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.
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.
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.
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.
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.
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:
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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