“Being Spaces & Brand Spaces”

“BEING SPACES & BRAND SPACES” BEING SPACES “Commercial living-room-like settings in the public space, where catering and entertainment aren't just the main attraction, but are there to facilitate out-of-home, out-of-office activities like watching a movie, reading a book, meeting friends and colleagues, and so on."

Now, the need for BEING SPACES is nothing new. Sociologist Ray Oldenburg coined 'The Third Place' in his 1990 book 'The Great Good Place', and described it as a celebration of the places where people can regularly go to take it easy and commune with friends, neighbours, and whoever else shows up. In Oldenburg's view, this complements the Freudian concept of well-being ("having someone to love and work to do", or in Oldenburg's words, "having a mate and a job"), as The Third Place provides a third element: a dependable place of refuge, where one can escape the demands of family and bosses, and thus temporarily forget about one's sorrows and shortcomings.

What has changed since 1990 is a slew of new uber-commercial Introduction players (with Starbucks leading the way) who have actively launched thousands of BEING SPACES 21C style, complete with Let's talk branding this month. In particular, branding in the real WiFi and comfy chairs, and are now cramming even more of them world. There is a genuine opportunity to surpass the now ubiqui- into supermarkets, hospitals, hotel lobbies, cinemas, universities, tous 'ﬂagship store' (still seen as the most radical change in the libraries, bookshops, airports, and so on. Hey, as we've pointed world of retail branding), by offering something truly new to con- out before, trends are often a manifestation of an existing need sumers who are not only looking for entertainment, but also for unlocked and serviced in a new way. uniqueness, discovery, trying out, hanging out, empathy and even transformation. Don't get us wrong, Fifth Avenue's ﬂagship stores, Omotesando's brand cathedrals, or the new Maison Louis Vuitton in Paris, which comes complete with a penthouse art gallery and temporary Beecroft exhibition, are still setting retail (as well as architectural) trends.

Numbers? How about Starbucks' 10,500 retail locations in North But to really deliver on the "markets are conversations" mantra, a America, Latin America, Europe, the Middle East and the Pacific Rim, less grandiose, more two-way approach starts with understanding with another 1,800 new stores to be added before the end of this the appeal of BEING SPACES, and translating that appeal into year? Frothy detail: the company now has 165 stores in mainland true BRAND SPACES. To refresh your memory: China, including 63 in Shanghai, 9 in Shenzhen, and 2 in Wu Xi.

The competition isn't slowing down either: from Singaporeʼs Cof- www.trendwatching.com 1 / 11 fee Connoisseurs to UKʼs Costa Coffee, every location frequented by consumers in potential need of a BEING SPACE is fair game in this never-ending expansion game.

The BEING SPACES list goes on and on: from laundrettes turned ʻwasch.salon.loungeʼ, like GermanCleanicum , to the boom in pri- Is sipping mint chocolissimo lattes the major hook for BEING vate clubs in London and New York. Even mainstream hotel chains SPACES? Not necessarily: the trend is widespread in Asia in the are waking up to the fact that their long ignored and often staid lob- area of games and entertainment: check out Japanese Manboo bies could be converted into prime BEING SPACES (see the and Fujiyama Land, where gamers can game and 'be' 24/7, Yahoo-Sheraton example further below), for guests and locals alike. showers included! Will entire generations of city dwellers around the world come to expect a BEING SPACE to be available on every corner, 24/7? BRAND SPACES

The above spells opportunity. However, what if you're not in the business of exploiting BEING SPACES, like Starbucks, Manboo or Para- graph, yet you see the value of offering consumers a public place they actually like to be, and not necessarily just to buy your stuff?

Partnering with existing BEING SPACES is an obvious choice, and warrants an ideation session by itself, but how about taking it one And with the rise of Free Agents and MINIPRENEURS, expect step further and actually designing your own BRAND SPACE, a more work-centred BEING SPACES like New York's Paragraph space that capitalises—in the broadest sense of the word—on con- and The Village Quill to pop up in talent magnets around the sumer expectations set in motion by BEING SPACES? Think liter- world: members-only centres catering to writers who need a space ally accommodating consumers outside the home and office, be- to be away from it all and actually get some work done. Paragraph coming a relevant and useful part of their daily lives, offering them ("providing an affordable and tranquil working environment for surprise, discovery, empathy, transformation. A place to lounge, writers of all genres") occupies a 2,500 square foot loft space near hang out, try things out, work, or relax. Or all of this at once? Union Square, divided into a writing room and a lounge area. The writing room (open 24/7) has WiFi, partitioned desks, while the Check out the following examples from brands as diverse as ING lounge area contains a kitchenette, a large round table and Direct, Apple, Kodak, Eddie Bauer, and Nokia, who are all creating smaller café tables. The same set up can be found at the Village BRAND SPACES, small or big, temporary or ﬁxed, that go beyond Quill, whose 1,700 square foot loft in Tribeca boasts 20 shared shallow advertising stunts. workstations and a lounge area.

