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Insight

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We don’t stop living when we get to the office, or stop working when we leave. Consumers are demanding that brands offer propositions, products and spaces that fuse transition between work, dining and of course wellbeing. We explore how brands are accelerating this opportunity.


Retail

The genuine desire to spend time away from traditional working environments is effecting how brands evolve their product, creating a rise in adaptable, smart, casual wear, such as Ted Baker’s transitional showerproof commuter suit, or the stylish Mahabis slipper ‘you can wear everywhere.’ Brands are developing agile lifestyle propositions to surprise, delight and support consumes in their daily life on the move.

  Ted Baker   Showerproof Commuter Suit solves the dilemma of inclement weather en route to the workplace - the sartorial two-piece is the brand’s most directional business suit to date

Ted Baker

Showerproof Commuter Suit solves the dilemma of inclement weather en route to the workplace - the sartorial two-piece is the brand’s most directional business suit to date

  Mahabis   Slippers with a collapsible heel for indoor and outdoor use, adapting to versatile lives and enhancing daily comfort

Mahabis

Slippers with a collapsible heel for indoor and outdoor use, adapting to versatile lives and enhancing daily comfort

It's influence reaches even further when the accessibility of the 24-hour digital age forces physical retail to compete on another level. Retail therapy is more about socialisation and not just the addition of a café: workshops, performance spaces and collaborative opportunities are all turning shopping into a bigger social experience, where like-minded people can merge work, life and play.

Consuming less starts with working less – or, better yet, with consuming our prosperity in the form of leisure.
— Rutger Bregman. Historian & Author of Utopia for Realists: How can we build the ideal world

Successful forward thinking brands are tailoring their brand proposition around agile lifestyles, or turning their retail experiences into culturally engaging hubs where extended dwell time evolves into increased spending and brand loyalty.

Blue Mountain School
Concept space fusing fashion, art, design and dining, putting leisurely exploration at the heart of the retail experience

 

Beauty & Wellness

With the rise of free-flowing work structures, thriving brands are not only catering to fast, fluid lifestyles but also to the emotional welfare of their customers. It’s interesting to note that in contrast to the high end offers like lifestyle brand Goop, there is a growing market for feasible wellness on the go, from brands such as FaceGym slotting into your lunch time agenda.

Here are three innovative brands that are streamlined, accessible and agile. They demonstrate a shift beyond the static client customer relationship into becoming educators in work-life revolution and emotional wellbeing of their customers.

  Hydra Studios   Shower, steam, nap & meditation rooms to freshen up between events whilst out and about in NYC

Hydra Studios

Shower, steam, nap & meditation rooms to freshen up between events whilst out and about in NYC

  WW (Weight Watchers)   Rebranded tagline brings affordable wellbeing to the masses with guided meditations to integrate into daily life

WW (Weight Watchers)

Rebranded tagline brings affordable wellbeing to the masses with guided meditations to integrate into daily life

  Neom   Our latest collaboration, opening in Guildford later this month - a sensory wellbeing experience bringing mindful moments and round the clock wellbeing to the ‘always on’ consumer of today

Neom

Our latest collaboration, opening in Guildford later this month - a sensory wellbeing experience bringing mindful moments and round the clock wellbeing to the ‘always on’ consumer of today

 

Hospitality

London has long been known for its exclusive private clubs where work and play intermingle. With an increasing number of co-working spaces stretching into the social and wellbeing sphere, successful brands are tailoring their approach.

  Allbright Club   A space for women to connect, create and collaborate with an active events programme, encouraging career growth

Allbright Club

A space for women to connect, create and collaborate with an active events programme, encouraging career growth

  Cloud 12   Members’ club for families with a crèche, salons and fitness classes – an immersive experience for both parents and kids

Cloud 12

Members’ club for families with a crèche, salons and fitness classes – an immersive experience for both parents and kids

  42 Acres   Freelance workspace focused on balancing productivity and health through sustainability, wellness classes and biophilic design

42 Acres

Freelance workspace focused on balancing productivity and health through sustainability, wellness classes and biophilic design

As exclusivity is becoming more accessible but inversely more niche, the knock on effect can be felt in all sectors. Traditional clubs are adapting by offering botox on-site for their growing female clientele and conventional offices such as Alphabet, are adapting spaces for living. Here are our favourite brands evolving the third space concept beyond sofas with free wifi, into human-centred solutions:

  Canova Hall   A local hangout to eat, drink and pay per use hot desks, which at night transforms into a cocktail bar with late night DJ’s

Canova Hall

A local hangout to eat, drink and pay per use hot desks, which at night transforms into a cocktail bar with late night DJ’s

  Vita Mojo   Personalised food tailored to your taste and lifestyle ideal for the ‘at home’ meal whilst working or travelling

Vita Mojo

Personalised food tailored to your taste and lifestyle ideal for the ‘at home’ meal whilst working or travelling

  The Chiswick Cinema   Our exciting design collaboration with this independent cinema. Due to open in 2019, it will offer all day dining and memberships for exclusive screenings, a cocktail bar and a private screen

The Chiswick Cinema

Our exciting design collaboration with this independent cinema. Due to open in 2019, it will offer all day dining and memberships for exclusive screenings, a cocktail bar and a private screen

 

In 2037, the word ‘work’ will be outmoded, and work as we think about it today will no longer exist.
— Cindy Gallop, Advertising Consultant

Balancing our time and energy between family and work, wellness and shopping, is no longer necessary if we can exercise at work, bring our children to the salon, or meditate on the way to a meeting. And this movement is not limited to gender or status - work-life blending is already here..

…the real question is whether your brand is ready to join the revolution?


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