Future Treds
Future Treds
01
MUSEUM FUTURES
Unlike the recent wave of pop-up museums designed to woo social media-
savvy millennials, the teamLab Planets and Borderless installations in Tokyo
instruct patrons to leave their selfie sticks at the door. These larger-than-life
digital art exhibitions make the visitor the protagonist. Nature-themed
environments are filled with virtual ponds of rainbow-colored light that ripple
as a person moves through them. Walls of projected images respond to
motion and touch.
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HUMANIZING TECH
A kinder rebrand
Brands which leverage tech are rebranding, vying for an identity that is
approachable, friendly and contemporary. In September 2018, Uber launched a
refreshed logo and a bespoke set of fonts which embrace a rounded sans serif.
Dating app Grindr created a new initiative called Kindr for fall 2018, in an
effort to “foster a more inclusive and welcoming environment on Grindr and
elsewhere within the queer community,” according to its press release. The
branding leads with a soft pink palette that is reminiscent of lifestyle brands
like Goop.
Kindr
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REAL-TIME TECH
Livio AI is elevating the hearing aid with integrated sensors and artificial
intelligence (AI) for real-time feedback. Most notably, the device provides
live language translation for 27 languages. It can also be used as an activity
tracker, an Alexa voice controller, to alert emergency personnel in the event
of a fall, or to stream music or TV audio.
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FUTURE TECH CITIES
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IMMERSIVE PUBLIC LANDMARKS
The New York staircase is the latest in a series of monuments that are
designed on a larger scale as immersive interactive experiences, to be
explored and Instagrammed. Artist Christo recently designed a large-scale
installation in London’s Hyde Park. On view until September 2018, it was
constructed from 7,506 oil barrels and set in the middle of the Serpentine
lake. Visitors to the park could swim and use pedalos around the striking red
and purple structure that appeared to be beamed down from space. It follows
Christo’s 2016 floating orange bridge on Lake Iseo, Italy.
Top: View of Hudson Yards public square and gardens, looking south from 33rd Street
Bottom: Upper-level view through the Vessel centerpiece structure. Images courtesy
of Forbes Massie-Heatherwick Studio
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TRANSPORTALITY
The race to the self-driving car is on. From tech companies such as Uber and
Google to auto manufacturers like Volvo, Toyota and Audi, 2018 saw a flurry
of activity in autonomous vehicle development and testing. Some have even
made it to the streets, delivering groceries from Kroger and pizzas from
Domino’s. Amid this activity, brands are looking ahead to rethink the concept
of travel.
Aprilli Design Studio proposed a driverless vehicle concept that could double
as a hotel room, equipped with a bed, bathroom and mini kitchen, to take
guests from house to hotel in comfort. “Acting as both a personal rental
car and hotel room, the Autonomous Travel Suite provides both a new way
of traveling and an extension of the conventional hotel experience,” the
designers explain.
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Tuxe—one of Meghan Markle’s brands of choice—offers free performance
coaching in an effort to help customers feel more confident. With each
purchase, customers gain access to one of 10 prerecorded sessions from
women’s business coach Ianna Raim. The sessions, on topics which range
from how to deal with setbacks to how to set life goals, are designed to help
BRAND THERAPISTS women tackle professional and life challenges.
The German supermarket chain Lidl hosted a series of 2018 summer pop-ups
in Ireland, encouraging young people to speak openly about mental health
issues. In addition to open discussions, the program included events designed
to promote mental wellbeing, such as laughter yoga, meditation and sing-
along socials.
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BIOPHILIA FUTURES
On average, people spend 90% of their time indoors, according to a May 2018
study by marketing research company YouGov for Velux. Companies are well
aware of the stressors of everyday life and are increasingly creating spaces that
can make a difference to their consumers’ and employees’ overall wellbeing.
Amazon is not the first corporation rethinking the workspace. At the end of 2017,
Microsoft created outdoor treehouse conference rooms for its Redmond
campus, and Facebook has a rooftop park for employees at its Menlo Park
headquarters in California.
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INCLUSIVE DESIGN
The Access & Ability exhibition, which ran from December 2017 to September
2018 at the Cooper Hewitt museum in New York City, explored the importance
of design for people with disabilities. It featured more than 70 works designed
to help people with disabilities better navigate the world, including jewelry
which functions as a wearable navigation system for people who are blind, and
a shirt that translates music into a physical, sensory experience for people
who are deaf.
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HEALING CAFÉS
HealHaus, a wellness studio and café in Brooklyn, New York, offers an inclusive
healing space with mental health resources. The studio, which opened in
May 2018, aims to dig deeper into mental wellness with sessions such as
Breathwork for Grief. “When people talk about wellness, it’s presented in a
pretty package, but sometimes selfcare and wellness is tough,” Darian Hall,
cofounder of HealHaus, tells JWT Intelligence. “At HealHaus, we question how
we work through the harder topics, not just the easy ones.”
HealHaus
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SILENCE
Urban dwelling is on the rise. Currently about 4.2 billion people live in cities
worldwide, up from 751 million in 1950. The UN projects that by 2050, 68% of
the world’s population will live in urban areas.
With so many people flocking to major urban centers, health implications are
being investigated. Air pollution, from smog to free-radicals, has been a major
focus in the past. But what about noise pollution?
In her project the Silent Room, Nathalie Harb explores the effect of noise
pollution on our emotional state. “Above a certain decibel, noise is proved to
affect your ability to concentrate, your level of stress and your sleep,” Harb
tells the JWT Innovation Group. Featured at the London Design Biennale 2018,
the project offers a structure insulated from noise. WHY IT’S INTERESTING:
Silence is the new luxury for urban dwellers. “Consumption society has
Harb created the Silent Room as a space “to reconnect to your own thoughts, produced so much noise that it even transformed silence into a commodity,”
desires, space and self,” she explains, “where you parcel yourself from the Harb tells the Innovation Group. “Silence is becoming a luxury feature because
invasive information, stimuli and representation we’re subjected to every day of the technology that enables it, but also because of all the wellbeing culture
in the city.” that promotes it.”
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restoring ecosystems, rebalancing our climate, and building economies that
thrive, while allowing people and the planet to thrive, too.
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MATERIAL INNOVATION
Nuatan
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NEW WORKANOMICS
After the experiment, staff were shown to have lower stress levels, higher
job satisfaction, and reported feeling more focused and productive in the
office. The trial was deemed so successful that it will now be implemented
permanently. Founder Andrew Barnes explains: “For us, this is about our
company getting improved productivity from greater workplace efficiencies.
There’s no downside for us.”
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THE CULTURAL PROGRAMMER
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Not to be left behind, three days later Instagram also announced its plan to
launch community groups for college students. The service is intended to
help students find other students, leveraging class-based lists. Students can
opt into the communities to direct-message or to watch users’ stories from
the list.
COLLEGE-FIRST SERVICES
WHY IT’S INTERESTING:
Social media has grown exponentially since Facebook was founded in 2004,
Social media apps are harkening back to the original days exploding past the site’s original intent to connect college students. Now, amid
of Facebook, developing services tailored specifically for allegations of mental health implications and political turmoil, social media
college students. platforms are going back to basics. These apps are working to personalize and
localize the user experience for college students in the hopes of creating
In August 2018, Tinder introduced Tinder U, a new service available only to hyper-focused communities.
college students. Tinder U will connect users with other college students to
find coffee dates, study buddies, or simply meet other students in the area. In
order to register for Tinder U, users must log in with an .edu email address and
be geolocated on campus.
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Artificial intelligence is the latest weapon in the fight. Google has collaborated
with the ARC Centre of Excellence for the Dynamics of Language, using
machine learning to tackle the extinction of some of the 300 indigenous
languages in Australia. Machine learning dramatically speeds up transcription
of audio recordings, enabling the creation of language models. The team has
LINGUISTIC REVIVAL also developed a social robot named Opie, which will help teach the
endangered languages to children in remote communities.