And how about combining work, child care and BEING SPACES? Look no further than TwoRooms ("You Work, They Play"), another New York based facility designed to provide office space, childcare and community, all in one setting, for freelance and/or home- based workers who don't have the need for, or can't afford the expense of full-time childcare. The setup? Two Rooms literally provides two rooms at its facility: one for parents and one for chil- dren. The 2,200 square foot communal office area has wireless internet access, computers for rent, a printer, copier, fax and scanner, while the kitchen area offers an opportunity for interaction between parents. Parents can use the centre for full-time childcare and office space, or can take advantage of extensive flexibility and varied scheduling options.

www.trendwatching.com 2 / 11 1. BRAND SPACES and surprise, discovery, hanging out Forgive us for focusing on POP-UP RETAIL again, but the phe- nomenon just won't go away. Temporary retail outlets, whether brick or mortar or virtual, or even on wheels, may not be the height of BRAND SPACE sophistication from a BEING SPACE perspec- tive, but they do provide an easy source of inspiration. To get your feet wet thinking about a new kind of brand experience and BRAND SPACES, check out the following spottings, from last summer to the here and now. Traditional pop-up brand spaces

So let's start with a slew of what can now be considered ʻtradi- RBK/Vacant | Pop-up veteran Vacant is still going strong: last tionalʼ pop-up BRAND SPACES, many of them of the fast-fashion month, it was a RBKxVacant Ventilator pop-up store at the NY, 102 type, eager to surprise either random passers-by or those select few who were in the know. Hereʼs a long list of spottings over the Wooster Street location that brought in the crowds. A coop between last 6 months or so (ammunition!), just copy and paste into your Vacant and Reebok, the store sold exclusive editions of the Reebok brand presentation you'll give to your boss or, if you yourself are Ventilator, and a pre-release of the Miami Vice version. the boss, to your team:

American Apparel | Everyoneʼs favourite sexy, socially aware apparel retailer, American Apparel, opened a 45 day pop-up store from Sapphire Inspired | Last November, Surface Magazine and late November to early January this year, in, where else, New York. Bombay Sapphire launched the week long “Sapphire Inspired” Boasting daily spontaneous events like karaoke, dreidel spinning, pop-up store at the Bathhouse Studios in New York. On sale were and mariachi performances. Discounts on select items throughout limited edition items like a Sapphire inspired martini glass entitled the store were included as well. Hereʼs a sample of the events: "Broken Martini" by emerging designer Dror Benshetrit, an Ice – Dude, it's Black Friday @ the Pop-Up Shop Chandelier by designer Eva Menz, stunning wallpaper from fash- – Pop Karaoke Contest! @ the Pop-Up Shop ion designer Jonathan Saunders and lounge furniture created by – Yoga Is Good For You @ the Pop-Up Shop Luisa Ruge. More than 1,000 people visited the store. – NYC's Cliktrax and 'Sup Magazine bring the '05 music videos that mattered to the Pop-Up Shop's big screen. – Pet Holiday Costume Contest @ The Pop-Up Shop – Yoga Is Good For You! Pt.2 @ Pop-Up Shop – Special screening of TV Carnage's A Sore for Sighted Eyes. – L Magazine & Upright Citizen's Comedy @ The Pop-Up

www.trendwatching.com 3 / 11 66 North | Back to New York: what better way to introduce yourself to a highly demanding audience if youʼre an outerwear apparel brand from Iceland and you donʼt yet have a New York store? Build a pop-up one! 66°Northʼs temporary shop was open from 1 November until 31 December 2005, and offered DJs, art, design, fashion seminars, discussions ("a fantastic blend of Ice- Leviʼs | And no, not all fashion pop-up stores are in New York: landic fashion, ﬁlm and music"), and 2,500 square feet of moss- Leviʼs Temporary Store in Milan opened its doors from mid Aug – covered shelving, gravel ﬂoors and iceberg tables, to make it look 31 Dec 2005. (Thanks, Maurizio!) like the brand's native country. In fact, the store designers envi- sioned the space as “a meeting point for anyone who's been to Iceland or would like to know more”.

