Frustrated by mass tourism's impact, Spanish residents are voicing anger through graffiti, street art and sticker campaigns. Messages like ‘It’s Tourist Hunting Season’, ‘Tourists Go Home’, and ‘Fuck Airbnb’ target overcrowding, rising costs, and reduced quality of life for locals.

Rage against overtourism

Netflix is creating ‘Netflix House’ – massive theme parks with shops, restaurants, and experiences that bring their popular shows like Stranger Things and Bridgerton to life, immersing fans into imaginary worlds. 

Netflix IRL

The hospitality industry is embracing a new focus: sleep tourism to cater to weary travellers. Hotels offer high-tech beds, hypnotherapy sessions, and unique ‘cocoon’ rooms designed to minimise distractions and promote a sense of calm and deep sleep.

Sleep hotels 

Afeela, Sony, and Honda’s concept car features a PlayStation controller as a steering wheel, suggesting a potential integration of video games into the in-car environment. It prioritises intense user engagement and entertainment while maintaining safety. 

Play and drive

Airbnb Icons grants a unique opportunity to experience the Paris 2024 Olympics. Guests enjoy a guided tour of the Musée d'Orsay, followed by an exclusive rooftop viewing of the opening ceremony with Parisian food and a live DJ.

Olympics opening in style

DeBortoli Wines uses AR to bring its ‘Sinister Collection’ labels to life. Shoppers scan a QR code to see 3D animals like a crocodile or redback spider emerge, enhancing the immersive storytelling and interactive consumer experience.

AR wine bottles

Married boomer women are increasingly travelling alone, driven by a desire for independence and different travel interests from their spouses. Travel companies are adapting by offering safe group tours for solo women to explore exciting destinations.

Boomer women go solo

Monopoly is getting  a real-world, interactive update with Monopoly Lifesized: Travel Edition. Players navigate a giant, physical board, tackling challenges inspired by iconic landmarks and cultures from various global cities. 

Monopoly Lifesized

M&S are leaning into the growing appeal of Korean cuisine with its range of ready-to-eat tteokbokki meals. Positioning Korean street food as a grab and go option, the move speaks to the shifting sentiments around Korean food as no longer an occasion but everyday staple.




M&S range brings quick fix Korean favourites to aisles

While there’s growing awareness of the impact of tourism on the environment and local communities, there’s also a widespread lack of truly meaningful action to address it. Canvas8 spoke to Jeremy Sampson to understand the role businesses can play in building a solution.

Jeremy Sampson on the future of sustainable tourism

Soho House, the international private members' club, is continuing its global expansion with the Ibiza Farmhouse, a first for Spain. Members-only clubs are becoming increasingly popular thanks to their promise of curated exclusivity, privacy, and refuge from homogenised experiences.

Soho House to open in Ibiza amid members-only club boom

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

Younger generations are spearheading the post-pandemic revitalisation of Britain's brick-and-mortar retail sector. The social aspects of shopping and an emphasis on localism and community are particularly appealing, providing guidelines for brands looking to create memorable in-store experiences.

Gen Z and Y shoppers drive UK high street revival

Having disrupted the media landscape, Netflix is opening up its live TV offering. Whether it's sports, cooking shows, or the news, live TV continues to be a grounding force for viewers, and in an era of choice overload, programmed content could resonate with people looking for relaxing escapism.

Netflix promotes collective experience with live TV

Despite traditionally being the prime time for high street shopping, data suggests that Britons intend to spend more online over the 2024 festive season than in 2023. As social feeds open consumers up to new Christmas shopping options, the art of gifting is taking on new forms.

Rise in online shopping shapes Britons' gifting choices

Off-season cruises are growing in popularity as people look for ways to beat the crowds and mitigate the effects of overtourism. Not only are they more wallet-friendly but they may also cater to a growing desire to escape summer temperatures that have become increasingly unbearable.

Off-season cruises offer cooler, crowd-free holidays

Libraries of Things is gaining serious traction as people search for smarter, more sustainable ways to access items without the burden of ownership.

How Library of Things builds community around rentals

Luxury travellers have a new and exclusive way to experience Italy with the launch of the Orient Express’ La Dolce Vita sleeper trains. The revival of the once-defunct brand highlights the continued demand for luxury travel experiences, even as sales of high-end goods slump.

The Orient Express launches first new route in decades

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

For today’s travellers, it’s all about living in the moment, often trading future savings for once-in-a-lifetime experiences. Drawn to Australia’s unique landscapes for adventure and personal enrichment, visitors are reshaping the tourism landscape. How can brands meet their evolving needs?

