IMDC FUTURE LUXURY IMDC Hyundai-Kia Innovation Laboratory “What Future Luxury Report 2017

AUTHORS Professor Dale Harrow is the Samuel Johnson Chris Thorpe Dan Quinlan

EDITORS Margaret Durkan future Professor Dale Harrow Jiayu Wu

DESIGN Dan Quinlan of PRINTED BY printed.com luxury?”

CONTENTS

FOREWARD 10 INTRODUCTION 12 PART 1 26 IMDC: Immersive Luxury PART 2 126 IMMA: Flagship and Renaissance PART 3 162 Conclusion and Future Envision CONCLUSION 163 NEXT STEPS 166 2018 THEMES & TOPICS 168 APPENDIX 172

7 IMDC FOREWARD

Launched in May 2016, the Royal record in this area has demonstrated that as the focus of investigations. Both IMDC College of Art’s Intelligent Mobility the problem is much more subtle and and the Intelligent Mobility Master of Arts Design Centre (IMDC) is the frst of complex, and requires human-centred programme (IMMA) worked on this frst four new research centres the college approaches which are design-led. Previous project bringing to bear both the IMDC proposes to establish over the next research has tended to concentrate on research team and the IMMA student’s four years as a part of its Strategic the movement of objects, whereas the divergent ideas, visions and thematic Plan 2016-2021. urgent need is to re-focus on the journey, research to collectively challenge and the experience, the design of services progress the question ‘What is Future The vision and mission for IMDC is a and systems, and the complexity of Luxury’? highly pertinent one, coming at a time the infrastructure and interactions that when the automotive industry, but also mobility in modern advanced societies The following report sets out the fndings, the wider industry sectors including the entails. thinking, research and outcomes from an built environment sector (architecture, extensive investigation of the topic. The property, engineering, master planning, This brings a profoundly human-centred theme of future luxury is a broad topic infrastructure); technology, governmental approach to technologies, systems and the report explores the three diferent and defense, are critically in need of and services, getting to grips with the project areas which were identifed within answers to the major questions society perceptions, needs, aspirations, fears and the ‘Introduction of Research’. faces at this point of seismic shift in our behaviours of customers, users and other modes of mobility. IMDC is well placed to stakeholders. It echoes the motivations of Innovate UK’s 2014 Driverless Cars Professor Dale Harrow, IMDC Director answer these questions through the unique December 2017 design-led approach to research and call which demanded: “a focus not on creative thinking which can be brought technology, but on researching and to bear on these issues. building a deep understanding of the impact on road users and wider society.” This is a time of radical change in vehicles, The response to that call led to the Royal transport, and patterns and modes of College of Art (RCA) being the principal mobility – in technologies, but also in the HEI research organisation in the successful commercial, social and cultural models GATEway bid, which aims to accelerate with which they interact. Where previous innovation in autonomous transport and its university and corporate research has safe integration into smart city design. tended to focus on mechanics, engineering solutions to perceived problems and IMDC is delighted to present this, our iterative developments leading to inaugural project for IMDC and the Hyundai incremental market advantage, our track Kia Laboratory, taking the Future of Luxury

IMDC Future Luxury Report 11 INTRODUCTION OF THE RESEARCH

What is Luxury? Luxury is a challenging and complex concept. The idea of luxury relates to materiality and resource, how we shape this into experience through artefacts and services and the infuence of these on one’s self, identity and our relationship to others.

Luxury is also a transient concept changing over time – according to taste, levels of afuence and cultural perception and bias. For future brands and businesses then, understanding luxury is important and defning the constructs, themes and elements which will be part of future luxury are critical to company success and survival – and especially so for those companies wishing to provide distinct empathetic solutions. Their challenge is to understand the transition towards a more individual, complex and nuanced realisation of luxury consumption.

IMDC Future Luxury Report 13 ‘A CATALYST FOR FUTURE RESEARCH & PROVOCATIVE CREATIVE THINKING’

OUR WORK 1. The work of the RCA’s Intelligent Mobility Design Centre (IMDC) and Intelligent Promote a wide ranging dialogue on the Mobility Master of Arts (IMMA) – ideas, methods and questions emanating represents a series of divergent ideas, from luxury research for future work in SERVICE visions and thematic research projects – this area. which collectively challenge and progress the question ‘What is Future Luxury?’ These separate projects, carried out over 2. OBJECT a period of 12 months, aim to provide a Distil a range of principle emergent themes vibrant, rich and intellectually challenging which we feel are relevant to ‘future luxury’ backdrop to the RCA’s collaboration with research for Kia within a creative research Hyundai Kia. space via the RCA’s IMDC and IMMA. ?

Collectively we aim to expand the future OUR AIM luxury framework through this work as will Our aim in these projects was to take be seen throughout this document and as EXPERIENCE a range of perspectives on the Future represented in Figure 1. We understand that Luxury domain. In so doing, we believe this our reinterpretation of luxury is, and can has allowed us to create a series of new only be partial – and this work has revealed insights which we feel enable us to achieve many new areas of thinking which we know two key aims: are essentially embryonic. TRADITIONAL LUXURY FRAMEWORK FUTURE LUXURY FRAMEWORK However, we also feel that this report embodies an appropriate and valuable series of insights – which we hope will be received in the spirit it is intended – as a catalyst for future research and provocative creative thinking in this area.

Figure 1. Expanding the future luxury themes and framework

IMDC Future Luxury Report 15 IMMERSIVE LUXURY PROJECT A wider look at the future of luxury 1. gathering response and opinions IMDC from diferent design disciplines.

ONE THEME, THREE PROJECTS The theme of future luxury is a broad topic, which was broken down into three diferent projects for the purposes of this investigation. The IMDC’s projects were designed to look at luxury in the further FLAGSHIP PROJECT future and gather opinions from a range 2. Vehicle design project exploring the IMMA of non-automotive design disciplines. future of luxury vehicles. The IMMA students worked on two projects that looked at Luxury in the near to mid future. These projects are the ‘Flagship Project’ that looks at the future of luxury sedans, the ‘Renaissance Project’ that explores immersive luxury trends and gets vehicle designers to respond in a non- automotive way. The Renaissance project was also supported by a series of ‘Thought Pieces’ which were a series of research trips carried out by students helping them to describe luxury now and in the future. An overview of the ‘Thought Pieces’ can be found in the Appendix. RENAISSANCE PROJECT Vehicle design project researching 3. luxury trends and producing IMMA responses to future trends.

Figure 2. The breakdown of the three project and research focuses between IMDC and IMMA

IMDC Future Luxury Report 17 INTRODUCTION OF THE TEAM

IMDC/IMMA Project lead Executive Director, Research Centres IMDC TEAM Professor Dale Harrow Lucy Kennedy The immersive luxury project was lead by Professor Dale Harrow is Chair of the Lucy’s role as Executive Director, Research Professor Dale Harrow with a core research IMDC and Head of the Intelligent Mobility Centres is to build on the success of team made up of Jiayu Wu, Sam Johnson Design Programme recognised as a global existing research centres of the Royal and Dan Quinlan. centre of excellence in automotive and College of Art – the Helen Hamlyn design education. As a former Dean of the Centre for Design and CX (the Creative School of Design at the RCA he introduced Exchange lab) – to establish the RCA’s new programmes in Service Design and new research centres. These Centres International Programmes in innovation will initially encompass the IMDC and IMMA TEAM design and championed multi disciplinary the Material Science Research Centre The IMMA student and tutor teams were design methods through new curriculum (incorporating the Burberry Material lead by Dr Chris Thorpe with the close development. Futures Research Group), and in due involvement of, Guy Colborne, Matt course the Computer Science and Drawing Humphries, Cynthia Charwick-Bland and Dale is an international opinion former research centres, building on the RCA’s visiting professor J Mays. and commentator and media persona world-leading research in art and design on design the automotive and transport as well as developing new interdisciplinary industry. He is a multi award-winning collaborations in felds including design-led designer, academic leader and a robotics, artifcial intelligence, and digital researcher and is regularly cited as one visualisation and simulation. of the most infuential and important fgures in the automotive industry. He is Lucy oversees the efective and efcient committed to design education and is operational running of the Centres to always keen to raise the intellectual debate secure their long-term future sustainability. about vehicle and automotive design and She works as part of the Research & is currently engaged with a major show Innovation team, and across the RCA to at London’s Victoria and Albert museum build a collaborative cross-disciplinary celebrating the origins processes and approach to the research centres. history of car design.

IMDC Future Luxury Report 19 IMDC Senior Research Fellow IMDC Research Associate IMDC Research Associate IMMA Senior Tutor Jiayu Wu Sam Johnson Dan Quinlan Dr Chris Thorpe

Dr Jiayu Wu leads the IMDC’s collaborative Sam is a vehicle designer with a range of Dan is a vehicle designer with a diverse Dr Chris Thorpe is a Senior Tutor in innovation research projects, bringing experience and skills. He specialises in set of skills and experience. A graduate Intelligent Mobility at the RCA. He is together academics, industrial partners, digital concept generation. A graduate of of the Royal College of Art’s Vehicle Director of Intelligent Design Associates and students to design and deliver the RCAs Vehicle Design course he has also Design course, he specialises in ideation, Limited, established in 2011, a strategic research and knowledge transfer projects worked in product, furniture, and transport illustrating designs in a digital and physical interdisciplinary 3D design studio focused in this important emerging feld. She also design. Prior to joining the RCA Sam medium and translating conceptual on the commercial ethical-technical design holds directorships of user experience gained a degree in Transport and Product designs into tangible outputs. He has also research. consultancy companies in the UK and Design from Coventry University. He has a worked in other areas including furniture China. strong interest in translating research into design. Dan is interested in the exploration Chris has 25 years’ experience in tangible design outputs. A common theme of future mobility and its efects on the commercial design and academia. He led As Head of the Tsinghua x-lab Design throughout his work is exploration of the environment. When designing, he believes the design innovation group at QinetiQ Innovation Centre, she specialised in relationship between user, product and in the importance of attention to detail and from 2000 to 2011 – working on a wide design thinking, supporting startups and interactions within a wider environment. the value of user experience in the design range of innovation and research projects multinationals including Audi, Daimler, process. for global brands including Unilever, Nokia, and Giti Tyre. At Volkswagen New Mobility Since Joining the Helen Hamlyn Centre Virgin Atlantic and the UK Government’s Services, she brought car-sharing services of Design, he has worked on the Future Since Joining the Helen Hamlyn Centre department of health. and new mobility solutions to market. London Taxi project and the Greenwich of Design, he has worked on the Future Other research clients include Beijing and Automated Transport Environment project London Taxi project and the Greenwich Helsinki municipalities, Microsoft and (GATEway). More recently, he has been Automated Transport Environment project Samsung. working with the IMDC looking at the (GATEway). More recently, he has been how the future of luxury will afect the working with the IMDC looking at the automotive industry. how the future of luxury will afect the automotive industry.

IMDC Future Luxury Report 21 IMMA Tutor IMMA Tutor IMMA Tutor IMMA Visiting Professor Guy Colborne Matthew Humphries Cynthia Charwick-Bland J Mays

Guy Colborne is the Urban Flow pathway Matthew Humphries is a tutor in Vehicle Cynthia Charwick-Bland is an automotive Visiting Professor J Mays is a world- Tutor on the Vehicle Design programme at Design at the RCA. He works as a freelance designer with 30 years of experience in renowned vehicle designer and Visiting the RCA. He also works as Design Manager automotive and product designer and has the industry, primarily as a consultant. Her Professor in the RCA’s Vehicle Design at a new start-up car company, Elemental developed products including cars, bikes knowledge of materials and production programme. He has worked at an Motor Company Ltd, based in Hampshire, and watches. processes, concept build and a specialism international level throughout his 30 year and works as a freelance vehicle, industrial in interior vehicle design are vital factors career, and his infuence in the automobile and 3D CAD consultant. At the age of 21, Matthew was made that contribute to the education and design industry is evidenced through his Morgan’s head of design, where he guidance of students in the pathway group work for major global car manufacturers Guy co-founded the Elemental Motor established an in-house design studio, Inside Out. including Volkswagen, Audi, BMW and Ford. Company in 2012, designing and Morgan Design. In his new role, over a He has been instrumental in the design of developing the RP1 lightweight sports-car. period of just seven years, he went on to Cynthias varied career as a consultant has some of the world’s best-known and best- He was a Visiting Lecturer teaching 3D CAD design the Morgan Life Car, the Plus 8, the taken her all over the world, working for loved cars, including the new VW Beetle, in Vehicle Design at the RCA from 2009- Eva GT and the New Morgan 3 Wheeler, prestigious design studios including Ford, and the Audi TT. 2013 before becoming the Urban Flow as well as the Aero Supersports and Aero Volvo, Caran, MG Rover, Saab and Daewoo. pathway tutor in 2014. Coupe. In addition to vehicle design, he After many years of being both an exterior also took the lead in rethinking Morgan’s and interior designer, she now specialises brand design and conceived its show stand in interiors. She has been headhunted to design and marketing identity. While at lead the interior design programmes of Morgan Design, Matthew continued to several major car and commercial vehicle work as a freelance designer for other companies, with many of her interior car and bike manufacturers; in 2011 he designs being realised into both concept became head of design at the prestigious and production cars. watchmakers, Lonville.

IMDC Future Luxury Report 23 IMDC: THE IMMERSIVE LUXURY PROJECT 1 THE IMMERSIVE LUXURY PROJECT

The Hyundai Kia Innovation Laboratory (HK lab) and IMDC Immersive Luxury Project helps defne how luxury could be consumed in the future and explores what factors could infuence the emerging aspects of the luxury market.

The IMDC team were inspired by products and services that ofer the next stage of immersion and lead them to question what impact this will have in the luxury market.

Designers with backgrounds in Architecture, Vehicle Design, Textiles, Industrial Product Design, Design Engineering, Sculpture, UX design and Service Design were selected to work on the project.

The core aim of the project was to gather views, opinions from these diferent design disciplines and combine them to generate a series of narratives forecasting areas of luxury. The purpose of this process is to provide insight into what emerging elements are set to afect the way we view and consume luxury objects and services and to provide compelling artistic response that can be used to inspire or provoke Hyundai Kia.

IMDC Future Luxury Report 27 HYUNDAI KIA INNOVATION LABRATORY TEAM

THE VALUE OF MULTI- DISCIPLINARY TEAMS The assembled team was chosen for Designers do not work in a vacuum and are their diversity of background, skillset, a product of their individual experiences gender, culture and design discipline. and their changing world. Vehicle designers The purpose of this was to bring have traditionally been involved with either together a group of individuals who the exterior or interior design of vehicles. could provide diferent perspectives We are now in a position that designers can and ideas. This is a core ethos of the work across these traditional areas but also RCA. be involved in the creation of interfaces, new materials and methods of production. This combined with the abilities to use data to manufacture and produce in new Teamwork can bring together mixed skills ways through rapid manufacturing and the such as scientists, technologists, social access to a worldwide consumer base will scientists and others to collaborate with give new opportunities for development designers to pioneer the development of difering typologies of vehicle and of new approaches to methods in order innovative ways of using services creating a to fnd new and exciting solutions for the mobile future. But what does this mean for dynamic urban transport landscape. Open design and the way designers are taught source design and social media can be and work in this new age? They need new used for public engagement in real time to skills and approaches to how they develop test solutions as they develop as design innovation and disruptive solutions. becomes more democratic.

Teamwork and multidisciplinary design is fundamental and design processes need to adapt. Vehicle design will need to include other disciplines and as the agenda changes to new ways of product and service models the traditional ‘emotional’ personal purchase approach to one that may include shared vehicles and system and service models.

IMDC Future Luxury Report 29 INDUSTRIAL DESIGN ENGINEERING VEHICLE DESIGN TEXTILES RECRUITMENT The research team Interviewed over From the interview process eight designers 20 candidates with the aim to take and artists who displayed exceptional on between 6 and 10 designers for talent in their felds were chosen. The the project. All applicants were either candidates covered six design disciplines, students or graduates of the RCA. had from six nationalities and had an equal gender divide. The teams’ backgrounds TEXTILES The research team interviewed designers and biographies are shown on the following ARCHITECTURE from eight diferent design backgrounds: four pages.

1. Architecture

2. Vehicle Design

TEXTILES 3. Textiles

SERVICE DESIGN 4. Industrial Design Engineering SCULPTURE

5. Design Products

6. Sculpture

7. Fashion

8. Service Design Figure 3. The Immersive Luxury team and their varied disciplines

IMDC Future Luxury Report 31 THE TEAM

Architecture Vehicle Design Sculpture Textiles Bilaal Saheed Jonathan Stoker I-Liang Cheng Samantha Yang

An MA Architecture student currently in An MA Vehicle Design student currently An MA Sculpture student currently in A graduate from Textiles MA course at the his fnal year at the RCA. He is interested in his fnal year at the RCA. Jonathan is a his fnal year at the RCA. Originally from RCA. A material designer with particular in design and it’s role in a society where Vehicle Designer with a passion for future Taiwan where he obtained a BA in Fashion interests in material innovation. Her climate change, housing crises and mass advancements in design, visualisation and Design at Shih Chien University. Due to his personal works involve creating new forms displacement coexist in an urban soup of new material technology. His personal multidisciplinary background he considers of substrates by applying textile design somnambulant delirium. works experiment with form and how himself a fashion designer as well as an thinking onto other making processes. innovative future materials can be utilised artist. Previously from BA(Hons)Textile Design Bilaal has an undergraduate degree in in new vehicle and mobility solutions, with at Central Saint Martins, she specialises in architecture from the University of Hong a particular interest in how inspirations His work is experimental and is material woven textiles. Kong and has experience working both in and technology can translate into design based to express his philosophical thinking. Hong Kong at OMA (ofce for metropolitan concepts. Often, his thought processes are guided In both her MA and BA courses she had architecture) and in Sri Lanka at PWA through the themes of time and memory. experienced working in fashion and cross- (Philip Weeraratne Associates). His Jonathan has a background in automotive To which he expresses his thoughts disciplinary automotive projects. Sam is a studio projects tred the fne line of satire design project management of ergonomic through diferent materials, fabrics and Hong Kong national, but grew up between between fction and reality as a means of and aerodynamic properties for major organic materials. China and UK. She enjoys traveling and testing current trends in design, and in the OEM clients, production experience within soaking up diferent cultures. hopes of discovering cautionary tales and a luxury car manufacturer, extensive inevitable possibilities that lie within these graphic design experience and a degree narrative frissons. in BA(Hons) Transport Design. Jonathan enjoys travelling and experiencing diferent cultures.

