News 22.05.2024

Need to Know

Heineken turns Irish pubs into virtual museums, Stüssy makes Moroccan rugs from upcycled t-shirts and why tv shows and films are inspiring travel more than ever.

Heineken uses AR to turn Irish pubs into virtual museums

Pub Museums by LePub and Publicis Dublin for Heineken, Ireland

Ireland – Heineken Ireland is using augmented reality (AR) to preserve historic Irish pubs as part of a new campaign imaged by LePub and Publicis Dublin. The initiative aims to secure government grants and tax exemptions typically reserved for cultural landmarks by transforming these beloved establishments into virtual pub museums.

The AR experience allows visitors at Toners Pub in Dublin, Mother Macs Public House in Limerick, and Sean’s Bar in Athlone to scan QR codes on historical artefacts to unlock narratives on local legends.

Dublin-based historian Gerry Farrell insisted on the historical role of such venues, saying: ‘A visit to a historic public house connects us back to our own past where generations gathered to talk, drink, eat, sing and play, to flirt and romance, to discuss the great events of the day and set the world right, to cheer sporting triumph or to drown their sorrows.’

For more insights on what’s next for AR, head to our Brand Innovation Debrief: Snap’s Retail Play analysis.

Strategic opportunity

Consider how to develop AR-based tourist attractions that offer interactive and immersive experiences – potentially attracting more visitors, boosting local economies and saving cultural landmarks

Stüssy upcycles T-shirts into authentic Moroccan rugs

Boucherouite T-shirt Rugs by Stüssy and Artisan Project, US Boucherouite T-shirt Rugs by Stüssy and Artisan Project, US
Boucherouite T-shirt Rugs by Stüssy and Artisan Project, US Boucherouite T-shirt Rugs by Stüssy and Artisan Project, US

US – Streetwear brand Stüssy has launched a unique upcycling initiative by converting its T-shirts into Boucherouite Moroccan rugs. This project, carried out in collaboration with the Ain Leuh Women’s Cooperative, involves intricate weaving and crafting processes that highlight Stüssy’s commitment to sustainability and community support.

The Boucherouite rugs are a testament to traditional Moroccan craftsmanship and contemporary design. By using wool from the Atlas Mountains and upcycled Stüssy T-shirts, the brand creates vibrant, one-of-a-kind pieces that are both environmentally friendly and culturally meaningful.

Stüssy’s Boucherouite T-shirt Rugs are available for purchase online and in select stores. Depending on the carpet size, they retail between £1,130 ($1,437, €1,322) and £1,940 ($2,467, €2,273). This initiative not only promotes sustainable fashion but also supports the artisans of the Ain Leuh Women’s Cooperative, providing them with economic opportunities and preserving their traditional weaving techniques.

In our Cultured Waste microtrend report, we analysed how, as consumers tire of separating authentic sustainability claims from greenwashing, designers are using culture and heritage to cut through the noise.

Strategic opportunity

Sustainable innovations can be found in the past as much as in the future. How can you incorporate traditional manufacturing methods to make your products meaningful, long-lasting investments?

Twitch live-streams are becoming young people’s go-to news source

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

US – Professional live-streamers are offering an alternative news source for disaffected young people amid student protests on college campuses across the US.

Twitch, a platform originally focused on live-streaming for gamers, has become the unlikely home for this content since the Black Lives Matter protests in 2020. Now, when major news breaks or large protests kick off, streamers on Twitch are almost always covering it.

These live-streamers now make up an alternative news network, filming round-the-clock coverage of recent student protests, negotiations and police crackdowns.

One Twitch streamer, Tofugh0st, told The Washington Post that consuming Twitch live-streams of protests has made her more sceptical of traditional media due to the juxtapositions in content. ‘It’s drastic… I think that it is a really perfect example of why people are leaving traditional media and going into these new forms of media,’ she said.

In our The New News microtrend report, we analysed how a widespread decline of trust is causing news outlets to haemorrhage readers. Live-streaming offers an unfiltered, uncurated insight into current affairs, bridging the trust gap for viewers.

Strategic opportunity

In addition to expanding their presence on social media, media companies have an opportunity to use Twitch live-streaming to appeal to young viewers and establish a reputation for transparent and authentic reporting

Stat: Families are looking to the silver screen for travel inspiration

Faces of Travel by Delta, US Faces of Travel by Delta, US

Global – According to new research by digital travel platform Booking.com, families across the globe are taking inspiration from popular culture and media for their summer 2024 travel plans.

The Booking.com Family Travel Trends report followed a survey of 32,300 adults from 32 countries who have taken a leisure trip with an overnight stay in the past year and plan to travel in 2024. It found that 55% of families are inspired to travel to try food seen in a television show or film.

The report also revealed that spending quality time together is the main motivation for family travel (62%), followed by finding the time to relax (58%) and discovering new places (48%).

The summer holidays can be a busy time, but to make these trips happen, almost half (48%) of families say they intend to use AI tools to plan their upcoming trips.

For more of the latest market shifts, microtrends and expert opinions that signal significant change for the global travel industry, check out our Travel & Hospitality sector.

Strategic opportunity

Travel companies should partner with film and television distribution companies such as Netflix to curate exclusive travel itineraries inspired by the latest big- and small-screen releases

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