Need to Know
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Madrid – Design agency Point of Reference is using digital mock-ups of out-of-home (OOH) advertising campaigns to draw attention to how environmentally damaging this form of marketing can be. The campaign, which includes a short film, uses direct messaging, such as the fact that an advert posted for one month will take about 400 years to decompose, to incite viewers to act.

Such statements are placed within pastoral settings in the digital mock-ups, with billboards positioned amid green landscapes to highlight the fact that such long-term adverts can be damaging our natural world. In this way, Point of Reference forces businesses to confront the issues in advertising and communications and find creative alternatives that have less environmental impact. ‘It is time to rethink these billboards as short-term messaging devices and lean on other formats of advertisement or in more creative and conscious ways,’ says Point of Reference in a press release.

While we’ve previously explored the ways that brands have sacrificed marketing messages in line with the pandemic, this campaign references growing calls for brands to take a similar approach in relation to the environment.

Toronto – Transforming his home into a virtual boutique, Drake is offering fans a chance to visit his sprawling, 50,000-square-feet mansion through a virtual tour on his website.

Dubbed The Embassy, the palatial home has been rendered digitally into an interactive environment that that allows fans to browse through the musician’s bedroom, studio and lounge; shopping from his line of merchandise as they go. After featuring his home in Architectural Digest and the music video for Toosie Slide, most Drake devotees will already be familiar with the rapper’s space. But in contrast to the spotless perfection in both of these projects, the digital home is strewn with personal artefacts like misplaced papers, draped hoodies and crumpled blankets.

Granting a more intimate glimpse into his life, the rapper is forging a more personal bond with his supporters and tapping into the Digital Fandom Market that is re-imagining the relationship between creators and fans.

After suffering a sharp contraction in 2020, the worldwide personal luxury market has bounced back, growing by 29% in 2021 to reach an estimated value of £239bn ($319bn, €283bn).

After returning to growth in the second and third quarters of 2021, the luxury industry has not only managed to rebound from an unpredictable year, but it has also increased the size of the market by 1% from 2019. Research by Bain & Co predicts that the personal luxury goods market could grow by 6–8% annually, reaching £304–321bn ($405–428bn, €360–380bn) by 2025. While the overall luxury market is still stagnating below pre-pandemic levels, the personal luxury market – which includes handbags, watches and jewellery – is back on track after a faster-than-expected recovery in 2021.

Younger consumers are continuing to drive growth in the sector, with Millennials and Gen Z expected to comprise 70% of the market share by 2025. China and America continue to be market-makers, with secondary and suburban areas in the US becoming increasingly prominent. Readers looking to reach new consumers can consult the Key Themes from Walpole’s British Luxury Summit.