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, 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:

1. 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.

2. 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.

3. Enhanced Creativity: With the aid of advanced technologies, humans can push the boundaries of creativity, designing products, solutions, and experiences that were previously unimaginable.

4. 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

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?

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.

Design for Better at London Design Festival

How can we all design for better?

Following on from the success of our Design for Better virtual event in March 2021, we hosted a live forum in Shoreditch during the London Design Festival in September 2022.

Drawing on our network of visionary experts, entrepreneurs and academics, we brought together a truly inspirational line-up of speakers including IKEA, Space10, H&M, Atelier100 and Aesop, alongside industry experts in societal and cultural trends and future thinking and entrepreneurship.

Read more.

Perishable Moments

Moving beyond instagrammable-moments to create IRL experiences that count.

The tide is turning away from the creation of one-dimensional brand experiences created purely for sharing on Instagram, towards the design of those that are perishable, private and ours alone to enjoy. These progressive and evolved brand experiences are layered with meaning, inspiring new levels of stimulation and engagement.

In their latest ‘Future 100’ report, JWT Intelligence noted the rise of the ‘anti-instagram’ interior as the most progressive brands move beyond made-for-Instagram experiences to create immersive and interactive brand experiences that inspire new levels of stimulation and engagement.

Taking their cue from artists, curators and exhibitions, whereby a growing number of them are creating installations which are impossible to capture on screen, brands are beginning to imagine how they can reward people for their visit by creating moments of brand and product immersion that you simply have to be there to enjoy.

After a period where the desire to create shareable social media content has become an integral part of any design brief, it’s interesting to note this shift.

This enlightened approach is driven by the recognition that a truly great brand experience should be witnessed through our eyes, not just our phones. It’s no longer about how it looks on Instagram, but how it feels in our hearts; it should appeal to all of our senses, not just our social media following; and it should reward us for our visit in a way that simply viewing pictures online could never really compare. In short, it’s about creating experiences that are perishable.

We first began thinking about the idea of creating perishable moments when we came across a quote by Jon Wilson from Greenwich University: “Traditional wisdom for luxury brands was that you should create something year on year that was bigger and better and more expensive, but it is now more about key moments which are perishable – like Japanese cherry blossom. It happens every year but then disappears, making that very moment the one that counts. Luxury brands must now create perishable moments. Just like going to a live gig – bursts of heightened, transcendental activity that maintains salience.”

Although here Jon talks of luxury brands leading the way, it seems only right that brands across all spectrums - from mass to premium - should begin to consider brand experiences in this way. Viewing Instagrammable content as a by-product rather than the aim of the game, and seeking to connect with their audience on a more genuine level.

So, how do you create brand experiences that are perishable? It’s not simply about the transitory, here-today-gone-tomorrow nature of the brief, it’s also about the emotional connection that it brings. Therefore not only is the idea of spontaneity and surprise important, so too is the tactility and emotion that it evokes.

There are 3 key ingredients that create Perishable Moments:

01. EMOTIONAL CONNECTIONS

The emotional currency of the brand experience is crucial. According to the Harvard Business Review, connecting emotionally across the brand experience generates 52% more customer value.

It’s also been scientifically proven that emotional experiences imprint better in our memory, therefore perishable brand experiences must embed products and services in a way that evokes strong and long-lasting emotional responses.

The power of design in creating a positive and memorable emotional connection should never be underestimated, as every element of the experience has the potential to influence our overall impression - for better or worse.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

As designers, we’ve instinctively known this all along, but it’s interesting to see Google setting out to prove the effect of good design on our emotional wellbeing. During Milan Design Week, the technology powerhouse teamed up with leading neuroscientists to prove just that.

A Space for Being featured three rooms with varying lighting, sounds, scents and textures - intentionally designed to stimulate visitors’ senses in different ways. Before entering the interactive rooms, visitors were equipped with a specially made wristband which used four sensors to measure specific physical and physiological responses, such as heart rate and skin conductivity.

“Design affects everything. What you choose to surround yourself with affects your wellbeing and your body, and the fact that neuroscience is now proving that is thrilling to us.”

Ivy Ross, Google’s vice president for hardware design

An interesting route that deserves much further exploration in the future is not only to evoke emotions, but to sense and respond to them too.

Celebrating the warmth and delight of human connection, the ‘Joy Life and Light’ installation by Preciosa used sensors in its large-scale lighting pieces to encourage visitors to openly share their emotions and connect with one another.

One of the chandeliers was wired with sensors that recognised the sound of clinking glasses and erupted with light when people raised a toast. A second chandelier featured lights that created a carousel-like structure, featuring sensors that responded to two individuals hugging with a dramatic display of flashing bulbs.

02. SENSORIAL EXPERIENCES

It’s become widely acknowledged that the more sensorial your brand journey and the more senses engaged, the more attentive the audience.

Some really interesting advances in this area are currently being made, particularly in the health and beauty retailing arena, whereby brands are using visual, sonic and olfactory conversations. Often these moments can be the smallest details and yet evoke the biggest response.

It seems that the notion of enhanced touch and tactility is currently gaining traction, and it was one of the key trends we noted at Stockholm Furniture Fair earlier this year.

In our homes, a key trend in interior design is associated with the use of textures, materials and finishes that are as pleasing to touch as they are to look at. Creating what the interior design expert Michelle Ogundehin describes as ‘surfaces that thrill our fingertips and tempt our toes’.

Sensorial encounters centred around feelings and physical experiences can enhance product trial in-store, enabling shoppers to experience the product benefits in a way that would be impossible to emulate online. 

The progressive fashion brand The Arrivals recently opened a weather-themed pop-up store called the OutThereLab in New York. Featuring three zones designed around the different micro-climates in three cities - Tokyo, New York and Berlin - with the aim to encourage people to trail their product in the relevant weather conditions. 

During the London Design Festival, British designer Tom Dixon transformed his headquarters in Coal Drops Yard into a multi-sensory lab. Playfully titled ‘Touchy Smelly Feely Noisy Tasty’, the installation took visitors on a journey through the senses in a series of talks and workshops, designed to heighten each of the senses in turn.

In the ‘Touchy Feely’ arch in the shop, Tom Dixon’s interior architecture facility, Design Research Studio, partnered with men’s care brand Harry’s to create a razor bar that draws on the sensory tactility of shaving.

03. PLAYFUL ESCAPES

The power of play has long been one of the most recognised ingredients in effective brand experience. And in such harsh and uncertain economic times it seems that the idea of simply making people smile and brightening their day is only growing in appeal.

Driven by the idea of creating a sense of wonderment in the physical world, designers are experimenting with new approaches and techniques to create joyful and unexpected encounters.

The best approaches are also often the simplest, cleverly tapping into natural human behaviour traits to appeal to our childlike curiosity and intuitive desire to touch and play.

Inspired by the insight that children are increasingly looking to shape their creative confidence through more personalised forms of play, Lego recently opened the House of Dots pop-up at Coal Drops Yard in Kings Cross.

The immersive experience took the form of a life-sized toy house inside a series of shipping containers. Designed in collaboration with French Designer Camille Walala, the five-room interactive house teases Lego Dots, a new arts-and-crafts, 2D-tile play-building concept. Instead of just paint, the designer’s colourful, richly-patterned style is realised primarily through more than two million pieces of a new product called Lego Dots.

The public art installation is designed to take visitors on a playful “journey through colour”. The exit takes the form of an eight-foot slide because, as Walala explained: “Why would you not want to add a slide?”

Proving the power of play isn’t just for children and adults crave it too, the eyewear brand Gentle Monster have recently become the set designers for an entire department store.

Recently described by Frame magazine as ‘not only a brand to watch, but a force to be reckoned with, having given people a reason to get off the sofa and visit a sunglasses store like no other brand in their sector has ever done before’, Gentle Monster have applied the same spirit of playful adventure to the interiors of SKP-S, the future-focused offshoot of Beijing’s SKP luxury mall.

With a concept entitled Digital-Analog Future, the space blurs the boundaries between human and digital interaction. The brand seized the opportunity to stretch our imaginations with surreal installations including a field of grazing robotic sheep and a rundown of Martian history! This is a department store, but definitely not as we know it!

OUR PERSPECTIVE

Placing an emphasis on the creation of brand experiences to be enjoyed in the here-and-now opens up a whole host of new ideas, new materials, and new approaches. Tapping into a hugely under-utilised toolbox of ideas surrounding how to evoke an emotional connection and appeal to all of our senses.

In our opinion there is great value in the concept of creating perishable moments. Not only from the consumers’ perspective, although undoubtedly it creates a far more rewarding experience, but also from a designers’ perspective too.

This shift in focus also signals a new approach for brand communications. Opening up a whole host of new social media platforms, along with new measurement metrics - no longer based on the number of ‘likes’, but something far more enduring.

Clearly there is merit in this approach for brands and retailers too. Giving them permission to behave in a different way that is more innovative and playful. It also helps brands to connect with consumers’ in a more emotive and meaningful way; helping them to understand the brand ethos and product benefits more clearly and fostering a stronger sense of brand loyalty.

We believe that this is not so much a ‘trend’ as an evolution. Even in such early days of this transition it’s inspiring some of the most refreshing new concepts that we have seen in many years.

All of this points towards a bright future of innovation as progressive brands explore this idea with creativity and originality. Carefully blending analogue and digital experiences that would be impossible to recreate in the digital realm and providing us with a welcome break from our screen-based world.

Reimagining the Role of the Department Store Webinar

Exploring the 6 key trends that are reshaping the role of the department store.

The retail landscape is undergoing huge re-evaluation and change, with department stores in particular under increasing pressure and scrutiny.

At The Future Collective we believe this presents a positive opportunity for radical transformation - both for these iconic cornerstones of the high street, and the brands they host. As designers, strategists and innovators it’s our role to explore and understand the new consumer needs that have emerged from the pandemic, as well as the commercial complexities facing multi-brand and physical retailers; to reimagine the role of the department store.

For some retailers this will mean looking to the past to revive and celebrate heritage, whilst for others this is the moment to look far into the future to innovate and invent in the most revolutionary way, rethinking not only form, but also function.

If the department store is to endure and thrive, then it must change. But that’s an exciting challenge.

In this webinar we explore the 6 key trends that are reshaping the role of the department store, from ‘Visionary Hosts’ to ‘Community Hubs’.

The event garnered international attention, with 1,000 people dialling in from around the world.

Watch our webinar here.

Collective Belonging

Why fostering a sense of togetherness is key to adapting to the changing retail landscape.

Collectively, the pandemic has taught us the importance of community and belonging.

Reigniting our appreciation of local brands and retailers and reminding us just how much we value and cherish human connection.

The most influential brands are noting the positive health implications of human connectivity and fostering a sense of togetherness. Exploring ways to localise their global presence in ways that really count.

“There is a certain irony attached to the reality that during a time when we were forced to live in social isolation, we began to care about one another far more; our friends, our neighbours, our carers. There is a universal understanding and agreement that it is people who matter the most.”

Kate Shepherd, Co-Founder of The Future Collective

SUBURBAN RESURGENCE

Our towns and suburbs are poised for a revival as the pandemic has triggered new patterns of living and working for people of all ages.

Experts are predicting a ‘rural renaissance’ accelerating growth in suburban areas and second cities.

Reflecting the customers’ heightened desire to connect with and support the local communities they live within, brands of every size and scale are adopting new retail strategies and investing in new neighbourhood formats.

These new concepts act as local hubs, providing curated ranges that are tailored to the individual wants and needs of the people in the area.

One of the most notable examples of this is the latest retail strategy from John Lewis. Following in the wake of the announcement of multiple store closures and the transformation of over half of their flagship store on Oxford Street to offices, “mini-John Lewis” stores have begun to open within Waitrose stores throughout the UK.

Speaking with The Times, chairwoman Sharon White confirmed their plans to ensure that most of Waitrose’s 331 supermarkets have one in the next 12 to 18 months.

CASE STUDY: H BEAUTY BY HARRODS, LAKESIDE, ESSEX

Harrods, the figurehead of luxury British retailing, has taken the unexpected step of opening its first standalone beauty store at Lakeside, Essex.

Rather than venturing from the bustling capital to a similar retail environment in another UK city, they’ve opted to settle in suburbia.

The move has provided an opportunity for the retailer to innovate in a way that extends their current value proposition, attracts a younger consumer and creates a space with a unique competitive advantage. The store boasts an immersive beauty experience, featuring a ‘Playtable’ for make-up experimentation, designated skincare treatment areas and even a champagne bar for some post purchase relaxation.

Investment in suburbia, particularly in the case of Harrods, puts a stake in the ground marking a new territory for retail innovation.

“We are entering an era of true self expression, empowerment and celebration of identity, and I can’t wait for H beauty to be a destination for beauty lovers to play, explore and try.”

