Private members’ clubs are undergoing a transformation, merging seamlessly with the culinary world, offering personalised concierge services and top-tier gastronomic experiences tucked away “behind the paywall,” accessible only to privileged members. Take, for instance, the premium London restaurant, Casa Cruz, which has extended the concept of exclusivity. While the main restaurant and lounges are open to the public, a select group of investors paying upwards of $250,000 gain access to the coveted dining room and a rooftop terrace on the fourth floor—an elite experience that redefines exclusivity.
In the realm of travel and hospitality, Nobu Hotels introduced the Ryokan Retreat package in 2022. This extravagant offering includes private jet transportation between their California properties, Nobu Ryokan Malibu and Nobu Hotel Palo Alto, two nights at each property, and an Omakase dinner for two—an embodiment of opulence for discerning travellers.
For instance, Bompas & Parr, a renowned London-based design studio known for its multi-sensory experiences, orchestrated a dinner in February 2022 in Saudi Arabia’s historic AlUla region. Diners were treated to dishes cooked over molten lava, as lava technicians performed a mesmerising spectacle by pouring molten rock. Expert chefs then seared local produce across a stream of lava heated to a staggering 1,350 degrees Celsius, creating an unforgettable dining experience that transcended the ordinary.
Physical spaces are also undergoing dreamy, absurdist redesigns, transporting visitors to imaginary worlds and alternate realities. As digital environments and virtual worlds continue to evolve, they bring forth a new creative vernacular—one characterised by boundless creativity that transcends the constraints of the physical realm. In April 2022, Balenciaga enveloped its London store entirely in pink faux fur, from walls to floors and shelves, immersing visitors in a playfully absurd alternate world.
Even in the digital realm, brands are embracing the extraordinary. Airbnb, for instance, injected $10 million into realising 100 fantastical guest experiences worldwide under its “OMG!” initiative. Now travellers have the opportunity to stay in a floating avocado in Chile, a giant flowerpot in the United States, or a blooming pink flower in Mexico—an ode to the whimsical and fantastical.
In the world of wine, a new generation of winemakers is challenging the sector’s traditional image with unconventional branding and marketing strategies that align with younger drinkers. Stompy Wine, for instance, has introduced a visually refreshing subscription platform, combining typography, bold colours, and illustrations. This modern approach aims to make wine connoisseurship more accessible to novices and enthusiasts alike.
Finally, in a world marked by uncertainty, Pantone’s Colour of the Year 2023, Viva Magenta, stands as a symbol of hope and optimism. Leatrice Eiseman, executive director of the Pantone Colour Institute, describes it as “brave” and “fearless,” representing audacity, wit, and inclusivity. In times of economic challenges and environmental concerns, positivity becomes a beacon of strength and joy—an attribute that resonates deeply with brands and their followers.
References taken from The Future Laboratory and Wunderman Thompson