IMDC Future Luxury Report 33 Innovation Design Engineering Textiles Textiles Service Design Sabina Weiss Kate Webster Amy Collins Joungmin Yoo

A graduate from Innovation Design A graduate from Textiles MA course at A graduate from Textiles MA course at the A graduate from Service Design MA Engineering MA course at the RCA and the RCA. Kate is a material designer and RCA. Specialising in Printed Textiles Amy’s course at the RCA. Joungmin is a cross- MSc Imperial College London. With a researcher. Her background is in textiles, work features a range of Colour, material disciplinary designer with a background previous BA (Hons) degree in product and fashion and trend forecasting. She studied and fnish outcomes which combined in user experience and service design. furniture design at Kingston University. She her BA Textiles degree in Dundee and Milan craftsmanship and innovation. Based on his experience in Seoul, California is a designer with experience in the feld of after talking a few years out to work in the and London he is now focusing on digital UX, Industrial Design and user and market design industry. Amy has a deep passion in textiles & transformation of traditional services by research for clients including Microsoft, drawing, and she has spent her time at bringing in diferent cultural elements. Knoll, Vitra, Fortnum and Mason and Aveda. Kate is now running a CMF (colour, material the RCA exploring how she can combine and fnish) consultancy within a UK-based, the two, as well as developing new ways of Joungmin had grew up in Seoul and Sabina’s work encompasses the dynamic limited run manufacturers, specialising in interpreting traditional techniques. From completed his undergraduate studies at interplay of craft and technology, blue-sky automotive projects while also this area of research her unique drawings Korea University and moved to London to hybridising the disciplines to create working on research, CMF development and paintings have been transformed into explore service design at the RCA. After interactive experiences and challenge the and sourcing for products, other transport luxury products. graduating he has worked for both public established standards. areas and collaborative work with and commercial sectors including the UK Universities. Recently Amy work has been awarded Cabinet Ofce and the British Red Cross. funding by InnovationRCA to develop her degree project into a fashion company.

IMDC Future Luxury Report 35 OBJECTIVES

RESEARCH QUESTION & AIMS The objective of the Immersive CORE AIMS ADDITIONAL AIMS Luxury project was to gather views and opinions from diferent design disciplines and combine them to 1. 1. generate a series of narratives. The Identify, describe and map luxury today. Expand knowledge base on future luxury purpose of this process is to provide and non luxury trends. insights into what the emerging subjects, technology and social 2. changes that are set to afect the way Defne what subjects will have an impact 2. we view and consume luxury. on luxury in the future. Map key areas for future Hyundai / Kia / Genesis work. These insights and responses were designed to help the research team build a 3. picture of how we see luxury today, identify Identify compelling areas worthy of what areas will impact on the luxury market further exploration. in the future and what that may mean. 4. Produce a series of outcomes that can inspire and inform other designers.

IMDC Future Luxury Report 37 METHODS

DESIGN BRIEF The brief set was designed to be as To ensure that the designers crossed open as possible allowing each of the over ideas and engaged with one another’ immersive luxury team to explore a the research team partnered designers range of topics under the context of from diferent backgrounds in ‘Research luxury. The designers were encouraged Partnerships’. This provided each designer to play to their individual skill sets, with a sounding board from a diferent expertise, interests, backgrounds and background that can challenge and help cultures. shape the designers’ ideas. A more detailed breakdown of the Research partnerships The full brief can be seen in the Appendix, can be found in the Appendix. however the core of what the designers were asked can be summarised in four core statements: • Look at luxury in the abstract • Consider what it could be in the future • Generate a narrative to explain that evolution of luxury • Produce artworks and presentations to support the narrative.

Designers took part in an introductory workshop run by the research team introducing them to the structure of the project and covering basic issues like the diferences between premium and luxury and what subjects have an efect on the luxury market.

A breakdown of the introductory workshop can also be found in the Appendix.

IMDC Future Luxury Report 39 1. Knowledge Building

INVESTIGATION 2. Future STRUCTURE Four key stages were defned and what The Immersive luxury team were given areas we wanted to explore. eight weeks to come up with a narrative Forecasting describing their chosen area of immersive luxury and deliver an object, artwork or 1. outcome that helps tell that narrative. An Building knowledge open ethos and mentality was encouraged • Defne luxury today to promote cross pollination of ideas, skills • Workshop what areas we think will be and knowledge during the project. afected by luxury

3. Subject 2. Future forecast areas – 2040 - 2050 • Linking future forecast to knowledge Defnition building • Produce a description of luxury

3. Defne area of interest (concept area) • Explore concept area and defne a narrative to describe this subject 4. Artistic 4. Produce an object or outcome that helps Response describe the above narrative and can inspire and inform viewers.

Figure 4: The four stages of the Immersive Luxury Project

IMDC Future Luxury Report 41 Figure 5: Graph showing the timeline of the Immersive Luxury project

IMDC Future Luxury Report 43 LIMITATIONS OF RESEARCH A shortcoming of this type of research can be that the designer is being asked for their opinion. Often futuristic and conceptual outcomes provide insight into future trends but do not have immediate applications.

Time in some of the project cases became an issue with some members of the design team uncovering much broader topics than anticipated but not having the time to pursue all avenues. This led some team members needing to compress ideas quickly or leave other possible stronger ideas aside.

As the team looked ahead, the technology that is predicted to become common place is much more advanced than today. This provided more freedom to explore some of the challenges and opportunities that could arise in the future. But also increases the possibility that the technology described in a project may not become a reality in the way currently predicted.

IMDC Future Luxury Report 45 OUTCOMES

KNOWLEDGE BUILDING The Immersive Luxury team (IL team) The IL team used a variety of desk research started the project by learning about techniques as well as exploring London’s how luxury is constructed, defned and range of luxury retailers, experiences and consumed. This learning was broken services to gain an understanding of how into three stages. luxury is consumed and sold today. To do this they visited a shops and brands including Harrods, Bentley, Wolseley, Rolls 1. Royce, Fortnum & Mason, Dashing Tweeds, Luxury Today Burlington arcade, Chanel, Vertu, Roles, Richard Mille, Henry Jacques, H Stern and 2. Fabergé. Past Luxury During the research visits the team interviewed staf about the products and 3. services that are sold to customers at point Mapping Luxury of sale (POS), as well as the luxury brands they work for. This frst hand knowledge building helped the team to engage with the people who sell the products to the consumer as well as gathering the perspective of luxury at ground level.

They also explored, with the shop staf, new trends and requests that ‘high end’ clients are now asking for and expecting. This ‘on the ground’ research helped them understand how luxury products and services are digested by the consumers today. Figure 7: A collage of photos taken during the knowledge building stage

IMDC Future Luxury Report This is some of the ways the people who sell luxury describe it: “SCENT IS STORED IN THE MEMORY RATHER THAN “OBJECTS OF PLEASURE” THE RATIONAL PART OF “WE SEE CULTURE” THE BRAIN, THIS EVOKES EMOTION” “LUXURY IS WHAT YOU Michael, Chanel

DON’T SEE” Retail knowledge helped build a picture of what luxury is today and the team These quotes could be described as supported this by exploring historic catch phrases or clichés, however, they artefacts found in London’s museums to are being implemented by some of the help defne what was considered luxury most successful brands of today and in the past. The designers and students there is a lot of thought that sits behind did this by carrying out research visits to the statements. Speaking with Michael, the Victoria & Albert museum, Somerset a member of staf for perfume brand House, Design Museum and Sotheby’s. Chanel, who was completely aware of the relationship between scent and its ability to trigger memories.

49 Together, this gave the team an insight Finally, the object or brand moves into into what luxury is today and how it ‘neglect’ which leads to the object relying has been consumed in the past. Using on customer loyalty or the heritage of the what they learnt they constructed an product, which eventually leads to the opinion of what they considered luxury manufacturer explore new avenues. is and designed a series of models to help them describe luxury.

These looked at how to map the life of the product or brand, all of the themes that luxury afects, the progression of luxury through the 20th and 21st century as well as trend categorisation. Examples of these can be found below.

The model, developed by Bilaal Saheed, described luxury as a cycle that was an ongoing process starting with a ‘need’ that leads to the production of a luxury item. In this stage the company or product has a clear identity. Then, the object or brand starts its life span as a ‘novelty item’ that is exciting and desired.

However, after time it become ‘normalised’ which can happen from over selling, over use or the performance apex moving beyond the object capabilities.

Figure 6: Graph showing the cycle of luxury by Bilaal Saheed

IMDC Future Luxury Report 51 STIMULATE EMOTIONS

Another mapping exercise explored the STAGE EXPERIENCES evolution of luxury categorising it going through three key stages in the 20th century and suggesting that the next stage of luxury will be based around emotions. Textile designer Kate Webster developed DELIVER SERVICES the model using the ‘Welcome to the Experience Economy’ by B Joseph Pine II & James H Gilmore as a basis, adding that the next level of the model will be stimulating emotions.

COMPETITIVE POSITION MAKE GOODS The team also used word association to defne topics within the luxury feld, creating a theme wall that was later used to create the ‘periodic table of luxury’. EXTRACT COMMODITIES

PRICING

Figure 7: Diagram showing the evolution of luxury by Kate Webster

IMDC Future Luxury Report 53 FUTURE FORECASTING 1. Time 20. Selfish 38. Control

2. Digital 21. Service 39. Relaxation

3. Physical 22. Personal 40. Priceless

4. Metaphysical 23. Shared 41. Network / Connection

5. Experience 24. Class System 42. Rescue

6. Currency 25. Emotional 43. Rare

7. Security 26. Values 44. Process These are examples of how the students used this knowledge to help 1. RARE 8. Happiness 27. Sensory 45. Clarity them describe luxury and identify what it means to them and how they see it. 2. PRECIOUS 9. Surprise 28. Reality vs. Augmented 46. Otherness This body of work allowed the designers 10. Delight 29. Space 47. Unexpected team to describe what luxury is today and the team categorised as the ‘constants 3. OF QUALITY of luxury’. These are key areas that they 11. Comfort 30. Trust 48. Education believe are important to making a luxury experience, service of object and can be 4. UNNECESSARY 12. Political 31. Moments of reflection 49. Knowledge taken as a grounding basis for any luxury object of the future. These areas can be 5. OF GREAT 13. Belonging 32. Unique 50. Exploration broken into seven key themes: COMFORT 14. Human input 33. Ability to associate yourself 51. Embodied wealth 6. LONG LASTING 15. Tactile to something 52. Controlled genetics 7. TRUSTWORTHY 16. Environmental 34. Donation / Generosity 53. Long time investment 17. Efciency 35. Excess 54. Prolonged Youth

18. Tech Spearhead 36. Hierarchy 55. Immediate delivery

19. Material based 37. Reduce Anxiety 56. Adrenaline

IMDC Future Luxury Report 55 FUTURE FORECASTING

TECHNOLOGY HEALTH

CONSUMPTION

To support the initial knowledge can be summarised in the following nine building explored in the early weeks of points and give an insight into the luxury the project, the team looked at what is world the designs were responding to. A forecasted to happen across a range full breakdown of the future forecasting of subjects in the future. The team was research can be found in the Appendix. asked to look at the world in 2040-2050. HABITAT ECONOMY This was to remove the design thinking from the context luxury and focus on 1. what outside infuences could inform Living Longer: We are going to live longer their design process. with assistance from more advanced drugs and implants, improving quality of This allowed the team to gain an life. However this will have an impact on understanding of key developments that how we support older people and who has are likely to happen in the coming decades. access to these advances. For example, the expected introduction of IDENTITY driverless vehicles, or environmental events that are forecast to become more frequent. 2. SOCIAL Ownerless Future: Ownerless models will become commonplace over the coming 30 MOVEMENT The team workshopped and identifed eight years. This points to an almost ownerless themes that they considered valuable to future where anything can be hired or explore with each member being assigned subscribe to. a subject area to explore. The topics were broken down in the following categories shown below. 3. Service Only Products: An ownerless Painting a picture of what the world could future will change the way we look at look like in 30 years time allowed the team ‘products’ shifting the consumers focus to consider potential opportunities and away from the object and towards what Figure 8: challenges like; population growth; food Illustration it does. This ‘services only’ focus will shift showing the distribution; political systems; social values; the market further away from the object areas of Future climate change and new technology. marker and further towards the service Forecasting research each economy. team member The design team’s fndings highlighted focused on compelling subject areas. The key fndings

IMDC Future Luxury Report 57 4. 8. Wearables: Advances of technology will Circular Economy: Circular economy mean a range of technologies will be small strategies will become commonplace as enough to ft in our clothing, be embedded some recourse become more restricted inside us or transmitted directly to us. This and legislation encourages business to will allow unprecedented levels of human consider the full cycle of their products and machine integration. and services. 5. 9. Hyper Intelligence: This HMI means Virgin Recourse Market: Decreasing the people who are digitally connected stocks of virgin recourse will mean that could become hyper intelligent or super some materials may only be available for strong. Individuals who have access to those who can aford it leading to a ‘virgin cognitive implants, genetic modifcation or recourse market’. ‘neuralink’ type devices could access new level of thinking and ability. The future themes can be explored in full in the Appendix (Future Forecasting) and helped the designer team build a picture 6. of the future world they are designing for. Analog vs Digital Self: With ever It also provided context for their project increasing integration of man plus machine to sit in and help defne what might be the way we view our physical and digital considered luxury in the future. Identities are likely to run closer together with a direct relationship between your digital and physical life. 7. General Purpose AI: However, much of these advances in technology will be due to general purpose artifcial intelligence that in many cases will be smarter than we are. Something that some people may fnd hard Figure 9: Periodic Table of to accept. Luxury mapped out in Post-it notes

IMDC Future Luxury Report 59 SUBJECT DEFINITION

After the knowledge building and Once the research data has been future forecasting process was summarised, the team used it to defne complete the team needed a way of their subject and brainstorm all of the clarifying the data they had collected possible avenues they were interested in. and to defne key areas or subjects This allowed them to map out the ideas they want to explore and respond to. they had been having in a more concrete way and assess the pros and cons of a This task was carried out in two ways. range of design directions. The frst was to combine the ‘knowledge building’ and ‘future forecasting’ together. Some designers were heavily infuenced The team did this by presenting ideas back by the future forecasting research areas: to each other, sharing ideas and critically Sabina Weiss and Bilaal Saheed who analysing early concepts. responded to luxury in the context of Health and Habitat respectively. Whereas They also mapped the learning from others, including Jonathan Stoker, took a the ‘future forecasting’ and ‘knowledge more thematic approach. On page 67 is a building’ stage of the project and mapped list of the topics the students decided to the key areas or themes they considered to respond to. be most important. Each category defned a diferent element of luxury and was titled the ‘Periodic Table of Luxury’.

This chart was key in helping the design team summarise their fndings and put the combined research learning in one place. A mapped out version of the table can be found overleaf and covers six core areas: experience; aspirational excess; personal identity; product Identity and ‘elite’ community.

IMDC Future Luxury Report 61 SERVICE SEAMLESS

NOBLESSE ABILITY HUMANITY OBLIGE

TRANSIENT EFFORTLESS COMFORT CONTROL

EXTERNAL SIGNAL PRIDE

ANTICIPATION NOVELTY EVENT EXPERIENCE INTERNAL INDEPENDENCE

PERCEPTION ELITISM PRIVILEGE CLUB

THEATRICAL EXCITEMENT UNEXPECTED

BEYOND ASPIRATION DESIRE YOUTH IDENTITY LAYERED HIDDEN

DELIGHT HEDONISM

ESOTERIC ULTIMATE RARE UNIQUE PERSONAL EMBRACING EMOTION HONESTY

RELAXATION

VALUE SUSTAINABILITY SCARCITY SPECIAL EXCESS UNNECESSARY ENGAGING STORYFICATION EDUCATION (ADDED)

DISTINCTION UNOBTAINABLE COMPLEXITY MEMORY HERITAGE TRUST CLARITY

PRICELESS TIME EDUCATION REFINEMENT PURITY

SKILL

ASPIRATIONAL ULTIMATE PERSONAL PRODUCT ELITE EXPERIENCE EXCESS CONTROL IDENTITY IDENTITY COMMUNITY

Figure 10: Periodic Table of Luxury

IMDC Future Luxury Report 63 Hyperintelligence Knowledge Exchange

SanctuaryDigital

Haptic Fabrics SUBJECT DEFINITION 1. Hyper Intelligence Knowledge Exchange Within the eight areas the designers decided to respond to each opened Immersive a compelling topic that was vetted by Controlling Sensory 2. the research team. The designers were Personal Environments Curating and stimulating emotions through encouraged to explore ideas deeply with Atmosphere haptic feedback the ambition of them becoming an expert of the subject area.

3. The research team’s role was to help the Creating immersive sensory environments designers to refne and develop these concepts, guiding them towards stronger ideas. This helped the design team to Digital 4. respond a range of mediums and lead to DNA Projecting digital footprints in to the physical world eight individual responses. Ethical Luxury

Clothing Through Teaching 5. Teaching through clothing 6. Ethical luxury 7. Controlling personal atmosphere Figure 11: Illustration showing the 8. areas of subject Digital sanctuary defnition each team member focused on

IMDC Future Luxury Report 65 DESIGNERS RESPONSES

The outcomes produced by the immersive luxury team covered a variety of topics that ofer a possible snapshot into the future of luxury. Future habitats, social implications, future innovation and tailored emotions were all areas explored. Each outcome had a deep amount of thought and research behind it that is derived from a key theme. Each conceptual response should be considered as a talking point or provocation that opens up questions around the chosen subject area.

It is at this stage we can see the range of design disciplines come to the forefront of the process with the designers utilising their core skill sets to respond to the questions they have raised.

Although ranging across a variety of topics, described through a range of mediums many of the projects relate to one another and together, paint a picture of what the future of luxury could look like.

IMDC Future Luxury Report Designer Bilaal Saheed Theme Habitat Direction Atmosphere Project Controlling atmosphere Outcome Atmospherette producing pure fresh air for the ‘smoker’

ATMOSPHERRETTE OVERVIEW We are a product of our environment. smoking has and satirically reverses the Shaped and formed out of our habitat. devices context and purpose. Finally, However, our habitat changes due when you have inhaled all of the clean air to our actions or unforeseen events. from your Atmospherette you can stub Bilaal Saeed believes this is pushing the device out into the earth where seeds us to achieve greater control of our inside the capsule can grow into oxygen immediate surroundings. producing plants. This project explores the future LUXURY VALUE implications of climate change and other Ultimate control. Supernaturalism. man made environmental (habitat) Individual control of our environment. challenges that we are set to face in the Purifying your body elevating it above future. It looks at how our perception of others. Positive feeling of purifying and luxury may be afected by air pollution and freshness. how simple things we take for granted will become an immersive future luxury.

With a more challenging environment, Bilaal suggests that those who have access to luxury products in the future will also want to curate the environment around them. Creating environments that are purer than what is naturally possible.

Bilaal proposes a future product that looks much like today’s cigarettes but instead of inhaling poisons and toxic substances, the user inhales concentrated alpine mountain air, purifying the body. Superfcially providing a pure environment to the individual for a short period of time. Alternatively, the cigarette capsule can be broken and shared to provide a ‘room full of pure air’.

This idea plays of the negative reputation

69 IMDC Future Luxury Report 71 Designer Jonathan Stoker Theme Technology Direction Data Project Protecting yourself from digital noise Outcome Data forcefeld, protecting a digitally integrated mind from the Internet of Things

SANCTUARY OVERVIEW This is a noisy world. And man-made To visually describe this digital sanctuary sound pollution is at the forefront of Jonathan worked with animators and sound noise generation. What’s more, there is engineers to create a visual representation no sign of it getting quieter. However, of digital noise, its efect on the person and what will ‘noise’ look like in the future? the desired calm. The animation takes you Will ‘digital noise’ be considered through stages of unwanted noise, the alongside sound that’s picked up by protection from it and fnally the removal our ears and how will we have to make of unwelcome digital noise. ways to counter this new pollutant? This project suggests that in a fully digitally This project explores how our future connected world a level of protection is connected selves, living in a hyper-connected needed. Protecting and calming our data as world will deal with the high volumes of well as protecting and calming ourselves. digital trafc. Asking whether the future of Harmony out of noise. luxury may be shutting out unwanted data. Providing, what Jonathan describes as, digital LUXURY VALUE sanctuary. Sanctuary. Change the mindset – from overwhelmed to calm. Impetus re- With technology set to providing an immersion, aka clarity to rediscover increasingly borderless world between clarity and therefore momentum. human and machine, we are likely to develop far more direct methods of interfacing with the digital world. Through this we will have ever great levels of connectivity. But, with this increased connectivity comes an increase in digital noise.

Jonathan proposes bringing ‘calm to the storm’ and remove stressful parts of our environment by creating a space that acts as a digital and emotional sanctuary – ’a digital noise cancelling space for the mind.’ Raising a person above the rest and removing or fltering the unwanted aspects digital life presents. The space created gives emotional calm, transforming digital stress and anxiety to calm and tranquility.

73 3.

1. IMDC Future Luxury Report 2. 3. 4. 5. 6. 75 Designer I-Liang Cheng Theme Movement Direction Memory Project Epiphany Outcome Teaching textiles

EPIPHANY OVERVIEW Memories within the human brain This project poses that this technology will are not constant. Each time they overwhelm our habits that make us human. are retrieved the brain rewires itself, I-Lang suggests that we will make pieces slightly changing the memory and over of clothing to act as guides of elements time the part of the past may bare little of our humanity by taking memories that resemblance to the original event. are downloaded and injecting them into a fabric. He suggests that this will be the This project explores the possible future of luxury. Each cloth is tailored from implications of humans to machine a specifc memory, delivered in a human integration and depicts a potentially way representing a piece of our past with dystopian world in which machines will a signifcant value to remind the wearer end up teaching human traits. of a certain aspect of their life – teaching through clothing. Enabling us to move on In coming decades human experience in this technological world in a humane will difer through the advent of new and way. Re-injecting a piece of ourselves and ever-intrusive technology which will afect elevating our humanity. or possibly damage our character or the characteristics that make us human. How LUXURY VALUE will our character change when we have a Allow a daily epiphany to inspire action. live stream of every aspect of our lives that Self refection – elevating a person from we can recall at any time? All conversations the crowd by elevating their humanity. recorded, all data stored, nothing forgotten.

Will we need a point of refection? Cues encountered in everyday life evoke recollections of the past without having to see the reality of what actually happened? I-Lang Cheng suggests that we will need ways of translating this data through an emotional and human means. Implying that humans once digitally connected may view the world in a fundamentally diferent way and need assistance, ironically from technology, to translate data to more human ways of communication.

77 IMDC Future Luxury Report 79 Designer Samantha Yang Theme Identity Direction Who am I? Project Translating digital footprints to the physical world Outcome Digital DNA Tapestry

DIGITAL DNA OVERVIEW ‘Who am I?’ Personal identity is one of The process ofers both control over your the most important aspects of our lives. identity and openness. The process would However, we rarely have the opportunity work by allowing an algorithm to select to refect on the makeup of our character images at random from the Instagram that is infuenced by a whole range of feed using the platform as a pre-curated things, people, situations, environments set of images that the user has chosen to and experiences. Furthermore, we are share online. The fabric then weaves these often trying to project our desired image of signifcant moments in life in a physical way ourselves onto others. and invites the viewers to see and feel your experience through the sense of vision and This project explores how our digital self touch. Samantha’s vision of the future of may be projected in the future bringing our luxury is to have your intangible identity online and physical identity closer together made tangible. and ofering a more honest representation of ourselves. LUXURY VALUE Being able to express identity in physical We have been projecting our desired image form has always been a luxury. Portrait of ourselves throughout history, for a long paintings/sculptures are traditionally time, using painted portraits to begin and known to be a symbol of wealth; family then later photography and flm. Now we crests, Scottish tartans are symbols of can go even deeper and show a portrait prosperity and proud identity of bloodlines. of a person’s DNA. Physical objects are usually considered as more valuable than digital objects because This is possibly one of the most intimate of their tangibility. and descriptive ways of a shared identity and therefore maybe the most honest However, with the increasing online description of who we are. Leaving a new presence, “digital leisure class”is type of legacy of a person’s identity. represented through curated personal accounts and number of followers. Can this Textile Designer Samantha Yang wanted ability to transfer your digital identity into to see how this may evolve in the future physical means be considered as a luxury? using data generated online translated into Making the intangible tangible. the physical world using jacquard fabric. The intention was to physically project digital emotions through the abstraction of colours that she acquired through her own Instagram feed.

Designer Sabina Weiss Theme Health Direction Longevity Project Hyper intelligence knowledge exchange Outcome NueraPillow - Efortless AI interface

NUERAPILLOW OVERVIEW Sabina’s vision of this is the NeuraPillow. It ‘Scientia potentia est / Information is ofers an unprecedented, seamless access power’ - Francis Bacon (1597). to artifcial information processing as the Information has always been key to new sixth sense. Expanding one’s mental human success and with technology, capability to reach a new processing speed artifcial intelligence and expanding by plugging into artifcial intelligence exponentially humans will need to fnd is ultimately elevating an individual to new ways to engage on a digital level. superhumanism. This project looks at how the advent of Sabina says, “In the future we will see an technology could enable us to become inevitable progression of interface design superhuman. Super-intelligent, super- from object (books, clocks), through fast, super-connected and super-creative. experience (applications, augmented Elevating and evolving us from previous reality) to embodiment – a fully integrated generations beyond what was previously interface. This type of interface doesn’t thought possible. exist as yet. Connecting ourselves to technology is unpleasant and intrusive. To Sabina Weiss suggests that this could be able to connect to AI with on demand be the future of luxury healthcare, with intelligence should be comfortable and clients not only wanting to live longer but desirable.” also enhance their physical and cognitive abilities. Sabina’s vision of this future suggests that this technology will not LUXURY VALUE necessarily be intrusive requiring medical In such context, being a part of a higher procedures. But instead, ofer a seamless intelligence will be an ultimate luxury. transition to hyper-intelligence through an The efortless access to the high speed efortless soft interaction point that allows AI processing and perhaps even more your brain to function at a higher level as importantly the sense of control over the well as access and combine with artifcial interface. One can gently sit back and intelligence. relax while accessing fast learning through NeuraPillow interface and can simply This takes the users beyond biological raise your head to ‘unplug’. This intuitive constraints, enabling them to experience interaction with technology makes the new sensations, achieve complex cognitive experience delightful and contemplative. tasks and even live longer lives through digital means and edge into ultra longevity. Super information. Being able to be superhuman. Upload yourself. Legacy of eternal online presence.

89 IMDC Future Luxury Report 91 Designer Kate Webster Theme Consumption Direction Emotions Project Curating and stimulating emotions Outcome Tangible emotions, Curating experience through touch.

TANGIBLE EMOTIONS OVERVIEW The future is emotional design. We experiences with real materials rather have gone through the consumer age, than simulations will become a rarity and the era of services and the emerging therefore a luxury. experience age. The next stage of design will be emotional design. Which Using Plutchik’s ‘Wheel of Emotions’ as cuts straight to what previous eras a reference, she created a spectrum of tried to achieve through their products, materials that ofer a link to each emotion. services or experiences. Selected materials were then selected and tested on blindfolded participants who were This project explores how touch infuences asked to describe what emotions were our emotions and whether it is possible to stimulated by what they were touching. trigger and map emotions using certain The aim of this was to see if it is possible textures and materials. to create the balance of emotions desired using materials. A way we could achieve this emotional mapping is through tactile synesthetic LUXURY VALUE stimulation. A trifecta of sensory wealth Controlling emotions. Bespoke emotions. that cuts straight to the emotional value of a products which will lead to the ability to customise emotions for personal gain or to communicate an emotion. An ability previously seen as intangible.

Kate Webster’s project is an investigation into materials as emotional stimulants. By harnessing qualities of synesthesia, which can cause strong sensory responses, for example, evoking colours when hearing sounds, a highly personalised service is ofered using touch to induce desired emotions.

In a future digital world, increasingly serviced by artifcial intelligence, virtual and augmented reality and a sharing economy which reduces the need for material ownership, while at the same time raw material supplies decrease, physical

93 IMDC Future Luxury Report 95 Designer Amy Collins Theme Economy Direction Craftsmanship Project Immersive sensory environment Outcome Sensory immersion through sense infused materials

IMMERSIVE SENSORY ENVIROMENT OVERVIEW Consequently, creating immersive visceral Luxury, historically, had recurring efects. The scents are immersed into themes such as exclusivity, heritage materials such as fabrics and woods and and ‘bespoke-ness’. Often supported by can be changed depending on the user’s craftsmanship and simplicity and being mood. The user interface is key with the used as a stamp of exclusivity. product it enables users full control of the experience they wish to create a bespoke However, Textile designer Amy Collins limbic response. believes that sensory design will be the future focus of luxury. Specifcally around the opening up lesser utilised senses LUXURY VALUE to provide a more complete sensory The sense of smell is the greatest experience. connection to emotion and memory. Evoking an emotion based on a certain Smell is more emotional and evocative smell embedded into a material, suggests than our other senses. Controlled by a immersive luxury world in which every our consciousness we are not able to aspect of our senses can be manipulated memorise smell in the way we can a fact to curate a completely immersive sensory or a word. We acquire smell memories experience. by accident, this is referred to as ‘The Madeleine Efect’. However, it is often overlooked as a means of expressing luxury outside of the perfume world.

This project looks at how we can integrate smells into materials to provide a bespoke immersive sensory experience that can trigger memories. This is achieved by manipulating the limbic system (and specifcally the olfactory bulb) which is a collection of structures that supports emotions, behaviour, motivation and long- term memory. Something that smell is known to directly trigger.

This outcome of this project uses a range of pure perfumery ingredients which are used to evoke and create memories.

97 IMDC Future Luxury Report 99 Designer Joungmin Yoo Theme Social Direction Ethical Luxury Project Neo Noblesse Oblige – how can ethical luxury be the future Outcome History Injected products

NEO NOBLESSE OBLIGE OVERVIEW The footprint we leave through use of RFID tags could be embedded into our lives is generated through our ethical products in retail outlets that are actions, which in the modern world triggered when touched by the consumer often means that our legacy is and could transmit a flm. Sharing the one of permanent damage to our manufacturing process, its ethical benefts environment. This is not necessarily and the positive impact the purchase of a refection of the consumer but the this product over a non-ethical equivalent system in which the consumer sits would be. in. Joungmin Yoo believes that the consumer is actively encouraged to He visualised this by sourcing four have more things and at the peak of ethical materials that can be found today this consumption is the luxury market. (Silkworm X robots, reclaimed wood, This section of the consumer market reclaimed plastic and mushroom leather) has a wide infuences on the rest of and linked them to a supporting flm the market often directing what others showing the manufacturing process. consume themselves. This informs and triggers a guilt-free Service designer Joungmin asks whether consumerism that efects the buyer but the luxury consumers can themselves be could also deliver a trickle-down efect infuenced to make more ethical decisions that has a positive impact on the wider that could have a positive trickle-down consumer society, allowing people to leave efect on the rest of the market? He did this a positive footprint on the world. by exploring how technology can inform buyers of the full extent of their personal LUXURY VALUE consumption and encourage ethical Truth and honesty. Informed and freedom decision making. He describes this as ‘Neo of guilt consumerism. Luxury has no guilt. noblesse’. Knowledge of a righteous legacy. Impact of your decisions. Joungmin identifed that sharing ‘history injective objects’ that show how the products are ethically manufactured and consumed could be a way of positively infuencing the proposed target market. Allowing people to be informed about their decision making, feeling good about the things they buy, improving user satisfaction, experience and ownership. He suggests that in the future the extensive

101 IMDC Future Luxury Report 103 IMDC Future Luxury Report 105 IMDC Future Luxury Report 107 SUMMARY & CORE 1. SANCTUARY FINDINGS

2. ULTIMATE CONTROL

Each designer who participated in the The research team separated the fndings Immersive Luxury projects tackled of the projects in two ways. First, themes a separate subject that highlighted that bridge across multiple projects were the breadth of subjects that could identifed. Themes were drawn out based impact on luxury in the future. on their level of potential impact and Individually, each of these projects frequency in which the theme came up 3. DIGITAL ENHANCEMENT ofer a compelling insight into the within projects. future and suggest not only how we may be consuming luxury products and The six themes are summarised on the services but also how we may be living. right. A more detailed breakdown of each It helps highlight the challenges and of the six sections can be found below. opportunities that will be faced in the coming decades. 1. This body of work shows the potential that Sanctuary multidisciplinary teams ofer when tackling 4. PURITY lateral design thinking. 2. Ultimate Control However, regardless of the individual strengths of the projects, it is when the projects are considered together that a 3. picture of a possible future comes to the Digital Enhancement forefront. Despite the distinct diferences between the projects and designers, there are clear themes that run through the 4. projects that can provide insight into the Purity future of luxury. 5. IDENTITY

From this we can show what can afect the 5. way we view luxury, what sort of people will Identity be digesting it and what they want above and beyond what is currently consider to 6. be a luxury. Legacy IMDC Future Luxury Report 6. LEGACY 109 SANCTUARY - PROTECTION ULTIMATE - MOST CONTROL - TO ORDER, OR SAFE PLACE, EXTREME OR IMPORTANT TO LIMIT, OR RULE ESPECIALLY FOR SOMEONE BECAUSE EITHER THE SOMETHING, OR OR SOMETHING BEING ORIGINAL OR FINAL , OR SOMEONE’S ACTIONS OR CHASED OR HUNTED1 THE BEST OR THE WORST2 BEHAVIOUR3

SANCTUARY ULTIMATE CONTROL In the context of the Immersive Luxury An example of this visualised is Hyper- A large part of luxury today is about element of this will extend into new areas projects the theme of Sanctuary is reality by Keiichi Matsuda3 that shows being able to control your surroundings like a digital and physical merger or our a subject that was raised through a a world augmented by adverts and data to your own preference or to outsource immediate environment. This is something number of projects. It shows how the bombarding the views vision. the process to a trusted individual. we are already seeing with Tesla’s ‘bio designers working on the project have In the Immersive Luxury project this defence mode’ ftted to there cars. 4 visioned a future in which we will desire This topic will be an important factor in concept of control was extended in a refuge from an increasingly connected future design as well as immersive luxury. number of ways. There is a possibility that, with fears around world. It points to the need to digital and physical climate change, artifcial intelligence, sanctuary from the real world and the value Samantha Yang’s Digital DNA Tapestry greater automation and integrated digital The desire to create a personal environment of a ‘safe space’ for people to rest from the project touched upon the subject of control and physical worlds, we will feel like we that restricts unwanted or disruptive data world around them. by allowing individuals control over how have less control over ourselves and our shows not only a limit to the amount of their digital identity can be projected into actions. This points towards luxury in the technology trafc we will want to allow the physical world, providing a positive future being the ability to take back the into our lives but also the current stigma method of bringing the physical and digital control of these or at least to provide the that surrounds the suggested integration together. illusion of it. between humans and machines. Alternatively, Bilaal Saeed’s Atmospherette This has led to a number of projects that project satirically looked at the impact focus on the idea that luxury will be as much humans are having on the planet. He about what you restrict as it is about what played on his own fears for the future to you let in. It points to a cognitive and visual suggest that the luxury will be our ability saturation point where the luxury element to control our immediate atmosphere will be the ability to recharge or take control by ‘smoking’ clean air. He also pointed of your emotions or even thoughts. towards the desire for the ‘smoker’ to positively impact on the wider environment We can see an example of this in Jonathan by planting a seed left in the canister of the Stokers’ project which visualises how the Atmospherette. This positive impact on the constant bombardment of data will require environment is mirrored in Joungmin Yoo protection to allow clarity of thought. His ‘History Injected’ project. representation of this future suggests that we may be constantly digitally connected These two projects both point to the desire with a need to be able to detach ourselves or need for the consumers of the future as and when we need to. wanting a greater level of control over the things they interact with. The luxury

