News 04.04.2024

Need to Know

A conceptual giant clock promoting sustainability, Velveeta's cheddar-chic hair dye and why sporting events boost travel among Millennials and Gen Z consumers.

Giant conceptual clock ticks towards a sustainable future

IN TIME? Installation by Aditya Mandlik Studio, Germany
In Time? installation by Studio Aditya Mandlik, Germany
IN TIME? Installation by Aditya Mandlik Studio, Germany

Germany – Studio Aditya Mandlik, a creative consultancy in India focused on producing future-proof experiential installations, has conceptualised In Time? – a striking public art installation for Mannheim.

Comprising seven pie-shaped spaces, each representing a day of the week, the installation features 24 luminous columns covered with solar panels emitting a soft glow at intervals, symbolising the passing hours. This progressive landmark serves as a poignant reminder of the urgency of combating climate change.

Through advanced parametric design, the hypothetical installation maximises energy production by generating 1077.6 MWh of energy annually and directing approximately 67% of the produced energy to the city grid to support nearly 200 households. The remaining 43% of energy is used to power essential components of the installation.

Aligned with Sustainable Development Goals set by the United Nations, In Time? transforms conventional space into a dynamic hub of sustainability and creativity, inviting visitors to contemplate the pressing environmental issues of our time.

Check out our Future Spaces and Sustainability sections for more insights on innovative, sustainable installations.

Strategic opportunity

Consider embracing parametric design principles in your product or infrastructure development to optimise energy efficiency and resource utilisation – potentially reducing costs and environmental impact

Heinz launches Velveeta Gold semi-permanent hair dye

Velveeta, US Velveeta, US
Velveeta, US Velveeta, US

US – Kraft Heinz might be best known for baked beans, but the company is stepping into cosmetics with the release of a semi-permanent hair dye Velveeta Gold.

For a limited time, people can recreate the orange-yellow colour of Heinz’s Velveeta cheese sauce on their heads. Launched on 1 April, Heinz is taking the April Fool’s Day activation further by making the hair dye available on Amazon.com for £5.96 ($7.50, €6.97), the same price as Velveeta cheese loaf.

Heinz even tapped Julia Fox to be the face of Velveeta Gold with the actress and author debuting her Velveeta-coloured hair at a basketball game in New York.

Created in partnership with agency Johannes Leonardo, Velveeta Gold is a continuation of the brand’s La Dolce Velveeta campaign, which began with a Velveeta-scented and coloured nail polish in 2022.

On LS:N Global we’ve been tracking the Frivolous Foods trend since 2020, as brands opt for bright colours, nostalgic narratives and bold stunts to inject some fun back into food and stand out.

Strategic opportunity

At a time when consumers are feeling the strain from different sources, experiment with adding a sense of playfulness and whimsy to your brand's identity and communications

James Blake partners with Vault to empower artists

Photography by Polina Tankilevitch Photography by Polina Tankilevitch

US – Grammy-winning artist James Blake has joined forces with subscription service Vault to tackle streaming royalty issues plaguing artists. Blake, spurred by the impact of streaming and TikTok on artists' livelihoods, aims to provide better rates through Vault. In his announcement on X (formerly Twitter), he describes the partnership as 'an experiment', offering unreleased material directly to listeners for £3.98 ($5, €4.64) a month.

Highlighting the meagre earnings from streaming royalties, Blake underscores the financial challenges artists face. He emphasizes the unsustainable nature of the current system, where even a million streams on platforms such as Spotify yield roughly £2,386 ($3,000, €2,785) before deductions.

Blake's initiative comes amid industry concerns about the paltry pay-outs from TikTok and the struggle for artists to afford studio time and production costs. Vault offers a solution by enabling artists to bypass traditional gatekeepers and connect directly with their audience.

Through Vault, Blake envisions a future where artists can release more music while maintaining creative autonomy – a topic we analysed in Web Summit Lisbon 2023: Music Futures.

Strategic opportunity

Platforms like Vault not only offer artists a sustainable path to monetising their craft but also create opportunities for artists to connect with superfans

Stat: Sporting events are boosting travel among Millennials and Gen Z

The Nike United Pack and Nike Tiempo Legend 10 The Nike United Pack and Nike Tiempo Legend 10

Global – In its new 2024 Global Travel Trends Report, American Express highlights how sporting events are one of the nascent drivers of the travel industry. ‘It’s not just about rooting for the home team,’ reads the report. ‘Fans are planning trips around athletic events, whether it involves a favourite sport, a beloved team or an international multi-sport competition.’

Some 67% of Millennial and Gen Z respondents, compared to 58% of all respondents, said they are interested in travelling for sporting events in 2024. Among those who are travelling for sport in 2024, 58% say they will do so for football (soccer), basketball or Formula 1 racing. The top cities for sports travel in the summer 2024 will be New York, Miami, London and Las Vegas, as well as Paris for the Olympic Games.

‘In the past few years, Las Vegas has become an even more sought-after destination due to the growing prevalence of professional sports, giving us an even greater opportunity to focus on luxury, experience-based travel. Iconic sports moments continue to come to life in Las Vegas, with no signs of slowing down,’ said Steve Weitman, president of Wynn and Encore Las Vegas.

In our analysis of the Sports Tourism Market, we dived deep into how the travel and hospitality market must adapt, not only for sports fans but also for sporty consumers and professional athletes who demand best-in-class services.

Strategic opportunity

Professionals of the travel and hospitality industry should consider tailoring travel packages to target sports enthusiasts, providing unique experiences around major sporting events such as the Olympics, FIFA World Cup, NBA Finals or Formula 1 races

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