Technology is being used to help preserve traditional and Visual recognition technology is also proving to be a handy tool. As part of
indigenous languages at risk from extinction. 2018’s Te Wiki o Te Reo Māori (Māori Language Week), Spark, Te Aka Māori
Dictionary and Google launched Kupu, an app which uses image recognition
There are more than 7,000 languages spoken globally, but UNESCO estimates software to teach te reo Māori, the language of the indigenous people of
that one becomes extinct every two weeks. As language is intertwined with New Zealand.
culture, heritage and identity, this means a loss of more than just words. Now,
with the help of technology platforms and tools, conservationists are bidding WHY IT’S INTERESTING:
to halt the decline. The world is becoming ever more connected. While technology has been a
homogenizing force, at the same time it’s allowing diversity to flourish in digital
Wikitongues is one initiative that aims to document rare languages by language archives and tech-powered learning tools.
collecting and publishing oral histories online. In 2017, it launched Poly, an
open-source app tool that allows people to document their own language
with the goal of teaching it in the future.
Mobile apps have also seen some success in reviving languages. Duolingo
has now been used by more than 4 million people to study Irish—there were
just 100,00 native speakers when the course launched in 2014. On Indigenous
Peoples’ Day 2018, the app launched new courses in Navajo and Hawaiian, both
of which are under threat of extinction. The Hawaiian language, which has just
300 native speakers, is also getting a boost from mobile app Drops, which
launched its course in September 2018.
Functional Empathy
VR teaches empathy to better the customer-provider relationship
Implications - Though VR has long been a platform used to enhance empathy for various human experiences, it is now able to transform that empathy beyond simply
understanding others, and into informative tools. Used to improve everything from doctor-patient interactions to accessible design, this use of empathy-evoking VR takes
the relatively shallow benefit of simply recognizing another's perspective, and turns it into a functional tool to enhance user experience – offering a new perspective on
VR's potential in market research.
Empathetic VR Assistants
Mpathic VR Teaches Doctors to Deliver Bad
News
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Influencer Edu
Influencers get involved in education within their areas of expertise
Implications - With influencer marketing being as prominent as it now is, educational platforms that aim to spout advice and expertise within this industry are coming from
the influencers themselves. These summits and conferences legitimize influencers in a market that is just slowly beginning to understand the power of the personal
brand—particularly its impact on younger demographics.
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Traceable Transparency
Emerging blockchain platforms offer increased transparency for consumers
Implications - Platforms that allow consumers to trace their goods through to the path of purchase shine a light on one of the most anticipated uses of blockchain
technology. From concert tickets to poultry supply chains, these platforms help to increase transparency at various stages of the transaction in question. By using
blockchain to allow consumers to see more of how products reach their hands, brands are able to establish a more authentic connection with their consumers, thus
adding brand equity.
Blockchain
Ticketing
Systems
Blockchain-
Backed
Advertising
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Youth Empowerment
Child-led initiatives empower young people to think for themselves
Implications - Brands are offering business models that aim to empower children, getting them involved in everything from travel planning to digital money tracking. This
shift comes as Millennial parents increasingly consider independence and skill-building to be invaluable when raising their children.
Kids Podcast
Partnerships
Kid-Friendly
Digital Debit
Cards
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Autonomous Education
Kids gain autonomy with responsive technology that encourages self-education
Implications - As kids become increasingly accustomed to technology, parents are turning to products that feature heightened interactive and responsive qualities to add
an element of education to those early upbringing experiences. More than just a source of entertainment, these toys offer smart, responsive technology to provide
education in a more interactive, autonomous manner. Offering ways to learn through methods of playful engagement, these examples not only showcase the use of smart
technology among kids, but also the move toward more autonomous, self-educating tactics .
Interactive
Child-Focused
Reading Tools
Intelligent
Voice-
Controlled Toys
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Mess-Filled Play
Toy brands offer hands-on activities that encourage messy play
Implications - Tapping into a bit of nostalgia, toy brands are reverting back to hands-on activities that not only encourage interactivity, but that entail mess as part of the
process . Appealing to various sensory elements, brands are offering kids toys that encourage behavior like getting your clothes wet to creating custom-made slime. This
turn toward more messy, hands-on activities suggests a shift back to not only more analog activities for kids, but activities that encourage disorganized, unconventional
play.
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Urban Wildlife
Urban planning evolves to accommodate and grow local wildlife
Implications - Urban planning initiatives are slowly beginning to focus on bringing back some of the wildlife that the construction and expansion of cities has inevitably
turned out. This shift comes with the acceleration of research and widespread understanding on the effects of human intervention on the environment, and reveals the
significance of brands and governments working together to mitigate such concerns.
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