How shifting trends are shaping the tourist boom Down Under

The market for ‘premium’ products and services is growing in popularity, as shoppers look for value and meaning from their purchases. But the term is often misunderstood. Canvas8 spoke to Ashley Mauritzen to glean insight into how brands can stand out and best perform in this increasingly crowded space.

Ashley Mauritzen on what ‘premium’ means in 2024

Viral animal tourism is on the rise as people travel worldwide for a glimpse of 'celebrities' like the pygmy hippo Moo Deng. The trend reflects how social media is letting individuals connect more deeply with their interests, fuelling a desire for more immersive IRL experiences.

Viral animals fuel trips to far-flung destinations

While Japanese LGBTQ+ people still face challenges in their quest for equal rights, Tokyo’s predominantly queer Ni-chōme district has thrived thanks to its tight-knit social circles and atmosphere of activism. While the district mostly comprises smaller ‘box’ bars, there are still plenty of lessons that bigger brands can learn from their success.

How Ni-chōme’s safe spaces attract LGBTQ+ revellers and their allies

China's 'home bars' are thriving, with these intimate gatherings in private homes offering a cozy alternative to traditional nightlife. As people seek casual socialising and meaningful connections, such personalised experiences can foster community and counter high loneliness rates.

Home bars provide a sense of community in China

After speculation about a streaming platform, Chick-fil-A is set to unveil an app called Chick-fil-A Play. With a suite of games and family-friendly original content, the app aims to overcome growing disquiet with advertising, opting instead to produce the kind of content that customers want.

Chick-fil-A soothes ad fatigue through entertainment

A new Audi showroom in Singapore will include the second outlet of Burnt Ends Bakery, a spin-off concept from the Michelin-starred restaurant Burnt Ends. People are flocking to showrooms as lifestyle destinations, and brands are getting creative with their offerings to nail the ‘wow’ factor.

Audi’s Singapore showroom debuts bakery cafe concept

Young Australians are travelling worldwide to see their favourite sports teams, creating a new phenomenon of ‘sportscursions’ that blend travel with the excitement of live sports. As sports tourism evolves, opportunities arise for Aussie brands to target new markets and embrace inclusivity initiatives.

How ‘sportscursions’ could get Aussies travelling more

Discothèque’s perfumes aim to capture the smells of infamous nightclubs from around the world, speaking to Gen Zers' nostalgia for more unfiltered days in a globalised context and ensuring an array of nightly touchpoints are captured.

Discothèque's perfumes smell like infamous nightclubs

A London-based concept store is set to rethink the traditional retail space with ‘TikTok-length attention spans’ in mind. As people become more accustomed to and reliant on a constant flow of stimulation, brick-and-mortar stores are evolving to keep pace with the speed of digital culture.

Future Stores revamps retail to mirror online experience

Aussies are keen on experiential travel experiences, with many consciously choosing destinations and activities with communal benefits. As people increasingly prioritise authentic connections, there's an opportunity for brands to create offerings that foster social interaction and shared moments.

Australians value community-led and experiential travel

Australia’s nightlife is evolving, driven by crowds who prioritise meaningful experiences, mindful consumption, and offline connection. In response, Sydney’s legendary Chinese Laundry has reopened – embracing a no-phone policy, inclusive spaces, and top-tier programming to drive community engagement.

How Chinese Laundry revives nightlife for Aussie bonding

A survey has revealed generational nuances in which Americans are planning to shop in physical stores for the holidays. These findings reflect people's ongoing desire for unique experiences, shedding light on ways brands can creatively engage with audiences beyond digital marketing.

Americans return to in-person holiday shopping

Playing into the popularity of dupe culture, McDonald’s launched the Chicken Big Mac at a restaurant called McDonell’s in LA. With traditional advertising increasingly thought of as an annoyance, the novelty of experiential advertising can boost brand salience without irking people.

McDonald’s dupe delights experience hunters

At a difficult moment for the British night economy, hi-fi listening bars are taking off across the country. With an emphasis on top-quality, intentional listening experiences, the venues tap into a growing desire for interest-led, communal third spaces and immersive sensory environments.

Listening bars offer sensory third space for audiophiles

A study has found that British travellers want to tick off wildlife experiences like safaris, partly due to concerns about endangered species and a desire for memorable encounters. As people crave meaningful experiences, brands face a challenge balancing this demand with ethical considerations.