Annalise Fard, Director of Beauty, Harrods

HYPER LOCAL FORMATS

One of the core advantages of creating hyperlocal store formats is the opportunity to offer a curated range of products that is laser focused to the wants and needs of the local audience.

Perhaps the most renowned pioneer of this approach is Nike. The opening of Nike Live on Melrose Avenue in Los Angeles has sparked a new era for brands adopting this hyper-localised approach.

The concept is built for and inspired by local NikePlus members, offering city-specific styles,all of which is determined by Nike digital commerce data (buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want, when they want it.

Following in the footsteps of this concept, Nike has launched several other neighbourhood specific concepts in key cities around the globe.

CASE STUDY: NIKE RISE, CHINA

Nike’s new concept store in Guangzhou, China, is a digital hub led by the sporting community that engages in numerous activations within the city‘s sporting landscape.

The store is part of Nike’s House of Innovation which seeks to create a sense of community through an equally local and digital approach. Nike Rise creates personalised experiences by tapping into the ‘sport pulse’ in Guangzhou. They focus predominantly on basketball, football and running - the primary activities of the city‘s residents. ‘Nike Fit’ technology allows visitors to have their feet scanned with the help of a store assistant, with the results of the scansinforming customers of their size and the styles that will suit them best.

Their Personal information can be stored in the Nike app and referred to when making online purchases, promoting a true omni-channel experience.

CASE STUDY: NIKE UNITE

The Nike Unite concept has an even greater emphasis on localism than its other experiential counterparts.

The store design is imbued with localised touches; with reference to landmarks, tributes to homegrown talents and a community wall that boasts all of the partners Nike has in the area, from non-profits to community groups.

The product selection is also tailored to the store‘s location; the approach hopes to make the store a “community centrepiece” that encourages people to get moving and connect with oneanother through sport.

The experience has also been enriched with technology such as self-checkout for Nike members which allows the concept to operate very smoothly.

CASE STUDY: NIKE BY EUGENE, OREGON

Being the 4th of Nike’s Live stores, Nike By Eugene aims to bring the innovative DTC concept to the brands birthplace in Eugene, Oregon. The store utilises digitally enabled services to create a merchandising mix that is specific to the desires of the local community. With new drops every three weeks and a 1:1 SMS service that connects shoppers with employees to discuss product availability and new releases, the mega brand is doing all it can to give their customer what they want.

The store will also serve as a meeting point for running groups that operate through the Nike App which is a really strong touchpoint for the brand. The app also features exclusive content and information such as the ‘unlock box’, a digital vending machine that releases gifts and products to app members, for free. The move also helps Nike kickback against their wholesale market by creating their standalone offer as a true destination.

GRASSROOTS CULTURE

While global issues are of concern to consumers, there is equal merit in embracing localised concerns that are much closer to home.

Appealing to Generation Z’s brand activist mindset, many of the most conscious brands and retailers are taking a far more localised approach.

From collaborations that improve local economic recovery, to flagships serving previously underserved communities or filling the gaps in cultural programming left by government cutbacks, these initiatives bolster big brand profiles on a grassroots level.

Building trust, credibility and authenticity and gaining invaluable on-the-ground insights.

CASE STUDY: VANS DOWNTOWN LA STORE

The Vans Downtown LA store is an LA cultural immersion, returning to the brand’s roots with heavy skateboarding influencers, intertwined with art and pop culture. The second floor houses ‘studio 808’ which is a hub for art and design, offering classes to local members of the community. There aren’t any fees attached to these offers, placing emphasis on authentic localism rather than commercial value.

There’s a real uplifting spirit here. The experiential space is truly community led, the workforce is to be partially made up of previously homeless and at risk youth who are part of initiatives with non-profits such as Goodwill and Chrysalis.

The space is a real signifier of the shift in the location of purpose within the retail environment, the singularity of solely aiming to maximise sales has been replaced with emotional concepts of community, localism and understanding.

“The store, by nature, is one of a brand’s most decentralised and localised assets. Stores provide a home base - for global brands - within a multitude of communities. Through this lens there are limitless opportunities for brands to tap into the theme of ‘community and collective’ belonging.”

Worth Darling, Director of Retail Innovation, Vans

BROADCASTING STUDIOS

Extending the cultural influence of the store way beyond the physical four walls of the space, innovative brands are taking to the airwaves and creating broadcasting stations, transmission zones and content hubs to amplify their brand influence on a global scale. Transforming stores into stages for livestreaming, podcasting, fashion catwalks and more.

Vans, the brand and global icon renowned for championing self-expression and sparking creativity, has taken their “Off The Wall & On The Air” initiative and officially launched Channel 66.

Described by the brand as “community radio meets the best of public access TV”. They’re planning to broadcast from New York City, Chicago, Mexico City, and Los Angeles to audiences everywhere with DJ sets, curated radio shows, talks, workshops and musical performances across music, art, action sports and community. Seeking to spotlight each city’s unique heritage and subcultures through the lens of the people who really live it.

CULTURAL CONVERSATIONS

The intersection of art, music, fashion and culture provides a wealth of inspiration for everyone. Thought-provoking brand experiences geared towards sparking cultural conversations and debate are on the rise.

Progressive brands are appealing to people’s growing desire for knowledge and education by hosting talks, workshops and symposiums and facilitating networks that are designed to stretch our thinking and champion innovation and change.

These events offer learning and advancement and naturally create a community of kindred spirits; connecting people with others who share their passions, values and beliefs.

The value of this kind of meaningful human connection goes far deeper than anything they could buy, prompting a genuine connection with the brand that is memorable and enduring.

This approach is particularly relevant in the world of luxury, where the whole concept of ‘experience’ is evolving.

The most effective new luxury brand experiences focus on personal transformation. Inspiring and empowering people to see and do something unique, to push themselves further and to acquire a whole new mindset.

CASE STUDY: PRADA MODE, PARIS

In tandem with the launch of Paris Haute Couture week, Prada held the fourth instalment of its travelling private club, ‘Prada Mode’.

The event took place in the city‘s famous Maxim’s, where the 19thcentury restaurant immersed members in an exhibit themed around data collection and identity creation as well as featured live performances and talks, plus fine dining.

Prada Mode Paris was designed to give invited members a unique way to experience a particular theme or facet within contemporary creative culture, as well as connect in real life over an ephemeral, unrepeatable experience.

“My interests often lead me to think about projects beyond fashion. Mode is one of these events, offering a familiar place to extend the art experience into the social; a place where people are welcome to think freely and discuss, not forget to have fun.”

