Need to know   12 : 09 : 17
Nike Makers’ Experience by W+K Lodge, New York

Need to know
12 : 09 : 17

In today’s daily digest: Stories come to life on beer cans, Peercel delivers with frequent flyers, bar staff work collaboratively in London and other top stories.

1. Nike’s personalised shoe-making experience 2. A new range of beer cans tell an intriguing story 3. Peercel’s low-cost peer-to-peer delivery service 4. Co-working space for bar staff opens in London 5. One in three Millennials wish they were Generation X 6. Thought-starter: Is ARKET’s transparency push enough?

1. Nike’s personalised shoe-making experience

Nike Makers’ Experience by W+K Lodge, New York Nike Makers’ Experience by W+K Lodge, New York
Nike Makers’ Experience by W+K Lodge, New York Nike Makers’ Experience by W+K Lodge, New York
Nike Makers’ Experience by W+K Lodge, New York Nike Makers’ Experience by W+K Lodge, New York

New York – Using augmented reality (AR), Nike Makers’ Experience enables visitors to create a pair of personalised Nike Presto X sneakers within 90 minutes. Located at the Nike By You Studio, guests to the invitation-only experience begin by selecting a design from the brand’s trademarked patterns or create their own.

On entering the Live Design Arena, the chosen visual is projected onto the customer’s blank shoe using dynamic object tracking. It can be further customised before being sent to be printed.

A collaboration between the creative technology group at Wieden+Kennedy, W+K Lodge and Nike’s Innovation Kitchen, the initiative offers a glimpse into the fast-paced future of customised apparel. To read more about the key advances in clothing manufacturing, see our Fast Fabrication microtrend.

2. A new range of beer cans tell an intriguing story

Insight Brewing branding by Riley Hayes, Minneapolis Insight Brewing branding by Riley Hayes, Minneapolis
Insight Brewing branding by Riley Hayes, Minneapolis Insight Brewing branding by Riley Hayes, Minneapolis
Insight Brewing branding by Riley Hayes, Minneapolis Insight Brewing branding by Riley Hayes, Minneapolis

Minneapolis – Insight Brewing has worked with advertising agency Riley Hayes to create a new range of beer branding with fantastical storylines on the back of beer cans. With titles such as Taming the Devil’s Companion and The Garden of the Hell Chicken, the stories follow the fictional brewmaster as he travels around the world, explaining the global origin of each drink.

The packaging has been designed to echo co-founder Ilan Klages-Mundt’s own travels before he established Insight Brewing. Seeking inspiration for fine ales, he visited Fuller’s Brewery in London, Kiuchi Brewery in Japan, and Denmark’s Fanø and Søgaards breweries.

The cans reveal only the beginning of each story, whetting consumers’ appetites for the tales, which are continued on the company’s website. For more on the evolution of brands that use fictional tales to create intrigue, see our Faction Marketing macrotrend.

3. Peercel’s low-cost peer-to-peer delivery service

Canada – Peercel has launched a low-cost alternative to regular courier services for consumers who want to send parcels internationally.

Tapping into the sharing economy, the service enables frequent flyers to be remunerated for a journey that they are already taking. Mutually beneficial for the sender and the person transporting the items, the Peercel service could mitigate carbon dioxide emissions by reducing the number of flights required to transport courier-delivered packages.

Users download a free iPhone app to select their parcel’s destination. Each traveller receives reviews to ensure a high-quality service, and users can track their parcel via in-app messaging. For more on how brands are using the sharing economy model to revolutionise the traditional delivery format, see our Insight report.

Peercel Peercel

4. Co-working space for bar staff opens in London

The Crucible, London The Crucible, London
The Crucible, London The Crucible, London
The Crucible, London The Crucible, London

London – While collaborative working spaces are not a new concept, Stuart Bale, founder of Crucible, has now applied the concept to the drinks industry. Inspired by his work as a freelance bar consultant, Bale founded Crucible as a way of offering fellow industry members access to the most up-to-date, and often expensive, bar equipment, while also creating a collective through which brands can commission work.

Membership will be priced between £69 ($91, €76) and £135 ($178, €149) a month, with lower rates charged for bar staff and higher rates intended for brand ambassadors. The space comprises two floors, with a lower level offering a small tasting room, a bar, a photo studio and several hot desks. Upstairs, the flavour lab includes apparatus such as a centrifuge, vacuum pack machine and dehydrator.

See our Inform with Zoe Burgess, head of research and development at the Drink Factory, for more on why creative experimentation is key to the drinks industry.

5. One in three Millennials wish they were Generation X

A new study by the Resolution Foundation think tank has found that although Millennials have grown up during a time of significant technological and social advances, pervasive financial insecurity prompts many to wish they had been born a generation earlier. Graduates are the most pessimistic about their future, with more than half (57%) believing they will have a worse standard of living than their parents.

6. Thought-starter: Is ARKET’s transparency push enough?

Visit any product on ARKET’s new website and a map will reveal the product’s place of origin, supplier and factory name. While this degree of transparency is rarely seen in high-street fashion, journalist Josh Walker asks whether it is really empowering consumers.

It is no secret that fashion brands, particularly those on the high street, are far from ethical when it comes to the treatment of their factory workers. So while ARKET’s progressive move enables consumers to put a name to a factory and see its location on a map, does it shine any light on the working conditions inside?

With a growing awareness of fast-fashion suppliers sub-contracting to other factories without informing buyers, one might argue that naming factories makes little or no difference.

Although it might appear that there are few viable solutions, there is scope for innovation, such as using blockchain technology to improve transparency and traceability within the fashion industry.

For more on why transparency needs to be data-based, read the full opinion piece here.

Arket autumn/winter 2017 womenswear campaign Arket autumn/winter 2017 womenswear campaign
Discover More News
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
Nike changes Just Do It to Why Do It? in new campaign

News

Nike changes Just Do It to Why Do It? in new campaign

Nike has re-imagined its iconic Just Do It slogan for today’s athletes with the launch of its latest campaign, Why Do It? 
Visual : Nike : Campaign
New Zealand’s Department of Conservation merges sustainability and local pride

News

New Zealand’s Department of Conservation merges sustainability and local pride

The Department of Conservation in New Zealand has unveiled a three-year campaign with Deloitte Digital and Deloitte’s Sustainability and Climate te...
Conservation : National Branding : New Zealand
Stat: The majority of Gen Alpha consumers buy clothes to create content

News

Stat: The majority of Gen Alpha consumers buy clothes to create content

Clothing retailer PacSun’s study of more than 6,000 Gen Z and Gen Alpha consumers in the US reveals how fashion purchases are increasingly made for...
Gen Alpha : Fashion : Retail
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN