeking brand experiences that enrich their lives beyond the shop floor. 154 From tech training to in-store fitness classes, this hands-on mode of retailing is triggering a shift in the consumer/brand relationship as the brand becomes teacher and guide. Tapping into the knowledge economy, edutainment retailing underscores a new chapter in the evolution of the store environment in which shops will become hybrid learning-selling spaces. Sales associates become brand specialists. Skills, knowledge and experiences will form a new layer of commodities that have the potential to be as valuable as products. Apple’s free in-store workshops, which Redefine tutor shoppers in using its products, have been demonstrating for years how an education-based approach to after-sales can pay dividends. But that’s only half the story. There’s far more to be gained by brands that can step outside their own products and deliver solutions, experiences and advice on a wider scale. Products may be just the starting point. Edutainment presents an opportunity for all retailers to build stronger bonds by appealing to consumers’ lifestyle choices or desires, and the communities around which those lifestyles revolve. From demos to DIY, this is the space in which brands can redefine themselves as guides as well as vendors, and as a source of inspiration and trust. In-store tuition at Apple © Apple Introduction 155 Edutainment Retailing Edutainment Influences & InfluencersRedefine 156 RedefineConsumer Engagement • • • consumers’ reasons to return. and trust, credibility brand –boosting dynamic consumer relationship to a new student/teacher training sessions are shifting the traditional brand/ out-of-store and In-storeresponsive. classes at speed. allegiance brand spreading shoppers, like-minded consumers, retailers can infiltratecore groups of of entire communities inspiring By to individuals. out isn’t retailing reaching Edutainment about just Sporting communities are especially Tapping into Consumer Communities sewing workshops. offeringconsumers specialist knitting and currently –is one localised amore establish to helped has but into existing an community sewing school London department store 2012-13 Liberty’s community ripe for edutainment intervention. are another crafts enthusiasts and Arts day.race following to stores and the race, the in lead-up trainers will run daily training sessions at Seawheeze called 2013, August announcement of its own half-marathon in with the its game raised in-store, also has the first classes to foroffer being yoga US Lululemon activewear brand the second. on classes camp boot and barre,yoga free daily and women’sfloor selected the first on products –offering education part sales, –part space Training Club Nike its first Nike 2013, opened January In (NTC) ahybrid Chicago, in – a scheme that not only taps thattaps not only –ascheme . Dedicated , well-known © Nike © Nike Training Club Case Studies/Drivers/Influencers 157 Edutainment Retailing Consumer Engagement Consumer 158

Fuelling the Consumer-Creator Empowered by easier-to-access technology and • In March 2013, Japanese cosmetics retailer the reach of the digital world, consumer-creators Nars collaborated with UK department now expect a richer level of engagement with store Selfridges on exclusive make-up brands that takes into account their creativity. masterclasses under the tagline: “Gain Redefine Education-based initiatives that aid the amateur the skills needed to apply make-up like a appetite for learning professional skills – whether professional”. craft or tech-based – position a brand as a powerful resource. • In December 2012, online handmade marketplace Etsy’s Holiday pop-up in New • Mumbai-based The Hab is a fabric boutique- York offered DIY workshops in skills that would cum-sewing workshop developed by Indian be expected for a craft-based business, such sewing machine manufacturer Usha Janome. as ornament making – and also some that Staffed by trained fashion graduates who weren’t, such as computer coding for would- help consumers learn via creative demos, be bloggers. workshops and exhibits, it’s framed as a space in which to escape from the hectic pace of Mumbai life. Experimentation becomes a route to sales. Case Studies/Drivers/Influencers

160 Transforming Stores into Leisure Destinations While creating a platform to nurture learning and • The Creative Factory, a store concept by self-empowerment is a key part of edutainment’s German sports brand Puma, marries a build- commercial thrust, entertainment remains essential your-own shoe design initiative with the allure to the strategy – think socially-oriented store of a real-world workshop, where consumers spaces with leisure at the heart of the proposition. can touch and feel fabric swatches and talk to store experts as they create. Dubbed the • Many of the stores owned by US home “shoemaker’s studio”, it’s as close to actual furnishings brand Pottery Barn and Pottery sneaker design as any customers will get – Barn Kids now hold recreational decorating and a hub of entertainment. and DIY workshops for children and adults, with stores tailoring classes to local interest • The move towards educating consumers will Redefine and demand. Attendees receive a 15%-off also elevate sales associates to the position coupon for same-day sales. of experts. In 2013, multinational electronics brand Polaroid will open 10 retail Fotobars across the US, where consumers will be able to wirelessly upload photos from their cameras and smartphones to in-store terminals. ‘Phototenders’ will be on hand to educate consumers on how to visually manipulate images in an environment where they will be encouraged to engage with others. Polaroid describes the concept as “a recreational and entertainment destination in addition to a place to shop”.

Puma Creative Factory © Puma “Fotobar is a recreational and Case Studies/Drivers/Influencers entertainment destination in addition to a place to shop.”

Polaroid descibes the Fotobar concept

iPad kiosk © Sephora Redefine • Packaging – as the final influence in the buying process – is prime space for an education-based sell. When US food manufacturer Tanimura & Antle launched its Get in Shape promotion, it embedded its packaging with QR codes that released seasonal recipes (plus shopping lists),

nutritionally balanced meal ideas and healthy Case Studies/Drivers/Influencers living tips – resulting in a significant increase in sales.

• Multinational technology company IBM is currently developing an augmented reality- based app for use in supermarkets that promises to deliver on-shelf hover-overs educating shoppers with extra info including price, ingredients, health information and consumer review ratings. Mistral Wine info table, Sao Paulo • Launched in late 2012, Mistral Wine in © Mistral Wine Brazil, designed by Brazilian agency Studio Arthur Casas, has enhanced the shopping experience with a touchscreen table Educate at Point of Sale displaying information including ingredients Educating consumers regarding a product’s lists and interviews with wine makers. provenance, benefits or unique properties can add shine – and even justify costs – as long as shoppers • Concepts that allow consumers to experiment

appreciate the relevance of the information. and educate themselves on their own 163 Speaking at The Art of Digital retail, marketing terms are also valuable. In January 2013, and digital AV showcase in London in March, William French beauty brand Sephora opened a Woodhams, board director at Mission PR, said: Shanghai store, tapping into a growing but inexperienced market (fragrances and colour “Insights work well, but only when accompanied by cosmetics were banned in large parts of China the product so the connection is clear. Curation is for much of the 20th century). Key areas have generally viewed as a good thing, as long as you can been dedicated to educating local consumers explain why you’ve made that choice.” about product. Fragrance, for example, is introduced via an iPad kiosk. Customers • British designer Lee Broom turned his London interface with an app that collates answers

studio into the Crystal Bulb Shop during to questions about their preferred scents, Retailing Edutainment London Design Week in September 2012 to personality and style – resulting in a handful launch his new bulb design. A video showing of suggestions. their manufacture in Britain’s sole-remaining crystal workshop in northern England was shown at the centre of the shop – adding value by emphasising the unique artistry and heritage of the bulbs.

“Insights work well, but only when accompanied by the product so the connection is clear. Curation is generally viewed as a good thing, as long as you can explain why you’ve made that choice.”

William Woodham, board director at Mission PR Redefine 164 Consumer Engagement Case Studies/Drivers/Influencers 165 Edutainment Retailing Edutainment

James Dion, CEO and president of Chicago-based DionCo, a retail consulting firm. Create Destination Stores: Edutainment is a combination of fun plus learning. It is a vital piece of ammunition to help transform the store environment into a leisure destination – a key factor in Consumer Engagement Consumer ensuring all retail platforms remain relevant and attractive.

Use Edutainment to Give More: Products are no longer the only retail commodities. Deliver learning experiences and solutions to consumers, which provide for the 166 areas of their lives that they want to enrich. Edutainment is a philosophy based on adding value to increase brand loyalty en route to sales.

Nurture Communities: Groups are as important as the individual. Tapping into communities of any sort (think tech, arts, sports) is

Redefine a key means of improving brand reach. Develop and promote your brand specialisms with education- based initiatives to redefine your brand as not only a vendor but also an invaluable source of information, support and leadership. Article References: Further Reading on this Topic:

Arthur Casas The Rise of Edutainment Etsy Revealing the Product Journey Facebook (Nike Training Club UK) Future Stores: Brand Hubs and Product IBM Smarter Shopping Playgrounds Lee Broom Sports Futures Liberty Branded Festival Experiences Mistral E-tail Gets a Street Presence Polaroid Fotobar In-Store Interactive Potterybarn Kids Monetising Brand Heritage Puma Love The Planet Luxury Brand Temples: The New Power Seawheeze Flagships

Style (Selfridges) Tech-Enhanced Packaging Future Insights Taproduce Consumer-Creators The Hab 167 Edutainment Retailing Edutainment Consumer Engagement Consumer

Section Editor: Fiona Harkin, SVP - Content

Nowhere is the need for empathy and intelligent perspectives more crucial than when engaging with women. Brands need to recognise the dominating presence of women online and a new language of femininity that is developing. 168 Current affairs are driving a movement of powerful female voices both online and in traditional media. Look to blogs such as Jezebel, The Hairpin and The Vagenda, which are acting as leading voices for this demographic. Social media and web platforms are allowing women to join together to heighten awareness of female misrepresentation, extolling or condemning brands and their marketing material. As many brands have experienced, patronising, belittling or misrepresentative products, campaigns and opinions can now provoke an immediate backlash that is often vocal, spirited Redefine and devastating. But Stylus notes that this wider sea change in attitudes about representations of women in the media is part of a shift, particularly in advertising and the media, towards a more feminised world picture; a world of conversations and emotional connections, an outward-looking perspective – a world with empathy at its core (a topic we explore in the Outrospective Thinking section). Any business helping consumers to feel more in control, to redefine images of success and to disconnect in order to reconnect has the potential to tap into the new feminism opportunity, whether they’re targeting men or women. Introduction 169 The New Feminism Opportunity

Pussy Riot Pussy

Nadezhda Tolokonnikova of of Tolokonnikova Nadezhda Getting it Wrong A few recent cases of businesses publicly vilified for their products and campaigns serve to highlight the minefield of opinions shaping what we’ve labelled as the Feminism.com era.

• A well-known case study is Canadian product manufacturer Bic, which was criticised for its Cristal For Her ballpoint pens – standard ballpoint pens manufactured in pastel and glitter-composite plastic – via sarcastic reviews on Amazon.

• Kraft-owned British confectionery brand Cadbury was also criticised in October 2012 for what was seen as patronising, gender- based marketing of its new product Crispello

Consumer Engagement Consumer as a “chocolate bar for women”.

• Most recently, South Korean electronics company Samsung faced an online backlash, with critics labelling its “all a girl needs” image, posted on its UK Twitter account, as patronising. Samsung South Africa also apologised for its March product showcase, accompanied by a Las Vegas-style parade of models in swimsuits. Its Galaxy S4 mobile phone launch in New York in March also drew • British supermarket retailer Asda ignited 170 criticism, featuring a Broadway-style skit online debate with its Christmas 2012 involving female actors saying the S4's Air campaign in the UK, which stated: “Behind Gesture feature would be useful while their every great Christmas, there’s Mum”. More nails dried. than 600 official complaints were reported by the Advertising Standards Authority, focusing on the advert’s portrayal of an outdated picture of family life where men sit back and ask: “What’s for tea, love?” Male activists also protested, with UK campaign group Fathers 4 Justice calling for a series of ‘Occupy’-style demos at Asda stores. Redefine

Christmas 2012 campaign © Asda Cristal for Her © Bic Samsung UK's "All A Girl Needs" image, posted on Twitter © Samsung Case Studies/Drivers/Influencers

Samsung Africa launch picture, taken by journalist Axel Buhrmann and posted on Twitter © Axel Buhrmann 171 "Bought them for the wife. Not the usual type of gift, but why not I thought buy her something practical, maybe something she could use to improve herself and The New Feminism Opportunity learn new skills. Two weeks later, the box is open but the pens haven't been used. No instructions! Come on Bic."

Sarcastic product reviews on Amazon, for Bic Crystal for Her pens Getting It Right The beauty industry – often criticised for • Top Toy, the leading Swedish toy retailer, perpetuating idealistic body images – is one which holds the Swedish franchise for particular sector where innovative brands are US giant Toys R Us, created a Christmas attempting to change perceptions of beauty. The catalogue featuring images of young boys toy sector is also feeling pressure to reject gender playing with toy vacuum cleaners and stereotypes. admiring dolls’ houses, while a girl aims a laser gun at an imaginary foe. Top Toy director of • UK-based make-up brand Illamasqua sales Jan Nyberg said: “With the new gender launched a competition called Beauty Before thinking, there is nothing that is right or Age, calling for older women, mothers and wrong. It's not a boy or a girl thing; it's a toy daughters to model for its next campaign – for children.” exemplifying beauty without age limits. • Also note a 1981 advert from Danish toy • The language of beauty – from anti-ageing to manufacturer Lego that has been featured “turning back the clock” – is also under fire. on social media sites throughout March 2013

Consumer Engagement Consumer Continuing with its Real Beauty campaign, and shows a proud little girl and her building- Unilever-owned global beauty brand Dove block creation, devoid of any pink or glitter. launched Thought Before Action in March. It certainly contrasts with the 2013 version It’s an “un-Photoshop” tool masquerading as of Lego for girls, called Friends. The 1981 a “bodyglow” Photoshop Action that image advert’s republication chimed with a petition retouchers can unwittingly download, only to persuade the company to commit to for their picture to be returned to its original gender equality in marketing, complete with state. A brilliant concept – but is it the hashtag #liberateLEGO. really potent? 172 Redefine

Beauty Before Age © Illamasqua Thought Before Action campaign © Dove/Unilever Case Studies/Drivers/Influencers 173 The New Feminism Opportunity

New Territories, New Opportunities Nowhere is the shift in stereotypical demographic • Girls are graduating from smartphone games behaviour more marked – although still to the male-dominated world of hardcore underserved – than in the tech and gaming gaming, causing some friction. Twitter hashtag industries, where women are now emerging as a #1reasonwhy is used to share insights about Redefine significant target market. There’s a sea change the treatment of women in the gaming world in many sectors previously regarded as male- and to encourage and promote female coders, dominated, serving as a call to action for brands writers and designers. Popular gaming culture and marketers. Addressing this shift is both a blog Kotaku highlights the emergence of a challenge and a major opportunity. growing army of girls that will change gaming. Marketers are under pressure to respond to • Female-centric projects that provide skill- the large numbers of media-savvy women who sharing facilities are empowering young are consuming content that – from marketing women. Initiatives such as UK-based Code and advertising perspectives – ignores their First: Girls – a free course aiming to teach particular sensibilities. women basic coding skills, and US-based Chic CEO – an open access resource for female entrepreneurs, encourage positive female roles within the business world. Hitman Absolution's computer game controversial assassin nuns © Hitman Absolution Case Studies/Drivers/Influencers 175 The New Feminism Opportunity Lena Dunham (Of Course) American writer, director and actress Lena Dunham’s hit television series Girls, now in its second season, continues to be celebrated for its ‘realness’ and open discussion of career ambition, body image and sex in non-glamourised ways.

