LSN : News : Smirnoff pioneers circular keg system to reduce carbon emissions

Vast redefines space travel with human-centric Haven-1 interiors

Vast Haven-1, US

US – Vast, the creator of Haven-1, the world’s first commercial space station set to launch in low-Earth orbit in 2025, is revolutionising space travel with its commitment to human-centric design.

Guided by the expertise of former Apple designer Peter Russell-Clarke, the station’s design prioritises optimised sleep, wellness and comfort.

In a departure from traditional aluminium spacecraft interiors, fine-grained maple wood panelling is used to add warmth and elegance to the environment. Vast’s patent-pending sleep system, roughly as big as a queen size bed, is designed to offer the best night’s sleep space can provide, while a resistance band system in the common area enables visitors to complete exercise routines targeting bone, muscular and cardiovascular fitness.

The first paying customers are expected to board Haven-1 in 2026, when they will be able to enjoy a new standard of comfort in space.

For more on the rise of space tourism and how inventions, innovations and intelligent design in this arena will inspire other sectors, head to our Innovation Debrief 2023–2024.

Strategic opportunity

The advent of commercial space tourism creates new opportunities for branding and marketing. Consider how your brand can affiliate itself with stratospheric exploration and what advertising avenues you can pursue to grab the attention of passengers

Nanushka’s rebranding merges craft and geometry for timeless appeal

Nanushka. Identity by Any Other Name, Hungary and UK

Hungary – Budapest-based fashion house Nanushka has undergone a rebranding led by London studio Any Other Name as part of its ambitious strategy to scale up internationally.

By focusing on clean, geometric forms and combining them with Nanushka’s heritage of artisanal craftsmanship, the rebranding introduces a cohesive system of visual elements that transcend seasonal trends. This new visual language is reflected across every touchpoint – from the brand’s ready-to-wear collections to garment trims and eco-conscious packaging.

The rebranding prioritises a sensory, tactile experience, transforming customer interaction from purely transactional to immersive. The sustainable packaging suite, crafted from eco-friendly materials, reinforces the brand’s commitment to responsible design while retaining an elevated sense of luxury. Through this duality, Nanushka’s rebranding re-affirms its positioning as a timeless brand with a modern global vision.

In our Luxury Recrafted macrotrend report, we unpacked how the next generation of high-net-worth consumers will expect luxury brands such as Nanushka to signal status not through excess, but by acting as a guardian of craftsmanship and provenance.

Strategic opportunity

Take inspiration from Nanushka’s approach of merging craftsmanship with modern aesthetics. By integrating heritage and innovation into their identities, luxury brands can appeal to consumers seeking both authenticity and contemporary relevance

Smirnoff pioneers circular keg system to reduce carbon emissions

Ireland – Alcohol giant Diageo is pushing the boundaries of sustainability with its new circular keg and dispensing system, Everpour.

Now being trialled for Smirnoff vodka in Dublin and developed in collaboration with design consultancy Hodges & Drake, Everpour uses re-usable stainless steel kegs – available in 5- and 17.5-litre sizes – that automatically refill the glass Smirnoff bottle once it is placed in the Everpour unit.

Once emptied, the kegs are returned to Diageo, cleaned, refilled and redistributed to participating bars.

The system is expected to have a major environmental impact, with each keg eliminating the need for 500 single-use glass bottles and reducing carbon emissions by more than 50% per litre of Smirnoff vodka. Diageo hopes the six-week trial across seven Dublin bars will pave the way for broader implementation across the hospitality sector.

As Smirnoff grapples with a 7.7% sales decline in 2023, Diageo is looking to sustainable innovation to drive both brand relevance and environmental responsibility. The Everpour initiative reflects the growing circular economy trend in the beverage industry, a topic we explore further in Sustainability Packaged: Dieline Forum 2023.

Photography by Osvaldo Romito, Italy

Strategic opportunity

Brands can boost customer loyalty and revenue by implementing circular economy solutions that prioritise sustainability, efficiency and reduced waste

Stat: UK Gen Z look to gyms rather than pubs for socialising

SIRO, UAE

UK – A shift in social habits is emerging among Gen Z, who increasingly choose gyms over pubs for socialising.

According to a survey of 2,039 adults aged 18–24 in the UK by The Gym Group, 37% of respondents now view exercise as a social activity, 23% list socialising as a core motivation to exercise and 42% have made friendships through fitness.

This trend reflects a broader movement towards prioritising health and wellness over traditional nightlife; The Gym Group recorded a 10% rise in average monthly gym visits among this age group in 2023 compared to the previous year, with 62% of Gen Z respondents saying they exercise at least twice a week. Meanwhile, 47% said they had reduced their alcohol consumption or stopped drinking in the past six months.

In our Gen Z Now and Next: 2024–2025 report, we explored how Gen Z are rewriting the expectations of hedonistic youth by embracing sober-curious lifestyles. This rise of health-conscious socialising is having an impact on nightlife, with venues adapting by offering non-alcoholic drinks, wellness-focused experiences and even opening Sober Bars.

Strategic opportunity

Gym spaces should embrace being Gen Z’s preferred social hubs by collaborating with nightlife venues to offer immersive evening fitness events with live DJs, smoothie bars and dance cardio sessions, blending socialising with health and fitness