LSN : News : Avavav puts the run in runway to debut new Adidas collaboration

StudioCone’s AI-powered Orb decentralises psychedelic therapy

Orb by StudioCone, UK

UK – London design studio StudioCone has introduced Orb, an AI-powered tool designed to democratise access to psychedelic therapy.

The handheld tool features conversational AI, with calming animations and temperature adjustments, while accompanying biometric earphones monitor brain activity and heart rate.

The tool, and community-owned Orb platform, can be accessed through an affordable subscription model and features innovative elements such as neuroscientific gamification, AI-guided support informed by neuroscience and psychiatry, human oversight and a network of supportive users.

StudioCone envisions Orb to be part of a wider exploration of psychedelic futures and a catalyst for broader societal change, by enhancing empathy and fostering a deeper connection to nature. However, ethical concerns around privacy, the commodification of spiritual experiences and the potential exploitation of Indigenous knowledge must be addressed.

Our Psychedelic Innovation report unpacked how people are approaching psychedelics with an increasingly curious mindset, while our latest macrotrend The Synthocene Era explores how the lines between what is natural and what is artificial are increasingly blurred and are driving humanity into a future when technology will redefine what it means to be human.

Strategic opportunity

Design and develop AI-driven wellness tools that offer personalised mental health support, leveraging data and technology to create products that help individuals connect with themselves, reality and the natural world

Avavav puts the run in runway to debut new Adidas collaboration

Avavav spring/summer 2025, Milan Fashion Week 2024

Italy – Fashion label Avavav asked its models to run a mock race on the runway for its spring/summer 2025 fashion show in collaboration with Adidas at Milan Fashion Week. Set in the iconic Forza e Corragio sports arena, the show humorously critiqued society’s growing obsession with sports by having its models attempt to break the 100m world record.

In a tongue-in-cheek display, most models gave up mid-race, some cursed at event staff and one vomited. Several models wore track jackets that were directly painted onto their bodies.

In a bold reimagining of Adidas’ classic pieces, the Superstar sneaker was transformed with Avavav’s signature four-finger motif. Accessories including caps and hats were adorned with finger-shaped dangling cutouts. ‘There’s so much irony in how seriously we take both sports and fashion and exploring that while maintaining a serious attitude has been incredibly fun,’ said Avavav creative director Beate Karlsson.

As highlighted in our macrotrend report Game-Changers: The Future of Sports Fandom, this collaboration signals a new era where sports and fandom are being redefined through cross-sector partnerships.

Strategic opportunity

Transform traditional product launches into immersive, performative events that tell a story or comment on broader societal themes, making them more memorable and shareable

Silo’s fermentation factory opens in London

Girls Just Wanna Grow Plants by Leo Burnett for Agency for Nature, UK

UK – Silo is marking its 10th anniversary with the opening of a Fermentation Factory in Hackney Wick, London. Located in an abandoned nightclub, the facility aims to produce fermented ingredients at scale, reinforcing the restaurant’s commitment to zero waste.

Led by fermentation expert Ryan Walker, the factory will transform surplus ingredients into high-value products for the food and beverage industry. Among its offerings is a miso made from spent beer grains collected from Crate Brewery and a ‘zero soy sauce’ made with waste bread from Silo’s kitchen.

These umami-rich creations have already played a crucial role in Silo’s acclaimed tasting menu by enhancing the flavour of ‘ugly’ ingredients.

To fund the project, Silo has launched a Kickstarter campaign, offering pledges from £25 ($34, €30) for a DIY miso kit to £100 ($134, €120) for a guided factory tour led by Silo’s founders Doug McMaster and Ryan Walker.

For more insights on reinventing waste, head to our Innovation Debrief 2023–2024 report.

Strategic opportunity

Explore ways to incorporate surplus or waste materials into your production process and turn by-products into valuable resources – reducing waste and creating new revenue streams simultaneously

Stat: Shoulder season travel is booming

Birch Selsdon, UK

UK – As many as 44% of UK adults have opted for a break during the shoulder season, with 23% taking annual leave at this time, a report by yacht charter company Sunsail has revealed.

Typically from March to early May, and September to October, shoulder season is attractive because of better weather and fewer crowds at popular destinations. Flexible work schedules are helping people to get away during these periods, according to Sunsail’s survey.

City breaks, beach holidays and countryside retreats are the top types of holidays, while Antigua, Bahamas and Maldives remain the most favoured luxury countries. The company reports that online searches for ‘shoulder season’ rose by 300% in the last year and that there are similar spikes in research for ‘off-season Greece’ and ‘off-season Italy’. On TikTok, #OffSeasonTravel has amassed 10.5m combined views, showing how users are looking for travel inspiration.

Explaining how different demographics are embracing the trend, Katrina Lawson, head of brand and acquisition at Sunsail explained that people aged 45 and above are ‘opting for cultural and tranquil escapes’, while the younger generation is ‘seeking adventure and spontaneity’.

In How Climate Change is Re-routing Travel, we examined the way in which newer destinations and off-peak travel times have become the new norm for travellers.

Strategic opportunity

Curate off-season travel experiences that cater to evolving holiday preferences and changing consumer behaviours by offering wellness retreats for relaxation, nature-focused escapes for tranquility and adrenaline-filled adventures for thrill-seekers