News 31.07.2023

Need to Know

A hyperphysical exhibition on skincare, Dunhill’s Case of Delights and why the world has moved from global warming to global boiling.

Skincare specialist SK-II unveils hyperphysical exhibition in Japan

SK-II Secret Key House, Tokyo, Japan
SK-II Secret Key House, Tokyo, Japan

Japan – Japanese skincare brand SK-II (pronounced ess-kay-two), is inviting beauty enthusiasts on a journey towards crystal clear skin with its unprecedented exhibition, SK-II Secret Key House. Located in the Ba-tsu art gallery in Tokyo for two days only (29–30 July 2023), the installation is part of the World Pitera Month celebration, dedicated to unravelling the secrets behind the brand’s exclusive skincare ingredient.

Derived from a proprietary yeast fermentation process, Pitera has transformed the skin of millions worldwide due to its remarkable effects, but has remained somewhat mysterious. During the exhibition, visitors can unlock 10 of SK-II’s best-kept secrets through immersive and multi-sensorial installations. This unparalleled exhibition will also feature appearances from global celebrity ambassadors.

In our Hyperphysical Stores macrotrend, we previously analysed how retailers are rethinking bricks-and-mortar stores and pop-up activations like SK-II’s exhibition to be more engaging, sensorial and memorable.

Strategic opportunity

Consider how your brand’s narrative, product/service references and branding can inspire the creation of a hyperphysical space. The latter should take your customers on a memorable journey, offering an immersive experience that deepens their connection with your brand and its story

Dunhill’s Case of Delights is a celebration of refined hedonism

Case of Delights by Dunhill, UK Case of Delights by Dunhill, UK

UK – Dunhill wants to be the elite’s partner in indulgence. The British luxury brand has crafted a limited-edition Case of Delights, allowing hedonistic affluents to discreetly carry their guilty pleasures.

At first glance, the Alfred Dunhill Case of Delights is a traditional attaché case with a top handle reminiscent of the style of British gentlemen from the last century. But concealed under the formal looks of the briefcase are so-called delights: a range of accessories designed to enjoy refined hedonistic pleasures. Inspired by the life of founder Alfred Dunhill and drawing on 130 years of craftsmanship, items include a Rollagas lighter, an ashtray that doubles as an incense holder and a silver-plated flask.

Although only 10 such cases will be available for sale, this launch indicates changing behaviours and mindsets when it comes to indulgence. We have explored this shift in our Next-level Hedonism microtrend, embodied by prioritising pleasure and indulging in not-so-healthy activities as a form of revenge partying.

Strategic opportunity

The post-pandemic desire to get together and indulge in revenge-hedonism is still growing strong, creating a demand for products, services and places that cater for this lifestyle

Stat: UN chief warns of global boiling as July set for heat record

Bliss Sofa by Mother, Global Bliss Sofa by Mother, Global

Global – The UN secretary-general António Guterres has declared the end of global warming as we know it, stating that ‘the era of global boiling has arrived’ as scientists predict July 2023 will be the hottest month on record. The World Meteorological Organization and the EU’s Copernicus Earth observation programme confirmed that global temperatures have shattered records due to the burning of fossil fuels, leading to extreme weather events. Karsten Haustein at Leipzig University found the world was 1.5°C (2.7°F) hotter in July 2023 than in the average July before industrialisation.

‘The air is unbreathable, the heat is unbearable, and the level of fossil fuel profits and climate inaction is unacceptable,’ said Guterres. ‘Leaders must lead. No more hesitancy, no more excuses, no more waiting for others to move first. There is simply no more time for that.’

The rise in temperatures is causing deadly heatwaves on various continents, and scientists stress that living with extreme conditions is becoming more frequent, emphasising the need to move away from fossil fuels. Our Sustainability series covers many innovators responding creatively and effectively to the unfolding global emergency.

Strategic opportunity

With the era of global boiling upon us, businesses must embrace renewable energy sources, adopt eco-friendly practices, and reduce greenhouse gas emissions to meet demand from a rising number of climate-conscious consumers who are living the tangible consequences of global warming

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