Need to Know
19 : 10 : 18

Global – Internet collective Thwip Gang has brought a digital festival to the video game, attracting 27,000 listeners.

Following a digital birthday party held in May, Thwip Gang decided to organise a full-scale music festival on the gaming platform. Coalchella, which was held in late September, was free to attend and featured performances from electronic artists such as Electric Mantis through a livestream broadcast.

The festival was also scattered with near-replicas of brands such as IHOP and Ikea. Although the promotion for the event was minimal – the co-founders tweeted a line-up that mimicked traditional festivals – it managed to attract 3,000 gamers and 27,000 streamers over eight hours.

Although the festival market is booming, a rise in digital, in-game events provides opportunities for brands who wish to infiltrate the virtual world.

London – The new bar invites guests to work with bartenders to create custom-bottled cocktails that they can take home.

As well as functioning as a liquor store and cocktail bar, Genuine Liquorette offers a drinks experience that lets visitors play bartender. Working under the guidance of an expert, visitors can use ingredients typically only available behind a bar to create a customised cocktail that is priced by the gramme. They can then take it home to shake and serve fresh later.

The bar also offers six premium ready-made cocktails on tap, alongside takeaway bottles to fill. The service hopes to encourage customers to serve the cocktails at a dinner party or office event without the hassle of concocting the drinks themselves.

With many consumers unequipped to recreate their favourite cocktails at home, Genuine Liquorette offers a convenient alternative that also adds an interactive element to the typical bar format.

London – The sustainable luxury brand has opened a concept store in The Conduit, which will only open three days a month.

The Mayfair members’ club opened in summer 2018 and is positioned as a club with a social purpose. Its latest addition is The Maiyet Collective, a retailer that will offer a rotating selection of ready-to-wear, fine jewellery and lifestyle products from sustainable brands around the world.

With an approach to retail that shies away from excess, the concept store will only be open for three days a month. On these days, it will also host a programme of events including innovation workshops, panels and performances. Those who aren’t members of The Conduit can access the space by making an appointment online.

By highlighting its positive impact on the world, The Maiyet Collective is positioning itself as a shopping destination to combat Uneasy Affluence.

According to data from GlobalWebIndex, daily press consumption has fallen to its lowest level in Russia. Daily consumption of both print and online press peaked in 2013, but has since fallen by 21 minutes to just 54 minutes.

Meanwhile, a new poll by the Levada Center found that television remains the biggest news source for Russians – 73% get their news from tv – but has become less trusted over time.

With the rise of fake news, media platforms are being forced to provide content that they can prove is accurate. For more, read our microtrend Veritas Media.