IT’S THE (FORE)THOUGHT THAT COUNTS.
Localism Is The New Future Of Retail
There’s a quiet revolution unfolding in our neighbourhoods.
In the not so distant past, retail’s centre of gravity tilted toward scale, but as the dust settles from economic uncertainty, and shifting consumer habits, a new possibility comes into focus: localism as the new future of retail.
High streets once thought to be in decline are reawakening- not with more of the same, but with something slower and more intentional.
Our rekindled appreciation for community and localism has now become deeply embedded in our psyches. Local communities are becoming a much bigger part of people’s lives. Residents are seeking and enjoying local businesses and amenities much more. For many, it’s almost like a return to traditional ‘village values’.
Our high streets are a visible reminder of the changes that have been occurring in society and across the whole retail landscape. There is an urgent need for brands to reflect the demands of the community and play a vital role in regenerating local neighbourhoods. Rethinking format and location strategies and experimenting with new concepts that are more embedded in fundamental public services.
Huge opportunities lie in these local retail hubs, and perhaps, retailers need to shift their focus. Brands that lower their gaze to their locality will flourish: the future of global retail is local.
Here’s our thoughts and feelings about how localism is being embraced around us…
Don’t Slow Down, Speed Up.
There’s never been a better time to move faster.
The unique thing which we think works so well about our founder duo is the blend of deep care and stillness with the speed of a ‘just do it’ mentality.
Working side by side every day, we’ve seen just how important it is to stay in motion. Not just for the sake of speed itself, but to stay aligned with the pace of change around us.
There’s never been a better time to go faster, now that we’re moving into this era of augmentation. The speed of change generally is faster than it’s ever been.
In this era where human intuition meets machine intelligence, the pace of transformation is exponential.
We are redefining new metrics of success and failure. What we’re seeing emerge are more fluid, adaptive measures: how quickly you can prototype, how often you test and learn, how easily you can pivot when something doesn’t land. Sometimes the only way to know is to try.
Our advice? If you’re up against competitors, go faster.
The ability to learn in real time is a baseline for us.
Prototype, experiment, try things out.
Start small, but crucially, stay open. The answers will come through motion.
Click here to watch some of our broader thoughts on this idea…
Moving forward with AI: as a partner
Moving quickly, embracing change.
It’s our journey with AI that has really helped us embrace the uncertainty as we move at such a rapid pace in Industry 5.0. With change happening so fast, we can’t just hide in the wardrobe and hope that AI will go away. It’s here to stay.
We’ve seen the undeniable benefits within our own team, not only from a creative and strategic standpoint, but also a managerial one. We’re all learning to embrace AI, as it is helping us to learn new skills. As well as our creative explorations, the quality of our working life balance has gone up, which is so important to us.
But, with the rise of augmentation, the value of our human work and skills is so much more important. The inputs we give are driving the true value of our work. We’ve moved from automation to augmentation, and that just makes our humanity even more valuable.
After such a deep level of experimentation with the capabilities of AI, we realised that getting started in itself is one of the biggest things holding people back right now. Getting started is enough.
Even so little as one hour per day, for us, could be enough to augment your own human capabilities, and move with the speed of change.
Here’s our thoughts on AI: exploring our journey and how to get started…
Embrace The Uncertainty
How we’re finding opportunity in complexity.
As uncertain as the times may be, pushing change aside and ignoring the paradigm shifts that we are seeing in our industry will only keep you further away from growth.
Embracing the complexity of not only creativity, but first and foremost the industry we are entering into (Industry 5.0), is what keeps us future-facing as both a team and also personally as individuals.
Industry 5.0 asks us to go beyond automation and optimisation. It asks us to re-humanise. To work with technology, not around it. To co-create value by staying close to the human core- emotional intelligence, creativity, adaptability.
The future will not reward those who wait for stability before taking action. It will reward those who move with intent, even amidst chaos.
Spotting those unmet needs and using them as the basis for decision-making is what you need to do to stay ahead.
In Leadership we often talk about the idea of VUCA times; an era characterised by volatility, uncertainty, complexity, and ambiguity. Change is rapid, and outcomes are becoming increasingly difficult to predict. Instead of trying to predict the future, why not focus on spotting and acting upon the actual unmet needs of your consumers?
Designing for the problems that actually exist and are shaping our Industry is essential. And perhaps more important than anticipating problems that don’t yet exist. Design for the real needs of your consumer.
When we start new projects, our first question to ourselves is ‘where do the unmet needs lie?’ and, how can we unlock the real ‘why’ behind a company, in such uncertain times.
We explore our thoughts on this in our youtube series…
Welcome to The ‘Do It For Me Economy’
Understanding the paradigm shifts that retail is experiencing.
With human capabilities being increasingly augmented by artificial intelligence, it’s clear that retail is currently and will continue to undergo paradigm shifts, changing the way we shop forever. The brands that stand out and stay ahead of the curve are those who embrace AI, and optimise for the attention of AI, not just humans. They’re optimising for visibility and performance not only in front of human eyes, but within machine-led decision cycles.
Decisions now aren’t just influenced by AI, they are AI.
We are seeing a new retail channel emerge whereby the customer of the future won’t just be a person scrolling, but an intelligent assistant. In the near future personal and business agents will be working alongside us to automate the more transactional elements of retail.
Do It For Me Retail changes everything. It’s a shift that reimagines loyalty and relevance. Discovery becomes data-led. Brand value is assessed by machine logic. Retailers must think like systems engineers as much as storytellers.
And this just means that physical retail experiences will become all the more personalised, to craft that lasting connection with consumers.
The future of retail isn’t just about selling to people, it’s about building systems that think for them, shop for them, and increasingly, decide for them.
We sat down this week to explore our thoughts on how the retail world is changing, and what brands need to do to move quickly, and not get left behind.
Click here to watch….
PS: Follow us on our other channels so that you don’t miss a thing…
Forget Foresight, it’s time for Foreshape.
Why every organisation now needs a prototyping culture.
Why every organisation now needs a prototyping culture.
While you were reading this sentence, three new AI models launched, a climate tipping point shifted somewhere in the Arctic, and Gen Z redefined yet another industry expectation; this is the pace we’re operating at now.
If you’re not actively shaping the future, the future is shaping you.
Knowing isn’t doing.
Remember when Kodak invented the digital camera in 1975, then buried it to protect film sales? Or when Blockbuster had the chance to buy Netflix for $50 million and walked away laughing?
They had foresight. They saw what was coming, but seeing isn't enough anymore.
For decades, the future was something you researched. You gathered trends like butterflies, pinned them to boards, and presented them in glossy reports. You commissioned horizon scans that read like science fiction. You sat through scenario workshops where the biggest risk was running out of Post-it notes. That approach doesn’t hold up anymore.
We’re not looking ahead to the future, we’re inside it.
And that changes everything.
From Foresight to Foreshape: the great acceleration.
The pace, scale, and interdependence of global shifts have collapsed the distance between "planning" and "panic mode." We're living in a polycrisis of climate acceleration, AI transformation, demographic inversion, trust erosion, and resource scarcity. All happening simultaneously, all feeding each other.
These aren’t just trends you can place on a timeline, they’re overlapping transitions that reshape reality while you're still scheduling the strategy retreat.
So we need a different kind of strategy. Not one that asks what’s coming, but one that focuses on what we need to shift right now to stay relevant. This is where foreshape comes in.
Foreshape is about doing exactly that. It's not about predicting. It means designing tools, behaviours, systems, and cultures that are future-fit by virtue of being adaptable.
Think of it as applied futures rather than theoretical ones.
Stop planning for the future, start prototyping it.
Picture this: It's Monday morning. Your leadership team gathers around a conference table laden with thick strategy documents, each one representing months of analysis, dozens of meetings, and the collective wisdom of expensive consultants.
By Thursday, three of your key assumptions have been invalidated by market reality.
Most organisations are still trying to think their way into the future. Thinking isn’t always enough, you need to build your way there.
This is why prototyping is now a strategic capability, not a UX afterthought.
In a prototyping culture:
Ideas don't wait for approval committees. They get tested within days, not quarters.
Failure isn't feared. It's folded into the learning loop like ingredients in a recipe.
Strategy lives in what you actually try, not what you elegantly articulate.
Innovation isn't trapped in labs. It's systemic, participatory, and happening everywhere.
Think of prototyping as the R&D of organisational transformation. It's how you find new models before old ones fail. It's how you avoid becoming another cautionary tale in some future MBA case study.
The future isn’t waiting for you to catch-up.
Most leadership still works in a way that separates strategy from execution. Plans live in slides. Innovation lives in silos.
Meanwhile, the future arrives uninvited through:
Customers who expect experiences you haven't designed yet
Technologies that make your core competencies irrelevant overnight
Regulations that rewrite your business model while you sleep
Environmental constraints that transform entire supply chains
Generational shifts that flip your value propositions upside down
The organisations that adapt will be the ones that learn quickly and act faster. Not the ones with the neatest plan.
Prototyping helps you build that agility.
Foresight was about seeing, Foreshape is about doing.
In a world shaped by AI acceleration, climate transition, and cascading uncertainty, the most resilient organisations will be those who treat the future not as a forecast to predict, but as a design brief to prototype.
This is the invitation: Stop preparing for the future. Start preparing into it.
Move beyond strategic theatre and into applied futures. Rethink your incentives to reward fast learning over slow certainty. Redesign your processes to prototype possibilities rather than perfect plans. And make experimentation not a special project, but the way you breathe as an organisation.
The future’s here- and it’s ready for you to shape it.
Collective Conversations: Reflections
Our thoughts and reflections from the first episode of our podcast.
Since founding The Future Collective five years ago, we’ve been asked/ told to do a podcast many times. A few months ago when we celebrated our five-year anniversary, we decided it was finally time. Collective Conversations is an idea that’s been brewing below the surface for a long time, and we’re so excited that it’s finally here.
For episode 1, it was a no-brainer that Mike Coulter should be our first guest. He is now one of the few officially recognised Tiny Habits coaches in the UK and fully accredited and endorsed by Professor BJ Fogg PhD. And the only track-record CD in the entire world trained in both Behaviour Design and the Tiny Habits® Method.