Eddie Bauer | And what better way to experiment with a specific product than dedicate a pop-up store to it? The Eddie Bauer Down Boutique, at 30 Rockefeller Center, NYC, welcomed passers- by from 20 October – 31 Decem- ber 2005, selling only down mer- chandise. From the New York Times: "The pop-up strategy Swatch | Swatch's pop-up watches are an European affair, too: the gives us an opportunity to reach Swatch Instant Store has popped-up in cities like London, Paris, an influential audience in the New Barcelona, Amsterdam and Berlin. Target audience is 15-25 year York market and reach tourists who flock there during the holiday olds, and duration is flexible: as soon as the masses find the store, season," says David Makuen, VP Marketing at Eddie Bauer. "The it will close its doors. It will by now not come as a surprise that lim- goal is to learn more about how consumers respond to our stylish ited edition watches are part of the inventory. In their own words: down product, which is part of efforts to "set a new tone" for the “The pace of life is forever increasing; the public is becoming more venerable Eddie Bauer brand that dates to 1920". and more unpredictable; trends come and go at an ever faster pace and often spread across the globe instantly. In large cities, one finds generally the same chains of stores along the most famous shopping thoroughfares, at most in a different order. With its Instant Stores, Swatch has decided to remedy this state of affairs.”

www.trendwatching.com 4 / 11 Innovative pop-up brand spaces

The list goes on and on (we havenʼt even highlighted recent Fila- tiva, Blend, Uniqlo, Chloe, PlayStationPortable, Esquire and Taschen pop-up spaces), but how about some less than ordinary pop-up thinking?

J. Crew | This holiday season (Nov-Dec 2005) saw the J.Crew Holiday Haberdasher roaming the streets of New York. Think customized Land Cruisers stocked with gifts for men, including ties, scarves, wallets, cuff links and shirts. Show us one fashion brand Dommelsch | Think free pop-up concerts in cafes, by well known that wouldnʼt beneﬁt from a stunt like this. High on the surprise artists, and sponsored by a beer brand, would make for a good factor, low on the lounging factor, though. stunt? In The Netherlands, Dommelsch Beer organised pop-up concerts from July to December 2005. Barcodes on cans, beer bottles and coasters could be entered on the Dommelsch website to ﬁnd out about dates and locations. The concerts went down so well that three new surprise concerts, featuring Candy Dulfer this time, will take place between 27 March and 15 April 2006. Loca- tion: to be announced ;-) On top of that, Dommelsch also organised more than 150 free supermarket concerts, performed by mu- sicians from the Tilburg Rock Academy.

Caravan | Donʼt have the money to operate your own branded mobile pop-up space? Then at least make sure your stuff is car- ried by Caravan, a fashion boutique on wheels offering a hip mix of contemporary clothing, accessories, gift items, and art. Launched June 2005 in New York City. In their own words: “The name Caravan lends itself to an eclectic evolving experience, a Martini | Perhaps Dommelsch was inspired by Martiniʼs pop-up platform that will always transform with new products and ideas”. bars in Belgium last year: these ʻBar Decoʼ style lounge bars com- Want to check out the next Caravan location? A bit of competitive plete with leather seats (and ﬁve different Martini cocktails to analysis never hurts! choose from) appeared for two weeks only in cities like Ghent and Antwerp. No advertising or anything: just word of mouth. Needless to say, the amount of PR generated was more than worth it, while adding a bit of exclusivity to the Martini brand didnʼt hurt either. www.trendwatching.com 5 / 11 Pokémon | And how about a pop-up theme park? Last year, Nin- tendo set up a six month PokéPark in Nagoya, Japan, to coincide with the World Expo; now Taiwan is next, from July-September 2006. Think running with Pokémon, getting lost in a forest full of wild Pikachu, splashing with Mudkip, and embarking on a railway journey with playful Pichu Brothers. The park hopes to continue its three-month stints, with a goal of drawing one million visitors at each stop.

But we're digressing. Let's move on to: Samsung Mobile Travel centres | More airport empathy: Samsung operates eight Samsung Mobile Travel centres at Dallas 2. BRAND SPACES and empathy Airport, featuring leather lounge seating, semi-private workstations, electrical and phone outlets at each seat, dial-up internet So… Surprise is deﬁnitely appreciated by consumers, but letʼs go access, and Starbucks coffee, pastries, salads and sandwiches. one step further: how about (gasp!) empathy? Empathy BRAND Oh, and kudos to Delta's eight Relax & Recharge spaces at SPACES are all about bringing some love and empathy to hurried, Hartsﬁeld Jackson International Airport in Atlanta. These long thirsty, tired, or out of juice consumers. Take a cue from: counters with power outlets and comfortable stools are great for charging laptops, cell phones, PDAs and other tools that keep travellers going. They've been around for a while, but they illus- trate empathic BRAND SPACE thinking to the max.

ABN Lounge at Schiphol Airport | Why not build a lounge for your clients in one of those spots they really need one, like... airports? Dutch ABN AMRO Bank operates a Preferred Banking clients lounge at Amsterdamʼs Schiphol Airport, open from 6 am to 10 pm daily. Meeting space, online access, food and beverages, and foreign currency exchange, all included. Preferred Banking clients have savings or investments exceeding 50,000 euros, and/ or a monthly income of at least EUR 5,000. What have you done for your MASSCLUSIVITY customers lately?

www.trendwatching.com 6 / 11 Orange cellphone recharge locker | Brilliant in their simplicity, and delivering real value to communication-crazed customers: Orange Telecomʼs charger-lockers in its 'experience' stores let customers recharge their phones while shopping or lounging. If Orange and Delta can deliver simple but oh so useful empathic services in the public space, so can you, regardless of what B2C industry you're in! ING Bank @ Rijksmuseum | Brush up your foreign languages to fully appreciate this easy-to-implement idea: in Dutch, ʻbankʼ, as in ﬁnancial institution, also means ʻcouchʼ.

So ING Bankʼs sponsorship of The Netherlands National Museum (Rijksmuseum) in Amsterdam involved placing comfortable couches throughout the museum, and near the many master- pieces, turning the art temple into a pleasant, subtle BRAND SPACE. More ING BRAND SPACE activities below.

Nokia Silence Booth | Besides running out of juice, what else drives the average cell phone user nuts? NOISE! Ever tried to make a phone call from a music festival or any other crowded, HSBC BankCab | For three years now, HSBC has sent branded noisy event? Last summer, Nokia made festival goersʼ lives easier vintage taxis, vans, and even a London cab into Manhattan, (and quieter) by installing Silence Booths at Benelux events like whether to highlight a golf tournament the bank is sponsoring, or Rockin' Park, Rock Werchter, LowLands, Mysteryland, 5 Days Off, just to celebrate the holiday season. The freebie? New Yorkers I Love Techno and InnerCity. A quiet BRAND SPACE is a good who can show the driver a HSBC bankcard get a free ride. A bank BEING SPACE. that makes things easy for you in any way possible: we think this is an idea that is still ripe for copying!

www.trendwatching.com 7 / 11 3. BRAND SPACES and trying out

Take our already example-rich TRYVERTISING trend, apply it to BRAND SPACES, and voila: youʼve delivered two beneﬁts to your existing and future customers: hanging out AND trying-before-you- buy. Learn from:

Xbox360 Lounge | This one weʼre sure youʼve seen: the Xbox 360 Lounge in Tokyo, which was in business from 1 November 2005 – 12 February 2006. The purpose-built, 256 square meter demonstra- tion centre for the Xbox 360 featured game consoles in the Touch and Try corner, a 200 inch screen, two VIP rooms, WiFi access, a shop and a 70-seat café (including Xbox themed mixed drinks). Besides happy visitors, just the amount of buzz this lounge generated in the blogosphere was worth the investment alone. Yahoo! Link @ Sheraton | Turning neglected hotel lobbies into proper BRAND SPACES is what the Yahoo! Link @ Sheraton pro- gram is all about. The experience begins as guests make their way through the hotel lobbies of the Sheraton San Diego Hotel & Marina and the Sheraton Boston, and enter a specially designed communal lounge area featuring leather seats, refreshments, WiFi, workstations and plasma television. Designed to function as a “virtual concierge,” the Yahoo! Link @ Sheraton website also provides Sheraton guests with current local information such as weather conditions, nearby restaurants and attractions, and local driving directions. In a GENERATION C / CUSTOMER MADE twist, guests and hotel associates can add their personal favour- ites and reviews of local restaurants and attractions to the website. From news.com: "Sheraton was seeing more and more of their users spending time in the lobby on their computers. People just don't always want to hang out in their rooms, they want some Google Space | More online goodness: Google Space popped up kind of social interaction." at Heathrow Terminal One on 24 November and popped back out on 19 December 2005. An internet café-style computing booth meets try-out corner meets testing lab, it offered 10 Samsung laptops and free online access, manned by two Google employees. From ZDUK: "Google Space acted as a physical testing lab for its new applications; a trial project that offered passengers free access to applications such as Google Earth, Google Mail and Picasa." No word on new Google Spaces yet, but online brands setting up ofﬂine BRAND SPACES is no doubt a trend that will intensify in the next 12 months to come: world domination means real world domination, too!

