Need to Know
28 : 04 : 20

Global – Rapper Travis Scott debuted his new single Astronomical through Fortnite as part of a series of concerts within the game.

The virtual event, which was spread over two days between 23 and 25 April, offered multiple tour dates and show times for players across the globe to tune into. Scott's first virtual concert broke records, with 12.3m players participating worldwide.

Before the launch of Scott's Astronomical tour, the collaboration generated significant hype with Fortnite players around the world, who had the option to purchase in-game outfits and Emotes. In the days before the virtual concert, players were also invited to complete challenges to unlock free items.

At a time when many consumers are spending increased amounts of time engaging in at-home entertainment, this shows how record labels and musicians can target digital consumers with new iterations of Social Media Music.

Antwerp – Studio Corkinho has designed a multi-purpose space that celebrates silence and stillness.

Located inside Noorderpershuis, a 19th century building in Antwerp, Still Room has been designed to inform ongoing research into the studio’s 'architecture of stillness' concept. Fusing natural light with natural materials – including burnt cork and oak – the space invites visitors to pause and reflect. The studio intends to use Still Room to host yoga sessions and silent meditation events.

The space addresses how the perception of silence and its benefits can take the shape of a building. ‘In 2019, I decided to dedicate myself fully in the study of the architecture of silence, visiting sacred places and inspiring architecture to understand the conditions of silence,' says Cedric Etienne, designer and co-founder of Studio Corkinho.

In a recent interview with Claus Sendlinger, founder of Design Hotels, we discuss how the design of hospitality spaces can invite consumers to slow down and contemplate.

The majority of Generation Z say the main action they want to see from brands during the current pandemic is ensuring employee and consumer safety, according to a survey by DoSomething Strategic.

Among this group, 73% said they want brands to protect their employees financially. This means brands must match the positive messages on they convey on their platforms with adequate employee and customer support. Meredith Ferguson, managing director at DoSomething Strategic, says: ‘Young people are attuned right now to how employees are being treated by brands and organisations in particular. That’s where their loyalty lies.’

In order to establish and maintain customer loyalty, brands are repositioning traditional sales assistants as aspirational brand broadcasters. For more, read our new Feedback Frontiers macrotrend.