News 01.09.2022

Need to Know

A physical pop-up store selling digital fashion, a discreet device that helps monitor alcohol intake, and cannabis consumption continues to rise.

Digital fashion brings IRL fun to experiential pop-up store

Zero10 and Crosby Studios, US
Zero10 and Crosby Studios, US
Zero10 and Crosby Studios, US

New York – A new experiential retail concept from AR fashion platform Zero10 and Crosby Studios is bringing digital fashion into a physical setting. Visitors to the pop-up store can scan QR codes using an app to try on digital-only clothes in real time using their smartphones, with Zero10’s augmented reality technology also allowing them to digitally tailor the garments by uploading a picture.

Designed by Crosby Studios, the collection celebrates its digital nature with fantastical garments that could only exist in virtual reality. Inspired by 1990s video games, pieces include a chequered suit, light shirt, pixel leopard hoodie, disappearing pants and video game trousers. The store setting itself is designed to allow visitors to freely interact with the digital fashion without being interrupted by physical objects. We wanted to create a new concept of pop-up spaces responding to retailers’ needs to attract a new generation of consumers but also evolving the format of pop-ups that are not about product display any longer,’ explains George Yashin, CEO of Zero10.

The pop-up showcases how, as the physical and digital worlds continue to merge, retailers can continue to innovate with Hyperphysical Stores that allow both to co-exist and provide a compelling reason to visit in person.

Strategic opportunity

Consider creating a digital-only collection that customers can interact with in a purpose-built physical store environment

This festival wristband monitors alcohol intake

Lickalyzer by Karhu and Reaktor Creative, Finland Lickalyzer by Karhu and Reaktor Creative, Finland
Lickalyzer by Karhu and Reaktor Creative, Finland Lickalyzer by Karhu and Reaktor Creative, Finland

Finland – In the chaos of a music festival, it's all too easy to lose track of how much you've had to drink. Tackling this problem, Finnish beer brand Karhu is releasing a festival wristband that allows attendants to monitor their alcohol intake levels safely and conveniently.

The wristband features an integrated alcohol meter that wearers can lick to reveal their blood alcohol concentration (BAC) levels swiftly and discreetly. The prototype was tested successfully at the Solstice festival in Finland in June and there is now interest to bring the technology to additional events.

In the Covid era, self-testing has become much more commonplace, leading other sectors to adopt the practice and innovate new products. ‘More careful self-monitoring of alcohol consumption could potentially help festival-goers have an even more enjoyable time out and about. We want to help our consumers pace their drinking, especially when it’s hot outside,’ says Alexander Sneen, vice-president of marketing at Sinebrychoff, the Finnish drinks company behind Karhu.

With members of Generation Z making an effort to lower their alcohol intake, inventions such as this show how drinking can be enjoyed more responsibly and safely.

Strategic opportunity

How can nightclubs and other entertainment venues introduce similar alcohol monitoring products to help visitors keep track of their intake and have a better time?

Dove calls out ageism and sexism in #KeepTheGrey campaign

Global – Fighting back against ageism and sexism in the workplace, the Unilever-owned personal care giant has launched a new social media campaign revolving around the hashtag #KeepTheGrey. Dove has turned its gold logo grey and is encouraging social media users to set their profile pictures to greyscale to show solidarity, while the company will also donate £65,775 (C$100,000, US$76,065) to Catalyst, a non-profit organisation helping to build more inclusive workplaces for women.

The company is taking a stance just days after Canadian news anchor Lisa LaFlamme was fired suddenly from CTV News amid accusations of age discrimination. Although the campaign doesn’t refer to specific individuals, the story is causing widespread discussion across Canada. While it’s a marketing strategy that risks coming across as opportunistic, the campaign aligns with the brand’s long-standing commitment to build a more inclusive definition of beauty for women.

With ageing populations around the world, the campaign comes as a reminder that age is a diversity issue brands can’t afford to neglect. As we’ve previously explored, it’s also worth noting that age-related insecurities also affect men.

#KeepTheGrey by Dove

Strategic opportunity

Create marketing imagery that reflects people of all ages, especially older consumers, and ensure that you are hiring from a broad range of age groups

Stat: Cannabis use among young US adults is on the rise

Houseplant by Seth Rogen rebranded by MA-MA and Pràctica, US
Houseplant by Seth Rogen rebranded by MA-MA and Pràctica, US

Cannabis is becoming an increasingly regular part of young people’s everyday routines. According to research by consumer insights platform YPulse, almost one in four young adults in the US use marijuana daily.

An increase in cannabis and alcohol consumption is often blamed on the pandemic. Before the pandemic, 33% of individuals in the US aged 21–39 reported having used marijuana; by 2021, that number had risen to 40%. But while drinking levels have been declining to pre-pandemic levels, the use of cannabis has continued to rise. According to this year’s survey, 44% of people aged 21–39 have consumed cannabis recreationally.

The perception of cannabis as less dangerous than alcohol may be one of the contributing factors behind its increase. In contrast to alcohol, which 44% of those aged 21–39 deem harmful, only 32% of this age group classified marijuana as harmful.

Attitudes to cannabis are changing, as consumers seek out Alternative Intoxication methods that they deem less harmful than alcohol.

Strategic opportunity

How can alcohol companies emphasise the positive effects of drinking? In moderation, alcohol can be a powerful tool for connection, something which young people value

Previous News Articles
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema executives predict the end of traditional movie-going within 20 years 

News

Stat: US cinema executives predict the end of traditional movie-going within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
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