www.trendwatching.com 8 / 11 Weber Grill Restaurant | A whole different try-out BRAND SPACE beast is the chain of Weber Grill restaurants in the US. Wired Store | In case you missed the Wired Store (but we sure With four Chicago-area locations—downtown Chicago, Lombard, you didn't!): this try-out pop-up store in (yes, again) New York, was Wheeling, and Schaumburg (the latter opened its doors in August designed as a destination that would move e-commerce into a 2005)—Weber Grills is a division of Weber-Stephen Products Co., brick and mortar space and let shoppers test drive the latest con- manufacturer of charcoal and gas grills and accessories. No sur- sumer gadgets and gear. The store allowed customers to sample prise then that Weber Grill restaurants do most of their cooking on more than 65 products ranging from a new Motorola cell phone to gigantic Weber grills. To add an extra serving of trying out their the Ultimate Gaming chair to a once-in-a-lifetime suborbital space products: cooking classes are popular, too! Last but not least, the adventure. Purchases could be made on digital checkout, allowing restaurants make good money too. shoppers to leave the bags and hassles behind. Partners included American Express, VW, 3M, Adidas, Biomorph, Braun, Cingular, Epson, Flavorpill, Grey Goose, Klipsch, Logitech, Motorola, Nap- ster, Nikon, Nokia, Oakley , Oregon Scientiﬁc, Rockstar, Samson- ite, Sanyo, Sonos, Sony, Symantec and Tassimo.

A video of the store can be viewed here (thank you, Rocketboom), while the Wired Store's raison d'etre was best summed up by this blogger:

LG Wash Bar | Last but not least, how about try before you buy an LG washing machine in the LG Wash Bar in Paris? Located in the fashionable Oberkampf area in the 11th arrondissement, customers can enjoy music and a drink while getting their laundry done. The 150 square meter bar features 9 heavy duty LG washing machines and dryers. Thereʼs also a 40 square meter show- room featuring various LG TVs and PC monitors, enabling customers to also experience LG's other products while they do their laundry. Staff helps customers with their laundry, demonstrating the equipment as needed. Every Tuesday customers who dress from head to toe in white are offered free ʻWhiter than whiteʼ (Plus Blanc que Blanc) cocktails. Whoʼs next? Miele? (Thanks to Mi- chael Simmonds, Springspotter Network.)

For more BRAND SPACES with a try-out twist, please refer to our TRYVERTISING trend, and in particular the Zanussi, Whirlpool and Maytag stores. www.trendwatching.com 9 / 11 4. BRAND SPACES and transformation Apple Theatre | In a GENERATION C world, itʼs no surprise that one of the most popular offerings at Apple Stores across the US, What better way to deliver superior value in what is still an Experi- UK, Canada and Japan is The Theatre, where Apple devotees ence Economy than to make good on the next Big Thing: Joseph (and aspiring movie directors, DJs, and graphic designers) can Pineʼs transformation economy (in which the economic offering of participate in one-hour workshops every day, free of charge. a company is the change in an individual person as a result of Workshops are divided into three categories: 'Introductory Presen- what the company does). Substitute transformation with—for ex- tations', designed to provide an introduction to the latest hardware ample—education, and you'll get the point. Offering consumers a and digital lifestyle applications; 'Workshops', which offer more in- BRAND SPACE experience that is not only surprising, empathic depth information about Apple's applications; and 'Pro Work- and/or lets them try out things, but empowers them as well, is truly shops', aimed at professionals looking to get the most out of ad- the New Marketerʼs Holy Grail. How to do this? Well, for example, vanced creative tools like DVD Studio Pro 3, Final Cut Pro HD and how about making sure your customers leave your BRAND Logic Pro 7. Observing dozens of GENERATION C members SPACE a bit smarter than when they entered … Check out: crowd the theatre on a Saturday afternoon should give you plenty of inspiration to set up your own transformational BRAND SPACE.