IMDC Future Luxury Report 111 DIGITAL - RECORDING OR ENHANCEMENT - TO PURITY - A STATE OF STORING INFORMATION AS IMPROVE THE QUALITY, NOT BEING MIXED WITH SERIES OF THE NUMBERS AMOUNT, OR STRENGTH OF ANYTHING ELSE. THE FACE OF 1 AND 0, TO SHOW THAT SOMETHING7 BEING CLEAN OR FREE FROM A SIGNAL IS PRESENT OR HARMFUL SUBSTANCES8 ABSENT6

DIGITAL ENHANCEMENT PURITY A theme that runs through almost all the individual wants it. Purity was a theme that several of the It points to a future in which luxury may of the projects and research is that Greater levels of integrated technology Immersive Luxury projects explored. be about managing or controlling our technology is set to become more could itself be considered as a luxury, Obtaining mental clarity, constructing environment to obtain a purer, simpler integrated and play a greater role however, how luxury is consumed will a clean environment and having a clear life and links heavily to the Ultimate in our day to day lives. Technology also be a factor. Non-intrusive forms conscience have all been ways the Control theme. around, on, or within us, should of digital enhancement are likely to be design team have touched upon the improve our lives, resulting in a faster most desirable for most with the method theme of purity. more intelligent world with smart of interface being a potential area that materials, smart devices and smart could impact on interiors and wearable In Joungmin Yoo’s project, ‘History lifestyles. technology in the future. Injected’, the idea of luxury being ethical is proposed allowing the consumer to This integration has incredible potential, purchase luxury objects and services whilst enhancing the lives of the people who use it obtaining purity of conscience. Ofering a and potentially changing the way we work, ‘guilt free’ consumer experience. interact and communicate. In Bilaal Saheed’s project ‘Atmospherette’ Several projects explored this subject the user directly ingests alpine mountain and suggested ways in which the luxury air. Providing the purest form of crisp market may incorporate this integration, air that elevates a person’s immediate with three core ways in which technology environment and creating a pure self- may be integrated into humans. These contained personal environment. are: physically implementing technology into us, genetic modifcation and non- The designers identifed the subject of intrusive interfaces – like wearable and soft purity when in the future forecasting stage technology. of the project. Their work highlights the desire to obtain purity of environment or For example, Sabina Weiss suggests state of mind and suggests that an aspect a seamless, efortless, non-intrusive of immersive luxury will be about keeping interface between us and the digital world ourselves ‘clean’ from outside pollutants. with her NeuraPillow project. It shows Its scope as a subject relates to all of the how this technology does not need to be other themes identifed and can manifest intimidating or intrusive and points towards in the physical and the cerebral. a much more palatable future where digital enhancement is accessible as and when

IMDC Future Luxury Report 113 IDENTITY - WHO A PERSON LEGACY - SOMETHING IS, OR THE QUALITIES OF A THAT IS A PART OF PERSON OR GROUP THAT YOUR HISTORY OR THAT MAKES THEM DIFFERENT REMAINS FROM AN FROM OTHERS9 EARLIER TIME10

IDENTITY LEGACY How we view and project our identity This has compelling implications on the Legacy was the fnal theme that leaving something behind after you’re was a core, recurring theme within future of luxury as new mediums will bridged the Immersive Luxury projects. gone and can trigger some uncomfortable the projects. Designers repeatedly develop allowing individuals to express It highlights two key areas that can feelings and emotions. However, as raised how an individual’s identity themselves in a variety of new ways. be covered by the theme. Legacy of suggested in these projects luxury in the will be challenged in the future and the individual and legacy of the wider future could utilise new technology to some went as far to suggest that we community. reverse this negative feeling associated may not even see ourselves as human. around legacy. The subject of identity is a personal Joungmin Yoo’s project ‘Neo Noblesse’ one and highlighted designers who looked at how the wider community The projects point towards consumers that were more wary of future technology can beneft from the often ‘selfsh’ will care more about the legacy they leave integrating into our day-to-day lives. consumption of luxury goods by behind them. Luxury products and services encouraging the one per cent of society to need to take this desire for longevity and For example, I-Liang Cheng’s project make more ethical purchases, efectively legacy into account in the next generation ‘Teaching Textiles’ painted a dystopian becoming ambassadors for others by of luxury products. version of this future where our total promoting environmental or socially integration of technology has afected the responsible companies, services and way we behave, making us as machine as products. He suggests the process would we are people. However, this dystopian allow the purchaser to be aware that their project was in the minority. Most projects decision has left a positive mark on the looked at ways in which our identity will be world and therefore, left a positive legacy positively impacted in the future with more for that person. ways to express, share and communicate with other. The personal aspect of legacy is touched upon in Sabina Weiss’s project Samantha Yang’s project ‘Digital DNA’ ‘NeuraPillow’. She talks about being able focused on viewing an abstract version to interact with past great minds as well of your identity through the tangible as being able to backup or upload your processes. Whilst Jonathan Stokers project own cognition. Making your mark through ‘Sanctuary’ and Sabina Weiss’s project metaphysical knowledge and adding a ‘NueraPillow’ both show ways of displaying sense of longevity to ourselves. or viewing part of our identity through digital means. Both areas explored within the theme of legacy confront the realities of mortality that currently exist. Legacy is often about

IMDC Future Luxury Report 115 SUPER SENSORY HUMANS ENRICHMENT DIGITAL & PHYSICAL SENSORY EXPERIENCE & IMMERSIVE ENHANCEMENT MANIPULATION LUXURY MODEL Following the identifcation of the themes the team refned the six areas into the Immersive Luxury Model that highlights who the future users of luxury products might be and also what they are going to want.

Ultimate Control, Digital Enhancement and Identity are the themes that make up the Superhumans section of the model. Sanctuary, Legacy and Purity make up the Sensory Enrichment section of the mode. The fnal section of the model is made up of the Constants of Luxury, which highlight THE the areas of today’s luxury that will still be CONSTANTS part of the makeup of luxury products and OF LUXURY service. The model highlights three design opportunity areas that could inform and defne how luxury is consumed and points to what sort of people will be consuming it. Each section is explored in more detail on the following pages.

Figure 12: Immersive Luxury Model

IMDC Future Luxury Report 117 SUPERHUMANS - HAVING SENSORY - CONNECTED ENRICHMENT - TO MORE POWERS THAN, OR WITH THE PHYSICAL IMPROVE THE QUALITY OF SEEMING OUTSIDE THE SENSES OF TOUCH, SMELL, SOMETHING BY ADDING POWERS OF, A HUMAN11 TASTE, HEARING, AND SOMETHING ELSE13 SIGHT12

SUPERHUMANS SENSORY ENRICHMENT One of the key themes that ran across The second area that the Immersive What makes this more compelling that much of the project work produced has Luxury Model covers is how luxury sensory enrichment has the capability pointed towards many ways in which design will be enhanced by accessing to provide luxury environments and we could be connected to the digital and curating all the sensory experiences experiences for digitally and physically world and physically enhanced by in the human body. enhancement for people who are likely to technology. demand more from their luxury products, Kate Webster’s ‘Tangible Emotions’ project experiences and services. This digital and physical enhancement and Amy Collins’s ‘Immersive Sensory may be non-intrusive, like Sabina Weiss’s Environment’ project both look at how ‘NueraPillow’ project or I-Liang Cheng we can control our sensory experiences ‘Memories’ project. Alternatively, as through touch and smell respectively. suggested in Jonathan Stokers ‘Data Whereas Joungmin Yoo’s ‘History Injected Force feld’ project people may have Products’ project explored how we can be physical implants that give them additional ethically enriched by engaging with ethical functionality or connectivity. As well as products and services. Bilaal Saheed’s project ‘Atmospherrette’, which the user would self-enhance their This points to the sort of areas the luxury body with a purifying condensed hit of market could move into and suggests how mountain air. new technology could help create a unique, on demand experience allowing for a total However, all the research carried out in the immersive experience that can provide a future forecasting section of the project heightened level of sensory enrichment. suggests that we will have a greater level of integration with the technology we use. It This allows the user to connect to their will take a greater role in our lives and has emotions directly. From a consumer based the potential to enhance a range of physical market to an emotion based market. By and cognitive attributes. gaining control over every aspect of your senses. When several of these enhancing factors are combined in the future, we may well have what we would describe today as superhuman abilities, way beyond our current capabilities.

IMDC Future Luxury Report 119 THE CONSTANTS OF LUXURY The third section of the model has The ‘Constants of Luxury’ support the two been described by the IMDC research 1. RARE new areas identifed in this project and the team as ‘the Constants of Luxury’. This model is constructed to put emphasise acknowledges that not all luxury in the the potential that could be found within the future will be based around sensory 2. PRECIOUS subjects in the future. However, all three enrichment and superhuman topics. should be considered together when being applied to design problems. Throughout the project the team has 3. OF QUALITY accepted that many of the elements that To summarise, the combination of make up a luxury product or service today Superhumans and Sensory Enrichment will still exist in the future. However, they 4. UNNECESSARY can be put in a simplifed way: Who are you will also be afected by the two other key designing for (Superhumans) and what will areas that have been highlighted. 5. OF GREAT they be looking for (Sensory Enrichment)? The contents of luxury were mapped out in This provides a design platform that could the knowledge building stage of the project. COMFORT be built upon in the future to help defne Here, the designers described the seven the next luxury market. main areas that make up luxury today and are likely to remain into the future 6. LONG LASTING and include things that consumers would expect from a luxury object or experience, 7. TRUSTWORTHY such as the use of high quality materials, produce or craftsmanship. The core areas were summarised in the following seven categories:

IMDC Future Luxury Report 121 OTHER THEMES SUMMARY TECHNOLOGY The Immersive Luxury design team was tasked with exploring and identifying Technology was a theme that came to subjects that they believe will have an the forefront of almost every project. The impact on the future of luxury. Their work designers were infuenced by the future highlights the range of challenges and forecasting section of the project and opportunities that could arise with the used a range of emerging technologies to ever greater integration of technology explore what implications this technology into our lives. could have on the luxury and wider market. The future relationship between human UTOPIA VS DYSTOPIA and machine was at the forefront of The technology theme often leant towards most projects. With the designers work a possible utopian or dystopian future and questioning how and what we will consider highlighted the reservations many of the to be luxury in the future and the responses designers have about a greater union with point towards a range new luxury markets technological devices. and needs that our ‘enhanced’ future selves will want and desire. Whether the worlds the designers imagined had positive or negative impact. This technology could have the power The scenarios created were used as a key to enhance our physical and cognitive way of identifying new ways in which luxury abilities, radically shifting our perception may be consumed, utilised and delivered. of luxury, with new opportunities opening up within sensory experiences, extending As utopian and dystopian concepts abilities and mapping of emotions. The can be channeled into ‘opportunities’ projects developed show how varied the and ‘challenges’ respectively, even the subject of luxury could be and point to a dystopian based projects can be used to range of products and services that could understand how best to positively utilise be developed in the future. new technologies and challenges.

IMDC Future Luxury Report 123 IMMA IMMA: FLAGSHIP & RENAISSANCE PROJECT 2 THE FLAGSHIP PROJECT

BRIEF The fagship project was delivered Create a new Automotive or Mobility by the former Vehicle Design MA Flagship luxury solution for 2030. Defne students who completed their the meaning of luxury in 2030 by: studies in June 2017. The project • Selecting a brand or imagining a was intended to enable students to new one challenge and establish new ways • Selecting a typology of vehicle of thinking about future automotive • Selecting a customer luxury through an industry focused • Selecting a territory or region project that aimed to provoke a specifc high level vehicle design KEY ELEMENTS solution in answer to the brief: 1. Exterior solutions based on future design language that clearly communicates your chosen brand. 2. Interior design solutions anticipating an immersive luxury experience for both driver and passenger. 3. Associated elements e.g. the ownership model, the technology and the manufacturing method and process.

The project was delivered by the 2016 to 2017 Vehicle Design MA student cohort between 25 October 2016 to 15 December 2016.

IMDC Future Luxury Report 129 ‘A MORE EQUAL RELATIONSHIP BETWEEN INNER & OUTER WORLDS’

KALLE KEITURI Infniti-sense was a proposed future The interior uses the infnity motif as a basis vehicle concept strongly infuenced by for the seating area. Using a pleated surface, the work of Issey Miyake and set against the designer aims to provide a new multi- the backdrop of creating a more subtle directional and comfortable area for seating and sensory vehicle-person interaction. two or more people in an orientation where In this respect, Infniti-sense proposes a they face each other – rather than side by form of smart sensory adaptive vehicle. side as in traditional vehicles. Collectively the distinct elements of Infniti-sense represent a The aesthetic direction in this project deliberate attempt to create a more personal is derived from a form language which and sensorial resonant vehicle. emerged through a more intuitive material- experimental process undertaken by the A BALANCE OF INNER AND OUTER WORLDS designer. The research, explored by Kalle, The fnal vehicle form embodies much of adopted Issey Miyake’s approach to pleating the light, pleated paper aesthetic across and fabric manipulation and applied this the form of the exterior. A dominant initially through experimentation with paper feature of this is however the relationship folding – before translating these forms into and balance between exterior and the exteriors. This unconventional approach way this leads into the interior – and in liberates the vehicle form in ways which are so doing subtly highlighting a more equal unexpected and new, while highlighting the relationship between inner and outer way potential folded surfaces would actually worlds. behave.

Creating an intelligent environment for the user becomes a focus for the designer which is achieved through a range of visual and technical ideas. The designer proposes an interior which adapts to provide a more harmonious environment for a particular user state, picking up from a network of sensors within the user’s clothing which continually detect physiological state changes and adapt the vehicle accordingly.

IMDC Future Luxury Report 131 ‘PERSONALITY BEYOND WEALTH’

ELLIOT WINSLOW-THORPE Collaboration between Rolls Royce and Alexander McQueen. This project aims to explore the fusion between a formalised and traditional brand, in this case Rolls Royce and the highly personal and provocative approach of Alexander McQueen.

The project sets up an extreme tension, in an almost schizophrenic manner, through the unique blend of imagery and form language. The phrase ‘personality beyond wealth’ embodies the mission of this research – and is investigated via low cost, monochrome waste material artefacts and imagery. The designer presents a series of statement images: ‘Beyond Money’, ‘Dark Luxury’, ‘Theatrical Arrival’ and ‘Multiple Personalities’, to frame the intent of this fashion inspired project.

The designer also explores the idea of asymmetry via the structure of the overall exterior form. This is enhanced further as the designer proposes the application of novel contrasting technologies – and in this respect carbon fbre is used in a highly organic and irregular way. Together, the efect of these when juxtaposed is to present a vision which is darkly evocative and deliberately open to personal interpretation, like a flm noire with multiple meanings and narratives.

IMDC Future Luxury Report 133 JIAN CHEN The work of Jian Chen updates the art display – by representing the three principle of simplicity via complexity, dimensional forms of modern sculptures drawing from modern minimal like those of Brancusi. sculpture as an infuence for a future vehicle aesthetic which connects What is most interesting about this with Citroen’s history as a leader in concept, is the way such a representation challenging form and context. Much of makes the public private again, but the visual references for this project through a lower level of resolution and are taken from the work of Constantine realism. This challenges the concept of Brancusi, whose beautifully minimal reality and experience and exchanges work has inspired the designer toward direct real contact with the artefact, with a similarly pure and profound form a representation that is available and language. accessible via a highly tailored personal, quiet and mobile space. In the same way Brancusi’s Bird in Space is a sublime concentration of liberated motion – this work aims to challenge the meaning of pure form and manner in which a distilled set of lines can imply volume, material density and material property and utilise these aspects to evoke a spiritual response from a viewing public.

The inherent craftsmanship element of the LVMH brand, for which this vehicle concept is targeted, is also explored through an interior concept which proposes using highly crafted natural lacquered wood and stitched leather based on a novel geometric motif. Through the use of advanced display technologies, the designer proposes to use the interior space to allow the owner and their travelling companions to have a completely personal

IMDC Future Luxury Report 135 ‘ENHANCE MOBILITY EXPERIENCE AND REPLACE DRIVING APPEAL WITH TRAVELLING APPEAL’

PONTUS MERKEL Reinventing luxury with Lexus is while the car navigates diferent journey focused on the opportunity inherent destinations – editing curating and defning in a range of digital technologies to the scope and range of experiential and augment the driver experience. In information relating to personal travel. this project the designer explores how display technologies can be used The project raises important and to enhance the journey experience. challenging philosophical questions about This is done through representation the extent to which digital technologies can of external geographic, fora and be harnessed to deliver something tangible fauna and other location specifc and desirable. The idea makes us confront components within the vehicle interior the question ‘to what extent is there a need display. for physical travel as a leisure activity, if we are able to have a rich sensorial immersive In this concept, the luxury experience is experience via a purely digital one? delivered through the enhancement of travelling itself. The project deliberately In addition, this idea sets up an interesting challenges the assumptions around vehicle debate about the benefts and limitations size and driver experience by proposing of ‘digitally enhanced travel’. This is also using augmented reality to enhance timely with the advent of maturing AI, mobility experience and replace driving fusion of web services and the search appeal with travelling appeal. The designer by mobility brands for diferentiated proposes to shift our expectation of small propositions. car interiors – by manipulating our sense of space to create a feeling of signifcantly larger vehicle interior.

The concept extrapolates the road map for a range of interconnected digital technologies to demonstrate how advanced displays can be used in conjunction with future personal location data and augmented reality. The vehicle is necessarily also autonomous, freeing the driver to become a more engaged traveller

IMDC Future Luxury Report 137 THE RENAISSANCE PROJECT

METHOD The Renaissance Future Luxury project was undertaken by the MA Vehicle Design year two students over the summer and autumn terms 2017. Their brief was to create a vision of a future luxury which challenges the conventional ideology of the luxury system and aimed to highlight unusual or more disruptive ideas about what future luxury might be against the backdrop of key social and technological drivers.

The project was delivered by the 2016 to 2017 Vehicle Design MA student cohort between 3 October 2017 – 14 November 2017.

IMDC Future Luxury Report 139 ‘I CHERISH THESE MOMENTS AND LOOK FORWARD TO MORE’

PO WEI LEE Mind Flow is unique and mind- Therefore, I believe the opportunities for expanding. I have experienced this a future luxury could be, in a way, synced to few times in my life. I cherish these mental state. Managing factors, like colour, moments and look forward to more. In temperature and lighting, could potentially the coming future, I believe physical have infuence on people. This can create products may no longer satisfy people an environment and atmosphere, which seeking luxury. People will be searching is more conducive for people who want to for the feeling of happiness. experience mind fow.

