Luxury

An exploration of the luxury market through trends, insights and expert opinions

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09 : 08 : 21

Futuristic footwear crafted with disassembly instructions, remote DJs use 5G for hybrid club nights, and British children support high streets with spending.

The RUEI-01 shoe embeds ‘unmanufacture’ information

RUEI-01 by Maxwell Ashford in collaboration with ABB Robotics, UK & Switzerland

UK & Switzerland – Product Design student Maxwell Ashford is challenging current systems for fashion recycling with robotically-recyclable footwear. The RUEI-01 shoe, which comes as a collaboration with robotics company ABB Robotics, features an in-built QR code that instructs robots to methodically disassemble the design once it reaches its end of life.

While conventional disposal systems fail to separate components such as coatings, glues, and colours, this ‘unmanufacture’ information embedded in the shoes enables robots to extract raw materials for recycling. ‘Existing recyclable shoes focus on mono-materialising,’ explains a statement on Ashford’s website. ‘RUEI-01 scopes the potential of multi-material durability and performance, with recycling by automation.’

By designing with a whole-system approach, this project recognises the need for more products to be created with end-of-life or re-use strategies from the start. As we explore in our interview with the founders of the Endings Summit, long-term impact considerations are essential for future product creation.

Strategic opportunity

Across sectors, brands must address end-of-life strategies at the R&D phases of creating any new products. Guide users and customers with informative labels that share best-practice product disposal

A gaming quest reworking Louis Vuitton’s history

Louis the Game by Louis Vuitton, France Louis the Game by Louis Vuitton, France
Louis the Game by Louis Vuitton, France Louis the Game by Louis Vuitton, France

France – Luxury house Louis Vuitton is translating its eponymous founder’s story into a futuristic gaming experience titled Louis the Game – part of a series of initiatives to celebrate the label’s 200th anniversary. Embodying a virtual character called Vivienne, gamers cross seven fantasy lands inspired by global cities such as Paris, London, Beijing and New York. They collect 200 anecdotes that pinpoint moments in the brand’s history, from iconic collaborations and runway moments to Vuitton family milestones.

Available as a mobile app, Louis the Game expands on the ways many luxury and fashion brands have been exploring gaming as a tool to engage wider demographics. The adventurous nature of Louis the Game breaks away from gaming tied to product launches, using an adventure format for storytelling and immersion into the company’s creativity. In a nod to luxury’s future, gamers can even acquire on of 30 NTF artworks within the game.

Through Louis the Game, Louis Vuitton is reworking its heritage in a way that is educational and entertaining and relevant for audiences, while also demonstrating how tradition and technology can unite.

Strategic opportunity

Beyond product drops or collaborations, gaming is becoming a meaningful conduit for learning and discovery. Consider, also, how to such platforms could be used for internal staff training

5G-powered club nights unite remote ravers

UK – The speed of 5G to create seamless entertainment experiences is being put to the test by mobile provider EE, which is hosting a series of club nights where DJs will mix their tracks live from different locations. The EE x Beatport Presents Parallel events will take place during August in Liverpool and Manchester, two of 160 UK locations where EE’s 5G connectivity is currently available.

Catering to local dance music fans eager to enjoy a night out, 5G will be used to unite DJs including Hot Since 82 and Lauren Lo Sung, mixing tracks live to clubbers across different venues. Pointing to a future of hybrid events and entertainment, members of the public will also be able to enjoy the 5G-powered club nights via immersive livestreams beamed in 4K to pop-up outdoor venues in each city, as well as for free online.

In this way, EE is demonstrating how the low latency of 5G can be a solution for musicians or creatives during the inter-Covid period, while also providing novel phygital experiences for people, allowing them to choose their entertainment format.

 EE x Beatport Presents Parallel, UK EE x Beatport Presents Parallel, UK

Strategic opportunity

Beyond entertainment and media experiences, explore how high-speed connections can drive live product development or collaboration in sectors such as education, fashion, luxury or the arts

Stat: British children opt for high-street shopping

Loanhood Loanhood

With UK lockdown periods having allowed Generation Alpha to save extra pocket money, research by Beano Brain reveals insights about the spending habits of 8,000 British children.

The study finds that almost half (47%) of Gen Alpha in the UK prefer to spend money on the high street – compared with 41% opting to shop online. As lockdown restrictions ease, children are increasingly venturing outside to buy everyday treats such as food and drink (52%), while 45% are spending their money on toys and collectibles.

Helenor Gilmour, director of insight at Beano Brain, says: ‘For these nascent shoppers being able to see their purchases, try them on, touch them and share with friends and family is really important.’ These findings indicate the growing spending power of this young demographic, with nearly two thirds of kids (63%) revealing they have their own money to spend when they want.

While our research into the financial mindsets of Gen Alpha suggests that this generation view money as a largely digital concept, this study reveals many children are also displaying more traditional behaviours.

Strategic opportunity

Bricks-and-mortar retailers should step up to serve the spending habits of Generation Alpha. Create engaging in-store experiences that excite children around new products, focusing on the tactility of physical shopping

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