We first met Mike back in 2020, and have been blessed to hear some of his wisdom in many inspiring conversations since.
We know that with such a future-forward approach in everything we do, it’s rare that we take a moment to pause and look back. We’re always looking forward, always asking ‘what’s next?’ But, this feels like the perfect time for us to take that moment of reflection.
Every conversation with Mike sparks a new idea for us, so with such a rich variety of things to discuss it was hard to pick just a few.
So, what were the main things we learned from our first episode?
Simplicity changes behaviour.
Small, simple steps are always the way to bigger successes. Starting off with the hardest thing or the biggest problem might actually hold you back. If you’ve not yet mastered the small things, the hard things will feel nearly impossible. Whether that’s starting a new project, or building a new habit, slowly carving out small changes will take you far.
Make things easy for yourself.
This is how you can conquer those bigger challenges. Start to build things into your existing routine, attach them to something you know works for you.
Do one thing well.
It’s an idea that we’ve thought about a lot lately. If the signs point to one thing, it’s worth pursuing. The most impactful brands have stayed at the forefront of their industries by doing their thing well.
Your brand manifesto might only be one line, maybe even less.
These can be some of the most powerful guiding foundations. Quit the fluff, quit writing for the sake of it. One line can be so powerful.
Collective Conversations is all about sharing some of the wisdom and the people that inspire us every day and keep us motivated. We’d love you to join us along this journey.
Episode is live- listen here
What makes a good brand great?
How can brands cut through the noise of a crowded industry?
With over 50 years combined in the design industry, Kate and Matt truly understand what makes a good brand great.
What elevates it from ordinary to extraordinary.
So, let’s take a look at what allows brands to cut through the noise of a crowded industry…
01. Start with why
Great brands lead with their purpose.
The reason why the brand came into existence is the single most compelling narrative that a brand of any size can share. And the more personal, honest and relatable this perspective can be, the better.
02. Story
Great brands have a story to tell.
Often what differentiates a brand the most is their story. Great stories appeal to our deepest emotions of hope, love, struggle, and determination. They draw you in and spark a genuine connection, naturally resonating with other like-minds and kindred spirits.
03. Simple
Great brands keep things simple.
They speak with clarity and communicate with ease. Every interaction with them feels intuitive and effortless, and it never feels like hard work. Proving that less, most definitely, is more.
04. Human
Great brands are all about people.
The most powerful brand communications often share the human story of the people connected with the brand, proving that personal accounts and individual perspectives deeply resonate with us all, because they feel authentic.
05. Soulful
Great brands stir our soul.
Rather than blinding us with science, or boring us with statistics and proof points, they make us feel something instead. They wear their hearts on their sleeves and their passion and love for what they do shines through.
If you’d like to know about our branding offer, or wider range of strategic and creative capabilities, contact lola@future-collective.co.uk
What if?
The difference between playing it safe and pushing into the unknown.
We recently let you in on our ‘so what’ philosophy. But here’s the thing: that alone isn’t always enough.
Questioning your purpose is critical, acting is even more important. We always want to push the boundaries of our previous ideas, to move at a pace that allows us to innovate in new ways. And we find that the ‘what if?’ is the second piece of the puzzle: the difference between playing it safe and pushing into the unknown.
Innovation: what does it really mean?
More broadly, you might think of innovation as developing new technologies, implementing new ideas, or simply finding more efficient ways to do things. It’s more than that for us: it’s about finding the beauty within abstract concepts, and turning them into tangible ideas.
We want to challenge conventions, uncovering new opportunities. By setting trends rather than following them, we transform bold ideas into impactful realities, allowing us to elevate brand experiences.
Resting comfortably within the limits of what you already know will only get you so far. So why stay within your comfort zone? Why not explore the hidden possibilities.
Unmet needs are everywhere.
Something we know unites every client, no matter how big, is the opportunity to spot unmet consumer needs. This is how we uncover where the blank space lies: a space for innovation. Finding them requires curiosity, empathy, and an open-mind to challenge assumptions.
Asking ourselves what the unmet needs are allows us to actually design for the future, and not just simply predict it. The most successful creatives don’t just respond to what people want today, they anticipate what they’ll need tomorrow.
That’s our ethos: designing tomorrow, today.
Where some see obstacles, others see opportunity.
There is something really powerful about standing back for a moment and daring to ask yourself ‘what if?’
When we see this play out with our clients, time and again we note that there is something about this question that grants you the licence to dream so much bigger than you would normally allow yourself.
To switch off the rational side of your brain and consider things emotively for a moment instead.
These two simple words are really empowering.
Try it for yourself, if you like. Grab a blank piece of paper and consider what you are doing right now. We guarantee that the ideas and thoughts that you write down will be more brave than you would have written had you just written ‘future plan’, or the like.
This is why the future innovation strategies that we create for our clients are filled with the commercial ‘so what’s’ but we always try to balance this with the ‘what if’s’ too.
Because the ‘so what’s?’ will challenge you to be relevant and grounded in your approach, but the ‘what if’s’ will give you the licence to take a leap into the possibilities and opportunities. To sidestep the ‘can’t be done’ and the ‘we’ve tried this before’ and to dare to dream that much bigger.