Wildlife trips appeal to experience-hungry Britons

Female Lamborghini owners in the US were invited to the #SHEdrivesalambo retreat in Arizona to experience the brand’s latest cars and participate in wellness activities. Luxury brands can tap into people’s desire for insider status and novelty experiences with such targeted outreach events.

Lamborghini retreat blends luxury with lifestyle

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

Art Basel Paris, opening on October 16th at the Grand Palais, is launching its first-ever branded fragrance, Œillet Pourpre, in collaboration with Parisian perfume house Guerlain. Luxury and cultural experiences are becoming more entangled as brands look to reach a wider audience.

Guerlain x Art Basel Paris combines arts and fragrance

Much of the conversation around professional sports is focused on how to stem the flow of fans away from live events and onto social media. The Savannah Bananas, an exhibition baseball team, is providing a blueprint for success – matching social media virality with sold-out stadiums.

The Savannah Bananas match fans' entertainment desires

The resurgence of techno music and rave culture is striking a chord among younger generations, and the fashion world is taking note. As Prada and Courrèges collaborate with DJs and party collectives, how can brands successfully embrace rave’s sense of hedonism and in-the-know exclusivity?

Why techno culture is defining what's in style in 2024

The humble tomato was the star of the show at Make It Mutti, a pop-up dining experience held in London’s Saatchi Gallery to celebrate Mutti's heritage and values. People are keen to engage with immersive and unique brand experiences as they seek respite from digital fatigue.

Mutti invites London guests to immersive dining pop-up

Netflix is giving London superfans the chance to purchase memorabilia from popular titles with a one-day-only pop-up store. Leveraging audience desires for more interactive forms of engagement, the move taps a growing interest in high-value collectables among young people.

Netflix pop up taps fandom-fuelled memorabilia hype

While cost of living pressures persist, luxury sales are booming in Australia, partly due to international tourists and the country’s growing wealth. As global brands seek to expand their presence in the market, how can they adapt their stores and use collaborations to edge out the competition?

Why luxury thrives Down Under despite the cost of living

With the cost of living crisis forcing Aussies to cook and entertain at home more, the kitchen is becoming more like the living room – a central communal area where families and friends come together. But with soaring rents contributing to space constraints, what appliances, design features, and smart solutions are seamlessly blending convenience with style?

What will Aussie kitchens look like in the future?

Luxury has long defined Indian weddings, but young people are amping up the exotic factor by opting for destination weddings at home and abroad. Cost remains a concern for many, and people are looking for brands to democratise the offering without compromising on world-class experiences.

Indians are eyeing destination weddings as luxury cachet

Australians’ appetite for holidays is insatiable. And despite a cost of living crisis, many are still willing to pay more for luxury accommodations and new, unique experiences. Many are also looking for multi-generational trips that offer something for the entire family.

What do Aussies want from luxury holidays?

Renowned as a hotbed of stan culture, Brazil’s suspension of X has sparked a decline in fandom engagement online. As core accounts take their fandom to new spaces, the opportunity for brands to fill the void by offering fresh and authentic ways of connecting and expressing their passion is clear.

X ban in Brazil sparks decline in online fan engagement

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Affluent buyers, both local and foreign, are seeking unique, high-end homes that reflect a new sense of luxury in Australia. From waterfront properties to future-proof designs, they’re investing in properties that offer sustainability, technology, and new bespoke features.

Why waterfront homes are Australia’s number one luxury

A desire to live to the max is fueling interest in experiential luxury among Americans, who are increasingly opting to spend on memories over material goods. Canvas8 spoke to eight people from across the US about their expectations of luxury experiences across travel, wellness, and retail.

What do Americans want from luxury experiences?

As people recalibrate their priorities regarding luxury spending, the sector is witnessing a shift towards experiences over material goods. But what do Britons want from immersive luxury moments? Canvas8 asked nine people from across the UK what makes elevated experiences memorable and worthwhile.

What do Britons want from luxury experiences?

Lab 54, a UK group, brings pro-level parties to homes for free. They provide sound, lighting, and DJs, transforming homes into vibrant venues. This reflects a shift in nightlife culture as young people seek affordable, intimate alternatives to clubs amid economic pressures and venue closures.

Lab54 house parties revitalise London's dance scene

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

The novelty of online dating appears to have peaked, with disillusioned singles turning to alternatives like run clubs, speed dating, and game nights. In Australia, young singles are prioritising mental health and personal values, signs of a broader shift in how they are approaching settling down.

