News 28.05.2021

Need To Know

reMarkable turns the tech store into a library, Beats brings Brazilian reality tv to Instagram and US seniors ditch digital grocery shopping.

A technology retail space for digital respite

A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth
A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth
A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth A Better Place to Think by Snøhetta for reMarkable, Oslo. Photography by Calle Huth

Oslo – Tablet brand reMarkable is offering consumers a space for stillness and reflection as an antidote to digitised living.

The brand's Oslo-based pop-up shop, designed by architecture firm Snøhetta, takes inspiration from libraries to provide customers with a space for contemplation and concentration, with timber desks, leather banquettes and small domed reading lamps. By creating a library space that is more commonly associated with reading physical books, the spatial design also references the paper-like surface of reMarkable tablets.

In today's fast-paced and digitalised society, finding places for focused thinking can be a challenge, says Kjetil Trædal Thorsen, founder of Snøhetta. For the reMarkable pop-up store, we wanted to echo the serene environments of libraries – the clean and open spaces, sombre aesthetics, tidy structures and focused reading zones.

Consumers are rejecting overstimulation in favour of contemplation. As such, brands have a key opportunity to create restful retail spaces that foster a mindset of Enlightened States.

Japan publisher Kodansha brings manga to the masses

Kodansha branding by Gretel, Tokyo Kodansha branding by Gretel, Tokyo
Kodansha branding by Gretel, Tokyo Kodansha branding by Gretel, Tokyo

Tokyo – Literary and manga magazine publisher Kodansha has undergone its first rebranding in 112 years.

The publisher's reworked identity, spearheaded by creative agency Gretel, aims to uplift the brand beyond its native Japan. Having gained worldwide exposure for publishing successful manga titles such as Akira and Pretty Guardian Sailor Moon, Kodansha is now seeking to ‘communicate who we are on a global scale’.

The rebranding includes a promotional film in which Kodansha books are shown taking flight from Tokyo and appearing in the hands of international audiences, showcasing its global journey. This cross-cultural rebranding includes a new universal logo, which takes inspiration from a traditional Japanese Hanko stamp. Sue Murphy, creative director at Gretel, explains: The brand logo represents Kodansha’s position at the crossroad of all cultures, where many ideas, voices and stories intersect.’

Brands that were once rooted in their native cultures are crossing borders to reach new audiences, which is in turn inspiring their visual identities. We've been tracking the evolution of this trend since identifying New Bricolage Living back in 2015.

Beats hosts Brazil’s first Instagram reality show

Brazil – Beats, a beverage brand by Ambev, is driving new forms of fan support through a reality show on Instagram.

Marking a first for the brand and for Brazil, the Instagram reality show, Islanded with Beats, was led by Brazilian pop star Anitta alongside 10 influencers. Broadcast live on Beats’ Instagram, the show featured participants taking part in several challenges – with all content encouraging viewer interaction via Stories, Live and IGTV.

By merging entertainment with the travel and parties that young Brazilians are missing out on, the show was hugely successful. Beats gained 1.3m new followers within just 72 hours of the show being broadcast, and the three days of live coverage reached a total of 10m views.

By taking a creative approach to social media marketing, Beats was able to boost loyalty among customers, using interaction opportunities with stars to tap into the market for digital fandom.

Beats Zodiac Instagram TV reality show by WMcCann and Endemol Shine Brasil, Brazil Beats Zodiac Instagram TV reality show by WMcCann and Endemol Shine Brasil, Brazil

Stat: US seniors are losing interest in grocery e-commerce

Amazon Key, US Amazon Key, US

While lockdown measures caused a surge in online grocery shopping among seniors, new research shows that many are now returning to physical stores.

According to data from Bricks Meets Click and Mercatus, the number of seniors in the US using web-based grocery services declined by 25% in April, compared to 2020. This change in behaviour represents the biggest shift in any age group. And while online grocery specialists like Instacart helped about 300,000 senior customers to use its service, the platform is now losing customers as they revert to pre-pandemic mindsets.

But Jody Holtzman, former head of market innovation at the AARP, believes this demographic may take a hybrid approach to grocery shopping. She says: ‘Seniors will probably split their shopping in the future, using the web periodically to stock up on staples like canned goods and cereal, and reserving in-store trips for produce, fish and meat.’

To discover more insights about the physical and digital spending habits of this generation, read our Money Market: Baby Boomers report.

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