ING Direct credit seminars | Yes, the four loungy ING DIRECT Cafes in NY, LA, Philadelphia and Wilmington have been around for a while now, in fact ING was amongst the first financial serv- Kodak One Gallery masterclasses | Kodak opened its tempo- ices firms to take the BEING SPACES trend and run with it. But rary interactive galleries they don't just serve free coffee; mortgage seminars are also on in New York and San Francisco during November 2005. Besides the menu. In their own words: “Our free seminars at ING DirectCa- the expected exhibits from renowned and emerging artists, exclu- fés will help make the home buying process a little less compli- sive events, product giveaways, and hands-on trial of the latest cated. So, if you are one of the millions of Americans who wishes Kodak products and services, like the EasyShare wireless system, there was a Mortgage 101 class, then this is the seminar for you! there were informative technology workshops and masterclasses Weʼll provide light refreshments and snacks. All you need to bring taught by professional photographers. An overview of courses are the questions.” offered: – Cut the Cord: Becoming a Wireless Photography Guru – Digital Road Trips: New Ways to Shoot and Share "On the Go" Pictures – Action! Become a Director (and Nine Other Digital Photography Secrets) – Keep Me, Protect Me, Share Me. Keeping Tabs on Your Pictures in a Digital World Show us one brand that couldn't make the link to education and empowerment? Add a funky BRAND SPACE and free beverages to your classes and courses, and both your customers and the media may turn up in droves!

www.trendwatching.com 10 / 11 repeat three times during the Galleriaʼs run. University of Coffee is a customized version of the in-depth coffee preparation training illy provides at its Trieste, Italy headquarters. That's not all, though: Gregory Fea, CEO of illy North America, when interviewed about space by the New York Times, said he counted as an unexpected bonus the chance to get to know some of his customers. "It's tremendously insightful; to sit in the library and on the couch, engaging in conversations with them, ﬁnding out about what they do, how they learned about illy, what are the passions in their lives." Now that would really get us to the heart of BEING SPACES, conversations and... CUSTOMER MADE. But more on that next time. ;-)

Galleria illy barista lessons | And to end this Brieﬁng with how it all it started: a coffee bar! Occupying a former retail space in SoHo, Galleria illy got it right this winter, offering visitors “a gallery, a library, a theatre, a university. And the most authentic espresso in New York.” The university/transformation part of the equation involved three programs: leading food journalist David Rosengartenʼs original, theatrical piece, "28 Seconds", showcases coffeeʼs long and storied history, what you need to know about coffee biology and chemistry, and how, in 28 seconds, the perfect cup of espresso is prepared. The show will be presented twice every Tuesday.

Opportunities

The opportunity? Translating the BEING SPACES trend into ways to increase your brand awareness in the public space. The afore- mentioned examples prove it can be done. Costly? Sure. But how about diverting only 5% of your advertising budget, adding a heavy dose of creative thinking (which shouldn't cost you more than a few hours and a good bottle of Syrah)? That would give you plenty of pocket money to get started, creating brand environments that will actually delight consumers by providing them with surprise, discovery, empathy, trying out and transformation. Partner with hotels, airports, cruise ships and other BEING SPACE-prone entities if you don't have real estate to play with. When was the last time a run of the mill advertising campaign did that? CoffeeSense is a three-week course centred on coffee preparation and enjoyment. Week one focuses on coffee and illy fundamen- And yes, as always, there's more: what about, for example, the tals, focusing on taste; week two is about preparing illy using online world? Isn't the online arena one giant BEING SPACE, every popular method, from drip to French press to espresso ma- where anyone can and occasionally does (at least mentally) es- chine; week three is all indulgence, showing how to pair the right cape traditional environments? Habbo Hotel! MySpace! We kept it coffees with the right desserts, and featuring guest lecturers like bricks and mortar this month, but expect an update on virtual BE- leading chocolatier Jacques Torres. The three-week series will ING SPACES AND BRAND SPACES soon. www.trendwatching.com 11 / 11