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30 : 05 : 18

By Livvy Houghton 30.05.2018 Fitness : Finance : Food

Fly London explores nature’s benefits in yoga, Paisley diminishes pay gap with new in-store currency, Tesco tackles food waste.

1. Yoga studio uses nature relaxation films as backdrop

Fly Yoga, London

London – Fly London is a new yoga studio that plays slow nature footage on a gigantic LED screen to enable yogis to focus whilst they practice.

Disenchanted by the typically distracting environment of yoga studios, Fly London founder Charlotte Cox wanted to use the science of slow TV and nature relaxation films to create a space that enables yoga students to find deep focus.

‘We commissioned David Huting, a renowned Slow TV cinematographer whose footage has been used in various medical centres.’ Cox founder of Fly London tells LS:N Global. ‘His [nature relaxation films] can be found in locations such as the Mayo Clinic, who use them in their mammography unit, in care homes to assist in engaging patients with dementia and in Oregon prison to lower stress and violence in inmates in solitary confinement.’

In the age of The Optimised Self, people yearn for ambient environments that help them to escape from their negative thoughts and worries, as we revealed in our Zoned-out Spaces microtrend.

2. Fashion brand launches a female-focused currency

Fem Currency for Paisley by MAYD, Hamburg

Hamburg – To celebrate its move into womenswear, German brand Paisley is offering female customers in-store vouchers that reflect the 21% gender pay gap in Germany. In a bid to equalise worth between men and women, female shoppers can exchange their euros for FEM currency which enables them to receive 21% more for their money.

Created by design agency MAYD, the physical currency features the faces of historical figures - including Marie Curie, Ada Lovelace, Amelia Earhart, Jane Austin, Rosa Luxemburg and Florence Nightingale – who have paved the way for women throughout history. Despite being introduced as a temporary concept at Paisley's flagship store, the brand is also looking for partners to broaden the initiatives reach and bring FEM currency to other nations 'until women no longer need a currency like FEM and the pay gap is no longer a topic that needs addressing'.

For more on how brands are driving a female future, see our series here.

3. Tesco scraps best-before dates on packaging

UK – In an effort to reduce fresh produce waste, the British supermarket giant will begin to remove best-before labels from all its food packaging.

The in-store activation will initially focus on removing the labelling from fruit and vegetables, due to the high volume of waste produced from this produce.

While best-before labels indicate when the quality of the product may deteriorate, it has tended to cause confusion amongst consumers. The new packaging will only offer a ‘used by’ date, ensuring customers are aware of safe consumption but leaving little room for choice of quality.

In December 2017, Co-op also took a similar approach to tackle the problem of food waste. The supermarket chain announced it will sell dried foods and tinned items that are past their sell-by date, at a reduced price.

The Goods Mart, Los Angeles, CA

4. Disney offers exclusive experiences to luxury consumers

Walt Disney World, US

US – Group travel outfitter Adventures by Disney recently launched The Short Escape, a three-night luxury package to offer consumers VIP opportunities and rare Disney experiences.

Priced between £1604 ($2129, €1838) and £1785 ($2369, €2046), guests are granted access to backstage locations and conveniences such as queue jumping and a personal tour guide for four days. Participants gain exclusive access to Walt Disney’s apartment as well as touring Walt Disney Imagineering, the studio where the experiences and rides for Disney's global theme parks are developed. Families can visit the archive to see the props and costumes from Disney films and visit the locations where some of the classics were made.

Following the launch of Club 33, a members-only restaurant and lounge, The Short Escape is part of the company's wider push to catering for luxury consumers. It comes at a time when Millennials are entering parenthood, and are seeking family travel experiences that align with their personal tastes.

5. eSports is catching up to physical sports viewings

New research by market intelligence firm, Kids Insights, highlighted the exponential growth of eSports. Behind only football, eSports is now the second most popular sport for young boys to watch on screen.

‘As the popularity for eSports continues to grow, we are seeing brands adopt these new digital spaces by investing large sums into sponsorship and endorsements. In fact, many physical sports teams are beginning to get involved in the eSports area’, says Nick Richardson, lead future analyst at Kids Insights.

To discover the potential of this form of entertainment, read our eSports market Part 1 and Part 2.

6. Thought-starter: Is advertising shaping the right narrative around manhood?

As we begin to question gender roles of both men and women, companies are being called upon to provide examples of manhood that go beyond restrictive and outdated stereotypes.

After decades of reinforcing many of the stereotypes responsible for straitjacketing society’s idea of how men should behave, a counterculture is emerging across the media and publishing industries that recognises consumers’ desire to read more complex and varied stories about the male experience.

Former Shortlist editor Martin Robinson has established online magazine The Book of Man in an attempt to redefine masculinity and subvert ‘the old way [of doing] men’s media’. The site aims to challenge the pressures of ‘being a man’, with articles that focus on the loneliness epidemic and emotions such as jealousy.

Similarly, new initiatives are launching that expose boys to new positive role models. London’s Manhood Academy is targeted specifically at children from the city’s African and Caribbean communities whose fathers are either absent or unable to provide proper direction. The programme places a heavy focus on building emotional intelligence.

Read the microtrend here.