There are three stages in Mind Flow and The installation shows the process of mind some conditions for entering the Mind Flow fow. Each string is of diferent length and zone. has its own cycle so when they swing it will create a fow and soon create disorder and The frst stage is trying to enter the zone after another cycle it will return to form and concentrating on one’s movement the fow again. Thus, I think the installation but most of the time people fail, due to itself is a clear representation of mind fow. distraction or frustration.

Next, when people get into the Mind Flow zone they start to fully enjoy the moment, what they are doing feels efortless and they do not hesitate to take their next action. Additionally, time seems to slow down for them and they are usually at their peak performance.

In the fnal stage, when they are out of the zone, they realize that they were in the zone and feel pride. On top of all this, whatever activity you are doing has to be worthwhile doing and meaningful. It also needs to be challenging.

IMDC Future Luxury Report 141 “…FUTURE LUXURY; CLEAN, FRESH AND HEALTHY”

JACK WATSON My vision for the future of luxury polluted, unhealthy and unappetising. This is time and wellbeing – which is black coloured water is instantly accessible expressed with one of our most basic to the user, highlighting just how long you of human needs, fresh water. We simply may have to wait for a sip of the luxury don’t have enough to sustain our product. current diets along with the expected population increase that is nearing 10 billion by 2040. Water is already used as a luxury item in popular culture and in some instances is more valuable than gold or oil where it is then traded for and fought for. We care about the ingredients in our products and water is the same. Our oceans and fsh are polluted with micro-plastics and oil spills meaning in the future common drinking water may end up being recycled and polluted.

I took this concept and showed that fresh water as a luxury by contrasting it against the future commodity which is black in colour. Every time we turn on the tap today we expect instant fresh water, so for my concept, I wanted to bring in the element of time by making even those who could aford it wait for the luxury. I made a deconstructed hourglass split into two halves. The top half represents the future luxury; clean, fresh and healthy. The user will have to wait while it drips slowly, it takes fve minutes to fll even a shot glass of the product. In contrast the bottom part of the hourglass represents our unavoidable past;

IMDC Future Luxury Report 143 “…THERE WILL BE AN INCREASED NUMBER OF VULNERABILITIES”

AUSTIN DEWEES Peer-to-peer based online sharing print represents the visual encryption communities have continued to grow of one user’s data. A user’s data was in popularity. In the future, the sharing run through a piece of code to create a economy has become the main source bespoke encrypted experience. The online of economic activity. Technology will data is visually encrypted where only one allow for under-utilsed goods and person is able to decipher what the print resources to be used more efectively. actually says. The sharing economy will be supported by the internet and online data will become more valuable than ever before.

As more daily transactions and activity becomes increasingly digitised, there will be an increased number of vulnerabilities and potential breaches of private data. The need for an increased level of digital security and consumer protection will arise. Future Luxury digital security services or devices will ofer an unprecedented level of consumer protection. Security devices or implants will be bespoke experiences completely tied to other user’s personal identity. No one else in the world will have a possibility to access the users’ data.

Luxury digital security will be able to encrypt any interaction well beyond the computer screen. Every interaction, even in the physical world, could be encrypted. Users could potentially write in a language that only they can decipher, using these encrypted implanted devices. This digital

IMDC Future Luxury Report 145 “OUR VISION IS PROGRESSIVELY BEING PAVED OVER BY INDUSTRIALISATION”

IRENE CHIU Luxury today is often man-made To deliver this message; I have created objects and curated experiences, three layered landscapes which show my where you pay expecting a specifc personal process of breaking down an outcome. Our society is functioning experience of watching over a pasture in an increasingly predictable and in a typical Swedish Farm, - studying organised manner, where we want the shapes, colour, smells, sounds and constant reliability and predictability materials. The variety of graphics in the in everything. We have little tolerance environment is shown through difering for nuance or surprise. etching and laser cut line weights. The textures within the landscape are Our built environment is becoming translated into a mixture of fabrics, which increasingly engineered, driven by represent the contrasting tactile qualities technology and synthetic materials in the space. The movement of elements in resulting in highly manicured surroundings. the pasture are illustrated by crosshatched Our vision is progressively being paved cut outs, to demonstrate how the diferent over by industrialisation. As designers, layers overlap and transform around each we too often turn to the most immediate other. resources – such as the Internet – which provides highly edited iterations of reality and image fabricated goods. We rarely seek understanding in the original source of inspiration.

In the future, when raw, natural environments become a scarcity, the desire for purity and reality may become a luxury.

If we look beyond our immediate environments, there may be wider scope for personal interpretation, rather than evolving other people’s point of view.

IMDC Future Luxury Report 147 “WHY ARE EXPERIENCES SO IMPORTANT?”

ARASH SHAHBAZ During my research regarding the Once we understand what elements future of luxury I found out that memories are made out of we can start there is a rising trend in enriching re-creating a feeling of a memory. The re- experiences. In this trend, we are creation of these memories can be done moving away from materialism on an individual level, by interviewing a towards valuable lifetime experiences. person regarding the memory they want Why are experiences so important? to recreate. The recreation of memories Nowadays, expression of wealth to requires extensive interview and research impress others seems to be less in order to create an accurate feeling. fashionable and important. Wealthier By accurately stimulating the senses we populations attach more value to recreate the feeling of a memory. I call this experiences rather than materialism, ‘Bespoke Memory Experience’ which is because we realise having memories tailor made, personal and unique just for and experiences are more valuable one person. than trying to impress others. We fnd ourselves capturing these experiences with photos and videos in order to remember and look at them in life. These memories will always be a part of the past.

But what if we can re-experience these memories of which we think belong to the past and bring them back to life? In order to recreate memories we have to understand the elements of memories. Memories are created by our senses and this data is stored in our brains. Memories have diferent elements, such a sound, smell or taste. A simple sound, a song for example, can make you think back to a certain event or time in your life. The stimulation of one single element can trigger the brain to fll in the gaps in order to complete a memory.

IMDC Future Luxury Report 149 “…LEVELS OF WEALTH INEQUALITY THAT ARE ARGUABLY INCOMPATIBLE WITH DEMOCRACY”

ROBERT DOOLEY This response seeks to question the The cornerstone of private property is relationship between luxury and land ownership, with architecture as its inequality. Traditionally, luxury has fagship. The aesthetics and politics of been rooted in the ownership of private luxury vehicle design increasingly borrows property, the essence of luxury being from architectural themes, providing a the sense of separation it provides sort of sanctuary from the rest of the those who have it, and aspiration for world, for those who can aford it. As luxury those who do not. diversifes from the tangible ownership of private property, to the intangible domain of In western societies, inequality was rampant experiences and services, select individuals until the introduction of liberal reforms of the will be able to live an entire life in separation. early twentieth century. These were in part Traditional models of taxation, which a response to the rising labour movement, rely heavily on the inheritance of private itself arguably a reaction to the excesses (and property to redistribute wealth, will fall apart. subsequent deprivation for large numbers of This threatens to create a huge underclass, the population) of Victorian-era imperialist for whom only one thing is certain: there is capitalism. Successive twentieth century no future luxury. western governments were compelled to lift citizens out of absolute poverty, as it was The purpose of these images is twofold. thought this would prevent the spread of First, to encourage designers to consider communism. This was achieved through the the political, social and economic actions taxation of both earned and inherited wealth, of our work and second, to warn of the which in turn, limited the excesses of luxury consequences if we do not. property ownership. The fall of communism in the 1980’s, combined with increasing neo-liberalisation of western society saw a shift in ideology; the ‘centralisation’ of political narratives and the cutting of fnancial regulation and taxes on wealth. This has created a contemporary political economy with striking similarities to that of the late Victorian period and resulted in levels of wealth inequality that are arguably incompatible with democracy.

IMDC Future Luxury Report 151 IMDC Future Luxury Report 153 FUTURE LUXURY - AN EVOLVING FRAMEWORK

DISCUSSION The ideas developed through the Referencing the work of Timothy Morton, Flagship and Renaissance projects a 2016 article in The Guardian discussed challenge and build on the atypical our rapidly increasing awareness of the OBJECT luxury framework of product service delicacy of global human infuence on OBJECT IN and experience. In this section we aim environmental resources: to highlight some of the key emergent DISTINCT and salient ideas which reframe the concept of future luxury. “NOW, DOING JUST ECOLOGICAL CONTEXT This discussion especially reveals how ABOUT ANYTHING IS AN a range of current cultural and technical issues are infuencing the transition to a ENVIROMENTAL QUESTION. more nuanced understanding of the idea of luxury. THAT WASN’T TRUE 60

OBJECT OWNERSHIP & ECOLOGY YEARS AG0 - OR AT LEAST - WELCOME TO THE ANTHROPOCENE In a number of projects we see the PEOPLE WEREN’T AWARE designer highlighting a sensitivity to 13 materiality and objects within a more THAT IT WAS TRUE” distinct ecological context. For example, Jack Watson’s project asserts that a The increasingly widespread attention simple basic human resource, water, given toward environmental issues by could be considered a future rarity (and media, business and the public, has luxury) with the buildup of impurities important implications for the luxury across global water supplies. This idea paradigm both in terms of: extrapolates the notion of provenance to an extreme, where it confronts us 1. What we consider luxury in context to via a fundamental human need. In so environmental resource doing, this idea highlights the extreme interconnectedness between the human Figure 13: Model showing species and environment and challenges 2. What we come to consider an acceptable shift of a luxury our anthropocentric view of luxury. business model to yield luxury goods object

IMDC Future Luxury Report 155 From a business perspective, organisations philanthropists like Joseph Rowntree, like the Ellen MacArthur Foundation14 have more recent green design movements and aimed to stimulate awareness and action now manifest in a groundswell of activity on large scale environmental issues – and related to innovation targeting ecological promote the development of a circular improvement and community. The key economic approach as an alternative question in the delivery of luxury goods and to linear business and manufacturing. services in this sense is how to achieve this According to Ellen MacArthur the circular without exploiting (natural) resources. economy is: The work of Irene Chiu ofers an approach to explore our relationship with nature as future “...RESTORATIVE & luxury without needing to exploit it – by representation and translating its ephemeral REGENERATIVE BY DESIGN, and nuanced mix of shapes, colour, smells, sounds and materials and via three layered AND WHICH AIMS TO KEEP landscape abstract representations – showing a personal process of breaking PRODUCTS, COMPONENTS down an experience of watching over a pasture in a typical Swedish Farm. AND MATERIALS AT THEIR Representing and deconstruction (of nature) HIGHEST UTILITY AND refects a powerful awareness of nature as a complex and multifaceted set of objects. VALUE AT ALL TIMES, In this sense setting an awareness of this is similar to a form of heightened taste and DISTINGUISHING BETWEEN appreciation which is not dissimilar to the understanding of fne art, haute cuisine or TECHNICAL & BIOLOGICAL other luxury goods and services. CYCLES” Figure 14: Source - The circular economy is part of a long Ellen historical series of business environmental MacArthur Foundation movements linked in one sense to early

IMDC Future Luxury Report 157 SERVICES AND THE DIGITISATION OF SELF The proliferation of digital online Austen Dewees Renaissance proposal personal presence is the second major identifes the opportunity space for factor infuencing the redefnition enhanced security and privacy as a key of future luxury. On one hand the domain for luxury services: “Luxury SERVICE reinterpretation of self-identity which digital security will be able to encrypt any SERVICES has emerged from advanced social interaction well beyond the computer media and mobile communication screen. Every interaction, even in the AS INFORMED technology has created a powerful physical world, could be encrypted. Users new phenomena whereby consumers could potentially write in a language SOCIOPOLITICAL project their identity via an extensive that only they can decipher, using these interconnected network of friends and encrypted implanted devices”. ACTS activities in cyberspace. How such intangible approaches to luxury Paradoxically, the growth in opportunity are presented and identifed is one of the for online expression and virtual existence more challenging questions which relate to – has been accompanied by a growing this concept. Projects in the ultra-security awareness of data privacy issues, domain which exemplify this opportunity, commercial exploitation and manipulation such as the Bvlgari Vault app deliberately and complex ideological questions about use specifc physical/materiality to convey personal security, identity and trust. the type of attributes and benefts such These questions are directly related to the luxuries ofer – for example in this case specifc subject of future luxury. information is stored by the app in a high- security bunker in the Swiss Alps. A PWC report into the government and public services industry highlighted trust However, the continual advancing as ‘the currency of the digital age’15 role of digital technologies for service enhancement and other unique forms of personal experience – create new “TRUST AS THE CURRENCY challenges in terms of design method and output relating to how we understand and OF THE DIGITAL AGE” optimise meaningful digital services. Figure 16: Figure 15: Blackphone 2 Model showing Source - Blackphone 2 shift of a luxury secure data personal service mobile16

IMDC Future Luxury Report 159 EXPERIENCE AS ENHANCED INDIVIDUAL MICRO-MOMENTS The popularity of retro new age Such events may also embody another festivals like Burning-Man17 and group extremely important human need in endurance events such as Tough response to our increasingly online EXPERIENCE EXPERIENCE Mudder18 , aim to create enhanced existence. They ofer a way to escape individual micro-moments and this the particular form of predetermined, AS refects how luxury experience is prescribed ‘flter bubble’ - Eli Pariser 201219 becoming more tailored, personally experience. This runs counter to human PERSONLISED challenging and diverse. reality and serendipity – which ultimately makes us unique as a human species and MICRO- Such events aim to give meaning for which through our natural experience of diferent people in diferent ways – extremes ultimately makes life essential MOMENTS ultimately by setting up symbolic and and meaningful. highly sensory scenarios which aim to create a series of intense micro-moments. Such events also require the individual to become a component of the experience – active in creating the experience they are experiencing and naturally also critical to the re-telling and narration of such moments, whether through social media, the stories they tell their friends or memories which can be recollected personally over time.

Po Wei Lee’s ‘Mind Flow’ project is a good example of a work which aims to isolate the unique physical temporary and intense sense of being in the moment with oneself. The search for self-understanding and self-actualisation are each enmeshed Figure 16: in this concept of fow, which becomes Model showing the main goal of such intense personal shift of a luxury experience experiences rather than immediate sensory experiences themselves.

IMDC Future Luxury Report 161 CONCLUSION & FUTURE ENVISION 3 CONCLUSION

The future luxury project collected These areas identifed could have an a large quantity of content and data 3. impact of the way a luxury manufacturer that helped the design team describe Our demand for ‘experiences’ will extend to like Genesis, builds cars and how they view and map luxury. The team investigated all of the senses and emotions, accessible them self as a brand. Combined with the what luxury was in the past and what through forms of technology. reduction of ownership and the greater it is today. Forecasted the future and level of technology integrated into us, the engaged with a range of topics under best luxury products, services or cars the topic of future luxury. 4. could simply become a sanctuary for a Our cultural identity will be both digital and short period of time, without the need for However, it was from within the more physical with our digital activities having a any technology at all. Alternatively, it could abstract projects, the Immersive Luxury larger impact on how we experience and be a hyper-connected hub where users and Renaissance projects, that the richer value luxury. can leverage huge processing power and insights came. Designers delivered a series increase their cerebral capacity infnitely. of compelling predictions, services and Both of these vehicles are possible and both diegetic prototypes that together paints a 5. could be considered luxury, which helps picture of how luxury will be consumed and Constant digital presence will mean that highlight how varied the subject will be. who might be consuming it. luxury will not always need to have a physical element. Collectively, the way in which the above There were many insights gained through examples start to reframe and expand the project. However here is a summary of 6. future luxury relate to many of the deeper the key areas that could shift the way we Ownership will be minimal meaning that themes and questions in the frst part of this view luxury in the future. luxury will be hired rather than bought. report. In particular, it is evident that there is an emergent new opportunity space for a more nuanced and personalised approach 1. 7. to luxury which requires a deeper and more We will have an unprecedented level of The ‘Constants of Luxury’ will be a much selective approach. integration with technology that will shift smaller part of the luxury marketplace. the way we perceive luxury products and We particularly feel there are key services. opportunities to link on a much deeper level specifc thematic areas to an evolved and more progressive approach to design 2. research methods – and adopt a more There will be new forms of luxury that will connected, multidisciplinary process for develop of the back of this integration. future work in this area.

IMDC Future Luxury Report 165 NEXT STEPS

AREAS OF INTEREST 1. There are a range of areas that the Digitally integrating human + machines The core topic that IMDC would like to Future Luxury projects could lead to. into automotive products explore is Urban Mobility as there is a Although the topic focused around wide range of potential challenges and luxury, many of the ideas explored go opportunities within this market in the much further and have led to some 2. near future and it has a potential impact interesting areas of opportunity. Below Providing fexible interiors on a range of topics like vehicle typology, are the key areas that IMDC found infrastructure, business models, etc. most compelling. IMDC is also perfectly located to explore 3. urban movement as London as a city Designing for an ownerless future has many urban challenges that can be applied globally. The Urban Mobility topic 4. is something that we are in the process of Delivering single platform multi purpose discussing with Hyundai Kia and aim to vehicles for urban environments narrow down an appropriate direction for 2018. 5. Designing a Genesis vehicle for superhumans. 6. Genesis service. Integrating luxury urban mobility 7. Genesis emotional design 8. Genesis complete luxury. Meeting the needs of all sensory experiences.

IMDC Future Luxury Report 167 DESIGN OPPORTUNITIES 1. HYPER CONNECTIVITY THROUGH NATURAL & BRIEFS MOVEMENT 2. NEW TECHNOLOGY INFLUENCE Below are suggested themes and Usually, when people talk about connected Two research directions can be tackled Hyundai Kia places great importance on methodologies for 2018’s research vehicles, they think about how the car in the future: technology innovation, safety and lifestyle. topic. They cover a broad range of can make lives easier, such as scheduling • What is the integrated experience of With this ethos, the Hyundai group has topics but all fall under the themes when the car arrives, sending your car to connected vehicles in terms of humans, the potential to be at the forefront of the of Urban Mobility. This is a topic that self-park, or connecting your car to your environments, and other transportation mobility industry for autonomous driving we feel has the greatest potential and diary. Also, car-to-car connections such methods? and electric vehicles. Studying how new covers a range of automotive, urban, as avoiding accidents while driving or • Are there new forms of transportation disruptive mobility technologies will afect infrastructure, planning, interface and coordinating the order of driving or parking. that can provide better Natural people and identifying what obstacles the social challenges that we are keen to Movement for the people who travel in users face when using new transportation explore over the coming year. However, little research at the the city? For example designing new methods, could be used to inspire the HK implementation stage has been explored vehicle, functions, forms or service? design team. deeply. Especially, how people use a range of cross-platform devices and transport Design research methodologies: Two research directions can be tackled solutions to travel within the urban • Journey mapping under this topic: environment. • User investigation • How new technology can be adapted in • Empathetic design established city infrastructure We want to explore urban movement in a • Experience prototyping • What obstacles the users holistic way. Looking at how people can • Problem statement and refning might have when new vehicles and Naturally Move across a city, using driving, • Systemic design technology are brought to market public transportation, through to cycling place. and walking. At the core of this research would be exploring how people use Design research methodologies: diferent platforms, devices, or mediums • Conceptual sketch on new to fnd information, plan trips, respond technologies to failures in the network and get to • Story telling destinations. • Contextual design • User investigation • Participatory design • Experience prototyping • Roadmapping new applications

IMDC Future Luxury Report 169 3. LIFESTYLES OF AUTONOMOUS DRIVING 3RD DIMENSIONAL TRANSPORT APPLYING EMOTIONAL DESIGN TO BUSINESS Self-driving cars have the potential to The transformation: driver to Technology companies such as Airbus, The development of the product has radically improve the way we travel as passenger SpaceX and Uber are researching urban evolved through the 20th and 21st well as deliver a range of new services For Level Five self-driving, people are air transport and city-to-city rocket travel centuries – from consumption to service and products that make our lives better. expecting to sit in the car doing anything for commuting populations. Making these and experience. There are many ways However, not everyone will accept but driving. What would be the image or breakthrough concepts reality will rely not business could evolve, however, one autonomous technology immediately. experience for an individual who wants to only on the improvement of technology, compelling area is emotional design We would like to explore a range of topics make full use of the time spending in a self- but also the development of satisfaction of that serves the individual’s emotions looking at how our interaction with driving car for urban commute. user experiences. In this research, we want and senses. Previous design practices driverless vehicles might change in to take a close look at the cutting-edge were successfully developed into smart the future. Transportation without people technologies and explore what challenges business models. Our focus would be With companies such as Airbus and opportunities that lie within this new to explore whether it is possible to turn Below are three subject areas that we collaborating with ‘Singpost’ (The feld of transport. emotional design into implementable would like to look into: Singapore postal system) to test the last- business models through vehicle design or mile drone package delivery, and Tesla Potential research directions include: transportation services. Joy of driving developing autonomous trucks, urban • Exterior and interior design of the The GATEway project is a research project transportation for goods has huge potential vehicle Potential research directions could be: looking at how to improve adoption and to change the way cities work. Specifcally • Service design of the integrated • Service models that have potential to acceptance of driverless vehicles. In this focusing on smart urban delivery, robot transportation system be generated after a study at various research many users said they wanted to driving, and inter-cities delivery. levels of people’s emotion to new have the joy of driving even after driverless Design research methodologies: trends of mobility technologies vehicles become mainstream. This could Design research methodologies: • User experience design • Business model generation in terms of reduce the sense of control or the physical • User study • User study the above service models pleasure of driving. Driverless technologies • Experience prototyping • Conceptual design • New vehicle design or vehicle models will turn people from active drivers to • Story telling • Service blueprint passive passengers. Will people still feel the • Prototyping test • Modeling design Design research methodologies: sense of control and what could design do • Emotional design related approaches to develop the ideal experience for people such as Culture Probe and Value who want to drive? In this research, we Sensitive design would like to fnd out what elements can • Experience modeling provide the best experience for drivers and • Service blueprint passages at each stage of the autonomous • Business model generation scale defned by the Society of Automotive • Value proposition design Engineers (SAE) in 2014.

IMDC Future Luxury Report 171 APPENDIX APPENDIX

Structure it can be defned and It is not as Immersive Luxury We want you to cross Premium vs Luxury simple to defne as premium. This pollinate your ideas with other makes it a broad subject area Brief designers and disciplines. As – introductory that can have multiple facets. What is Immersive Luxury? you are ofering your opinion, Something that the design team We have been asked by Hyundai/ conversations is going to be an Workshop was encouraged to explore. Kia to look at the future of luxury. important part of the project. To help the team ground its As part of a broader body of understanding background There are many ways of research we want to get abstract We will be holding weekly meet research was carried out to summarising these defnitions. responses from a range of design ups designed to challenge your defne luxury and separate it from One is as an extreme comfort to disciplines on the subject of perspective of luxury. premium - As many things seem the senses. Or, the way it looks, immersive luxury. luxurious but are actual for a feels and how you interact or Workshop teams will be formed. premium market. experience the object or service. Luxury is subjective and we It will be the responsibility of your It is something that cannot be want you to ofer your opinion. workshop team to ask questions The words premium and luxury done often, A rarity to experience. We want you to look a theme about the project and know as have origins of the 17th century. A around the idea of immersive much as you do. We will at points time of royalty, global change and Another aspect of the relationship luxury and explore it, create a ask your team member to present scientifc discovery. Since these between Premium and Luxury narrative around that theme and your work for you. words arrived in the lexicon four Premium is the frequency in which respond to it. We then want you hundred years ago there has been you experience it. Once it is to create an inspirational and If there is scope for a change in the use and application experienced often then it can aspirational object or outcome collaboration we are happy to of the two words even though quickly become normalised and that represents you opinion of the discuss it. the defnitions of the words are therefore, premium. future of luxury. broadly similar. Outcomes As part of the background We are not expecting a car. We want you to each produce ‘Which would you consider past research the research team an individual outcome. Budgets luxury and which is present VS used images and scenarios the • Give us your opinion. are available for building these luxury?” represented either luxury or • Choose one path. outcomes. Premium objects or experiences. • Respond in the medium you So how are they defned now? Asking the design team to feel best represents your Brief summary Premium is defned in the describe weather then considered ideas. • Looking at luxury in the Cambridge dictionary as: the it so be premium or luxury and abstract, amount that is more than usual. explain their choice. There are many angels you can • Consider what it could be in take to look at luxury, we have the future, A short specifc one line defnition. Luxury Example of Slides used for the listed some possible options • Generate a native to explain Summarised as: something that ‘luxury gameshow. Is one luxury below. that evolution of luxury, is just better than normal. and one premium? They both • Produce an object that helps cost the same. • What is luxury to diferent tell that story. Luxury is defned in the people? Cambridge dictionary as: We called this ‘Luxury Gameshow’. • What is luxury to diferent *Do what you think is right. Do it 1. Great comfort, especially as This process helped the team geographical locations? with confdence. Believe in your provided by expensive and defne their own defnitions of • What is luxury to capitalism? own process and opinion. beautiful things. what they consider to be luxury • Is luxury political? 2. Something expensive that is or premium and made them • How do you measure luxury? pleasant to have but is not aware of the potential grey area • How could a culture (Korean necessary. between the two. This was part for example) inform 3. Something that gives you a of a wider introductory workshop lot of pleasure but cannot be immersive luxury? Figure 17: Statue of David’s to introduce the Designers to the ‘Which would you consider done often. Figure 18: Premium and Luxury project, help them understand past luxury and which is The defnition of luxury is much defnitions - Cambridge the brief and give them an present luxury?” more open, has multiple ways Dictionary understanding of what areas the

IMDC Future Luxury Report 175 research team wanted them to or a question of materials and is only one side of the coin as the Genetic knowledge leading to & nutrient levels, refreshing look at. needed a textiles view. The team next section explains. tailored drugs: cosmetic appearance and developed this as a routine AncestryDNA and Calico will revitalizing your overall well This introduction also set them a and it gave their research and Anti ageing: work together to analyse and being.4 series of tasks to look at as part of outcomes a thick concrete People are living longer, but they investigate the role of genetics the knowledge building section of background of understanding. are not necessarily living better. and its infuences in families These treatments are available the project. They all had a piece to play in The old struggle with chronic experiencing unusual longevity today and point to a growing each others projects. conditions, often many at once: using Ancestry’s proprietary market in medical treatments In the beginning of the project cancer, respiratory disease, databases, tools and algorithms. as a leisure activity. This market each team member was assigned Research partnerships heart disease, diabetes, arthritis, Calico will then focus its eforts could expand in a number of a workshop partner to entice • Joungmin with Sam osteoporosis, dementia. Medical to develop and commercialize ways. One possible way this discussion and organise self • Kate with Bilaal researchers tend to tackle these any potential therapeutics that could evolve is Second skin. motivated meetings about their • Amy with I-Liang diseases separately. Yet some emerge from the analysis.2 Researchers are uncovering new research, subject areas and pose • Sabina with Jonathan researchers take another view: materials that create a “second questions to each other. It was the greatest driver of disease in Longer life expectancy, but not skin” to restore natural elasticity important to constantly access old age is old age itself. So why for all: and a youthful appearance. their diferent backgrounds and Future Forecasting not invent treatments for ageing? Life expectancy, while growing diferent disciplines as people on average, is not growing We could be immortal in the same discipline often Health – Sabina Weiss The idea has caught on, though for all. Income, health and life Were living longer but with the see the same thing and come The stakes are enormous when it is still far from mainstream. expectancy are highly correlated. introduction of technology on a up with a similar result. This it comes to the future of health Google’s secretive Calico Noted gerontologist Bill Thomas microscopic level we could be process ensured a diverse and within our society. Over the next operation, founded in 2013, is says, “As long as you have your living even longer. Futurist Ray unexpected output with diverse decade, the cost of dementia putting hundreds of millions of health you are ageless”, however Kurzweil Suggests that by 2040 thinking. care in Britain alone will rise dollars into anti-ageing research. the converse is also true. nanotechnology could make us to £24bn, a 60% increase on Craig Venter, the genetics “almost Immortal”. 5 the cost in 2007. Last year, After the success of the workshop entrepreneur, has launched a In the UK and the US, the the World Health Organisation each team member assigned in company called Human Longevity diference in life expectancy called the rise in chronic illness Consumption - Kate Webster a group of two people to further to fnd the genes that lead to long between the poorest and the due to the ageing population a The way we consume almost all emulate the momentum gained life. richest sectors of society major public health challenge. of our food, energy, drugs and in the workshop. The workshop is around 10 years; across money will look very diferent mentality was something that was However there are other factors Another set of experiments has Northern Europe, around 7. 3 that will change the way we look by 2040. With a shifting of seen to be woven into the fabric produced incredible results by This is infuenced from a whole money, power and where key of the project rather than just one at health, body modifcation and giving young blood to old mice. range of factors, however this mental stimulation. This has the recourse are consumed will day. So the team constantly gave Now the fndings are being tested tends to suggests a broadening shift toward the developing feedback on people’s thoughts potential to have a big impact on humans. between the wealthiest and on the way we view ourselves world. For example, by 2040, the and directions. Spending time poorest in society. developing world will account for with each other and naturally as humans and the methods Alkahest’s ultimate goal – to we use to digitally connect us 65 percent of the world’s energy developing workshop methods of identify the key proteins in plasma Intravenous health and beauty 6 to machines. Below are some consumption. This will in part be their own. Allowing them to dive that rejuvenate or age human treatments: key themes that are set to have down to an exploding population. into their subject area deeper tissues and then manufacture a REVIV is the leading global Currently the world’s population as well as helping each other to an impact on the way we view product that uses them – could wellness provider of signature IV health in the future. is 7.6 billion. This is expected to fgure out the tasks that were take 10 to 15 years. nutrient therapies and booster reach 8.6 billion in 2030 and is handed out to the group that shots. REVIV’s proprietary IV projected to reach 9.8 billion in Age positive: week. Resulting in conceptual and infusion therapies target a variety 2050, and 11.2 billion in 2100.7 diverse thinking. Hollywood is following, of wellness needs by replenishing celebrating positive roles for hydration, aiding recovery Legalisation of drugs As the project developed the older people with flms such as from illness or jet lag, providing The Best Exotic Marigold Hotel, Gain the emotional or sensory team would naturally widen their hangover relief, restoring vitamin feeling you want, for example questions from their given teams Intern, and Quartet. Dove’s Real Beauty commercials and MAC to across the whole team. If they 2 http://www.calicolabs.com/news/2015/07/21/ Cosmetics’ use of Iris Apfel needed to ask about a subject 3 https://www.futureagenda.org/insight/agelessness they didn’t know or if they needed (born in 1921) are also beginning 4 http://revivme.com/ help with an area that was not to challenge the prevailing 1 their expertise a member of the youth-obsession. However this 5 https://www.computerworld.com/article/2528330/app-development/nanotech-could-make-humans-immortal-by- 2040--futurist-says.html team usually had experience in Figure 19: Apple Hermes Watch it. If it was a question of feasibility 6 https://www.theatlantic.com/technology/archive/2013/12/heres-why-developing-countries-will-consume-65-of-the- (top) and Louis Moinet Memoris worlds-energy-by-2040/282006/ and needed an engineer’s eye watch (bottom) 1 https://www.futureagenda. org/insight/working-longer 7 https://www.un.org/development/desa/en/news/population/world-population-prospects-2017.html

IMDC Future Luxury Report 177 induced sleepiness, through a upgrades, nomadic lifestyles lead to “plant based meats that autonomous machines take over to be developed with other wealth taxing income to consumption lead personalised range of weed. and smaller living environments substitute less environmentally a majority of jobs20. This may distribution looked at. Possible taxation like carbon tax.28 where the burden of physical friendly crops and livestock not necessarily be a bad thing candidates could be Universal Consuming locally means storage is no longer necessary. like beyond meat15 who already with “sapiens” becoming free to basic income. Something that is GDP gap will stay similar constructing locally ofer no meat substitutes. These pursue other activities. already being trailed in Finland with The world economic forum predicts Manufacturing certain This could lead to a minimalist products may well be 3D-printed positive results.24 that the although gdp is set to rise components locally will increase lifestyle, which is a topic people foods and ofer new dimensions Research carried out by Oxford globally, the gap between developed with the advent of the 3D printer. are already discussing. Hufpost to eating.16 university economists Dr Carl Other models may become needed countries and developing countries ‘During the next 10 years, 3D writer Rosie Laskowice writes Frey and Dr Michael Osborne if the wealth gap continues to grow. like China and India are likely to printing is well positioned to begin “that It made me think about the We will also have to manage our have ranked the 700 jobs According to the Boston Consulting be similar to today’s levels. This to revolutionise manufacturing ways in which physical items, food waste to make the most of according the most and least Group’s 2015 Global Wealth supports the idea that the growing processes and methodologies and our relationship with them, is the recourse we have. This will likely professions to be taken over report.25 By 2019 it is forecast that wealth divide is likely to remain that worldwide.’8 With new materials9 changing. we are moving towards lead to new food experiences by machines.21 millionaires will own half of the way for the foreseeable future.29 allowing greater fexibility and a future in which owning less is where lab grown food is world wealth.26 choice for the end users. more accepted, if not expected. engineered to tastes and favour. This has lead to the prediction of However the peckin order of world On an obvious level, more and This was frst done in 2013 when what jobs will be out there in the Others are also suggesting economies will change by 2050 with This will mean that less energy more items people used to own a lab in London cultivated from future and what skill sets people alternative structures. The book a PWC report30 stating that China needed to manufacture are disappearing. We are moving muscle cells of livestock.17 will need. James Bellini has Inventing the Future Nick Srnicek and India may well be the leading components and lightweight from a culture of ownership to predicted that best paid jobs will and Alex Williams suggests a global economies by 2050. 31 parts for automotive/aerospace one of access”. 12 No money currency be Digital architect, Home carer, positive post-capitalist world where production of replacement parts The use of physical money could Elderly well-being consultant, our Living standards, human rights, End of the product in remote locations will reduces Focusing future is also looking well be gone as soon as 2025 Body part maker, Nano-medic, environmental and biological The world economic forum the need for transporting goods at how the saturation of gadgets in some counties. Lloyds bank Vertical farmer, Waste data constraints are all improved. 27 predicts that all products will be and make material transportation and other and possessions carried out a survey in which handler, Climate controller, Avatar seen and delivered as services more efcient10. And this could be compressed into a only half believed they would be manager, Memory augmentation How were taxed will be by 2030 that will see ownership technology can be scaled down more minimalist future asking using cash in 2025. The “death surgeon, Time broker, Personal diferent plummet and be replaced by a too with companies like addidas “The trend of having too many of money” is picking up pace branding manager, Child designer, Futurist David Tal has pointed to pay as you go or sharing models. developing 3d printed trainers11 gadgets or pieces of clothes is with the growing popularity of Omnipotence delimiter, Personal some of the taxation issues that we This will afect the way we shop today. transformed into having one contactless payment and more medical apothecary and Haptic will be facing in the future. He points for things and alter the way we phone with plenty possibilities users friendly transfer systems programmer.22 out that less working age people will consume tomorrow’s products Ownerless futures and tiny wardrobe. Why does it like Monzo18 and paypal. 19 mean that there are less taxable. services. With distributions costs at happen and will the trend survive That alongside the increasing retired next to nothing due to efcient till 2050?” 13 Capitalism will need to be population could make the current autonomous delivery and sharing Economy - Amy Collins more fexible taxation structure redundant. This Identity - Samantha Yang platforms facilitating easy access The internet of food, We may all be unemployable With the rapid changes happening is potentially compounded by Our identity and the way we to temporary use of products, The amount and type of food we Yuval Noah Harari’s book Homo with technology, how long we less people working in general as project our identity is set for a we will let go of the need to consume will have to change. Our Deus predicts the rise of the live and out work patterns our machines take over sections of the massive upheaval in the coming own things, instead we will be consumption of meats will have “useless class” of unemployable economic structures are set to be job market. New taxes are likely to decades. Impacting on the way 23 comfortable renting these as to reduce with animals like cows workers that have to usable skills less stable. New models will need be developed that shift away from and when we need them. This producing huge quantities of C02 after artifcial intelligence and will allow for regular product into the atmosphere.14 This could 20 https://www.theguardian.com/technology/2016/may/20/silicon-assassins-condemn-humans-life-useless-artifcial- intelligence 21 https://www.oxfordmartin.ox.ac.uk/downloads/academic/The_Future_of_Employment.pdf 8 https://www.smitherspira.com/resources/2015/october/the-future-of-3d-printing 22 http://www.telegraph.co.uk/fnance/personalfnance/9892011/10-well-paid-jobs-of-the-future.html 9 https://www.engadget.com/2017/01/07/3d-printed-ceramics-and-metals-might-fnally-arrive-this-year/ 23 http://www.quantumrun.com/prediction/what-will-replace-traditional-capitalism-future-economy-p8 10 https://www.smitherspira.com/resources/2015/october/the-future-of-3d-printing 24 http://www.independent.co.uk/news/business/news/fnland-universal-basic-income-lower-stress-better-motivation- https://www.theverge.com/2017/4/7/15216724/adidas-3d-printed-sneaker-futurecraft 11 work-wages-salary-a7800741.html http://www.hufngtonpost.co.uk/rosie-leizrowice/minimalism_b_16073484.html 12 25 https://www.bcgperspectives.com/content/articles/fnancial-institutions-growth-global-wealth-2015-winning-the- 13 http://focusingfuture.com/reader-98/less-is-more.html growth-game/?chapter=2 14 http://www.independent.co.uk/environment/climate-change/cow-emissions-more-damaging-to-planet-than-co2- 26 http://www.quantumrun.com/prediction/extreme-wealth-inequality-signals-global-economic-destabilization-future- from-cars-427843.html economy-p1 15 http://beyondmeat.com 27 https://www.youtube.com/watch?v=DlxU9ZkFESQ 16 http://popsop.com/2015/05/how-technology-changes-the-future-of-food-5-trends-to-watch/ 28 http://www.quantumrun.com/prediction/future-taxation-future-economy-p7 17 http://popsop.com/2015/05/how-technology-changes-the-future-of-food-5-trends-to-watch/ 29 https://www.weforum.org/agenda/2016/02/what-will-global-gdp-look-like-in-2030/ 18 https://monzo.com 30 https://www.pwc.com/gx/en/issues/the-economy/assets/world-in-2050-february-2015.pdf 19 https://www.paypal.com/uk/home 31 https://www.pwc.com/gx/en/issues/economy/the-world-in-2050.html

IMDC Future Luxury Report 179 we live, work, love, communicate And our sexual identity could embedded into your body. “Five and mentally suggests that the geopolitical, economic social Short haul fights could be a and consume. A Forbes article32 also be signifcantly diferent by hundred years ago, it was natural way we see ourselves and other factors that can determine the thing of the past. recently looked at a body of 2050. According to Dr Ian Person to insert jewels into one’s body. will be diferent from today. movements of “thing” around the A report by audi has suggested forecasting carried out by human-on-robot sex will be more As we move into the digital era, planet. The mass migration of that short haul fights (how do Johnson controls33 has been common than human-on-human it will feel natural to have a chip Consensual telepathy refugees to Europe from the East they defne it) could be undercut identifed 5 area that they think sex.36 under your skin.“37 This human to machine integration has reduced in recent years but py driverless vehicles that can will afect the way we work in the is also being looked at by Elon economic migration from Africa42 travel overnight to locations in future - Hive, phive, ecocampus, He suggests that we will start to This embedding is likely to Musk who explained that the frm’s has continued unabated. a similar “door to door” journey Faraday, Warp Workspace which see robot sex overtaking human- happen in a whole range of ways. goal is to turn cloud-based AI into time.50 suggests a much more fexible human by 2050, spurred on by For example, Project Underskin an extension In general the ability to move method of working that will leisure spending growing by a by New Deal Design38 is a “Tattoo” of the human brain in a wired people, goods and data is good Digital movement will be change the way work afects and factor of fve. Meaning the sex that sits beneath skin to visualize magazine article.40 It’s product, economically and socially, (but more important than human defnes our identity. market in 20 years could be three emotion and health, but can also which will be developed within the can have detrimental impacts movement times bigger than today and be used as a security device. next four years will eventually lead on our habitat - see Habitat) and With more and more content Digital relationships seven times bigger by 2050. humans to be able to communicate with increasing population there being generated, shared and Relationships are likely to be Machine on the brain by “consensual telepathy”. is a need to move more things existing online the movement diferent in the future. Business Software with its own identity Humans to machine integration around the planet with greater of people may become less insider34 has looked into eight Software will likely surpass humans is not only going to be skin deep. “Over time I think we will speed. important by 2050. With better ways dating and relationships in intelligence at some point this New brain-machine interfaces probably see a closer merger of communication networks the may look diferent by 2040. century. Futurist Ray Kurzweil, will improve our memory and biological intelligence and digital Were going to be able to move need to travel to a centralized believes that Human Software’s cognition, extend our senses, and intelligence,”.... “It’s mostly about further, faster ofce every day will be reduced 1. Dates in virtual reality ability to Store, Learn, Grow, confer direct control over an array the bandwidth, the speed of the A global economy43 (see economy and we are already seeing a trend 2. The ability to see how our Repeat suggest that “technological of semi-intelligent gadgets. connection between your brain section) is going to be demanding suggesting that we will be working partners feel singularity” will have been achieved Genetic and epigenetic and the digital version of yourself, quicker more reliable methods of remotely51 more often in the 3. Relationships with robots by 2045 as computers overtake modifcation will allow us to particularly output.” transportation. And there a range future. 4. The end of awkward the human brain in the capacity to change our physical of transportation method that are silences(real-time AI) self improve. appearance and capabilities, as Timothy Constandinou from being developed. Space X44 founder With the uptake of autonomous 5. Vine break-ups (breakup get This means we will likely not well as to tweak some of the more imperial College London is leading Elon Musk has proposed that we technology could add to this, publicized on social media) only integrated with machines intangible aspects of our being the ENGINI project: Empowering should be able to get anywhere with key transportation jobs 6. Matching by behaviour but we will be interacting with such as emotion, creativity or Next Generation Implantable on the planet within an hour45 disappearing from the transport patterns artifcial intelligence that is likely sociability. Neural Interfaces, which is looking using rocket technology predicted sector meaning a large parts of 7. Matches by DNA to be smarter than us. This has at way in which digital devices can in the book, The man in the high our global transport network52 is 8. Dates across the world a potential a profound efect on Michael Bess, professor of be miniaturized enough to allow a Castle46. Amazon are also looking not carried out by people. human identity seeing itself as the history and of European studies feasible connection between the at rocket delivery with its Blue Dating with other people will also top of the “intellectual food chain”. at Vanderbilt University in brain and machines.41 Origin47 organisation who wants to Our infrastructure will need an include responsive algorithms Tennessee suggests the way be delivery to the moon as soon as overhaul to match you to better partners, Merging of “real world” and this will happen is through bio Movement - I-Liang Cheng 2020,48 whilst Boom technology49 The G20 backed “Global learning from past feedback that “digital” identities enhancements which by 2050 Movement of people, goods and is developing a supersonic plane infrastructure hub” has stated your body with be transmitting The integration of technology will be seen as any other product. data in the future is a hard thing that can travel between london and that to keep up with transport using implants. Eharmony has into the human body is a subject – like cars or jewellery or your to predict as there are a lot of New York quicker than Concord did. demand our global infrastructure put together the future of dating35 many feel uncomfortable with. house – will confer a greater or that also looks at what the future However, this is set to change the lesser degree of prestige.39 But of dating may hold predicting way we identify with ourselves if we’re not careful, we ignore 40 http://www.wired.co.uk/article/elon-musk-neuralink virtual telephony and DNA dating. and with each other. The ft bit the fact that these ‘products’ are 41 https://www.youtube.com/watch?v=0fOo4G9sns creator Gadi Amit suggests the altering key aspects of a human 42 https://www.theguardian.com/world/2017/oct/30/how-europe-exported-its-refugee-crisis-to-north-africa wearable technology will soon be being’s identity both physically 43 http://www.businessdictionary.com/defnition/global-economy.html http://www.spacex.com 32 https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/jacobmorgan/2015/06/15/ 44 working-in-year-2040/&refURL=&referrer= 45 https://www.dezeen.com/2017/09/29/elon-musk-proposes-rocket-travel-earth-under-hour-spacex/ 33 http://www.johnsoncontrols.com 46 https://www.goodreads.com/book/show/216363.The_Man_in_the_High_Castle 34 http://uk.businessinsider.com/the-future-of-dating-and-relationships-2015-12?r=US&IR=T 47 https://www.blueorigin.com 35 https://www.eharmony.co.uk/future-of-dating/ 48 https://www.popsci.com/jef-bezos-blue-origin-moon-colony 36 http://www.telegraph.co.uk/technology/news/11898241/By-2050-human-on-robot-sex-will-be-more-common-than- 49 https://boomsupersonic.com human-on-human-sex-says-report.html 50 https://www.dezeen.com/2015/11/25/self-driving-driverless-cars-disrupt-airline-hotel-industries-sleeping-interview- 37 http://www.wired.co.uk/article/redesigning-your-body audi-senior-strategist-sven-schuwirth/ 38 https://newdealdesign.com/work/project-underskin 51 http://www.bbc.co.uk/news/business-27694938 39 https://aeon.co/ideas/why-upgrading-your-brain-could-make-you-less-human 52 https://www.cnbc.com/2017/05/22/goldman-sachs-analysis-of-autonomous-vehicle-job-loss.html

IMDC Future Luxury Report 181 needs $94 trillion spent by smiths” will look similar to today’s provide some interactions that greater control over how we revise Ethical consumption may also aspect of our lives. A possible was 2040.53 This is to maintain and automotive manufacturers could partly fulfll the needs of services, manage our health, tax, play a role with the carbon black this could look is through expand existing networks but also producing an object for sale. But isolated individuals. If the tech education and fnances. This may market expanding rapidly today66 Keiichi Matsuda’s Hyper Reality to invest in new technologies that this will only be half the solution combination is able to meet the give us great choice but could could allow the wealthy to keep is a vision of the future where allow for more efcient or faster when driverless cars come to “loneliness demand” it could how also lead to a greater disparity in on consuming in the future whist augmented reality is part of every transportation. maturity. “Grid-masters” highlight profound efects on the social quality of life and wealth. others using less than there aspect of the characters life.69 a new business model that will be constructs and the way people quoter which can be traded for Maglev routes were expanded manufacturing mobility devices interact.59 Were going to be getting luxuries. Carbon as the new This type of augmented reality signifcantly in Asia, especially but also running the vehicles smarter currency? could change the way we interact along the coast. Along with commercially to provide a Our family structures will look With the volume of informations whilst we’re on the move, but internal connections, plans were platform for a range of services.57 diferent available online and advances Other ethical issue revolve around could also bring the world to you formulated to link the Chinese In the developed world birth in how we as people “digest” the internet of things that should and reduce your activity and rail system with those of Europe, rates dropping with more people information like the Elon Musk’s be in full swing by 2040. What interacting with the real world. India, Russia and Japan. With Social - Joungmin Yoo waiting later to have children Nurualink project.64 The children will your devices say about you, Experiments with this virtual such a huge rail network, the Isolation may be a social or not having them all together. of 2040 will not only have a huge where will the data go to and who world are already happening. cities of China were more closely “norm” Families with more the 4 children volume of information available will own the data are up for grabs. Aaron Puzey is a digital games 54 connected than ever before. Loneliness is known to have is predicted to be almost 0% by to them, they will also be able to programer who has been the frst 60 detrimental efects on our health. 2050 in the USA. This paired absorb it. “I would like us to build a world in person to cycle the length of the Shipping could become fully It’s been linked back to primeval with increasing trend for single which I have control of my data, United Kingdom virtually from his 61 70 autonomous with Rolls Royce survival tactics where humans parent households means that Greater availability of information I own it,” he explained. “We’ll be living room. planning to build autonomous who were outside of a social parents and children will rely on mixed with more efcient ways of able to write apps which take 55 “Ghost ships” that increasing group were much less likely to friends as much as family to help accessing information could be data from all diferent parts of my Furthermore the way you see efciency and reduce costs. survive. The feelings triggered raise their children. California supported by genetically modifed life and my friends’ lives and my the world around you could be by loneliness were a short allows up to four people to be a babies that could be “designed” family’s lives.” - Sir Tim Berners- completely diferent to the next 65 67 Integrated transport will make term survival tactic that puts child’s patient meaning how we to be clever or faster, or both. Lee person who is augmenting reality transport seamless your body into “survival mode”, legally see the family structure This meaning that services, in a diferent way. 62 Kpmg has outlined its vision increases activity in your visual could also be very diferent. entertainment and activities On the fip side of this, China of the future that focus heavily cortex whilst the area of the need to be able to cater for far has intend to implement a Religion is not about to end on integration of travel, both brain responsible for empathy more advanced tastes for these mandatory system by 2020 to Religion has been part of the physically and digitally. Its become less active.58 The body “superhumans”. rate its citizens, allowing better social constructs of society for predicts “consumers will be is capable of sustaining this for a Power will continue to rated citizens to access more thousands of years. However able to buy integrated mobility short time, however in the future decentralisation Ethics services like hiring a car or in recent times churches have contracts from new and diferent humans may well be able to go for Since 1945 the number of states This infux of hyper intelligent traveling abroad. It’s hard not to seen a decline in the west with service providers.” This provides extended periods of time without in the world has risen from 50 children that are directly plugged see this as Orwellian however it’s shrinking parishes and increasing 63 consumers with a one stop shop the physical need for interaction to close to 200 today. This into the internet raise a raft of pointed out that the credit rating numbers of people considering that could allowed them a fully with other. trend is set to continue over the ethical questions. How do you system in the west carries out a themselves to be atheists or connected door to door service.56 coming decades leading to more educate modifed children and similar role and this is a natural agnostic.71 68 This will likely be compounded collaboration between smaller will “normal children” just be progression? Metal-smiths vs grand- with the uptake to greater regions across a global stage. seen as stupid? Would that lead However this does not mean masters connectivity keeping people to modifed children being the Digital enhancement will make religious organisation is fnished. It is predicted the movement physically apart and artifcial This decentralization is not only norm just so they can keep up in interaction very diferent Research carried out by the Pew industry will break down into intelligence being able to on a national level but also on a class? And would you have to split Virtual reality may mean we don’t research centre suggests that two business types. The “Metal- personal one. We may well have the Olympics into a human and leave our homes as much as we faith’s globally will stay similar or 53 https://www.reuters.com/article/us-global-infrastructure-report/world-needs-94-trillion-spent-on-infrastructure-by- superhuman categories to make do now with the potential for increase in line with population 2040-report-idUSKBN1AA1A3 it fair? Virtual and augmented reality growth.72 54 https://www.nextbigfuture.com/2010/09/chinas-building-high-speed-rail-economy.html being involved in almost every 55 https://www.rolls-royce.com/media/press-releases/yr-2016/21-06-2016-rr-publishes-vision-of-the-future-of-remote- 64 http://www.wired.co.uk/article/elon-musk-neuralink and-autonomous-shipping.aspx 65 http://fortune.com/2015/12/02/genetically-modifed-babies/ https://home.kpmg.com/xx/en/home/insights/2017/04/mobility-2030-beyond-transportation.html 56 66 https://www.newscientist.com/article/dn20012-black-market-steals-half-a-million-pollution-permits/ https://assets.kpmg.com/content/dam/kpmg/pdf/2015/11/metalsmith-or-gridmaster.pdf 57 67 http://www.bbc.com/future/story/20141015-will-we-fear-tomorrows-internet http://fortune.com/2016/06/22/loneliness-is-a-modern-day-epidemic/ 58 68 http://www.wired.co.uk/article/chinese-government-social-credit-score-privacy-invasion https://www.theguardian.com/society/2015/apr/01/future-of-loneliness-internet-isolation 59 69 https://www.dezeen.com/2016/05/23/keiichi-matsuda-hyper-reality-flm-dystopian-future-digital-interfaces- 60 https://www.census.gov/newsroom/releases/archives/population/cb12-243.html augmented-reality/ 61 http://news.gallup.com/poll/170789/new-record-highs-moral-acceptability.aspx 70 http://www.bbc.co.uk/news/uk-scotland-38688609 62 https://verdict.justia.com/2013/10/15/california-allows-children-two-legal-parents 71 http://www.bbc.co.uk/news/world-33256561 63 http://foreignpolicy.com/2015/05/12/what-will-2050-look-like-china-nato/ 72 http://www.pewforum.org/2015/04/02/religious-projections-2010-2050/pf_15-04-02_projectionsoverview_