Swiped-out Aussies seek alternatives to online dating

With budgets stretched and wellness front of mind, the mid-strength and no-and-low beer segments are thriving among drinkers Down Under. As people navigate financial headwinds and explore sober experiences, how can brands in the sector keep up with their evolving tastes?

What do Aussie drinkers want from their beer?

Australia put on a great showing at the 2024 Olympics, once again spotlighting the nation’s sporting prowess. But how are the ways that Aussies engage with athletes and teams evolving? What does the rise of both digital viewership and ‘sports-cations’ suggest about modern fandom?

How Australian sports fans’ viewing habits are changing

YouTube has introduced Communities, a forum-like space for creators and subscribers. The focus on more intimate interactions illustrates the power fandoms have in facilitating peer-to-peer connections and self-expression while allowing creators to maintain control over their content.

YouTube launches feature to bring fans close to creators

After more than a decade, controversial hip-hop artist Ye has returned to China to perform. Chinese fans have enthusiastically received his appearance, signalling his resurgence in popularity in some segments and a potential increase in support for international acts in China.

Ye performs in China for the first time in 16 years

Passenger numbers are almost back to pre-pandemic levels, but the airline sector is still battling cancellations and delays. Here’s how United Airlines is using technology to boost transparency, personalize its offerings, and improve customer experience even in the face of disruptions.

How United Airlines uses new tech to put travelers first

After filing for bankruptcy, Kellogg's historic diner in Williamsburg has reopened under the direction of chef Jackie Carnesi. The diner will focus on simple, high-quality dishes from the tradition, tapping into the growing popularity of nostalgic, healthy, and reasonably-priced dining experiences.

Kellogg's 1928 diner reopens to offer nostalgic meals

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

Since it was first released in 2022, Elden Ring has achieved mainstream success in the gaming community for its rich storyline, immersive landscapes, and highly intense levels. How are players responding to the intricacies of open-world gaming, and what can brands do to move with the times?

How Elden Ring tests the endurance of gaming communities

Citius Retreats is joining hands with Six Senses Ibiza to curate a retreat that integrates sports medicine, holistic health, and community. As wellness experiences become more accessible to Britons, luxury brands in the space are tapping into elite sports to craft new codes of exclusivity.

Citius tailors wellness retreats for sports enthusiasts

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

A growing passion for wellness getaways and personalised adventures is seeing Singaporean and Chinese travellers take tourism to the next level. With wallets open and AI on their side, they’re harnessing platforms like Trip.com to help them enjoy memorable and truly transformative experiences.

Why Trip.com fulfils the Asian need for organised travel

Train travel may be on the up, but so are rail journeys from hell. The disruptions and cancellations are only half the battle for disabled passengers. Avanti West Coast is one operator modernising the customer experience with both innovative and inclusive features to upgrade UK rail.

How Avanti makes way for personalised access on UK rails

JPMorgan Chase has ventured into the travel sector with Chase Travel, helping aspiring luxury travelers streamline the planning process and get extra value from their everyday spending. With Gen Zers and Yers eager to go on once-in-a-lifetime trips, it’s making experiential desires more attainable.

How Chase Travel centers loyalty in financial services

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

As trends come and go at lightning speed, Shein stays ahead by producing ultra-fast, trend-driven products that capture the essence of real-time retail. It has also started offering products in its physical store in Japan, where people look for trendy and affordable items with seamless shopping.

Why Shein blends online convenience and offline retail for Japanese shoppers

Despite some Gen Zers wanting to cut back on non-essentials due to rising living costs and eco concerns, many are willing to concede on their budgeting for events. For brands, this represents an opportunity for IRL reach and impact during moments when people are most open to indulging.

Gen Z forego budget-conscious mindsets for live events

Equip and Decathlon have launched a rental system offering free sports equipment in lockers accessed via an app, encouraging spontaneous play and combatting loneliness, screen time, and inactivity. This initiative shows how to integrate fitness equipment into daily life, fostering socialising and play.

Equip fosters spontaneous play with rentable sports gear

How do you brand an invisible product? By building captivating worlds that immerse your senses. The creators of Gentle Monster foray into the olfactory with TAMBURINS. Inside its stores, huge, life-like sculptures and miniature figures come together, inviting shoppers to experience scents beyond smell.

Why TAMBURINS designs luxury perfume for Korean senses

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

HMV’s vinyl and CD sales have boomed following the Oasis reunion announcement, possibly driven partly by the band’s Gen Z fanbase. With the tour shaping up to be a massive cultural phenomenon, we can expect to see fandom creativity come to the fore across diverse formats and artefacts.

Oasis reunion sparks surge in physical music sales

With the launch of Smidgin, a high-botanical gin intended to be used in short pours to make low-alcohol cocktails, Suffolk-based brewery Adnams is taking new, flavour-forward experiences to the increasing British demand for low-alcohol beverages. What does this say about what sober drinkers desire?

Why Adnams’ Smidgin mixes hyperlocal buzz for sober drinkers

For its 140th anniversary, Breitling has launched a heritage-inspired pop-up museum. Visitors explore its history via the Time Tunnel and its air, land, and sea "universes." The experience appeals to Gen Z's love for experiential retail, highlighting a shift toward heritage-focused branding.

Breitling immerses visitors in its history with pop-up

Feeld, a dating app catering to the vastness of human experience and relationships, sponsored an off-Broadway play called Pretty Perfect Lives. As many grow tired of being bombarded with advertising content, sponsoring cultural production is a more organic, grassroots way of reaching audiences.

Feeld soothes ad fatigue with off-Broadway sponsorship

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

Survey data shows that American Gen Zers are increasingly relying on social commerce for their holiday shopping sprees. In line with young people’s changing festive shopping habits, there’s an opportunity to get creative with interactive immersion to augment the joys of holiday gifting.

Gen Z take social-first approach to holiday shopping

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Netflix has partnered with Google to introduce shoppable features and ads to promote season 4 of Emily in Paris. The collaboration highlights the importance of directly engaging with superfans through innovative and exclusive offerings that help to further immerse them in their favorite worlds.

Netflix x Google offer fans immersive retail experience

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

India has a ghost mall problem, but omnichannel retailing might be the answer, especially among experienced and value-seeking Tier-2 city residents. What can brands do to connect to this growing market, and what does it say about what Indians are looking for when they shop IRL?

What do Indians want when shopping IRL?

High-end restaurants across the UK are increasingly moving away from tasting menus in favour of more flexible, budget-friendly options to accommodate changing preferences and economic pressures. People are seeking out dining experiences that offer value for money and quality amid cost concerns.

High-end restaurants shift to accessible dining menus

Inspired by the success of brands, Lidl launched a limited edition set of GBP 20 ($26.4) mystery boxes for shoppers in the UK. Each box contained items usually found in the retailer’s notoriously eclectic middle aisle worth over GBP 100 ($132.2), meeting desires for thrifty indulgence.

Lidl’s middle aisle mystery boxes promote cheap splurges

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

While there’s no drought in the US sparkling beverages market, Aura Bora manages to rise above other offerings through its tongue-in-cheek social  presence and offbeat flavors that quench Gen Zers’ thirst for new sensory stimulations. But how did they hit the right spot in an overcrowded market?

Why Aura Bora quenches Gen Z thirst with zesty humor

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

After successfully acquiring younger cohorts in the US, American Express has set its sights on Gen Zers in Europe, wooing them with lifestyle perks and insider access. Leveraging desires for exclusive access and super fandom behaviours, Amex aims to transform casual users into lifelong cardholders.

Amex courts EU Gen Zers with exclusive experiences

Renowned destination Pikes Ibiza has extended its no-phone trial to every night of the week, reflecting club culture shifts. As Gen Y and Z continue to challenge the role of tech and surveillance on the dance floor, venues like Pikes are helping to facilitate safe forms of essential escapism.

Pikes Ibiza’s phone ban counters dancefloor surveillance

Netflix has announced plans to bring the world of Squid Game to life with a live-action event in New York. As people increasingly look for immersion in the worlds of their favorite films and series, brands have the opportunity to deepen fan connections and appeal to desires for social gaming.

Netflix taps superfans and social gamers with IRL event

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Why are city stores becoming third spaces, culture hubs, and peaceful sanctuaries? What drives how people spend on holidays, milestones, and cultural moments? Why are people seeking lasting emotional comfort from their purchases? Will cost-effective shopping change luxury for good?

Shopping Sector Snapshot: August 2024

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

5 Gum has teamed with Zedd to host a secret rave inside a New York City bodega – but only for the first 25 fans to find the secret location. Combining the allure of a scavenger hunt with the excitement of an intimate concert, the move transforms a simple promotional event into a memorable adventure.

5 Gum secret rave courts adventure seekers

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.