News 26.07.2021

Need to Know

A new landscape for London’s Oxford Street, Airbnb’s Olympic programme bolsters digital fandom and British youth block people based on politics.

An artificial hill enticing shoppers back to Oxford Street

Marble Arch Mound by MVRDV, London Marble Arch Mound by MVRDV, London
Marble Arch Mound by MVRDV, London Marble Arch Mound by MVRDV, London
Marble Arch Mound by MVRDV, London Marble Arch Mound by MVRDV, London

Rotterdam and London – As London’s famous retail strip, Oxford Street, seeks to rebuild interest amid easing pandemic restrictions, Westminster City Council has unveiled a viewpoint and visitor attraction in the adjacent area of Marble Arch. Taking the form of a 25-metre tall artificial hill, The Marble Arch Mound is a ticketed experience for people to experience 360-degree views of the city and enjoy a café, shop and exhibition space.

The temporary installation created by architects MVRDV provides a new tourism destination while injecting greenery and space to rest into the area. In an age when bricks-and-mortar retailers are finding it challenging to attract footfall, this activation reflects the ways in which brands are commodifying outdoor space to foster play, exploration and community.

Looking beyond its positive implications for retailers in the area, this project also echoes the ideas we explore in Equilibrium Cities, in which urban centres are transforming into blended cultural realms to give citizens a reason to go back into cities.

Strategic opportunity

Future city planners have an opportunity to work with retailers on branded or sponsored third spaces that attract audiences beyond traditional shopfronts and tourist sites.

Ning streetwear appeals to China’s patriotic youth

Ning, China. Photography by Lou Escobar Ning, China. Photography by Lou Escobar
Ning, China. Photography by Lou Escobar Ning, China. Photography by Lou Escobar

China – In response to a growing interest in cultural identity among young people in China, Ning is a luxury streetwear brand celebrating ancient tradition through a youthful lens. Its debut collection of silk separates, quilted outerwear and tracksuits features prints inspired by the Forbidden City Palace, alongside traditional Chinese iconography. It also employs ancient design techniques: its silk is grown, spun and assembled in China as part of a partnership with prestigious silk producer Huang Jin.

For a new generation of Chinese consumers, Ning celebrates patriotism and craftsmanship while also connecting with the nation's global diaspora. A statement on the brand’s website explains that Ning is ‘inspired by both the imperial history and pop-cultural expressions of Chinese communities all over the world…’ In this way, the brand aligns with the growing appeal of Hanfu – traditional Chinese dress – which we examine in our research into China’s youth.

As the Chinese luxury market moves beyond its reliance on Western brands, a growing number of independent designers are reclaiming traditional practices and systems from the region’s rich cultural history.

Strategic opportunity

Fashion brands looking to enter the Chinese market – and particularly those targeting young people – should avoid reliance on Western heritage and consider collaborating with local artisans to create culturally nuanced designs.

Airbnb’s athlete educators boost Olympic hype

Tokyo – Bolstering the buzz around the Tokyo Olympic Games in lieu of conventional audience participation, home rental platform Airbnb is offering a range of immersive Olympics experiences online.

Together with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC), its Tokyo Together programme features educational and entertaining virtual sessions hosted by athletes and behind-the-scenes event staff.

With audiences limited owing to ongoing pandemic restrictions, Tokyo Together also highlight's Airbnb's role as a purveyor of experience. ‘In light of the current circumstances, we wanted to create a unique alternative to bring together athletes and fans while keeping the same sense of discovery and exclusivity,’ says Kirsty Coventry, chair of the IOC Athletes Commission.

Through this initiative, Airbnb tunes into the concept of digital fandom, highlighting the ways that live fan experiences are evolving to unite people – even remotely. And with the events sector forecast to take on a hybrid future, such concepts could outlast their pandemic convenience.

Tokyo Together hosted by Airbnb Tokyo Together hosted by Airbnb

Strategic opportunity

Whether sporting events or live experiences, in the future immersive, technology-driven elements can help organisations to elevate digital experiences, making them as appealing and nuanced as live events.

Stat: Political cancel culture common among British youth

Deutsche Telekom in collaboration with Saatchi & Saatchi and Billie Eillish, Germany Deutsche Telekom in collaboration with Saatchi & Saatchi and Billie Eillish, Germany

In Britain, cancel culture is increasing among young people where differences in political opinions and standpoints are concerned. The social media phenomenon of cancel culture – blocking or unfollowing someone – is leading to concerns about freedom to express controversial views, according to a study by American pollster Frank Luntz, with young people especially driving this behaviour.

When asked if people had stopped talking to someone in person or online because of something political they said, over half (53%) of 18–29-year-olds said yes, compared with 33% of 30–49-year-olds and 18% of 50–64-year-olds. Meanwhile, more than one third of those surveyed said they were more afraid today about expressing an unpopular view than they were a few years ago.

To counteract such bold statements, media brands can facilitate healthy debate among audiences with opposing opinions. For more, explore Perversity Media within our Resilience Culture macrotrend.

Strategic opportunity

While social media algorithms tend to create echo chambers for users, try to actively support the exchange of opposing ideas through dedicated campaigns and online spaces.

Previous News Articles
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

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 : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN