A multi-dimensional Mini for itinerant luxurians
Munich – Automotive brand Mini is challenging conventional car design with its new Vision Urbanaut concept.
The fully electric vehicle features an expansive interior with moveable elements that help create three different configurations or ‘moments’. While taking the car format as its base, the vehicle doubles as a living room-style space, with the three moments offering a different mood and setting. Drivers can switch between the configurations, dubbed Chill, Wanderlust and Vibe, by placing a disc-shaped device – the Mini token – into one of three slots built into the car.
When the car isn’t being driven, the dashboard can be lowered to create a daybed area, while a textile-covered archway at the back of the vehicle extends to create a ‘cosy corner’. In the Chill configuration, a sofa-like area is lit up by an LED-powered forest canopy design. For the Vibe design, the vehicle becomes more of an interactive space featuring music and visuals for a club-style atmosphere.
As car ownership becomes less common, luxury consumers are seeking hyper-exclusive Supercar Clubs to elevate their vehicle experience.
D&G moves to monthly see-now buy-now catwalks
Italy and worldwide – Luxury fashion brand Dolce & Gabbana is discarding seasonal shows with a new monthly approach to fashion presentations.
Its see-now buy-now monthly digital catwalks will open up the brand to viewers around the world, taking place across its website and social media channels, while allowing audiences to directly engage. Its first show, Walking in the Street, will let viewers instantly buy from a collection of embellished daywear, denim designs and jewellery.
‘This is a completely new path for Dolce & Gabbana. Now you can watch the show, see the looks and the accessories and then buy them directly online through our website, or in our boutiques. In this way you don’t have to wait six months to have them,' explains Stefano Gabbana, designer and co-founder of Dolce & Gabbana.
As the luxury sector secures its footing online, brands are exploring new opportunities for content marketing that combines entertainment with acquisition. For more, explore Luxtainment.
Refillables boost ABC’s sustainability credentials
Europe – Premium haircare brand Authentic Beauty Concept is introducing product refill stations at selected hair salons across Europe.
The Refill Bars take inspiration from the adoption of re-usable coffee cups, encouraging customers to prioritise sustainability and reduce single-use plastics.
During its current pilot phase, the company aims to gain insight into customer uptake of the stations, which have launched in countries including Germany, Switzerland, France and The Netherlands. In selected salons, stylists will be on hand to provide a personal consultation, helping clients to choose products they can later refill.
‘We believe that we can all make a difference, even with small actions. When we put all of those individual efforts together, and come together as a community, we can create real change and make bigger steps in the right direction,' reads a statement from the brand.
With eco-consciousness in mind, beauty and personal care brands are upgrading the customer experience through more Refined Refillables.
Stat: Young Britons turn to hiking for mindful exercise
With the pandemic changing our relationship with the outdoors, more British consumers are hiking and rambling than ever before, according to research by Mintel. The study found that Generation Z especially are participating in outdoor activities, with the number of hikers and ramblers aged 16–24 now reaching 24%, up from 16% in 2018. This is slightly higher than the 23% of the general population who are hikers.
And it’s not just walking that’s experiencing a rise in interest. Cycling for fitness has grown from 16% to 20% in three years, with young men driving the shift – 40% of men aged 16–24 are cyclists, compared to just 27% of men aged 25–44. ‘The balance between physical and mental wellness that consumers now seek is reflected in the growing popularity of mindful exercise,’ explains Lauren Ryan, leisure and travel analyst at Mintel.
We have been tracking the continued evolution of The Elevated Outdoors, as younger consumers seek outdoor fitness activities that allow them to reconnect with nature.