IMDC Future Luxury Report 183 Artists could be running the Habitat - Bilaal Saheed for human use has tripled in would include, and looking at how reliance on digital connectivity.91 show 40 years. “We urgently need to big a personal carbon allowance The study “Products as pals” We need to be greener, a lot Art and the artistic community address this problem before should be”.8586 The Centre for suggests that products which have greener could have a greater role to play we have irreversibly depleted Sustainable Energy is also looking at characteristics of being alive can The human efects on our in society. The director of the the resources that power our how carbon allowances could work satisfy our social need to an extent. environment and atmosphere Hirshhorn museum Richard economies and lift people out in the future and how implications it This points to a possible dystopian are likely to cause a range of Koshalek in Washington predicts of poverty. This deeply complex could have on households.87 future where human-like robots challenges by 2040 with a more that artists will have the scope to problem, one of humanity’s This line of thinking could expand satisfy our social needs completely. volatile weather being forecast infuence a much wider audience biggest tests yet, calls for a into energy consumption or other A study by the University of by NASA,74 75 caused in part by and are well placed to exploit rethink of the governance of limited recourses. Imaging being Pittsburgh says that increased inducing global temperatures emerging technology. natural resource extraction,” fned for not adhering to your social media use is linked to higher rising by up to 3 degrees76 by said the International Resource carbon quota. There is already levels of perceived social isolation.92 2050. “you’re going to see a new Panel’s co-chair, Alicia Bárcena evident of how divisive this could leadership equation emerge Ibarra.81 be. Some local authorities in the So will future cities and connected This could impact on the way based on what happens in the UK have been fneing households devices need to be designed with use and share resources, impact art world. Traditionally, decisions This will mean more recycling who do not recycle “correctly”, the end user’s best interest in mind on the coastlines of the world,77 have been made by political across all goods, and more causing tension between councils as well as providing an initial need. cause mass extinction of plants, and corporate leadership. In the importantly systems that allow and government.88 Or does that lead down an equally animals (including humans) and future, creative individuals— recycling at every level of society. dystopian world where people are make the air we breath more artists, architects and designers— These goals have already been “managed” by the products and toxic.78 Squeeze in, your about to get are going to be making major set. For example the Welsh new neighbours services they use? decisions having to do with how Assembly aiming for the whole By 2050 the UN predicts the However, fnding ways to both we shape our society” countrey to be zero waste by world population is projected to Other solutions can also be found combat and respond to this in the 2050,82 the Uk and France plan reach 9.8billion people,89 which in activities like car pooling services short term and reverse this trend This design infuence is to ban petrol and diesel cars by will raise signifcant challenges like Uberpool which is likely to in the future is already being something we are starting to 204083 and the European Union to provide basic needs like how rise as we are likely to afected looked at. This will not provide see allready as designers are wants emissions cut by 80% by do we provide food, housing and by carbon taxation in the future one solution but encompass becoming more common at the 2050 as part of its Low carbon movement for people. forcing emission-lowering travel. many solutions covering every top of companies. Designers economy plans.84 Or the upkeep of access to public aspect of the way we live and on the board of directors was Countries and cities are spaces, societies and events. move. Some of these like Project unheard of until quite recently, responding to this projected Drawdown79 look at many ways Personal responsibility for however we are increasingly demand and are planning on how we can combat climate change carbon output Buildings are going to have seeing them being promoted to The impact were are having on to meet the expected demand on and how we can empower people multi functions. senior positions outside of the natural recourse could also lead our infrastructure. For example With all of the challenges to get involved.80 design role. An example of this is to us each being responsible for The London infrastructure 2050 facing the habitat we live in our Jerry McGovern who sits on the our own energy consumption. The report,90 looks at a wide range infrastructure is going to need We will consume less virgin board at JLR and thinks the cars Carbon Trust has proposed in its is issues that need to be face to much smarter. Design studio recourse like the Evoque would not have white paper on personal carbon to meet the growing demands Figure 20: Arup’s future skyscraper Arup has come up with a concept According to a new UN report, gone into production without allowances that explores “how it placed on the expanding that points towards what will the the amount of the planet’s design being at the top table.73 could work in practice, reviewing building look like in 2050.93 natural resources extracted 85 https://www.carbontrust. population of the city. Key areas what a personal carbon allowance com/resources/reports/footprinting/ include, funding, encouraging personal-carbon-allowances-white- innovation, utilizing the circular projectedchange640px/ paper/ economy, meeting basic needs Technology - Jonathan Stoker 73 https://www.director.co.uk/gerry-mcgovern-jaguar-land-rover-11-may-2015/ 86 http://community-currency. like water supply, green spaces, Humans will be cyborgs 74 https://www.nasa.gov/centers/langley/science/climate_assessment_2012.html info/fr/glossaire/personal-carbon- digital infrastructure and the trading/ With the advances in technology 75 https://climate.nasa.gov/interactives/climate-time-machine energy infrastructure. we are likely to see an ever greater 87 https://www.cse.org.uk/pdf/ 76 http://www.bbc.co.uk/news/science-environment-17488450 project_paper_3_personal_carbon_ level of integration between Isolated cities 77 http://sealevel.climatecentral.org/maps allowances.pdf humans and technology. This By 2050, more than 66 percent 78 http://www.globalweirding.is/here 88 http://www.telegraph.co.uk/ news/earth/earthnews/9788332/Bin- of the world’s population will be 91 http://theweek.com/ 79 http://www.drawdown.org fnes-up-to-1000-continue.html living in so called “smart cities.” articles/689527/hightech-cities-future- utterly-lonely 80 https://news.nationalgeographic.com/2017/05/climate-change-global-warming-drawdown-hawken/ 89 https://www.un.org/ These are metropolitan areas 81 https://www.ecowatch.com/humans-consumption-of-earths-natural-resources-tripled-in-40-years-1943126747.html development/desa/en/news/ where everything will be digitally 92 http://edition.cnn. population/world-population- connected. But some are concerned com/2017/03/06/health/social-media- 82 https://www.pwc.co.uk/fnance/sustainability/2050-zero-waste-target-set-for-wales.html prospects-2017.html that this will lead to a human isolation-study-trnd/index.html https://www.bloomberg.com/news/articles/2017-07-25/u-k-to-ban-diesel-and-petrol-cars-from-2040-daily- 83 90 https://www.london.gov. disconnection with too heavy 93 https://www.fastcodesign. telegraph uk/sites/default/fles/london_ com/1681403/is-this-what-urban- 84 https://ec.europa.eu/clima/policies/strategies/2050_en infrastructure_2050_e-book.pdf buildings-will-look-like-in-2050

IMDC Future Luxury Report 185 could lead to devices being listen to music.96 An example of this lead to the rise of the “designer habits that will challenge the mean that the water is distributed integrated into humans to allow is the sound shirt by CuteCircuit baby”. 100 way civil liberties are looked at efectively. them to enhance certain abilities that allows someone who is deaf with more wealthy being more improving sight, cognitive ability feel music. This technology can Everything will be connected likely to be able to manage and A simple and potentially efective or even strength. Cognitively provide a translation of music to The internet of things (IoT) is not disconnect from part of this ever method of collecting water is this will increase the speed in someone who is deaf but could a new subject and in recent times connected world whereas poorer atmospheric water harvesting which we interface with both also have other applications for we have seen an explosion of individuals will end up under more which could play a big role in how machines and people and could able bodied people. connected devices on the market scrutiny.103 we collect water using “fog nets” provide us with a seamless place and by 2040 it will likely to to capture water.108 access to unprecedented levels of The non intrusive could also be be very hard not to buy an electric Energy will be (sort of) information and connectivity. in our homes or at our desks device. As magazine Forbes puts it, green-ish We are likely to see a variety of helping enhance the way we work “If it has an on and of switch then By 2040 the International solutions to water, food, and Specialist medical procedures are or relax. For example physical chances are it can be a part of the energy outlook104 predict that energy needs depending on being developed that compensate labour could be come a lot easier IoT.”101 oil will still make up the single location requirements that should or/and enhance. Neil Harbisson with the assistance of Hyundai’s biggest contributor to the energy allow for a far more fexible and is the frst person to legally be exoskeleton suite that allows the This will have incredible benefts market supplying around 1/3 of efcient system. recognised as a cyborg after he user to pick up heavy objects with linking services together to make our energy, show below but the Lots of manufacturing will implanted an antenna into his ease.97 Or its smaller exoskeleton our lives more integrated, better ExxonMobile summary of the happen locally skull to allow him to perceive in brother which has been developed connected and in many cases report.105 By 2050, you may own a bio- colour.94 with people who have spinal easier. Run out of cofee, dont fabricator, a machine that injuries to help them walk again.98 worry! The cofee maker has However many organisations are grows fabrics from microbial These advances will also already ordered some more after pushing towards zero emission cultures. That’s according to challenge the way we see Our cognitive ability could be talking to you bank account to solutions. China plans to be textile designer and materials ourselves and others around us, enhanced by digital interface make sure you can aford it. generating a quarter of all of scientist Suzanne Lee, creative could promote those who can that could allow us to “interface” its electricity from wind power director of Modern Meadow, a aford the technology with unfair seamlessly with across both This technology could also by 2030106 and has pledged company focused on growing advantages over other leading physical and digital platforms using have a downside with the to put 361 billion dollars into animal products such as to better paid jobs. Other side cognitive linking like the neurolink.99 potential with everything being the renewable sector by 2020. leather and meat in a Petri dish. efects could lead to a whole new connected it means that any of Germany has stated that it Imagine a dress manufactured industries centered around brain Superhumans those connected items could be intends to be generating 100% using bacteria, or mushrooms management and the “curation” With advances in bioscience and hacked. In 2014 hackers used an of its energy from renewable converted into a material that of thoughts. genome mapping we could be IoT fridge to gain access to the sources by 2050.107 feels like silk yet can “read” and altering human dna by 2050. businesses server.102 A fridge and transmit information about the If technology isn’t in us, it will This will reduce disease and fles are one thing, but then it is We will fnd new ways to mood of the Wearer.109 be on us. provide data to tailor drugs to a plane’s engines, or a driverless gather recourse Another way humans may become individuals. However with a greater vehicle the consequences could In the future we are likely to It’s not just fabrics that could “hyper connected” is through knowledge of our genetic makeup be catastrophic. be generating more and more be developed locally. In Veolia’s wearable technology and other we will be more aware of genetic diverse ways of gathering and Imagine manufacturing in 2050 non invasive tech like seating, abnormalities or hereditary Another potential downside is generating recourse. For example forecast it suggests that even glasses and contact lenses like the problems that could be passed on that it will mean that your service gathering and storing of water manufacturing of drugs could be one proposed by Samsung.95 This to our children. This raises many providers and possibly the state is usually done using reservoirs. done locally.110 technology could be used as way ethical issues because the same will know all about you and will However this method uses a of providing experiences that most techniques could also be used to have huge data streams on your static system that requires a lot accept for granted like being able to enhance other attributes that could behavioural patterns, likes and of space, and does not always

https://www.theguardian.com/artanddesign/2014/may/06/neil-harbisson-worlds-frst-cyborg-artist 94 103 http://www.pewinternet.org/2017/06/06/the-internet-of-things-connectivity-binge-what-are-the-implications/ https://www.forbes.com/sites/amitchowdhry/2016/04/11/samsung-patent-unveils-smart-contact-lenses-with-a- 95 104 https://www.eia.gov/outlooks/ieo/pdf/0484(2017).pdf camera-and-display/#644f585d103b 105 http://corporate.exxonmobil.com/en/energy/energy-outlook/highlights 96 http://cutecircuit.com 106 https://www.theguardian.com/environment/2016/jun/20/china-to-generate-a-quarter-of-electricity-from-wind- https://futurism.com/hyundai-developing-iron-man-like-robotic-exoskeleton/ 97 power-by-2030 https://www.hyundai.news/eu/technology/hyundai-motor-leads-personal-mobility-revolution-with-advanced- 98 107 https://sustainabledevelopment.un.org/index.php?page=view&type=99&nr=24&menu=1449 robots/ 108 http://www.quantumrun.com/article/atmospheric-water-harvesting-our-one-environmental-chance-against-water- http://www.neurolinkglobal.com 99 crisis https://www.theguardian.com/science/2017/jan/08/designer-babies-ethical-horror-waiting-to-happen 100 109 http://www.theaustralian.com.au/life/fashion/2050-the-fashion-of-the-future/news-story/ 101 https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can- e70e0b7f75b1ce005a134fbc948cbfdb?nk=10efb1484d53cc11f4eb137ab68e1588-1513015289 understand/#70069d181d09 110 https://www.veolia.co.uk/sites/g/fles/dvc636/f/assets/documents/2016/11/Veolia_Imagine2050_-_Imagine_ 102 http://www.businessinsider.com/hackers-use-a-refridgerator-to-attack-businesses-2014-1?IR=T industry_in_2050.pdf

IMDC Future Luxury Report 187 Figure 21: ExxonMobil energy make up prediction for 2040

IMDC Future Luxury Report 189 of interest, ambiguity and or Eunji Choi: Thought Pieces discord.

Object: Method Following this initial stage we The background to the MA Starry night over Rhone painting asked students to create a students’ eventual Renaissance by Van Gogh, The idea of viewing personal response to three key luxury vision was informed a piece of fne art within an art areas of luxury: through a series of visits and gallery environment creating a research trips to traditional closer relationship between the luxury brands and experiences in 1. viewer and the object London – which we titled Thought Object Pieces. Experience: Sea on Sea, the idea of a picnic During the summer term, frst 2. on a boat on a lake, the idea that year students were asked to carry Experience one of the great experiences is to out an intense research project escape from a daily routine. exploring ideas around the theme of current luxury. The aim was 3. Service: not to produce a fnal design Service Airline frst class VIP service, the but start to consider at more idea of frst class travel on a plane, philosophical level the question A principal part of this exercise where the user has a being a key ‘how is luxury traditionally was encouraging students to model for how this would develop conceived and delivered?’ – as a think beyond traditional ideas basis to then understand how it and start to consider potential could be evolved ideologically and innovations by projecting current contextually. trends or following new thinking within their proposals. The project was delivered by the 2016 to 2017 Vehicle Design MA The students were encouraged student cohort between 27 April to record research and then 2017 to 23 June 2017. discuss their opinions and feelings towards these and also the products and services that they ofered. The opportunity ‘How is luxury to observe a traditional idea of luxury and then to start traditionally to consider how this could conceived and potentially develop into a new idea for an object, experience or delivered?’ service produced a wide range of result both logical and rational Initial feld research involved and unexpected/disruptive. looking at highly traditional ideas of luxury - taking advantage of the RCA’s geographical location in the centre of London. The students were asked to at the area of Bond Street in London in addition to researching other traditional luxury shops and brands including; Harrods, Liberty and Fortnum & Mason.

Students were asked to record Figure 22: their initial thoughts and Object; starry impressions of these shops and night, experience; areas, both positive and negative sea on sea; service; frst class and to highlight specifc points V.I.P

IMDC Future Luxury Report 191 Jack Watson: Austin Dewees:

Object: Object: Bottled fresh air: What is and Whiskey: High quality whiskey should be the simplest human is an object you value for not necessity but the idea that in only for its taste but in response the future, fresh air will be such to an appreciation for the a rarity that it will be bottled and complex, precise and lengthy sold as a luxury item. manufacturing process required to make such a high quality Experience: product. In your purchase Personal Trainer: In our society you are buying into the skill of health and wellbeing have taken manufacture, the historic and over from the idea of consuming cultural legacy of a specifc brand excess and gluttony and for and into a unique set of attributes luxury, the services of a personal - which can only be achieved trainer and/or nutritionist allow through the combination of them to take this further as a way geographical elements (local of maintaining or enhancing their water, oak barrels etc.) and standard of wellbeing. distiller’s art.

Service: Experience: Open space: Luxury used to be Space Hotel: The future luxury embodied in the act of travelling holiday experience is searching from the country to visit new beyond terrestrial earth. This is locations, cities and towns etc. witnessed in a growing interest in but now, with mass urbanisation interplanetary travel - companies this idea has reversed. To be including SpaceVentures now able to fnd solitude for a day, ofer individual trips to the weekend, week or a month international Space Station through a retreat into a wide and Virgin Galactic are making open space - far from the rest of parabolic suborbital fights – with humanity - is fast becoming a rare the next stage for this trend being experience and as such a form of bespoke trips to a private space modern luxury experience. stations, and interplanetary travel.

Service: Michelin Star Restaurant: The service received in a Michelin starred restaurant, shifts well beyond nutrition and oral experience. The way the food appears and is presented is as much of the service as is the actual taste - as is the complex range of orchestrated sub-service elements which include; dialogue with reception at the point of booking your table, being met and escorted on arrival and the extremely subtle attentive interaction between staf and guests during the dining experience.

Figure 23: Figure 24: Object; pure Object; whiskey, air, experience; experience; space personal trainer; travel; service; service; open Michelin 3* space restaurant

IMDC Future Luxury Report 193 Jonathan Stoker:

Object: Sennheiser Orpheus HE1 REFERENCES headphones: Can music become less important than the listening medium?

Experience: 1. https://dictionary.cambridge.org/dictionary/ jun/15/timothy-morton-anthropocene- Art Rescue Insurance: The most extreme and bespoke insurance english/sanctuary philosopher policy for pieces of valued sculpture and fne art where the 2. https://dictionary.cambridge.org/dictionary/ 15. https://www.ellenmacarthurfoundation.org/ goods are not just covered in a normal way - but includes your english/ultimate circular-economy/interactive-diagram very own “monuments men” who 3. https://dictionary.cambridge.org/dictionary/ 16. https://www.pwc.com/gx/en/ceo-agenda/ will actually fy in and rescue your artworks if they are endangered english/control?q=C ceosurvey/2017/gx/industries/government- by wars or natural disasters. 4. https://vimeo.com/166807261 and-public-services.html Service: Swimming with Hammerhead 5. https://www.tesla.com/en_GB/blog/putting- 17. https://www.silentcircle.com/products-and- Sharks: Wealthy people are seeking increasingly rare and tesla-hepa-flter-and-bioweapon-defense- solutions/devices/ extreme experiences and having to actually go out of your way mode-to-the-test 18. https://burningman.org to try and do something that 6. https://dictionary.cambridge.org/dictionary/ 19. https://toughmudder.co.uk very few people have or ever will experience is a part of this form of english/digital 20. https://www.amazon.co.uk/Filter-Bubble- extreme leisure tourism. 7. https://dictionary.cambridge.org/dictionary/ What-Internet-Hiding/dp/0241954525

english/enhance

8. https://dictionary.cambridge.org/dictionary/

english/pure

9. https://dictionary.cambridge.org/dictionary/

english/identity

10. https://dictionary.cambridge.org/dictionary/

english/legacy

11. https://dictionary.cambridge.org/dictionary/

english/superhuman

12. https://dictionary.cambridge.org/dictionary/

Figure 25: english/sensory Object; Sennheiser 13. https://dictionary.cambridge.org/dictionary/ headphones; experience; at rescue insurance, english/enrich Service; swimming with hammerhead 14. https://www.theguardian.com/world/2017/ sharks

IMDC Future Luxury Report 195 THANKS TO...

KARL KIM PETER SCHREYER Executive Vice President President & Chief Design Ofcer Hyundai Motor Group Hyundai Motor Group

RAYMOND NG JONGYUN KIM General Manager Director Global Design Strategy Corporate Planning Team 3 Design Strategy Team Corporate Planning Ofce Hyundai Motor Group Hyundai Motor Group KYUNG JUN HYUN HYUNJUN KANG Chief Coordinator Manager Coordination of Projects Corporate Planning Team 3 Design Strategy Team Corporate Planning Ofce Hyundai Motor Group Hyundai Motor Group EDUARDO RAMIREZ General Manager Exterior Design Hyundai Design Center Europe Hyundai Motor Europe Technical Center RALPH KLUGE General Manager Interior Design Kia Design Center Europe Kia Motors Europe SOO JIN-BOEHNING Executive Assistant to CDO & PR Design Strategy Team Hyundai Motor Group

IMDC Future Luxury Report 197