Welcome to your Friday dose of WEEK - a round up of what's dropped in the last seven days, brought to you by the Culture & Strategy team at LOVE.
Coach launched a ‘Life Coach’ experience in New York this week, featuring four rooms of ‘otherworldly’ experiences, including blank walls open for drawing, tarot card readings, and old-timey carnival games.
Their room entitled "Logo mania" is a near-perfect facsimile of a New York City subway station, but rendered completely in white. People are encouraged to draw on the walls, to unleash their inner urban artist and create their own Life Coach story. The space features no Coach products, instead serving up a space for self-discovery and personal reflection.
Brands are increasingly looking for ways to heighten their experiences, moving away from pure retail – a trader of commodities – into an aspirational retreat and channel for discovery.
Crayola X Asos
The iconic crayon company most of us will remember from our childhood has launched ‘Crayola Beauty’, a line of eyeshadows, blushes, mascaras, and more, in conjunction with fashion retailer ASOS. The products will be sold exclusively on ASOS’s website, in 95 colourful shades, all of which are vegan. This collaboration has given Crayola access to new (or forgotten) consumers.
The Museum of Ice Cream expands
After the monumental success of their IRL experiences, the brains behind The Museum of Ice Cream have created a new line of ice creams called ‘PINTS’. It was only a matter of time.
To launch the brand, they created an ‘interactive grocery shopping destination’. The Pint Shop opened it’s doors last week featuring (in true MOIC style) several immersive installations, reservation-only tasting experience, a series of weekly workshops and seven branded ice cream flavours.
PINTS are reaching scale by partnering with Target to release the collection, alongside a range of ice-cream themed limited edition apparel and accessories.
The Conversation Economy
Podcasts are pretty much everything these days and as the voice activated market continues to grow (its expected to double every year till 2020) the power of the human voice is increasingly becoming commoditised.
"50% of all US homes are podcast fans (Nielsen, Aug 2017)"
According to information security company Pindrop, some 85% of businesses surveyed are planning to use voice-activated assistants like Amazon’s Alexa or Microsoft’s Cortana to communicate with customers in some capacity, up from 28% this year. Brands are also offering regular long form content to keep consumers connected.
As technology continues to integrate with our lives, podcasts, voice activated assistants and AI bots will increasingly become a brand’s spokesperson.
WEEK is compiled by LOVE’s Culture & Strategy team. Want to say hello, ask questions or challenge their cultural knowledge then get in touch firstname.lastname@example.org