Anita Sarkeesian – “It’s Not Okay” In June 2012, 29-year-old Californian blogger Anita Sarkeesian submitted a project on crowdfunding site Kickstarter to fund a web series about “Tropes Vs Women in Video Games”, exploring stereotypes like damsels in distress etc. The online backlash she subsequently faced was described as “terrorism”, and included threats of violence, death

Consumer Engagement Consumer and rape. Her response was to archive all examples of abuse and carry on regardless – ending her comment on the abuse with the simple phrase: “It’s not okay.” Despite the reaction, Sarkeesian’s project received $158,922 (she had requested a mere $6,000). 176

Sandberg, Slaughter & Meyer Almost all the panels relating to women at March 2013’s South by Southwest Interactive technology, film and music festival in Austin, Texas referenced Redefine three key influencers (along with Dunham):

• US-based Facebook chief executive Sheryl Sandberg for her controversial book, Lean In: Women, Work and the Will to Lead.

• American political academic Anne-Marie Slaughter, specifically for her 2012 article Anita Sarkeesian Women Can’t Have It All. © Anita Sarkeesian • US-based Yahoo! chief executive Marissa Meyer, for her approach to maternity leave (in a nutshell: work through it, ban employees from working from home, and build an in- office nursery). Sheryl Sandberg © 2013 Getty Images Case Studies/Drivers/Influencers

Anne-Marie Marissa Meyer 177 Slaughter at the © Peter Kramer Miller Center 2011 © Anne-Marie Slaughter The New Feminism Opportunity Grimes © Grimes Consumer Engagement Consumer 178 Redefine Case Studies/Drivers/Influencers

Retro Wives and the ‘Third Way’ Tavi Gevinson

The subject of a recent controversial New York For brands, using unconventional “women of 179 Times feature called The Retro Wife, 33-year-old substance” as ambassadors (rather than models ‘flaming liberal’ and NY-based mother of two Kelly with their idealised beauty) is proving successful Makino could be viewed as a poster child for a across age groups. We can’t fail to mention new generation of stay-at-home mothers – or American tween blogging sensation Tavi Gevinson, ‘neo-traditionalists’. These women – arguably – who is maturing into a one-woman barometer are looking at homemaking as a form of revolt; for teenage culture with her site Rookie Mag. In a ‘third way’ that rallies against today’s wave of January 2013, she partnered with fashion-focused independent working women. Interestingly, Makino social media site VFiles for an X-Girls collection. criticised the article she was featured in, saying her words were twisted to position her in direct opposition to Sandberg’s book. The New Feminism Opportunity

Grimes’ ‘Un-cutesy’ Stance Twenty-four-year-old Canadian musician Grimes is admired for her uncompromising work ethic and creative control over all aspects of her work. Her shunning of a glitzy image is central to her appeal, making her a notable influencer. Tavi Gevinson Tavi Gevinson© Tavi Brands as Champions: Empathetic Approaches, Entertainment, media and brand Redefining Ideals: But this isn’t experiences will continue to be just about women – it’s about affected by women as a consumer an empathetic perspective. Any group that is rising in power brand, business or marketer helping and voice. Projects and brands consumers to feel more in control, Consumer Engagement Consumer that promote their values will be redefine images of success and championed via online platforms, disconnect in order to reconnect, while those that are unaligned run can tap into the new feminism the risk of being publicly damned. opportunity, whether they’re targeting men or women. Align Values Now: A new breed of self-assertive millennial feminist values honesty, integrity and equal 180 rights. This is emerging as a major consumer group for the coming years. Brands will need to transform the way they think about engaging with this generation.

Reassess Tone: Companies should listen to and interact positively with their female audience in an

Redefine uncondescending, non-patronising manner. Article References: Further Reading on this Topic:

Amazon (BiC) SXSW1 2013: Feminism.com Lean In by Sheryl Sandberg New Brand Ambassadors Change Feminism.com: Women Online Entrepreneur First Let’s Hear It For the Girls Feminist Frequency TV: What Women Want Illamasqua Jezebel Kotaku NY Mag Rookie Mag The Atlantic

The Hairpin Future Insights Twitter Vagenda 181 The New Feminism Opportunity Our Services

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