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

Bumble’s latte collaboration with La La Land Kind Cafe exemplifies how brands are redefining connections to meet evolving expectations. As people's preferences shift toward valuing offline experiences, brands must find creative ways to merge digital and physical engagement.

Bumble aids offline dating experiences

A new report reveals that UK holidaymakers – particularly Gen Y and Gen Z – are increasingly choosing trips centred on sports and physical activities. With younger Britons moving away from drinking and partying, this shift is driving demand for holidays that prioritise fitness and exercise.

Young Brits increasingly choose sports-centred holidays

LVMH-owned hospitality chain Belmond has unveiled hour-long videos of its global destinations, providing cinematic alternatives to travel vlogs. Amid rising interest in experiential tourism, brands are wooing eager travellers with out-of-the-box content that shows exciting locales and new perspectives.

Belmond's ambient videos boost slow luxury travel

Slow travel is making a comeback for speed-saturated Gen Zers and Gen Yers. With their nostalgic luxury and nods to sustainability, luxury sleeper trains are a perfect way for them to engage with this holiday trend. How could a slower, more considered approach work for other brands and industries?

Why it’s full steam ahead for luxury sleeper train holidays

As sleep tourism is on the rise, short-term rental platforms are coming under fire for being unreliable and pricey. Aussies want hotels with generous loyalty schemes and those that prioritise sleep quality and sustainability, from energy efficiency to soothing designs.

Why Aussies prefer to stay at hotels when travelling

Chinese manufacturer XPeng unveiled an electric truck at CES 2025 that is set to revolutionise ground and air transportation. Designed for both personal luxury travel and rapid emergency response, this multi-purpose vehicle has the potential to reshape the future of transportation.

New EV could make waves in luxury and emergency transit 

Located in luxury destination EmSphere, the premium stationery purveyor wants to uphold the immersive retail experience for artists and connoisseurs of art goods. As people look for exciting sights and sensations when shopping, brands can offer exclusive activations that can’t be found anywhere else.

Mediums elevates tactile art supply shopping in Thailand

William Grant & Sons-owned Glenfiddich whisky launched a luxury art-rental experience in partnership with digital art pioneer Rise Art. This is a growing trend in the luxury sector - by reducing the financial burden of ownership, brands are democratising high-end experiences.

Glenfiddich’s art rentals enhance the whisky experience

Department stores today look massively different than their predecessors of centuries past. But as brands look to keep up amid a changing retail landscape, there are lessons to be learned. Canvas8 spoke to Gemma Jones to uncover what the future of department stores might look like.

Gemma Jones on the future of department stores

TikTok has revolutionized the world of candy buying, by driving sales of the ultimate impulse purchase through sensory videos, viral trends, and a unique ‘shoppertainment’ retail environment that blends entertainment with e-commerce.

How TikTok is changing the world of candy shopping

Tyler, The Creator has evolved from provocateur to Grammy-winning artist and cultural icon by building a brand universe that thrives on immersive experiences and genuine connection. How does his multi-platform creativity continue to set him apart in a crowded entertainment landscape?

How Tyler, The Creator builds immersive, fan-centric worlds

The sportswear giant has announced that it will design team kits and merchandise for the Mercedes-AMG Petronas Formula One Team. Its stature as a global clothing brand with an established pop culture presence could help advance F1’s aspiration to effectively resonate with Gen Z.

adidas courts F1 fans with Mercedes partnership

Aussies are redefining luxury in the Outback, merging First Nations education and immersive biodiversity lessons with uber-comfortable accommodation. Inspired by Aussies’ renewed interest in Indigenous cultures and conservation, the luxe bush trend is an opportunity for travel brands to shine.

Why more Aussies taking luxury holidays in the Outback

English Premier League football club Tottenham Hotspur has announced a new partnership with Paris Baguette to enhance its fans' match day experiences. People want holistic experiences like this so they can combine their interests and discover something new.

Spurs x Paris Baguette tap experience-driven sports fans

From Bollywood-inspired destination weddings to Instagram-worthy stays, India’s hotel industry is busy and buzzing with excitement. Responding to a demand for wellness weekends from a growing aspirational middle class, hotels today are offering unique, immersive experiences.

How aspirational Indians are driving a wellness hotel scene

Fans of global anime sensation Demon Slayer: Kimetsu no Yaiba can immerse themselves in an exhibition highlighting hashira, the high-ranking swordsmen of the Demon Slayer Corps. Experiences such as these offer fans a new way of interacting with their fandom as they await new shows to binge. 

Demon Slayer exhibition connects fans to characters

Amid the strain of the cost-of-living crisis, Aussies are taking wellness-driven holidays that focus on health and longevity. A combination of idyllic landscapes, cutting-edge facilities, and a growing focus on health is making Australia one of the world’s leading wellness tourism destinations.

Aussies are merging wellness and nature to pursue longevity

Founded in London’s King’s Cross in 2013, modern spectacle maker Cubitts is making waves across the Atlantic. Its latest theatrical store design meets the growing demand in experiential, highlighting how brands are blending storytelling and immersive experiences redefining retail engagement.

Cubitts targets experiential lovers with theatrical shop

There are hopes of a new lease of life for a 19th century naval defence site off the Isle of Wight, with plans for it to reopen as a floating luxury hotel. This aligns with a growing trend of immersive, experiential travel designed to create unforgettable memories.

A British fort woos experience hunters with luxe hotel

Dior has unveiled a new concept store in Bangkok, cementing Thailand’s status as a luxury hotspot. As Thai shoppers become more discerning in their luxury behaviours, local resonance should no longer be an accessory to global brands’ strategies but a core part of their DNA.

Dior’s Bangkok store writes new chapter in Thai luxury

Hellmann's has debuted Unilever's first island on Fortnite, where players can compete in food-themed games in a fun and unique phygital experience. With food and drink integral to how people express themselves, brands can expand the meaning of mealtimes by leveraging gamification and play.

Hellmann's turns to gamification to enhance mealtimes

Aussies are redefining travel, balancing tight budgets with a desire for meaningful escapes. From passion-driven trips to workcations, they’re prioritising experiences that reflect personal interests. How can the needs of value-seeking travellers be met without compromising on memorable experiences?

Why Aussies find ways to travel even on a tight budget

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

NEOM, an ambitious development that embodies Saudi Arabia's bold vision for the future, is forcing FIFA into a leap of faith for the 2034 World Cup. As the experience economy shifts, brands worldwide are redefining their offerings to cater to the growing demand for multidimensional experiences.

FIFA goes futuristic in 2034 World Cup host announcement

Solo travel is reshaping how Australians explore the world, driven by a desire for freedom, self-discovery, and deeper connections. From soul-searching escapes to reconnecting with passions, adventurers across generations prioritise unique, meaningful experiences over material possessions.

What do Aussie solo travellers want from their trips?

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

Ahead of the release of the second season of Squid Game, Netflix has teamed up with Duolingo to inspire fans to learn Korean. This campaign highlights the value of brands creating unique, immersive experiences that deeply connect with fans and transport them into multi-dimensional worlds.

Netflix deepens cultural immersion with Duolingo tie-up

Young Australians are drinking less, but they haven’t given up the vice completely. They’re just drinking more portable and ready-to-drink cocktails, including new tequila-based ones. What does this emerging preference reveal about drinking habits and brand loyalty in the country?

Why Aussies are developing a taste for new tequila drinks

Uber is spreading festive joy with the launch of an on-demand delivery service for Christmas trees and carol singers. The move addresses the desire for cost-effective, stress-free solutions that enhance seasonal joy, fostering connection and empathy amid the holiday rush.

Uber targets cost-conscious shoppers with Xmas special

The Lake House in Daylesford, a family-founded hospitality business, offers a cutting-edge culinary experience, spa culture, and country stays fit for a tastemaker. Featuring townsfolk produce and a farm-to-table menu, it has become a movement for tourists who honour tradition and heritage.

How The Lake House brings the soft life to Aussie tourists

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

Fashion stans started joining the queue for Chopova Lowena’s bi-annual sample sale in December 2024 as early as 3am. But the queue – as an endurance test and a temporary community for the fashion-focused – became a destination in its own right, showcasing a growing subculture around sample sales.

Chopova Lowena sample sale draws queues of Gen Z stans 

Louis Vuitton has brought its 2024 holiday campaign to life with a carousel installation at Place Vendome in Paris along with matching AR filters and customisable digital cards. This physical-digital experience aims to foster connections and authenticity while creating an air of celebration.

Louis Vuitton taps experiential holiday shoppers

With its strong preference for tangible, authentic experiences, Gen Z is redefining the shopping landscape. How can brands successfully blend online convenience with engaging in-store interactions, while also staying true to the ethical and sustainable practices that Gen Zers value?

Why Gen Zers are going to the store to do their shopping

In partnership with Shanghai’s Power Station of Art Museum, Aesop debuted a themed event that blended film exhibitions with the brand’s new, limited-edition Gift Kit sets. The effort taps into the rising interest of Chinese shoppers in experiential brand pop-ups aligning with their personal hobbies.

Aesop taps Chinese cinephiles in film-themed activation

With women in China being more self-sufficient than ever before, this financial freedom has influenced how they travel, and many are choosing to do so alone. But amid tensions between the rising “she economy” and persistent social expectations to start a family, some are keen to make travel rewarding.

Why Chinese women feel empowered to travel solo

Qatar Airways is celebrating the upcoming Qatar Grand Prix with limited-edition F1-themed in-flight experiences for passengers across all classes. The partnership demonstrates how cross-sector collaborations are revealing the influence of fandom in people’s everyday lives.

Qatar Airways collab targets F1 fandoms 

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

When American YouTuber and streamer IShowSpeed toured in Southeast Asia, he broke records by blending entertainment with cultural authenticity. His bold mix of adventure and real-time fan engagement unearths a deeper driving force behind the region’s fast-growing creator economy.

How IShowSpeed localises youthful fun for fans in SE Asia

Brick-and-mortar retail and British high streets are facing a pivotal moment, forced to adapt to the rise of e-commerce and changing consumer behaviours. Canvas8 spoke to retail expert Ibrahim Ibrahim about how retail spaces can evolve beyond transactional venues into vibrant community hubs.

Ibrahim Ibrahim on the future of British high street

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Airbnb’s Xmas ad puts a spin on the classic poem ‘A Visit from St. Nicholas’ to drive home the benefits of staying at an Airbnb over a hotel. As crackdowns on short-term rentals and a desire for ease push people to hotels, the company taps into one of its key advantages as a home away from home.

Airbnb Xmas ad targets hotel-averse vacationers

A Jacob Elordi lookalike contest in Melbourne is the latest of a wave of similar events. Despite few contestants competing for the $50 prize, its viral appeal highlights fans’ desires for offline connections, with low-fi gatherings offering Gen Zers a respite from polished digital interactions.

Fans connect offline at Jacob Elordi lookalike event

The allure of food tourism is growing in Australia, with hyper-local produce and tasting menus taking centre stage. Young Australians are shaping the culinary landscape, making it more about memorable and personalised experiences.

Why food tourism is winning luxury fans in Australia

A survey has found that of those using TikTok as a source of inspiration while doing their holiday shopping, nearly half are looking for food and beverage-related gifts. As food intersects with other areas of culture, like fashion, high-end food and drink products are becoming status symbols.

People turn to TikTok in search of food-related gifts 

Despite rising living costs, Aussies are returning to cinemas for shared experiences, cultural connections, and a taste of escapism. To meet these needs, cinemas are evolving – offering loyalty programmes, premium options, and affordable luxuries that enrich the big-screen experience.

Why cash-strapped Aussies still flock to the big screen

Brazil’s first flying car is one step closer to certification as aviation authorities set the legal groundwork for these vehicles to take flight in the nation's airspace. The decision marks a major advancement in urban transportation and is reflective of emergent tendencies for maximalist living.

Flying cars prepare to take off in Brazil

Adidas transformed Berlin's Kraftwerk into a 3,000-person fitness-rave fusion event, blending Les Mills workouts with a nightclub atmosphere. The event reflects Gen Z's interest in experiential wellness and rave culture, simultaneously providing them with an authentic community-focused experience.

Berlin fitness rave turns club into workout festival

With so much going on, it’s hard to keep track of endless shifts in relevance and  to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it. 

Who captured the zeitgeist in 2024?

A versatile artist, FKA Twigs’ recent pursuits range from an experimental album to a ‘self-healing’ exhibition at Sotheby’s to a surprise show at London Fashion Week. But as her works become more multifaceted, how does she maintain the authenticity that fans have grown to love?

How FKA Twigs is redefining art for a modern audience

Louis Vuitton has cloaked its New York flagship store with a luggage-inspired facade as it undergoes renovation. The extravagant display of logomania is significant amid declining luxury revenues, with audiences perhaps needing a greater psychological push to justify their splurges.

LV's giant installation leans into surrealist marketing

Chanel has launched its first-ever comprehensive beauty house in Paris. Crafted around the brand's mind-body approach and geared towards the desire for personalised experiences, the store offers treatments and tools to immerse beauty lovers in the brand's take on classic Parisian luxury.

Chanel's House of Beauty courts new-age beauty lovers

Starbucks Korea has announced a new concept store in Seoul that targets university students. Brands are honing in on unique, memorable shopping experiences to win over Gen Z, and they could benefit from a more niche approach to counter oversaturation in the experiential retail landscape.

Starbucks South Korea courts Gen Z with concept store

The Australian Open is no longer just a tennis event – it’s evolving into a full-blown entertainment and cultural festival. From live music to gaming, fashion to food, there’s a clear focus on creating an immersive fan experience that appeals to tennis enthusiasts and casual attendees alike.

How the Australian Open aces entertainment for sports fans

Minecraft is set to join the real world with rides, hotel rooms, and retail outlets coming to the UK and the US initially. As people hunt for maximalist experiences and passionate fandoms heighten their expectations for immersion, gaming's popularity is set to expand IRL.

Minecraft's IRL attractions meet maximalist desires 

Caravanning is seeing a resurgence in popularity among Aussies of all ages. From grey nomads spending their retirement on the road to digital nomads escaping the grind of city life, they are united in their love for the open road and desire for freedom and flexibility in their lives.

Why are more Aussies embracing caravan living?

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

In the era of omnichannel shopping, merrymakers in APAC seek holiday promos, interactive Christmas activations, and gourmet food options in their retail spaces. APAC lead editor Therese Reyes finds out why (and how) the region is doing malls better.

Editor's Briefing: How people in APAC check off their holiday gift lists in the era of omnichannel shopping

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

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

M&S range brings quick-fix Korean favourites to aisles

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?

As travel desires change, what are the new tourism opportunities in Australia?

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?