Abu Dhabi – The Louvre Abu Dhabi museum has launched a new brand identity and campaign that addresses the role that museums can play in community and wellbeing.
With the aim of helping communities find peace and inspiration in culture during the inter-Covid period, the re-opening campaign is based on the concept of a mindful museum. To achieve this, the space is introducing a range of wellbeing measures into its physical and digital offerings. While the physical museum has introduced social distancing and hygiene measures, its digital initiatives encourage international connection with art lovers through virtual tours, video, audio and downloadable activities.
‘We pride ourselves in being A Mindful Museum. We are here and we are open. We are a place to share and celebrate stories of cultural connections and help you realise that we have more in common than we know,’ reads a statement by the museum.
With consumers gradually beginning to reconnect with cultural experiences post-lockdown, the Louvre Abu Dhabi is emphasising the ways in which Meditative Museums can provide respite and contemplation.
Bread simplifies beauty rituals for textured hair
Hair-Mask by Bread, US
Hair-Mask by Bread, US
US – Bread is a black-owned, natural haircare brand that aims to normalise untreated curls and coils.
The new brand uses messaging that goes against the misconception that heavily textured hair is challenging and difficult to manage, instead encouraging women to embrace unruliness. Launching with products for hair wash day, including a cleanser, mask and hair oil, the brand aims to simplify often complex routines.
‘When I went looking for brands and products for my hair type, I became disillusioned with what was available on the market, and frustrated with the lack of simplicity,’ explains Maeva Heim, founder of Bread. ‘Bread exists to offer a simplified, edited routine with just the fundamentals, so women can spend less time worrying about wash day, and more on anything else.’
As Antonia Opiah, founder of Un-ruly explains, inequalities in the beauty industry mean that black hair is still largely underserved by haircare products and brand messaging.
Brightland elevates fermented vinegar
Rapture and Parasol by Brightland, US
California – Known for championing transparency in the food industry, Brightlandhas introduced two ethically sourced vinegars, Parasol and Rapture.
Brightland, a direct-to-consumer brand that was launched with a range of high-end olive oils, is diversifying its portfolio with the vinegars. Organically fermented at a family farm in California, the vinegars are sustainable, non-GMO, gluten-free and vegan.
By using fresh fruit and avoiding artificial flavourings and additives, the vinegars are designed to promote good gut health and digestion. While Parasol is a raw citrusy champagne vinegar, Rapture is a berry-based balsamic vinegar.
For more on how disruptors are elevating everyday foodstuffs, Jessica Young, founder of natural food platform Bubble, discusses how Insta-curated groceries affects our eating behaviour.
Stat: Pandemic-struck Generation Z move back home
Open Spaces by Pattern Brands, US
In a recent study, online real estate database company Zillow reveals how American Generation Z are saving money by moving in with their parents or grandparents.
In the wake of the coronavirus pandemic, the study found that 32m adults in the US were living with their parents or grandparents in April, the highest number to date. A large majority of those who moved home in March and April – about 2.2m – are from Generation Z, between 18 and 25 years old.
Those who stopped looking for work altogether or were not in the labour force already, including a large number of students, were even more likely to move back home, according to the study. More than 80% of those consumers were members of Generation Z, who pay an estimated £544m ($726m, €604m) in rent each month.