Miuccia Prada, Founder

PARKS AND RECREATION

“Our Yokohama Bayside store functions as a park. While many Uniqlo stores are located in the commercial centres of large cities or in residential areas for easy access, we positioned the Yokohama Bayside outlet as a ‘destination store’.

Situated in front of Tokyo Bay, it’s conceived as a place for families to go to relax and have fun for an entire day, rather than somewhere solely for shopping.”

Takahiro Kinoshita, group executive vice president

Our article was also published in Frame magazine.

Design for Better Forum

How do you innovate against the odds and bring positive change?

Our Design for Better Forum brought together a collective conversation with a panel of true innovators, change makers and thought leaders - each sharing their perspective on how to innovate against the odds and bring positive change.

Listen to the incredible line-up share stories and viewpoints on what’s next for brands and how to navigate a complex future. Together, let’s be inspired:

• Sean Pillot de Chenecey, Founder, Brand Positive - ‘Generational consumer change’

• Victoria Prew, Founder, HURR Collective - ‘The rise of the rental economy’

• Marco Philippi, Senior Director Procurement Strategy, Audi - ‘Responsibility in the Supply Chain’

• Worth Darling, Retail Innovation Director, Vans - ‘Innovating a new way’

• Kate Shepherd, Co-Founder of The Future Collective - ‘Enlightened Experiences’

• David Hieatt, Founder, Hiut Denim - 'Slow design and 'doing one thing well'

• Greg Bunch,University of Chicago, School of Business - 'Finding the opportunities in a VUCA world'

The event attracted a huge audience, becoming Twilio’s second most popular virtual event (the first was in conversation with Michelle Obama!)

“Quite simply, The Future Collective are the best there is and it was a privilege to work with people with so much integrity and experience. We collaborated on the Design for Better webinar that we co-hosted. Matt and Kate were fantastic to work with. Whilst we were working to tight timescales with a lot to organise, it was easy, highly productive, professional and above all fun. I look forward to continuing to collaborate and being inspired by the work you do”

— Sam Richardson, Senior Visioneering Consultant, Twilio

Watch our Forum.

Design for Better film

In tandem with our Design for Better Forum and writing our Design for Better report, we created a short film exploring the notion of designing for better - not just better for the planet, but for people too - and all that co-exist together. It’s about being more sustainable, more ethical, inclusive, purposeful, meaningful and enduring.

Watch our film here.

Design for Better Report

It‘s time to Design for Better. How can we harness design as a powerful force for good?

Design for Better is a flagship report from The Future Collective; a guide to designing for better - not just better for the planet, but for people too - and all that co-exist together. It’s about being more sustainable, more ethical, inclusive, purposeful, meaningful and enduring.

Underpinning our mission and core beliefs, in this carefully curated report we explore what we mean by designing for better; understanding the radical shifts in consumer sentiment that are driving generational change, and unpacking the core themes and directions this will take.

Filled with actionable insights, thought-starters and ‘what if’ scenarios, this report features over 160 pages of ideas and inspiration clustered around 6 key themes, including examples of global benchmarking and best practice across a broad range of sectors from food to fashion, beauty to automotive and beyond. It forms an invaluable sourcebook that will directly inform strategic planning and decision making in branding, retail and experiential design.

Purchase our report here.

The Future of the Department Store

What does the future hold for department stores? Is it simply an outdated model that’s no longer relevant to the way consumers shop today, or could there be a new sense of purpose and role that will secure their future?

A NEW SENSE OF PURPOSE

Like so many of their counterparts on the high street, department stores have hit troubled times, with both sales and footfall in decline and predictions that this is only set to worsen in the years to come. In the last year alone we have seen several long-established names close their doors for good, and those that remain are investing heavily in their survival.

In a recent statement from Morgan Stanley they predicted that department stores will only account for 8% of the apparel market by 2022, down from 24% in 2016. It seems that the lure of the ‘one-stop-shop’ that was historically always the department stores greatest strength, has been overtaken by online shopping, as consumers naturally view this as the most convenient ‘one-stop-shop’ of all.

It was Harry Selfridge who coined the phrase ‘retail theatre’ and when Selfridges first opened its doors to the public in London it brought with it an extravagance and showmanship that the UK had never witnessed before. Describing the experience as ‘a pleasure,

a pastime, a recreation’, the roof had a skating rink and within the building were cafés, libraries and reading rooms.

Fast-forward to today and the store bears so much resemblance to this description that it’s hard to imagine over 100 years have passed. In fact, throughout the world, the department store model hasn’t altered dramatically at all. Not only are the events and in-store experiences similar, the floor plans and layouts have barely altered too. And yet, what worked so well in the past no longer seems to resonate with consumers today.

NEXT-GENERATION CUSTOMERS

If our department stores are to secure their long-term future, they must adapt to serve the needs of the next generation of consumers – in particular, Generation Z.

With their exacting standards and entrepreneurial outlook, this highly empowered and deeply ethical generation have very different expectations of the physical brand experience and very different buying behaviours.

Unlike older generations who can recall the glory days of the department store, Generation Z often struggle to see the appeal. With their heightened expectations of both experience and convenience, the majority of department stores are falling short on both accounts. Failing to deliver the immediacy that this ‘on demand’ generation has grown up with online, and also struggling to offer the kind of experience that consumers have become accustomed to from retailers in other sectors.

Forward-thinking department stores are recognising that they must take a consumer-centric approach and place the wants and expectations of Generation Z at the heart of their strategic thinking. Many are exploring ways to balance their emotional desire for experience, sociability and personal service with their rational need for convenience, immediacy and speed.

“Generation Z will make up 33% of the Global population by 2020 and are set to transform the retail landscape in the next five years, rewriting what it means to be a brand and retailer in the digital age.” Stylus

INVESTING IN THE FUTURE

Across the globe, the most notable and iconic department stores are investing in their future and embarking on ambitious renovation projects in a bid to stay relevant to their consumers.

In the UK, Selfridges is currently undergoing a colossal and elegant £300m rebuilding by Architect David Chipperfield, and Harrods is also investing £200m in an ambitious refurbishment by 2020. In Paris, Galeries Lafayette have innovative renovation plans, as do Macy’s, Nordstrom and J.C. Penney in the U.S. Several architecturally stunning restoration projects have recently been completed, including the revival of the Fondaco dei Tedeschi department store in Venice and the rebuilding of La Samaritaine with an iconic wavy glass façade.

Clues to the future of the department store can be found throughout the world as the most visionary department stores begin to re-evaluate the purpose of their brand and the role of their stores.

When department stores first opened their doors to the public their role was crystal clear. Often described as ‘Temples of the Modern Age’, these stores revolutionised the process of buying, transforming it into the cultural activity that we see today.

They were a symbol of liberation, offering employment for women and a safe haven for shoppers seeking respite from the dirty and bustling city streets. They also became gateways to the future, showing people products they had never seen before and entertaining them in a way they had never known. Department stores set the benchmark for all of the retail formats that followed and signalled the dawn of a new era in retail.

Fondaco dei Tedeschi, Venice

So, what is the purpose and role of the department store today? If the traditional approaches to department store retailing no longer resonate with consumers, how must the department store model evolve?

Taking a deep-dive into this subject, we have explored the latest department store concepts from around the world and created a report entitled ‘The Future of the Department Store’, identifying the following four key roles:

01 - THE CURATOR

Forward-thinking department stores are becoming the editor and curator of their product range - reimagining their offer to appeal to shoppers who seek the thrill of discovery, yet also have a growing need to simplify an overwhelming amount of choice.

Across the globe, iconic department stores including Galeries Lafayette, Macy’s and Bloomingdales are experimenting with new edits and collaborations and hosting temporary expo stores and pop-up shops, all designed to create a sense of constant newness and a sense of urgency to buy.

Borrowing from the streetwear market, the American department store Barneys are releasing product in anticipated drops and playing on the consumers fear-of-missing out (FOMO). Their recent two-day retail experience in New York named ‘The Drop’, launched in collaboration with US streetwear e-magazine Highsnobiety, was designed to cater to the ‘drop- shopping’ culture of streetwear brands.

At the same time, department stores like Showfields in New York are reminding shoppers that one of the fundamental reasons that we continue to enjoy shopping in-store is the natural sense of serendipity and discovery it imbues and becoming far more imaginative in their product offer and range; embracing direct-to-consumer e-brands, rising stars and new players.

At the very heart of this trend is the shift towards department stores becoming far more agile and experimental in their approach. Taking this idea to the extreme, the Neighbourhood Goods department store in Texas is made up entirely of pop-up shops, offering menswear, womenswear and housewares from both local start-ups and established brands. The goal of the store is to create a dynamic sales floor, where about 15 brands at a time create their own experiences, each shining a light on their products and overall worldview.

Neighborhood Goods, Texas

02 - THE ADVISOR

As service continues to be the greatest differentiator of all within the physical retail environment, many department stores are transforming their service strategies and adjusting the role of their staff.

They are adopting much softer selling techniques whereby their staff take on the role of advisors and experimenting with the latest digital technologies to create physical brand experiences which blend the very best in human, personal interaction with all that personalised technology can enable.

In many of the latest beauty hall concepts, notable players including Debenhams are experimenting with ways to deliver impartial advice to shoppers, with advisors who work across all brands, rather than one particular concession.

We’re also seeing a concierge culture emerge, inspired by hospitality and hotel design. Very often they are placed in one central space in-store and offer advice to customers about a vast array of different subjects, far above and beyond the products sold in-store. Within what they describe as their ‘super-service’ flagship format, John Lewis offers a total of 22 services, all managed from a centralised ‘Experience Desk’.

Technology has a vital role to play in this area, offering hyper-personalised service and virtual assistance. A key feature of the latest Neiman Marcus department store in Hudson Yards is their digital styling lounge, where shoppers can interact face-to-face with a digital stylist who has prepared a ‘look book’ based on their online activity.

Smart technology is providing shoppers with valuable virtual assistance in department stores such as Galeries Lafayette in Paris, whereby hangers with touchscreens provide information and let customers order their size. In a move that emulates the approach of several other department stores, they have also developed an app which enables them to offer unassisted service in the form of styling advice, ideas and inspiration.

Galeries Lafayette, Paris

03 - THE PROVIDER

Recognising that complimentary services have the potential to significantly elevate the overall appeal of the department store offer, progressive department stores are beginning to take on the role of service-provider.

Drawing inspiration from other sectors, including fashion, sportswear and homeware, they are diversifying into new areas that complement their core offer and are of genuine value to their target customer. They are also thinking holistically, considering every single step of the customer journey, both on and offline, to imagine the potential services that are required.

At its most simple and practical, the most innovative retailers are streamlining the overall experience and identifying the details that will deliver the ultimate speed and convenience for the customer; such as designated drop-off and collection points, vending machines or locker rooms. Equally, after-care and product repair services such as The Restory at Harvey Nichols are also on the rise.

There is an enormous amount of potential for department stores to consider providing valuable ‘third-spaces’ offering things shoppers genuinely need in-store; increasing dwell-time, but also heightening their sense of loyalty and positive associations with the brand.

These thoughtful initiatives not only demonstrate a generosity of spirit, they also show that the brand has an empathy and understanding of the true needs and desires of their customer. Ultimately, it’s about offering experiences and facilities that other retailers simply wouldn’t be able to.

04 - THE HOST

As the traditional forms of community and culture gradually erode away and

our world becomes more impersonal, the size and scale of the department store naturally lends itself to becoming a host.

Many of the most iconic and influential department stores in the world have begun to reinvent the store as a cultural and community hub. Appealing to the younger consumers love real-world encounters, they are transforming shopping into a far bigger social experience and nurturing a sense local connections by bringing like-minded people together with shared passions and beliefs.

The British department store Selfridges continues to lead the way, transforming into live venues and hosting a calendar of events that cleverly reflect the mood of the zeitgeist. It’s interesting to note that they are often adopting a local rather than global stance - for example, their purpose-built skateboarding bowl in London is open to the public and intends to support grass-roots fans and niche scenes in need of a home, such as girls’ skating.

Enlightened department stores including Le Bon Marche in Paris are also forging cultural connections with artists, photographers, actors and writers to create installations and events that you simply have to be there to enjoy. These highly Instagrammable concepts are becoming talking points in themselves and are increasing the brand stretch to new audiences.

Le Bon Marché, Paris

A SYMBOL OF TRANSFORMATION

Just as the earliest department stores were once a symbol of liberation, the most visionary concepts today are a symbol of transformation.

RADICAL REINVENTION

The department store still has a critical role to play in the retail landscape as a whole. Very often they’re the anchor to shopping developments and they also tend to occupy the most beautiful of old and historic stores. They remain the destination where consumers are able to find the most breadth and depth of choice all under one roof, and still serve as a valuable space for those brands of smaller scale to enjoy a physical presence in-store.

They have the potential to genuinely transform the retail experience and signal a new era in retail, but a fundamental shift is required to become fully consumer-focused and service-driven in their approach. Not only does this call for a total re-appropriation of physical space and format, but also a reappraisal of the purpose and role of the store.

The outstanding players will push the boundaries of what’s possible, and do so in a meaningful way; offering consumers what they genuinely need and desire.

They will stop looking backwards to what has been done before and start looking forwards to the future; adopting an experimental mind set and thinking of their store as a retail laboratory to test new practices and a space in beta-mode – agile and evolving.

Inclusivity will be at the core of their approach. While they will target younger consumers, they will also consider how to cater for other communities that are often overlooked and under-served, including new mums and older generations.

They will be true to themselves and project a unique brand personality with a crystal-clear proposition.

Lastly, and perhaps most importantly, the very best department stores will behave like a true destination; playing to their inherent strengths of physical scale and breadth of range to offer a store experience that no other retailer would be able to.

If you would like a copy of our full report, please contact kate@future-collective.co.uk

Slow & Considered Design

The enforced time of pause and reflection has sparked a reawakening for many people and it’s having a profound influence on how we shop and the brands we are sharing our allegiances with.

EVERYDAY ESSENTIALISM

The global pandemic has fundamentally changed our outlook and is leading us to shop very differently.

In many ways, you could describe this as a move towards essentialism as we all find ourselves asking ‘what do we really need?’

The ‘less is more’ philosophy made famous by Mies van der Rohe feels strangely apt for today as so many of us are developing a new found appreciation for quality over quantity.

After years of fast fashion we now wish to simplify and slow down, taking time to pause and appreciate a product of quality. We’re now drawn to thoughtful design and looking at craftsmanship and detail.

We’re also taking the long-view, making choices based on our own personal taste rather than being influenced by a passing trend or fad. It’s now ‘in with the old’, and if it’s new it must be enduring.

This is fundamentally altering how we’re choosing to style our homes and the clothing we are opting for with each new season.

THE SHIFT TO SLOW

This change in consumer sentiment is sparking a significant move towards slow and considered design that is the very opposite of the ‘throwaway’ culture of old.

Slow design is described by Carolyn F. Strauss and Alastair Fuad-Luke as a process that is deeply conscious of the lifespan of its end product, delivering new values for design, and contributing to the shift towards sustainability.

They suggest that slow design is ‘a unique and vital form of creative activism that offers an opportunity to find fresh qualities in design research, ideation, process and outcomes — and ideally slow down the metabolism of people, resources and flow.’

In embracing this ‘shift to slow’ a growing number of companies are not only adjusting the type of products they offer, but also reappraising and changing the way they design and produce them too.

Here we take a look at the brands and retailers who are leading the way in this push towards slow, considered design.

SLOW SHOPPING

One of the most fundamental and far-reaching impacts of the pandemic lies in the fashion industry.

The fast-fashion trends that have dominated the industry for decades are turning to a slow-fashion agenda as we head towards a more sustainable future.

A growing number of brands, particularly in the luxury sector, are aligning with a slow fashion approach by upending the traditional fashion calendar and reducing collections.

On May 12, in an initiative led by Belgian designer Dries Van Noten, an open letter to the fashion industry calling for drastic change was published online. In an acknowledgement of the ramifications of Covid-19, and the systemic shortcomings it has brought to light within the industry at large, designers including Gabriela Hearst, Tory Burch and Erdem Moralioglu rallied together to push for greater sustainability measures and changes to the sales calendar.

According to Vogue Business, the open letter called for a shift in the deliveries of clothing in stores, to motivate full-priced sales and curb discounting that may be harmful to designers and retailers, as well as an adjustment of the current autumn/winter and spring/summer seasons, whereby clothes will now be available for purchase during the season for which they are made.

The first to sign up were Liberty in London, Bergdorf Goodman in New York and Lane Crawford and Joyce in Hong Kong and China. Resonating with this new approach to fashion, Vogue Editor-in-Chief Anna Wintour shared her thoughts with CNBC, saying the pandemic has provided an opportunity for the fashion industry to have a rethink, and “to slow down and produce less.”

A growing number of brands are now adopting this radical new approach. One early adopter to announce their new directive was Gucci. The Italian brand intends to go seasonless and reduce the number of fashion shows it holds each year from five to two. In addition the brand has launched Gucci Circular Lines, which aims to use regenerated materials that are recycled and sustainable

“The fashion industry had got bloated and ridiculous - too many clothes being produced and being constantly discounted.”

Paul Smith, The Daily Telegraph

Although this change was sparked by the global pandemic, consumer sentiment, especially among younger generations, suggests that this shift to slow is here to stay.

As a growing number of us adopt spending habits and values that embrace anti-excess principles and conscious consumption there is a shared understanding and belief that slower fashion will lead to less waste, which in turn will lead to less pollution.

The Slow Fashion movement promises to be the opposite of the fast fashion trend by delivering sustainably procured and produced clothing to mindful consumers. Instead of never-ending sale offerings due to rapidly changing trends, slow fashion items are designed to be sustainable, functional, durable and stylish.

And so, as a growing number of fashion brands are repositioning for the long-term, naturally they are also considering how the overall retail experience and levels of customer service must evolve to suit this very different mindset.

CASE STUDY: UNSUBSCRIBED, EAST HAMPTON, US

American Eagle Outfitters recently unveiled a new concept named Unsubscribed in New York’s East Hampton.

Offering consciously-made products that are designed to be worn and treasured forever, the brand is largely driven by a slow fashion concept. This means fewer deliveries, elevated quality and beautiful design.

Currently existing only as an in-store experience, Unsubscribed features its own private label collection as well as a carefully curated selection of third-party brands which reflect its “less is more” philosophy. The term, made famous by architect Mies van der Rohe, was originally connected to design and aesthetics, but Unsubscribed has extended this to a lifestyle.

It’s not just about the fashion process slowing down, but also the entire retail experience.

WHAT IF? Stores were purposefully designed to slow the pace down; encouraging people to take their time and helping them to make carefully considered choices?

DOING ONE THING WELL

“We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just do our best to conquer our bit of it. So each day we come in and make the best jeans we know how. Use the best quality denims. Cut them with an expert eye. And then let our ‘Grand Masters’ behind the sewing machines do the rest.

There is a great deal of satisfaction to be gained from making something well, of such superior quality that you know it is going to stand the test of time. It makes the hard work and the obsessing over each and every detail worth all the effort. That’s our reward. That’s why we stick to just making jeans. Yup, we just make jeans. That’s all folks.”

David Hieatt, Hiut Denim

ENLIGHTENED EXPERIENCES

Even before the pandemic took hold, we had begun to note an evolution towards a new breed of slow and considered brand experiences.

Rather than focusing on the creation of ‘instagram-ready’ spaces, perfectly designed to fit neatly within a little square on our social media feed, we had begun to note the emergence of more enlightened and introspective brand experiences designed to purposefully slow the pace down. Encouraging people to switch off from digital distractions and enjoy the experience in the here-and-now.

From a designers’ perspective, this approach opens up a whole host of new ideas as they focus on evoking an emotional connection and telling brand stories by engaging all of the senses.

At The Future Collective, it’s our belief that the dramatic changes we have seen in 2020 will further support the transition towards slower and more fulfilling types of brand experiences.

The restrictions in place as a result of the threat of COVID-19 have shown us new ways to blend digital and physical to create more meaningful experiences.

With festivals, fairs and exhibitions cancelled or only accessible to small groups during the global pandemic, organisers have been quick to digitise their offering. But while this has naturally increased the reach of such events, it has also reduced their immersive qualities and ability to build interpersonal relationships.

One of the most fundamental challenges this has posed is how physical and digital experiences can enhance rather than compete with each other.

As the first large scale design festival to go ahead in 2020, the London Design Festival (LDF), which ran from September 12-20, employed a new hybrid way of bringing the festival to life. The blended format combined virtual events alongside physical ones, served to democratise the event, giving more people the ability to attend than ever before.

CASE STUDY: TOM DIXON OCTAGON, LDF 2020

After successfully launching OCTAGON in Shanghai in June, Tom Dixon introduced the concept to the UK for LDF, representing the versatility of the global brand.

The Coal Office was divided into eight spaces, with each area celebrating a narrative of the extraordinary brand.

The open exhibition invited visitors to immerse themselves in the designer’s universe and was accessible both virtually and physically.

LDF 2020 was the brand’s biggest exhibition to date in terms of global reach, as events, activations and talks were broadcasted internationally to all markets.

The virtual component played a significant role, emphasising the message that the brand is reinventing itself in multiple ways, despite a global pandemic.

Tom Dixon plans to compress and reshape OCTAGON as a piece of small travelling architecture, with 8 facets of our hyperactive, constantly evolving brand, that we will travel to various cities and towns in the future.

WHAT IF? The brand experience becomes the perfect blend of analogue and digital, designed to tell your brand stories through all of the senses?

MADE WITH CARE AND BUILT TO LAST

“Good design inspires, enriches and endures and makes a better world. We should think carefully about what we buy, consider the consequences of our consumption and take note of each purchases real worth – the inspiration and intent, craft and innovation present in its material and make-up. Its usefulness and beauty. Its humour and honesty.”

Selfridges, Project Earth edit

CRAFTSMANSHIP & DETAIL

Our eyes have grown tired of identical high streets and homogenous products and we’re naturally drawn towards thoughtful, desirable and enduring design.

Crafts have long been part of the British landscape and craftsmanship, detail and the story behind the creation of the design are growing in importance as people of all ages share a growing appreciation of quality and materiality.

This perspective is particularly true of Gen Z - a generation who are reprioritising what they value.

‘More than 25 million handcrafted objects were sold in the UK in 2019, with seven out of 10 adults buying something solid, beautiful, unique and timeless.’

Crafts Council, May 2020

As one of the last independent global fashion houses in the world, the eponymous Vivienne Westwood brand champions this approach. At the very heart of this is the intention to make clothes with greater care. Facing into the dilemma of ‘quality verses quantity’ they use their brand voice to raise awareness of the environmental impact of overconsumption. Urging people to buy less and buy better quality clothes that meet this standard.

As an ardent supporter and longtime champion of craftsmanship and heritage, traditional British textiles and Savile Row tailoring traditions have informed and influenced Vivienne’s work since the 1980s. Vivienne has always partnered with local industries and artisans as well as, later in her career, larger Italian factories.

2020 marks the dawn of a new era where artisan skills are valued and cherished. Yet, in many ways, this isn’t so much a new way as a return to the way things used to be.

In the fashion industry we’re witnessing a return to the creation of bespoke, made-to-order collections - reviving an approach that up until the 1940s was the norm. Not only as a way of elevating the level of craftsmanship, but as a way of naturally reducing unnecessary waste.

CASE STUDY: BENTLEY X NAIM AUDIO

A stunning example of this return to craftsmanship can be found in a recent product launch borne out of a long-standing partnership between Bentley x Naim Audio. The British high-end manufacturer that is responsible for the systems that go into Bentley’s beautifully appointed automobiles recently created ‘The Focal Radiance’ headphones and a Bentley special edition Mu-so, emulating the rarefied privacy and comfort enjoyed in a Bentley cabin.

Taking the Bentley experience out of the cars was a welcome exploration for Naim Audio and many parallels can be drawn from the design and styling of the Bentley car. The laser-cut diamond pattern on both Mu-so and the headphones is also a direct nod to Bentley interior design.

WHAT IF? We used the most imaginative forms of brand storytelling to reveal the craftsmanship and care behind the product design; sharing the heart and mind of the maker?

TAKING THE LONG VIEW

“VYN was from the outset an idea to create a sneaker that would carry you through your life for a long time. It took us over three years to develop the repairable sole unit and design a sneaker that looks modern but is built in a traditional way.

We incorporated the replaceable top piece and the cork insole from a traditionally bench made shoe to get the long-term comfort and make repairs possible. Both the lining and upper materials need to be of great quality to create the shell that will let your feet breath and let you go through life in great style and comfort.

The last piece of the puzzle was to give the customer the tools to care for their sneakers with a pair of shoetrees and a care set that is putting the care in the customers hands and represents our philosophy of ‘wear, care, repair’.”

Stefan Mathys, Co- founder VYN

HOME IS WHERE THE ART IS

For everyone, everywhere in the world, life at home has been transformed in 2020. Documenting what they describe as “the big home reboot” IKEA’s latest report suggests that 2020 has been a year like no other, having a huge impact on many areas of life, including on our relationship with home.

Against the turbulence of the outside world, their report notes that 78% of us globally agree that home was our sanctuary during the 2020 pandemic restrictions.

Confined within our four walls all across the world, many of us have come to a realisation: we want something different from our lives at home. With new priorities emerging everywhere, and at the same time, the way we will live in the future looks dramatically different.

There is an overwhelming sense that this is only the beginning. In the future, we can expect heavy scrutiny and investment in the ways our homes are created.

In a world that seems increasingly chaotic, one place we can retain some level of control is within our homes.

“Home has become a place to raise your spirits and to take time to appreciate art and design pieces.”

Elle Decoration

With home truly at the heart of our lives, research suggests that our approach to decorating and furnishing our homes is changing.

In a study they commissioned to analyse the impact of the lockdown on peoples decorating habits, Graham & Brown found that 94% of those who redecorated their homes during this unique period think it was good for their mental health and wellbeing.

Welcoming the positive effects of change, it seems that we’re beginning to make bolder and braver choices, and truly embracing colour, pattern and print.

Equally, spending more time in our homes than ever before has sparked a new connection with the items that we surround ourselves with.

It has brought home how beautifully crafted products can really bring joy to a space. Particularly at a time when so many of us crave touch and tactility, handmade and carefully crafted items have high appeal.

“A thing of beauty is a joy forever, and in this pandemic year, the craftsman’s skills are more in demand than ever before’.”

Jessica Slater, The Daily Telegraph

These investments may even become future heirlooms passed down through the generations.

CASE STUDY: GRAHAM & BROWN

For nearly eight decades, Graham & Brown have inspired people to think differently about their walls through continuous innovation, creativity, and craftsmanship. Although undeniably famous for wallpaper, they have also developed a paint range to partner perfectly with our wallpaper patterns.

In 2020 they’ve noted a shift towards much bolder choices in paint colours. With more people buying their dark green ‘Adeline’ colour of the year 2020 than white and grey.

They’ve also witnessed a rise in sales of their wallpapers along with noting 49% more searches for wallpaper than paint online.

The artisan skills they use to create their artworks clearly set the brand apart.

Artworks are lovingly hand-drawn or hand-painted in their studio by a team of multi-talented surface pattern artists. These artworks can take several days to create, and every creation is carefully archived so it can be drawn upon as inspiration in the future. Completed artworks are then digitised and separated into layers that allow for recolours based on extensive trend forecasting by their stylists, before moving to the proofing stage.

WHAT IF? We celebrated and shared the skills of the designers, makers and artisans with glimpses behind-the-scenes?

GOOD DESIGN FOR BETTER

In many way this move towards slow and considered design feels reminiscent of Dieter Ram’s infamous manifesto about the 10 principles of ‘Good design’. It’s strange to see how we’re able to draw such clear parallels today to a theory that was developed over 50 years ago.

Perhaps what we’re witnessing today isn’t so much a new way of thinking as a realisation of what we’ve known to be true all along.

10 Principles of Good Design by Dieter Rams

DESIGN FOR BETTER

We’re witnessing the dawn of a new era where design has become a powerful force for positive change. The tremendous challenges of the climate emergency, coupled with severe economic strain triggered by the global pandemic, are marking the launch of a new era in design.

On a global scale, our perception of the value and potential of design has completely altered.When the lockdown began earlier this year we saw how design innovation could help and protect us in the most fundamental ways, and the speed of this innovation was incredible.

Looking back in history, it’s perhaps no coincidence that many of the previous design movements were sparked by events of significant adversity. For example, the Bauhaus movement was borne out of war and driven to build a better world emerging from the debris of WW2.

Today the ‘New Abnormal’ world we find ourselves in is sparking fundamental and significant change. It’s a time for a new beginning.

A NEW WAY OF THINKING

When we design with the long-view in mind, a whole host of new and more complex considerations come into play.

Slow design calls for a different approach to research, ideation and creation that is altogether more thoughtful. Combining Design Thinking and Futures Thinking, with an understanding of the real needs of people at the very core.

ACCESSIBLE TO ALL

Perhaps one of the greatest challenges we face is how to build the levels of care and consideration into products, services and experiences that people can afford.

The investment shouldn’t be beyond reach. and must be accessible to all. As designers and creators, at The Future Collective one of our founding principles is to make remarkable design accessible.

Retail Reset Film

As retail reawakens, it‘s time for retail to reset and let innovation and creativity lead the way.

As the world emerges from the Spring 2020 lockdown and retail reawakens, a very different landscape is unfolding.

It’s becoming clear that there is incredible power in the act of uniting and finding opportunities in the face of adversity.

This thoughtful, yet energetic film captures the spirit of innovative thinking and collective action.

Retail Reset Report

A new era is upon us. As retail reopens for the first time in history, it‘s time to reset the future of retailing.

As the world emerges from the Spring 2020 lockdown and retail reawakens, a very different retail landscape is unfolding. While it’s certain that ‘business as usual’ is no longer an option, it remains to be seen just how far reaching the impact of Covid-19 will be.

Our ‘Retail Reset’ report is a dedicated analysis of the future of global retail, carefully curated to provide a thought-provoking and inspiring glimpse of the key themes driving change; from ‘Trusted Safe Havens’ and ‘Supercharged Service’, to ‘The Art of Localism’, ‘Portability’ and ‘Gamified Retail’.

With over 115 pages, the report is packed with ideas and inspiration about how physical and digital retailing must evolve to meet our new needs and expectations.

Read our report here.

Strength in the Collective

It‘s now. It‘s time. It‘s forever. Together, let‘s design our future.

As the world reels in shock and trauma over the sudden onset of the global pandemic, we wanted to capture the emotive state of the nation in a short film. It’s a story of struggle and hope, celebrating the way that people, countries and organisations are coming together for the greater good.

This powerful viral video gained global attention with over 1 million views, across 162 countries worldwide. It was recognised by The Clio Network, showcased as part of their Ads of the World™ COVID-19 Ads Collection, alongside work for brands including Google, NHS, United Nations, Nike and McDonalds.

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The Future Client / Agency Model

The Future Collective’s Co-Founder Kate shares her perspective on the future design agency model.

Kate Shepherd was interviewed by renowned strategist, public speaker and author Sean Pillot de Chenecey, for his podcast, The New Abnormal.

On the topic of ‘Why the future client/agency model = expert freelance collaboration’ she speaks about the business model that sets The Future Collective apart; taking a collective approach which offers clients a means of commissioning world-class freelance talent, instead of simply using the standard and often more expensive agency model.

The discussion covers practical lessons for both client-side marketers, and freelance creatives and strategists who may be interested in utilising this dynamic approach.

Listen to the podcast here.