For us, it’s future first, always. What if we all did the same?
PS: ‘An idea that is not dangerous is unworthy of being called an idea at all.’ Oscar Wilde.
So what?
One of the most valuable questions you can ask.
Celebrating five years of The Future Collective recently got us thinking.
With such a future-focused approach to design, it’s a rare opportunity for us to take a pause and look back.
Something we always circle back to is the question ‘so what?’ It seems like a simple thing, but something that we know is always worth asking.
For us, it’s a question that keeps us grounded, and forces us to uncover the real ‘why’ behind our work, to ask ourselves ‘what impact will this have?’ It’s how we design for better, with true meaning and purpose; a way of stripping back assumptions and getting to the core of what actually matters.
The question isn’t just for agencies either, it applies to all creatives. Meaning and purpose within creativity are everything: design without purpose is design without impact. It’s how you cut through the noise of a crowded industry, and design with people in mind. Because creativity doesn’t exist in isolation, it’s deeply rooted within people. People are at the centre of every decision we make, so asking ourselves this question reminds us to consider the real impact that our work is having.
Asking ‘so what’ means pushing beyond the boundaries of the ordinary, breathing a greater sense of soul into our projects. Given the pace at which our industry is rapidly evolving, it ensures we don’t get lost and lose sight of what really matters.
Our goal is to constantly evolve and move forward, and the belief that meaning comes from purpose, not just mere relevance, keeps us moving in the right direction. It’s about trusting our creativity enough to interrogate it.
Strategy us our thing, creativity is everything.
Anyone who has followed our growth over the last five years will know that true creativity for us is rooted in strategic thinking, and constantly questioning, allowing us to move at a pace which keeps us future-focused.
So, next time you’ve reached a turning point, if you really want to innovate with purpose, ask yourself: ‘So what?’
Cultural Choreography
Crafting Narratives That Align With The Wider Cultural Landscape
With the luxury retail landscape becoming increasingly competitive, concept stores and flagships have evolved beyond being mere spaces for transactions; now, they are the most powerful expressions of a brand’s identity.
The influx of Gen Z consumers into this space also means that consumers are more and more attuned to the cultural nuances of the brands they engage with.
For brands to really connect, it's essential that they craft narratives that align with the wider cultural landscape. A deeper appreciation of social and symbolic attention to detail is no longer a nice-to-have. It’s paramount.
For brands to strengthen their status in home markets, consumers expect that they showcase this appreciation of local values, finding magic within the small, often unexpected details. This builds a more harmonious relationship, in turn providing a journey that feels more resonant with consumers.
While exploring the shifting dynamics of the luxury retail market, and the subsequent transitions that brands have to make to stay relevant, the importance of embracing the wider landscape was clear. Brands must create an in-store journey that reflects the historical background of the location and surrounding communities.
Let’s look at some examples of leading brands who stand out for an approach anchored in culture and history:
01. Aesop, Beijing
Aesop’s design philosophy is greatly influenced by the varied cultures and built environments which surround it. Spaces are carefully curated to be "distinctive and atmospheric, comforting and inspiring, functional and organised," whilst also nurturing the cultural and historical context of the surrounding areas.
The Aesop store in Beijing serves as a unique retail space. The brand is anchored in the local culture- with this being the bedrock of its brand philosophy. The blend of old and new architecture makes it a favoured location for international brands looking to establish a presence in China.
Conceived in collaboration with atelier suasua within a siheyuan- a traditional Chinese courtyard residence- the design honours the historical structure of House 19, which is a replica of the residences once owned by a cousin of the Qing dynasty’s last emperor, Puyi.
Inside, visitors can explore various alcoves that conceal red copper sinks, only discovered once inside, offering a more intimate environment in which to encounter Aesop’s skin care products.
02. Maison Diptyque, Paris
Diptyque showcases a new immersive retail concept, ‘Maison Diptyque’, a rich portal into the Parisian roots that sit beneath the brand identity. Visitors are taken on a journey of cultural discovery, which the creators view as “a sensory awakening, revealing the rare craftsmanship and contemporary artistic spirit that have inspired Diptyque’s creations.”
The founders, painter Desmond Knox-Leet, designer Yves Coueslant, and architect Christiane Gautrot actually lived over the flagship store. As such, the interior design intentionally mimics an apartment with a living room, dining room, library, and bathroom. Maison Diptyque’s architecture lends itself to a greater cultural aura, as the store integrates perfectly with the city’s surroundings.
The store takes Diptyque’s presence in its home base, Paris, to a new level.
03. Le Labo, Kyoto
Le Labo’s fragrance lab booth in Kyoto was constructed as an “ ode to Japanese heritage and craftsmanship,” aiming to sit in perfect harmony with the cultural landscape of Kyoto itself.
Formerly a family-owned brewery, The Machiya stood empty until the brand drew upon local craftspeople to renovate the space. “It was a subtle dance between the past and a new life” according to the brand’s creative director; a slow and patient process reveals the hidden meaning within the brand identity.
