News 08.11.2023

Need to Know

Camper opens mini-Pompidou store in Paris, Positive+1 launches platform for the HIV community and why warning labels could reduce meat consumption.

Camper’s Paris flagship store gets a Pompidou-style makeover

Camper Pompidou. Photography by Asier Rua, France
Camper Pompidou. Photography by Asier Rua, France
Camper Pompidou. Photography by Asier Rua, France

France – In a striking collaboration with footwear specialist Camper, Spanish designer Jorge Penadés has transformed the brand’s flagship store in Paris, located near the iconic Centre Pompidou. Penadés pays homage to the cultural complex’s distinctive architectural style, known for exposing its technical elements, by creating an inventive shelving system. Inside the store, a copy of this system runs continuously along the walls. Constructed from exposed cable metal trays, it highlights a typically hidden element in retail design.

In line with Camper’s Mediterranean roots, the store incorporates raw plaster walls and hand-made clay tiles, providing a unique blend of local Parisian history and the brand’s heritage. This remarkable refurbishment creates a visual dialogue with passers-by and reflects a unique exchange between design history, shoppers and the general public.

With the Centre Pompidou temporarily closed for renovation, Penadés has crafted a mini-Pompidou just seconds away, inviting a fresh perspective to this Parisian locale. As previously explored in Hyperphysical Stores, changing consumer needs are driving retailers such as Camper to rethink bricks-and-mortar stores to be more engaging, sensorial and memorable.

Strategic opportunity

Collaborate with architects or designers to create unique in-store experiences that reflect local culture or iconic landmarks, enhancing brand identity, local relevance and attracting foot traffic

Anatomē introduces sleep collections aligned to core sleep challenges

Anatomē, UK Anatomē, UK
Anatomē, UK Anatomē, UK

UK – London-based Apothecary anatomē has launched three aromatherapeutic sleep collections, designed to align with the three most common sleep challenges: Overactive Mind, Restless Mind and Stressed Mind.

The collection features a 22-ingredient Sensory Point Essential Oil Blend intended for application to sensory points on the body (wrists, neck and sternum) just before bed. Other items include a pillow spray, bath and shower oils, scented candles and reed diffusers. Prices range from £34 ($41.80, €39) to £120 ($147.50, €138).

Customers are invited into the anatomē London store for a Sleep Map consultation, exploring the key scents – Somali Frankincense, Roman Chamomile and Cornish Lavender – and investigating each person’s sleep habits and routine. The sleep analyst will then provide a bespoke report and recommendation of which recovery and sleep oil would be most beneficial.

In our recent Sleep Enhancement Market, we explored how functional sound is being used to improve sleep quality. Perhaps sleep smells are the next frontier?

Strategic opportunity

Take inspiration from anatomē’s sleep consultations and introduce personalised recommendation services in your brand’s retail space to create a tailored luxury customer experience

Positive+1 aims to empower the HIV community through digital connection

Positive+1 Positive+1

UK – Launching in November 2023, Positive+1 is a new social network designed as a secure space where individuals living with, affected by, or working with HIV can connect, access valuable resources and build meaningful connections. In contrast to the stigma and negativity surrounding the condition, the project’s artistic direction is vibrant and joyful to embody how diverse the HIV community is. In 2021, over two-thirds of the people accessing HIV care in the UK were male, with female patients representing 31% (source: UK Health Security Agency).

Through the platform, members can connect with those who share their experiences, challenges and triumphs. On top of being a place to forge new friendships, Positive+1 is also an educational resource featuring expert articles, personal essays on resilience and resources to expand one’s knowledge about HIV.

The tool will partner with renowned charities and support organisations dedicated to HIV care, advocacy and research. Members can stay updated with the latest developments in the fight against HIV while connecting with brands and businesses standing as supporters and champions of the HIV community on and off the platform. Positive+1 aims to change perceptions, break down barriers and create a world where people living with HIV thrive and find their voice without shame and prejudice.

As explored in our analysis of the Queer Care Market, non-discriminatory care is on the rise as inclusive products and services look to address LGBTQ+ health challenges – from sexual wellness to mental health.

Strategic opportunity

As niches become the new mainstream, showcase your brand’s commitment to diversity and inclusion by supporting emerging online communities where engagement will be higher

Stat: Cigarette-style warning labels could reduce meat consumption

Photography by cottonbro studio Photography by cottonbro studio

UK – Since 2008, messages such as ‘smoking kills’ and graphic images have been legally required on all tobacco products in the UK. Could similar labelling help reduce the country’s meat consumption?

For a study published in September 2023 by The University of Durham, 1,001 UK meat-eaters were asked to choose between four options for 20 meals. The research found that graphic warning labels describing the consequences of eating meat on health, disease epidemics and climate change cut the selection of meat-based meals by 7–10%.

When no warning label was presented, participants chose the meat options 64% of the time. This dropped to 54% with the pandemic warning labels, to 55% with health warning labels and to 57% with climate warning labels.

Educating consumers on the negative health and environmental impacts of meat consumption is important, but introducing graphic labels would be a controversial decision. Developments in the Alternative Foods and the Cultivated Meat Market will be important in providing consumers with the autonomy to make the switch to sustainable alternatives without fear-mongering.

Strategic opportunity

If graphic labels are off-putting to meat-eaters, consider how alternative food brands could use positive labelling to educate consumers about the health and environmental benefits of selecting products such as lab-grown meat over conventional meat

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