Need to Know
14 : 05 : 19

National Geographic plans to tackle ocean pollution, Soylent targets gig economy workers with nutrition bars and distracted shoppers make impulse purchases.

Durasport elevates sports equipment retail

Durasport retail store by Ministry of Design, Changi Airport, Singapore
Durasport retail store by Ministry of Design, Changi Airport, Singapore
Durasport store by Ministry of Design, Changi Airport, Singapore

Singapore – The interactive sportswear boutique targets pro-formance athletes and sporting enthusiasts.

Located in the recently-opened Jewel terminal in Singapore’s Changi Airport, Durasport is a high-end retail space that provides hands-on experiential zones for cyclists, skiers, climbers and triathletes to test sportswear and equipment before making a purchase.

Designed and co-curated by Ministry of Design, the sleek store design includes an immersive ski simulator, a rotating climbing wall, a swim training bench, and a ‘magic mirror’ that allows customers to virtually try on sportswear and capture and share photos of their looks.

Durasport is targeting pro-formance athletes with the space, integrating technology previously only available to professionals into the retail experience.

Squeeze repackages the massage experience

Squeeze Massage, California Squeeze Massage, California
Squeeze Massage, California Squeeze Massage, California

Los Angeles – The nascent massage chain aims to make treatments more accessible, personalised and convenient.

Launched by the founders of Drybar, new brand Squeeze offers flexible monthly memberships and pay-as-you-go pricing for massages, supported by an app-based booking and payment platform. Treatments start at £30 ($39, €35) for a 20-minute drop in treatment or £61 ($79, €70) for a monthly massage membership, while extras such as deep tissue, aromatherapy or heat treatment are available for no additional charge.

Customers can book, pay, tip and rate their therapist online or via the Squeeze app, which allows guests to personalise every aspect of their experience, such as preferred pressure and massage products, and areas to focus on or avoid. Prior to treatment, customers can also adjust the temperature, music, and lighting to their liking via an in-room iPad, with preferences then saved to customers’ profiles.

Driven by a similar quest for convenience and affordability, wellness start-up WTHN has recently launched acupuncture services in a salon setting.

National Geographic wants to Make Good our oceans

Australia – National Geographic Australia has partnered with digital agency R/GA to promote design, technology and innovation for a more sustainable world.

The Make Good initiative is inviting Australians to solve some of the world’s biggest humanitarian, societal and environmental challenges, beginning with a three-day innovation lab dedicated to the impact of single-use plastics on ocean pollution.

The Make Good project aims to develop early-stage ideas to reduce plastic consumption through behavioural change, revive Australia's coastlines, and redesign existing products to be plastic-free. The media brand is seeking both individuals and businesses in the region to become change-makers by taking part in the labs.

As complex environmental issues become imperative to solve, both brands and media platforms are stepping up to raise awareness and take action, becoming Civic Brands in the process.

Make Good project by National Geographic

Soylent’s 100-calorie bars streamline nutrition

Soylent Squared Soylent Squared
Soylent Squared Soylent Squared

Los Angeles – The food-tech brand has expanded into the nutrition bar category with Soylent Squared.

Containing 5g of plant protein, 36 essential nutrients and probiotics for digestive health, the 100-calorie mini meal bar is available in flavours including Chocolate Brownie, Salted Caramel and Citrus Berry. It follows the recent launch of its in-between-meals drink Soylent Bridge, demonstrating that the brand is serious about expanding its portfolio with new, convenience-led products.

‘There are a lot of bars out there, but most are high in sugar, use less sustainable animal-derived protein and often lack the nutrients that your body needs to thrive,’ says Bryan Crowley, Soylent CEO. ‘We developed Soylent Squared to allow our customers to portion out the nutrition they need when they need it; you can enjoy 1-2 for a healthy snack or 3-4 for a complete meal.’

Marketing for Soylent Squared also reflects the product’s target customers, such as gamers and gig-economy workers. For more on foods that pack a convenient, nutritional punch explore our eSports Nutrition microtrend.

Stat: Phone-addicted consumers make impulse purchases

Multitasking while shopping can make consumers buy items they didn’t intend to, according to new research by Fairfield University. For the study, the team analysed data from shoppers in mass merchandise stores such as Target and Costco across the US, questioning them on what they intended to buy when entering the store, and what they actually bought – and how they used their phone in-store – on their way out.

The findings showed that when shoppers used their phone in ways unrelated to shopping – such as listening to a podcast or talking to friends – they were 9% more likely to make impulse purchases. According to the study, these results align with previous consumer research that suggests that ‘when people are overtaxed mentally, they tend to lose self-control’.

In line with our macrotrend The Focus Filter, in an era of non-stop digital distraction retailers are challenged to create spaces that are inspiring without being overwhelming.

Thought-starter: Are teenagers turning away from TV?

Led by an increasingly social mindset, foresight writer Holly Friend explores how young people are creating hyper-real forms of entertainment in a fight back against highly-curated media.

Film and TV is the last frontier in our race for authenticity. But, rather than corporations like Netflix having a monopoly on storytelling, YouTube has become the place for entertainment made by youth, for youth, which is rooted in relatability.

Teenagers are turning to YouTube for entertainment that mirrors their lives. In reaction to the glossy veneer of YouTube stars, ordinary teenagers such as Joana Ceddia, Emma Chamberlain and Jazzy Anne are attracting large followings thanks to their lo-fi, iPhone-shot videos that poke fun at the shortcomings of adolescence.

Reflecting these shifting viewing preferences, Pocket is a short film that invites viewers to experience a year in the life of 15-year-old Jake – seen entirely through his smartphone. Over the film’s 17 minutes, viewers watch as Jake DMs his friends, Googles medical symptoms and even browses porn. The short film is made to be watched vertically on a smartphone and with headphones, emulating the way today’s youth largely consume media.

Read the full Everyteen TV microtrend here.

Means TV
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