In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

RTFKT and Byredo’s wearable digital aura collaboration ‘ALPHAMETA’ leverages playful, personalised worldbuilding and closes the sensory gap between IRL and URL with cutting-edge tech. Building on gaming culture and ASMR, it invites people to playfully explore multisensory digital experiences.

Ffern is a Somerset-based perfumery that produces four seasonal, small-batch scents per year for its members’ club-style ledger of committed customers. How has the brand utilised transparency, membership, and limited runs to create an air of exclusivity and intrigue around its luxury fragrances?

Major luxury brands reign over the global fragrance market, but in China, many scent shoppers are eschewing big names in favour of small-scale and home-grown perfumiers. Why exactly are they drawn to niche labels? And how can international brands adapt their strategies accordingly?

As the stress of the pandemic inspires more people to practise self-care, perfume is playing an important role in the wellness space. O My Note is tapping into the growing desire for escapism and calm afforded by scent. It uses storytelling and AI to help people find their perfect perfume.