Need to Know
12 : 08 : 21

Milan – Seeking to reignite the appeal of business travel, tourism promoter Yes Milano is highlighting bleisure trips in its latest campaign. Titled Not in Milano, the international campaign positions the Italian city of Milan as being key destination for enjoyable business trips. Purposely showcasing a slower approach to business travel, the core idea is to highlight how workers can soak up the city while also being there for work.

By rejecting stereotypes associated with business travel, this initiative engages audiences through lifestyle cues that are usually reserved for pleasure-based travel. In turn, this strategy also supports Milan’s long-term approach to tourism. ‘The goal is to increase the quality of tourism here, rather than the number of tourists,’ comments Luca Martinazzoli, general manager of Milano & Partners, the official promotional agency of the city. ‘Being mainly driven by business purposes, this type of tourism is sustainable with the city.’

While business travel has been largely halted during the pandemic, ongoing remote arrangements mean that there are fresh opportunities to connect with Wandering Workers.

US and Italy – The musician is building on his cultural influence with the launch of luxury company, Homer. Its inaugural collection features hand-crafted fine jewellery and printed silk scarves. Inspired by Frank Ocean’s childhood obsessions, the colourful products – including enamelled necklaces, diamond collars and gold rings – have been collated and shot for a catalogue, with imagery photographed by Ocean and his creative collaborator Tyrone Lebon.

To bring the brand to life in a physical setting, the musician has also opened an appointment-only store within Manhattan’s New York Jewelers Exchange shopping mall. According to a press release, the name Homer ‘represents carving history into stone’. By capturing his personal mindsets in this way, the artist translates his cultural influence from music to luxury goods.

As the luxury sector continues to diversify, there is growing potential for new tastemakers to add fresh products and perspectives. To discover more ways that the entertainment sector is impacting premium products and marketing, explore Luxtainment.

With the global pandemic having taken a toll on the physical and mental health of many employees, there is growing concern about people’s lack of resilience in relation to returning to office environments. According to research by Lime Insurance, young people’s mental health has been the most affected.

The research reveals that, in the UK, young people have struggled the most with the pandemic – with 43% of women and 49% of men aged 16–24 saying they feel less resilient now than they did before the pandemic. Overall, just over a quarter (26%) of respondents say they don’t think they’re coping at work, while just over a third (34%) feel the same way about everyday life.

To better support people in this new working world, employers are increasingly providing flexible hours, integrating long-term remote working, and office environments that bolster a sense of resilience.