Australia – Car brand Jeep is encouraging Australians to experience remote working in an off-grid, purpose-built home office.
For its Working FarFrom Home campaign, the company is hosting a competition in which one winnerand their guest will experience a unique take on remote working – staying in a rarely explored coastal location in northwest Tasmania. Jeep will give the winners an opportunity to work for one week from a Spacecube office pod located in thisremote part of Australia, alongside access to a demo Jeep vehicle in order to explore locally.
To encourage a more meaningful escape, the brand is also partnering with tourism platform Empty Esky to help remote workers support communities affected by the Australian bushfires. In this way, Jeep is tapping into the reality of remote working for many of its customers, while encouragingadventure and escape from traditional home office environments.
With Bleisure experiences largely at a halt duringthe inter-Covid period, brands are getting experimental and forging new ways to engageWandering Workers.
Hotel suites centred on guests’ wellbeing needs
Andaz 5th Avenue, New York
Andaz 5th Avenue, New York
New York – Andaz 5th Avenue, part of the Hyatt hotel group, has unveiled sevenWellness Suites to bolster guests’ mental and physical health.
The suites are designed around three tenets of wellness: Feel, Fuel and Function. Partnering with external wellbeing brands, the suites feature amenities and products designed to support sleep, nutrition, movement and cognitive functionality. Among the in-room services are a Lululemon smart mirror for fitness, an Airweave mattress, meditations curated by Headspace, and a wellness mini-baroffering snacks and drinks to boost immunity and energy.
‘As a hotel company, Hyatt is driven by a purpose of care and we proactively bring that purpose to life,’ says Will Brandon, director of sales and marketing at Andaz 5th Avenue. ‘We like to identify ways to enhance the guest experience, and there’s been a heightened awareness of health and wellbeing accelerated by Covid-19.’
While we previously explored the rise of Hospitality Fitness, hotel brands are now expanding their efforts to serve both mental and physical wellbeing demands.
Seattle – Luxury watch brand Breitling’s nascent watch subscription allows consumers to explore its product range, while championing circularity.
The #BreitlingSelect rental service lets subscribers choosethree different watches to wear on rotation during a 12-month period. Each watch featured in the subscription service comes from a selection of refurbished Breitling timepieces, reflecting a more sustainable, post-ownership approach to how people can experience luxury goods.
In this way, Breitling is giving people a chance to experiment and try outitstimepieces for size and style, with potential to convert renters into longer-term, future customers. It also gives more eco-conscious luxury consumers a chance to enjoy watches in a way that is circular and less wasteful if their style or preferences change.
In our recent interview with Brynn Wallner, founder of watch platform Dimepiece, she discusses how sustainability is front-of-mind for Generation Z luxurians, with pre-owned or rental items becoming a crucialentry point.
#BreitlingSelect by Breitling, Seattle
Stat: Americans rekindle their appetite for restaurant dining
Misfits Market by Garnish Studios
YoungerUS consumers have consistently felt comfortable eating at restaurants in the inter-Covid period, according to research by Morning Consult.
Its research shows that 46% of US Millennials feel comfortable eating at a restaurant. Across all adults, comfort levels grow where outdoor dining is offered over indoor-only tables – 53% say they feel safe with that option, compared with 41% who feel safe eating inside restaurants.
US adults in suburban regions said they were most comfortable dining outside at present, versus those living in urban or rural areas. These findings indicate an appetite among younger, suburban consumers to dine at restaurants once again, providing fresh opportunities for restaurants to connect with this demographic,in particular through novel yet safe dining experiences.
In thePandemic Dining Market, we identify some of the ways in which restaurateurs can cater for consumers’ expectations of safety, while reclaiming their role in the public realm.