Designers of the space paid homage to the Japanese construct of ‘Wabi-Sabi’ meaning impermanence. Finding the beauty within imperfection, letting cracks reveal a deeper layer of meaning is what this fragrance lab is all about.
Kyoto is a city that suits Le Labo.
This forms part of our wider report looking at the future of luxury retail, from a global perspective.
If you would like to receive a copy, get in touch kate@future-collective.co.uk.
A Symphony For The Senses
A Deep Dive Into Sensoriums
The future of retail lies not in the hands of fate but in the ability of businesses to understand and cater to the new rhythms of their customers’ lives.
With the increase in Gen Z consumers in the luxury retail space, the value of sensory retailing strategies cannot be neglected.
Brands that cut through the noise of typical retail experiences can craft deeper affinity through a sense of curiosity and adventure.
Simple narratives and brand experiences just don’t cut it. Strategies which embrace senses like touch, smell, or sound envelop consumers in curiosity, in turn crafting concrete memories for a new generation of shoppers, and ensuring a sense of longevity for the brand.
Sensorial retail is all about evoking wonder, sparking curiosity, and elevating the store experience beyond surface-level details. As well as being a powerful catalyst for developing memorable consumer experiences, sensory strategies have an undeniable unconscious influence which undoubtedly strengthens brand recognition.
The very meaning of luxury is evolving, we are seeing new luxury codes as a result of the demographic shift in the retail landscape. With these new dynamics comes a major movement from traditional displays of wealth and status, towards a more progressive focus on self-expression and self-exploration. It’s clear that brands are redefining the way in which they craft and curate their vision.
So, what are leading luxury brands doing to ensure their longevity?
01. Glossier You, London
Glossier You tapped into tactile, visual, and olfactory senses to intrigue customers with an immersive experience, showcasing its new line of personal fragrances.
Designed with the intention of deconstructing the beauty brand’s signature scent “through the conceptual lens of the five senses,” it embraces the individuality and uniqueness of scent, providing a personal and bespoke experience for consumers.
Taking visitors on a curated and personal journey is the essence of the Glossier You experience.
02. Aesop, London and Rotterdam
Aesop curates a holistic sensory experience through carefully designed visual architecture, tactile hand-washing stations, complimentary fragrant teas, and dedicated sensoriums for fragrances. The brand’s identity is defined by the rich sensory layers within its physical spaces.
For the creators, Aesop is seen as a hosting experience. “The store is a welcoming, calm space where you are treated as a guest in our home, with high quality products, unobtrusive service, and a comfortable space that appeals to all the senses.”
The brand goes beyond functionality, creating a journey that emotionally aligns with consumers’ personal and social- life context.
03. Louis Vuitton, LA and London
The philosophy behind this Louis Vuitton brand experience was simple: utilise sight, sound, and touch to recreate the atmosphere of the first Pharrell Williams show in Paris, on the Pont-Neuf bridge. The stores blend a deep appreciation of the brand’s heritage with the creativity of a new artistic vision held by Pharrell Williams as creative director.
Each window display played with the sensorial impact of the sun, encouraging visitors to contemplate the idea of “What will you do when the sun shines on you?”
Crafting such a memorable and thought provoking brand experience meant implicating sensory retailing strategies to deepen brand affinity.
This forms part of our wider report looking at the future of luxury retail, from a global perspective.
If you would like to receive a copy, get in touch kate@future-collective.co.uk.
Entering Into The Archives
An Exploration Into Archivism
With the rise of AI augmentation and future-focused brand experiences, the need for a deepened brand-consumer connection is greater than ever.
We are moving away from simple brand narratives to value summoned by an understanding of heritage, design ethos and brand identity. The idea of archivism leans into reinvention of stores, events, and exhibitions as innovation labs, hubs, and experience centres that are primed for testing, observation and establishing deeper links.
Store experiences involving the archives support consumers of today in feeling the process of concept to creation for their luxury products. Seeking to enable people to peek behind the scenes, brands are creating immersive store experiences that connect consumers to their creative process.
In turn, consumers catch a glimpse of the artistry, craftsmanship, and expertise, enhancing the value of the products. Storytelling isn’t just products, it’s carving the way for societal shifts and the evolution of new cultural trends. By incorporating archival elements into store design, these brands offer consumers a richer experience, strengthening their connection to the brand’s legacy.
We started thinking about Archivism after identifying 10 key retail transitions, such as Cultural Choreography, Sensoriums, and Design Without Borders. These ideas are paving the way in today’s luxury retail landscape. Our research into archivism proves how essential it is that brands don’t lose sight of the rich cultural heritage that sits below the surface of the everyday consumer experience. So, how are brands embracing archivism to enrich the consumer experience?
Let’s look at three key examples:
01. Issey Miyake, Kyoto.
The exploration of regional and cultural history is essential to consumer experience.
At Issey Miyake Kyoto, The Kura was converted into an intimate gallery space, showcasing ‘the spirit of making things’ , deepening the reference to regional culture and history. The interior walls were stripped to create an open-plan space, birthing a new communication space, connecting Issey Miyake with the cultures and people of the East-West.
The space displays work from the brand’s artistic partnerships, offering insights into its design philosophy, visual inspirations, and archival pieces that have shaped the creative process and strategy.
