News 05.01.2022

Need to Know

Paris turns the Olympics ceremony into a placemaking exercise, an AI tool demystifies wine and why the fake meat novelty is wearing off.

Paris ditches the stadium for an accessible Olympic ceremony

Paris 2024
Paris 2024
Paris 2024

Paris – The French capital plans to open the 2024 Olympic ceremony with a 6km parade of athletes in boats along the River Seine. As part of the ceremony, ambitious stunts such as BMX stunt riders leaping over bridges are set to take place. The plans come as the host city hopes to create the most ‘audacious and accessible’ opening ceremony in history.

While the event will still be ticketed, the aim is that much more of the city will be able to feel involved than if it had been hosted in a stadium. Tony Estanguet, president of the Paris 2024 Organising Committee, says: It will be a unique combination of a sport and cultural moment, with the entire city turned into a vast Olympic stadium.

By approaching the event in this way, the Olympic organisers are using this historic event to simultaneously celebrate the culture of the city. As we explore in Equilibrium Cities, urban planners are being urged to re-engage citizens in city centres by offering enticing cultural events that are available to all.

Strategic Opportunity

With many city centres having lost relevance throughout the great remote of the pandemic, consider how you can invite artists or cultural venues to take up space in tired urban areas

These virtual bags raise questions about metaverse counterfeits

MetaBirkins by Mason Rothschild MetaBirkins by Mason Rothschild
Metabirkins by Mason Rothschild Metabirkins by Mason Rothschild

US – Artist Mason Rothschild is raising important questions about the luxury non-fungible tokens (NFT) market, with a collection of 100 faux fur virtual Birkin bags that emulate Hermès’ iconic products. The colourful faux fur handbags were initially available on NFT marketplace OpenSea at a starting price of 0.1ETH (£339, $450, 398), but were met with a cease and desist letter from Hermès.

In a statement denouncing the project, Hermès said: ‘These NFTs infringe upon the intellectual property and trademark rights of Hermès and are an example of fake Hermès products in the metaverse.Still, Rothschild's project is prompting necessary debate, as the market for virtual luxury goods continues to unfurl as a profitable revenue stream while simultaneously presenting a grey area when it comes to trademarks and ownership – especially when such products are positioned as works of art or creative response.

While NFT projects and metaverse spaces can democratise brand access, Rothschild’s collection raises questions about product copyright, and the emergence of digital hyper-exclusivity driven by Crypto-Cliques.

Strategic Opportunity

Before jumping on the NFT bandwagon, luxury brands must consider the risks and challenges of creating virtual premium products. Alternatively, there is capacity to promote digital assets as part of client loyalty schemes

Tastry’s AI platform uncorks wine preferences

US – The sensory sciences company is using artificial intelligence (AI) to provide retailers and wineries with personalised wine recommendations for their customers. Through a tool called Tastry Uncorked, users can take a short quiz to determine various wine preferences, such as those best paired with food or bought as bundles.

While the wine market is heavily oversaturated and often misunderstood by everyday consumers, such innovations empower retailers to market wines to shoppers in a more experimental way. In retail, where Tastry began, a staggering 80% of shoppers intent on a wine purchase don't know what to buy when they reach the wine aisle,’ explains Katerina Axelsson, CEO and founder of Tastry. ‘Not only are shoppers overwhelmed with choice, most lack the knowledge to actually make a good one.

Elsewhere, we’ve previously explored how AI Advisors can guide consumers in their personal diets. Now, these innovations are informing the wider food and beverage sectors.

Tastry AI, US

Strategic opportunity

Food and drink brands should also think about how this data can inform long-term customer journeys, allowing retailers to more effectively offer follow-up products and personalised communications

Stat: Mimicry meat is losing its appeal in America

Impossible, US Impossible, US

According to research by SPINS and IFF, US consumers are losing interest in plant-based meat substitutes as the novelty of meat mimicking wears off. Data from SPINS reveals that in the four weeks to 3 October 2021, sales of plant-based ‘meat’ dropped by 1.8% compared to the previous year.

The company notes that a combination of too much choice and supply chain issues has had an impact on the demand for plant-based proteins. Meanwhile, findings from IFF reveal that more than 70% of consumers are not interested in mimicking meat. With these findings in mind, food brands must reframe their strategies and introduce new flavours, textures and communications that look beyond conventional approaches to replacing meat.

As we explore in our Next-generation Protein microtrend, there is a lucrative opportunity for food technology innovation to elevate plant-based products to make them more appealing.

Strategic Opportunity

Food brands and retailers hoping to move into alternative protein products should take note of consumers’ changing mindsets, exploring ways to create plant-based foods that hold appeal in their own right

Previous News Articles
The Future Laboratory and Bacardi investigate cocktail culture in 2025

News

The Future Laboratory and Bacardi investigate cocktail culture in 2025

Bacardi, in collaboration with The Future Laboratory, has released its cocktail trend report for 2025, forecasting a transformative year for the sp...
Drink : Spirits : Food
LG Display unveils world’s first stretchable display with 50% expandability

News

LG Display unveils world’s first stretchable display with 50% expandability

LG Display has achieved a major milestone in display technology with the launch of the world’s first stretchable display, capable of expanding by u...
Technology : Design : AI
New research finds that cannabinol significantly improves sleep

News

New research finds that cannabinol significantly improves sleep

Researchers from the University of Sydney’s Lambert Initiative have found new evidence supporting cannabinol (CBN) as an effective sleep aid.
Health : Wellness : Medicine
Stat: Teens face weekly exposure to conspiracy theories

News

Stat: Teens face weekly exposure to conspiracy theories

A new study by the News Literacy Project reveals that teens encounter conspiracy theories on their social media feeds at least once a week, yet mos...
Pop Culture : Youth : Media
Chester Zoo rebrands as a force for nature

News

Chester Zoo rebrands as a force for nature

Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. 
Sustainability : Design : Advertising
Gobi Cashmere revitalises brand identity with Mongolian roots

News

Gobi Cashmere revitalises brand identity with Mongolian roots

Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos.
Culture : Design : Fashion
Mall of the Emirates reveals new arts hub with musicals, plays and shows in mind

News

Mall of the Emirates reveals new arts hub with musicals, plays and shows in mind

Mall of the Emirates is set to debut New Covent Garden, a cultural landmark for Dubai’s thriving arts scene.
Retail : Entertainment : UAE
Stat: Demand for green talent surges as supply struggles to keep pace

News

Stat: Demand for green talent surges as supply struggles to keep pace

The global drive for sustainability is transforming job markets, with demand for green talent increasing annually by 5.9% between 2021 and 2024, ac...
Sustainability : Workplace : Youth
Elie Saab marks 45 years with a show of unapologetic grandeur

News

Elie Saab marks 45 years with a show of unapologetic grandeur

Elie Saab, a master of haute couture, celebrated the 45th anniversary of his eponymous fashion house in Riyadh, Saudi Arabia.
Fashion : Luxury : Design
Friendswithyou, fuzzy AI robots exhibition opens at Cleveland Public Library

News

Friendswithyou, fuzzy AI robots exhibition opens at Cleveland Public Library

Art duo FriendsWithYou has unveiled The BAND, a playful installation of five fuzzy, autonomous robots at Cleveland Public Library.
Design : Technology : Youth
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN