It has been a busy year here at Caulder Moore plenty of new projects and a brand new website to show it all off. To celebrate we bring you our 12 days of key trend highlights from 2016…
12th December - Globalisation is so 2015. Why your favourite brands are going glocal
On the 12th day of Christmas we’re discussing how brand powerhouses are embracing the ability to scale uniqueness, incorporating community-focused concepts, wellbeing initiatives and locally attuned design into their retail formats. Demonstrating a valuable affinity with local needs and cultural patterns is Adidas Runbase Berlin, their first ‘holistic wellbeing centre’ focuses on running-oriented development combined with shopping, training and leisure. The on-site loyalty system tracks members via a training app and allows members to gain ‘points’ for every kilometer run and workout.
Canadian activewear retailer Lululemon is also contributing to the booming wellbeing economy, set to generate global sales of £1tn by 2017. Their store in New York features a desk sharing advice on the best places to work out in the city, even including ones unrelated to the brand. They also ensure their new employees are fully immersed when launching in a new region or city, the store opens for just 3-4 days a week and in the rest of the time they indulge in local activities and integrate locally.
11th December - Covent Garden enters the 4th Dimension
On the eleventh day of Christmas, we are looking at all things AR, christmassy AR that is. This year Capco, the property management company for Covent Garden have teamed up with augmented reality app company Blippar to bring a digitally enhanced shopping experience. Visitors can expect a AR Treasure hunt, unlocking offers from the Christmas tree, a interactive, personalised map and AR laden Santa’s grotto. Capco and Blippar have gone all out this year to not only get customers to come to Covent Garden, but interact with the buildings, shops and brands that are housed in the famous square. The AR extravaganza is running from November 17th to December 24th, so get there now to experience Lapland in London.
10th December - Tis the season to give back, why for brands it pays to give
On the 10th day of Christmas we are discussing how consumers are increasingly expecting brands to build social good into their mission, purpose and practice. Whether it be minimising their carbon foot print, helping others or simple benefiting the consumer, brands are recognising the appeal.
Too Good To Go is an app that stands by eating well while saving money and the planet. Scarily if food waste were a country it would be the third largest emitter of greenhouse gases in the world. Therefore in the last 6 months they’ve helped prevent approximately over 200 tonnes of carbon dioxide emissions and provided thousands of meals that would have otherwise been discarded.
The Crisis Skylight Café was set up to help homeless people and ex-offenders into sustainable work and gives the trainees the skills and confidence they need to gain a job. In England rough sleeping has increased by 30% in just one year and has been increasing year on year. For people who may not like vague charitable promises or annual donations visiting a café like this, is one way of enjoying tasty food while helping others and seeing the people who are benefiting from your support.
9th December - The Gamification of fitness
On the ninth day of Christmas we work our way back to fitness, in particular a trend we have seen sweep the fitness industry this year- the gamification of fitness. Back in January H&M Poland tapped into this trend with their pop up: WF-Reaktywacja (PE-Reactive.) The whole concept was based on calories for clothes - the more calories you burnt in your workout at the pop up, the more items of the new H&M Sports collection you could redeem. 600 calories burnt equated to a top, whilst 400 calories could nab you a pair of shorts. This initiative was backed further by H&M’s expansive social media and local influencers, and demonstrates how brands are using fitness and experiences to widen their consumer base and following.
Taking the trend further is NYC based gym Asphalt Green with their class - AG6. The high intensity training program features walls and floors that light up, respond to touch and make you feel like you are part of a life size video game! In an hour-long session class goers can burn up to 1,000 calories, proving that getting fit can indeed be fun. The video of the concept went viral upon its release, with over 20 million Facebook views, and waitlists for weeks in advance. As both H&M and Asphalt Gym have found, making fitness a fun, interactive experience not only captures the mind of consumers of today, but also their wallets.
8th December - Monetising Snapchat, brands who are winning
Snapchat may be old news to some but brands are still learning to utilize the platform. In comparison to other platforms brands have been slower to embrace Snapchat due to the limitations of no easy look-ups and undetermined investment. However used by over 100 million people everyday, brands are channeling the app’s audience to boost engagement. In effort to increase the valuable connection between social media and physical retail environments, brands are launching campaigns featuring location based, brand specific Snapchat filters.
River Island’s ‘Snap & Share’ campaign allows users to try their branded filters but only when in one its 250+ stores in the UK and Ireland. Similar to this, U.S retailer Bloomingdales collaborated with New York artist Greg Larmache to create geo-triggered graffiti filters. The campaign involved an in-store treasure hunt allowing customers to explore and an opportunity to win prizes for concert tickets and gift cards. Other Snapchat fans are fast and beauty brands such as Asos, Everlane, Glossier & H&M as well as luxury brands: Burberry, Dior, Fendi, Gucci & Louis Vuitton, who know their audience use it.
7th December - Smashburger Newcastle now open!
On our 7th day of food, fashion, fitness we celebrate the launch of the latest Smashburger opening in Newcastle! We have worked with Smashburger in bringing their uniquely ‘smashed’ burger over to the UK. We designed the retail environment, in-store communication and packaging. Targeting millennials we identified a gastronomic ‘youth quake’ and used design cues to attract this savvy breed of customer. Plans are to open 35 sites over the next few years.
We’ve now worked with Smashburger on 3 sites in the UK, with lots more on the way! Check out our case study here for more pictures and information on our Smashburger story.
6th December - The future of department stores
On the sixth day of Christmas we are celebrating the new Selfridges store and body studio, tapping into the thriving trends; ath-leisure, mindfulness and wellness, and casual over formal dressing. Fitness is a growing component in many women’s hectic lifestyles and when it comes to activewear it is no longer only functional but doubles up as day attire. The largest department store, created by the Shanghai-based architects Neri and Hu, offers lingerie, loungewear, sportswear and swimwear. Recognising that a department store needs to fulfil more than being a place to purely shop, it celebrates all women’s bodies and forms, focusing on female strength and confidence. They embrace ’no normal’ with relatable campaign models and emphasis category and service with a larger range on offer. The body studio links with the in-store campaign ‘EveryBody’ and offers in-store events such as talks, spin classes and yoga sessions. Including a café by Hemsley and Hemsley, sisters chefs who push organic greens and protein. The opening embraces the renewed interest in fitness and healthy eating that isn’t going to go away.
5th December - The Uber of beauty, now offering pilates sessions
On the 5th day of food fashion and fitness, our spotlight is on one of the beauty industries lead disrupters of this year, Blow ltd. Blow Ltd is your one-stop shop for all your beauty needs. The company has two salons- in Canary Wharf and Covent Garden, as well as the Blow Ltd app which lets users book beauticians to come to you. Blow Ltd is based around the concept of fast beauty- a blow dry is £30 for 30 minutes, makeup £20 for 20 minutes and fast manicures for £15 (in more than 15 minutes.) Blow Ltd have tapped into the mindset of the millennial generation, who have disposable income but short on time. The salons, designed by Caulder Moore take inspiration from fast food restaurants, with the communications and messaging referencing menu boards. You can find out more about our work with blow here.
In November this year Blow ltd has taken one further step in achieving fast beauty domination and have acquired the residential business of wellness brand Return to Glory. The acquisition has enabled Blow ltd to offer new services, such as massage, Pilates and yoga to customers homes. Whilst the concept of yoga and home is not a new one, Blow ltd are offering something that has never been done on a mass scale before - wellness on demand.
4th December - Why raw is the new fast-casual
On the 4th day of Christmas we’re considering our waistlines in this indulgent season and discussing the increase of healthy eats. Vegan and vegetarian food offerings are growing in popularity as consumers are becoming increasingly more aware of the health benefits of plant based diets as well as the negative impact that the over-consumption of meat has on the environment. As a result there’s a new wave of healthy and accessible options available. Fast-casual operators are repositioning their offers to better suit the health conscious consumer and the on-the-go meal has a nutritious reboot. To gain authenticity and transparency we see the improvement of food quality, therefore replacing chemicals and articles additives with natural alternatives.
42°Raw is a vegan café based in Copenhagen embracing this concept, specialising in raw cuisine based on the strict principle of using plant-based ingredients and not using heat above 42C. By doing this it retains the foods maximum vitamins and enzymes. The contemporary interpretation of 100% plant-based eating, gluten-free, lactose-free is much more than just salads, juices and smoothies and enables consumers to eat cakes and burgers guilt free. If the vegan or vegetarian bug hasn’t got you yet, similar to this but not as extreme, London-based fast-food concept Bel-Air offers healthy food served fast. With a bright California theme they offer health oriented breakfasts, vibrant salads, sandwiches and more. The Shoreditch takeaway focuses on delivering high quality food which is sustainable and ethically sourced.
3rd December - Could this concept see the end of commuting as we know it?
On the 3rd day of Christmas we are looking at one particularly inspiring fitness experience - 1Rebel’s mobile gym bus concept - Ride 2 Rebel.
Announced back in May, the announcement made waves around the design community - spin classes, in a bus - but how! The concept is now waiting for government sign off before it is released onto the streets. What captured the imaginations of many, was the insight founded by founders of 1Rebel James Balfour and Giles Dean, that people are seeking to streamline their lifestyles, and this concept feeds directly into this emotive need, by removing barriers/ potential hurdles to exercise by integrating it into another unavoidable part of life for many - commuting.
Whilst we wait for the go ahead from parliament, show your support by signing up to there waitlist here. ride2rebel.london
2nd December - Getting your nails done just got way fancy
On the second day of Christmas we are focusing on WAH Nails, a brand that kicked off the nail art craze a few years ago, opening a nail bar at Topshop, Oxford Circus and later launching their own product line. Their most recent and exciting move is opening their London Soho flagship. The club like environment offers manicures; pedicures and fun nail art with a cocktail in your hand. Perfect for the festive season, the two-floor salon offers a ‘play and discover’ basement and a manicure space first floor. The fashion and beauty experience targets the millennial audience providing super cool Instagram worthy content. Already gaining celebrity, model and high profile blogger clientele we can’t wait to go.
1st December - When 1+1 equals more than 2
On this, the first day of Christmas we take a look at our favourite F&B co-branding partnerships of this year. In a world of increasing ‘stuff', brands are finding it harder and harder to reinvent themselves and their products for the increasingly demanding customer. One way we have seen brands achieve cut through is with co-brand collaborations.
This autumn, Ben & Jerry’s teamed with Belgium Brewing on a ‘Chocolate Chip Cookie Dough Ale.' As with all Ben & Jerry products, the beers proceeds will be benefitting POW (Protect Our Winters), a charity raising awareness about climate change. Although only available in the US, the collaboration brought new global customer awareness to not only the cause, but for both brands involved an elevated sense of ‘cool factor.’
This December, gin brand Hayman’s has teamed up with B Bakery of Covent Garden to offer the ultimate Afternoon Tea/ Gin/ vintage bus experience! Guests can enjoy B Bakeries afternoon tea and Hayman’s Gin whilst soaking in the sights of London this Christmas. Again this is an example of both brands venturing outside their usual territory to create a new, immersive experience that introduces consumers to each brands that otherwise may not have thought twice about. The last tour takes place on the 3rd of December, so better get booking now if you want a space!