Need to Know
12 : 01 : 21

Global – Toy brand Lego is launching a botanical collection aimed at adults who want to destress and relax through simple, mindful activities.

The decorative collection includes a bouquet and bonsai tree, allowing consumers to bring elements of nature into their homes without needing to be an experienced gardener. As well as providing maintenance-free blooms, several elements in the collection are also made from plant-based plastic, produced using sustainably sourced sugar cane.

With research by Lego revealing that eight in 10 adults engage in some form of play to help them relax, the botanical collection aims to provide an accessible type of craft to achieve a state of mindfulness. ‘As adults look for new ways to switch off and relax, we’re delighted to be able to help them seek solace from their busy everyday lives as they immerse themselves in creating these beautiful botanical builds,’ says Jamie Berard, design lead at the Lego Group.

As we explore in Pleasure Revolution, consumers are engaging in activities that embrace states of boredom and reframe the experience of dead time.

US – Prefab shelter company Jupe has unveiled flat-packed urban escape pods built for short-term stays.

Taking inspiration from the shape of cut diamonds and interstellar shuttles, the temporary structures use aluminium masts to create their distinct geometric shape. Offering a luxurious semi-outdoor stay, the interiors of the Jupe units were designed in collaboration with boutique hotelier Liz Lambert. The pods are intended for city dwellers seeking a modern alternative to traditional travel spaces such as cabins, tents or yurts, all of which are typical for nature getaways.

‘Experiencing the natural wonders of the world shouldn’t mean being forced to disconnect while staying in a less-than-inspirational living space,’ says Jeff Wilson, co-founder and CEO of Jupe. ‘During these times when most of us are craving a true escape, Jupe provides an experience perfectly suited for socially distanced travel,’ he adds.

For more on this, read Anti-social Sanctuaries, where we cover why affluent consumers are paying a premium for travel locations that promise total seclusion.

According to research by Mintel, more British consumers are shopping at food discounters like Aldi and Lidl for economic reasons as a result of the pandemic.

Mintel estimates that in 2020, Britons spent £24bn ($32bn, €26bn) at discount supermarkets, with that figure set to rise by almost 30% to £31bn ($41bn, €34bn) by 2025. When surveyed, 86% of Britons said they shop at discount supermarkets, with 28% of consumers citing price as more important than product quality. In addition, food discounters are considered more convenient to over half (52%) of respondents, as the small product range on offer makes shopping easier.

‘Food discounters have managed to successfully carve out a unique niche in the market and are well positioned to benefit from the economic uncertainty caused by the Covid-19 pandemic,’ says Piers Butel, retail analyst at Mintel. To continue attracting consumers amid the turbulence of Covid-19, clothing and apparel retailers are also turning to off-price retail strategies.