Beyond living memory

Minnesota – Luxury blanket maker Faribault Woolen Mill is marking its 150th anniversary by creating products that will last for the next 150 years through its Memory Mill concept.

• Physical products connect with personalised online stories
• Emotional meaning adds value to luxury items

The Memory Mill enables customers to weave memories and personal stories into the brand’s blankets and throws.

Using a unique code attached to each item, owners can access the Memory Mill platform to write down their intentions, wishes or memories. As the product is passed down, its inheritors can follow its backstory online.

These future heirlooms reflect a growing pan-generational mindset among consumers that resonates with Faribault’s long-standing and traditional brand identity.

Big Picture: For more on brands embracing long-term, creative thinking, read our Immortal Brands macrotrend.