The brand seized the opportunity to connect consumers with the richness of Japanese craftsmanship and showcase the wider cultural backdrop of Issey Miyake’s legacy.
02. Alexander McQueen, London
Brand education and exhibition offer a comprehensive look into creative evolution, and create a greater brand affinity for consumers.
The top floor of Alexander McQueen’s new Bond Street store serves as a space for visitors to explore past collections, design methodologies and the brand’s connection to its heritage.
Creating a memorable experience for the public was the philosophy behind McQueen’s London flagship space. A striking red rose dress sits at the center of the room alongside imagery showcasing the evolution and ideation from toile to final stages.
03. XC273, Shanghai
XC273 is more than just a retail space, it’s a living archive for consumers to engage with the brand vision and creative process. It was created in their probe to transfigure the act of buying into an immersive experience.
Set across three floors, the XC273 retail space houses designer showrooms and pop-ups alongside a small cafe, as well as providing spaces for temporary exhibitions and events.
The space showcases collective archives and explains the design languages, creative codes and heritage of the brand in each display, presenting itself as “a new fashion and art hub that is going to break the rules of retail experience.”
"All the differences of the space were kept as part of the building's history so that people walking in could feel that the boundaries between the past and the present are blurred, as if they had walked into a timeless space," the studio explained.
This forms part of our wider report looking at the future of luxury retail, from a global perspective.
If you would like to receive a copy, get in touch kate@future-collective.co.uk.
Inside Our Studio
Diving deep into the world of retail trends is just a small slice of what we love at The Future Collective.
Want to know more about our offer?
To receive a copy of our latest capabilities deck, contact us:
kate@future-collective.co.uk
Futurespective Briefing
Answering the biggest questions in industry today.
Our recent Futurespective briefing provides a deep dive into some of the most pertinent questions in industry today.
We know that in a time of so much change, those who see the future clearly will shape it. It’s paramount that businesses understand the shifting industry dynamics, and how to move forward in a way which embraces change and creates opportunity.
Within our report we explore the key talking points as we advance into a new industrial revolution: Industry 5.0:
How can businesses thrive, not just survive in a rapidly changing world?
How can we harness the transformative power of AI in creativity?
How can design lead the way in creating more empathetic and sustainable solutions for everyone?
Combining transformative thinking and creative solutions, Futurespective covers 5 key areas of industry:
01 : Walking Into Industry 5.0
02 : Unmet Needs
03 : The Future Of Leadership
04 : Post-Commute Economy
05 : AI In Creativity
Watch the playback here
As part of our wider Futurespective campaign, we created a video series delving into the conversations that really matter in a rapidly changing industry.
- How can we thrive in the Post-Commute Economy?
- How is AI leading the way in creativity?
-Understanding the unmet needs of Gen Z.
And much more.
Global Retail Briefing AW/23
Our latest Global Retail Briefing provides an insightful deep dive into the evolution of some of the most influential themes and transitions in retail strategy and design. Taking a tour of the world’s most innovative brands and shining a light on benchmarks from a wide range of sectors.
Within our report we explore the rise of awe-inspiring ‘Landmark’ flagship stores and curated VIP salons, and examine the blend of art and science as advances in AI transform the role and reach of the store.
And with sustainability and regenerative design continuing to rise up the retail agenda, we will be highlighting some of the best strategies to date.
Our visually rich 90+ page report also provides the opportunity to view a recording of the live briefing session, hosted by our co-founders Kate Shepherd and Matt Parry.
Reframing Luxury
As traditional definitions of luxury are being reframed, we explore the newly emerging trends that are reshaping the sector.
As traditional definitions of luxury are being reframed, our briefing explores the newly emerging trends that are reshaping the sector.
Our in-depth and visually rich futures report is over 120 pages and filled with actionable insights, thought-provoking ideas and inspiration, along with a summary of the core emerging themes and ideas:
New Mindsets : Understanding how global luxury consumers see the world through a new lens.
New Markets : Exploring the emerging powers of global influence, from China, to India and Saudi Arabia.
New Codes of Luxury : Unpacking the framework to building value and credibility and creating desirability in the new luxury landscape.
New Rules of Engagement : Taking a deep dive into the new strategies and concepts defining a new era of luxury brand communications, activations, retailing, and beyond.
The future of luxury is upon us, and it's time to prepare, adapt, and embrace the change.
Click here to purchase a copy of our report.
Industry 5.0 : The Human-Centric Revolution.
In the heart of every industry revolution, there lies a story. A narrative that transcends technology, data, and automation.
As we transition into Industry 5.0, this story is about us – humans at the core of this new era, much like the ethos of The Future Collective® is the belief in the transformative power of design, collaboration, and human-centric approaches to elevate brand communications and experiences.
Firstly though let's have a recap of The previous 4 revolutions.
1. First Industrial Revolution (Late 18th to Early 19th Century)
Dates: Approximately 1760 to 1840
Key Features:Introduction of mechanised production methods.Transition from hand production to machines, particularly in the textile industry. Steam power became a major energy source. Development of the factory system.
2. Second Industrial Revolution (Late 19th to Early 20th Century)
Dates: Approximately 1870 to 1914
Key Features:Expansion of railroads and telegraph networks.Introduction of electrical power and internal combustion engines.Development of the steel, oil, and chemical industries.Innovations in communication, such as the telephone.
3. Third Industrial Revolution (Mid 20th to Late 20th Century)
Dates: 1960s to late 20th century
Key Features:Emergence of digital technology and automation.Introduction of computers, the internet, and information and communications technology (ICT).Transition from analog electronic and mechanical devices to digital technology.
4. Fourth Industrial Revolution (21st Century)
Dates: Early 21st century to present
Key Features: Integration of physical, digital, and biological systems.Advancements in artificial intelligence (AI), robotics, the Internet of Things (IoT), and biotechnology.Increased use of smart and autonomous systems.Blurring lines between the physical, digital, and biological spheres.
Each of these revolutions brought significant changes to industries, economies, and societies, shaping the modern world as we know it today.
The Essence of Industry 5.0
Industry 5.0 isn't merely a continuation of the technological advancements we've seen in the past. It's a reimagining of how we integrate these advancements into our daily lives, ensuring they serve us, rather than define us. It's about crafting experiences that resonate with human emotions, aspirations, and values. It's about understanding and empathy for the consumer, ensuring that every innovation has relevance to the context it surrounds.
AI image generated in Ideogram by Matt Parry
Designing for Humans in a Digital Age
In the realm of design, the move towards Industry 5.0 is actually journey back to the basics. It's a recognition again, that brands are so much more than just a name or a logo. They encompass dimensions that affect our emotions and our subconscious. The challenge and opportunity lie in blending strategic design thinking with creative ingenuity to create authentic brands that resonate with people.
Exceptional brand stories and experiences have the potential to transform perceptions. In the fast-paced digital age, every brand interaction must be carefully crafted, bringing together holistic design expertise to set brands apart. It's not just about aesthetics; it's about creating narratives that people can connect with, believe in, and champion.
Industry 5.0, is often referred to as the "Era of Augmentation." This term encapsulates the idea that this era is characterised by the augmentation of human capabilities through technology. It's not just about machines taking over tasks or processes but about enhancing and extending human abilities, experiences, and creativity. It's broadly recognised that we are now in this era.
In the Era of Augmentation:
Human-Machine Collaboration: There's a strong emphasis on collaboration between humans and machines. Instead of machines replacing humans, they work alongside them, complementing human skills and intuition.
Bionic Augmentation: One of the defining features of this era is the potential for bionic augmentation or the 'internet of bodies'. This refers to technological enhancements to the human body, whether for medical, functional, or aesthetic reasons.
Enhanced Creativity: With the aid of advanced technologies, humans can push the boundaries of creativity, designing products, solutions, and experiences that were previously unimaginable.
Ethical Considerations: As we augment our capabilities, there will be ethical considerations to address, such as the implications of enhancing human abilities, the potential for creating socio-economic divides based on access to augmentation technologies, and the philosophical questions about what it means to be human.
The Era of Augmentation is a shift from automation to a more harmonious integration of technology into our lives, where technology serves to enhance and elevate human experiences and capabilities.
How you can stay ahead, is to actually get started, as I write this we are in the early adopter stage. I have many personal things that I wished I had embraced earlier in my life. this won't be one of them.
Preparing for the Future
For knowledge workers, preparation is key. Here are some steps to navigate the Era of Augmentation:
Stay Informed: The landscape is evolving rapidly. Regularly update yourself on the latest advancements in your field.
Adopt a Growth Mindset: Be open to change and new ways of working. Embrace technologies that can enhance your capabilities.
Engage in Ethical Discussions: Join forums and groups that discuss the ethical implications of augmentation. Your voice matters in shaping the future.
Conclusion
Industry 5.0 is not just a technological revolution; it's a cultural and philosophical one. It challenges us to put humans at the centre of everything we do, to design for better, and to craft narratives that resonate with human experiences. As we stand at this pivotal moment, let's embrace the ethos of collaboration over ego, and foster rewarding relationships that champion the human spirit. Let's envision a world where technology serves humanity, where design uplifts spirits, and where businesses operate with a conscience.
Matt Parry is the Co Founder of The Future Collective® and unfold:ai
It’s the (fore)thought that counts
There’s no doubt that the commercial landscape is now more complex and challenging than ever before. How we live, how we work and how we consume is all in a state of flux. This is generational change, and it’s morphing and evolving at a pace that takes your breath away at times.
Advances in technology are promising that the future that lies ahead of us all will be very different to the past we’ve known. Skills are being both supported and challenged by AI, and experiences are being augmented in ways that a few decades ago seemed unlikely to ever become our reality.
So where does this leave the creative industry? How many of our skills are being overwritten? How much of our processes need to alter? One thing is for sure, tracking and understanding the change is critical and those agencies that adapt, embrace and augment their offer will flourish.
It’s our view that this period of inflection will create a very clear distinction of the leaders and laggards.
Commercial transparency has never been more critical or valid; from the technology and tools used to develop ideas and solutions, to the physical teams and people. How agencies charge for their work will no doubt transform in the months and years ahead.
Companies of every size and scale are bringing many of their creative talents in house, and when they do look to outsource, expectations are higher than ever, at a time when budgets are more constrained too.
At The Future Collective we are already adapting and evolving to this changing and challenging landscape and putting new processes and approaches in place.
Ultimately, it’s all about understanding our clients unmet needs and collaborating together. When they’re pushed for time and resources, and the pressure to deliver genuine value and return on investment is greater than ever, what services do our clients need? And how best can we offer them?
‘In such VUCA times, perhaps the most important question of all is ‘what if ?’
Collective Conscious Collaboration
According to a recent study by the DBA, over half of clients are now actively seeking to partner with fewer different agencies, as they recognise they’re spending 25% of their time briefing different agencies and managing multiple different relationships.
Searching to establish a more connected, holistic view by working with agencies who can offer a breadth and depth of skills and perspectives, and naturally becoming the conscience of the overall vision and the one to join up the activities day-to-day.
This kind of approach is ideal for both clients and consultancies alike. And yet, in reality, it is really hard to achieve, necessitating a blend of skills, minds and experiences. In short, it takes a lot of people, each of them experts in their own field.
‘We’ve designed a ‘Collective’ way of working that offers our clients all of this, and more. With the notion of community, collaboration and consciousness at the very heart.’
Over the years, we’ve developed a network of many of the most talented and experienced people in the design industry; from strategists and researchers, to designers, filmmakers and photographers, and more. This naturally enables us to handpick and curate our teams, ensuring their experience perfectly matches the brief. Bringing our clients the calibre and consistency of team they crave, at a price they can afford. With such brilliant minds, the outcomes not only come quicker, but are also commercially successful.
The Future Collective ‘Brand Transformation’ Approach
Holistic Design Thinking
Anyone who has followed our growth will know that The Future Collective was founded on the belief that truly brilliant creativity is always firmly rooted in solid strategic thinking. The two go hand-in-hand.
‘To truly transform a brand, of any scale and in any sector, we have carefully defined and honed a process of three clear stages; brand orientation, brand vision and brand articulation.’
It’s rare in the design industry to find a consultancy that has equal strengths in strategic vision and creative design. It’s even rarer to find one that also has the capability to offer a full range of creative services, from digital to physical design.
This is where our Collective way of working truly comes into its own.
Living in times of permacrisis, it’s never made more sense to us to ensure that our approach is robust. Because for design to truly hit the mark and to be enduring, it has to show deep understanding and empathy for the consumer and have relevance to the context that it surrounds.
‘It’s truly the (fore)thought that counts. The strategic thinking, the commercial nouse, the substance behind the creativity.’
Our passion for strategic thinking and future forecasting is matched, pound-for-pound with our love for the transformative nature of creativity and design. To lift our spirits, to alter perceptions, to enhance our daily lives, to solve some of the biggest challenges that we face.
Design for Better
It’s no mistake that our B Corp alignment and certification gives us licence to work with truly pioneering brands. From Veolia to Versace, one thing unites our client mix and that is their desire to bring about real and enduring change. For good.
‘Design for Better isn’t just a catchy slogan that we feel the need to ‘™’ , it’s a fundamental belief that what we create today has the very real potential to create a better future for us all.’
It enables us to partner with global brands who are facing macro challenges, like embedding critical sustainability programmes into automotive supply chains through the creation of educational films and training material. Along with supporting truly visionary start ups setting out on their journey to implement groundbreaking and pioneering solutions to the problems that our planet faces; including packaging waste, water and air filtration.
Global Retail Futures Briefing SS 23
Exploring the evolution of some of the influential transitions and themes in retail strategy and design.
Our co-founders Kate Shepherd and Matt Parry recently shared the SS23 Global Retail Futures Briefing.
In a packed 60-minute session, they explored the evolution of some of the key influential themes in retail strategy and design. Taking a tour of the world’s most innovative brands and shining a light on benchmarks from a wide range of sectors.
Against a turbulent backdrop of global geopolitical uncertainty, economic crisis, and climate emergency; this is a generational moment where mediocre brands may not survive.
Progressive brands are going to extremes to set the new direction. Showing genuine commitment to the cause and strength of conviction. Trial, experimentation, agility and bravery set the tone.
Watch the full briefing.
Download our report.
Freitag, Shanghai
What’s ahead for 2023?
When everything about the way that we live, work and consume is evolving at a breathtaking pace, how can we plan for 2023 and beyond, and where do we begin?
For our fellow B Corp UK community, we hosted a macro trend and future forecasting session on 19th January.
Our co-founders Matt Parry and Kate Shepherd explored the latest consumer trends and sentiment across all sectors - from food to fashion, and everything in between.
To create a better future when our world is in total flux, it’s essential that we design with empathy, meaning and relevance. More so than ever before.
Everything about the way that we live, work and consume is evolving; and at a breathtaking pace. In every country around the world, these are the most transformational months and years in a generation.
And so, to plan for 2023 and beyond, how can we do this, and where do we begin?
There are huge opportunities for companies who have the insight and agility to translate this consumer behaviour into action.
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