In today’s world, the growing need for insight and perspective from plugged-in individuals across the world, in real-time, is an imperative; not only

is it crucial to ensuring we become better communicators, decided strategic thinkers and more inspired human beings who always remain relevant and at

the fore, it’s fun to see what the world is up to!

In looking at trends and movements within different countries and how these develop and evolve, it is especially inspiring to witness the micro, grass roots activities of small communities become impactful beyond their original

incarnation and alongside this, the social narrative that tells the story as these movements develop into what we call trends.

We welcome even more contributors to this issue from our offices in Brazil and Nigeria, both of whom have provided us with exciting insights into their

markets and the happenings in their region.

As always, please feel free to contact us with any thoughts,questions or feedback on trend@edelman.com

We are really excited to bring you Issue #2 of

The power of the image has over-indexed that of the written word in terms of social collateral, as we increasingly turn to visual platforms as the channel-of-choice for communication with the share element becoming even more engaging and social. Which brands are getting it right?

• Low-costBritishairlinebmiplacedtheirstakeinthe online ground with the launch of the first ever Pinterest lottery, inviting users to re-pin potentially winning images for a chance to win holidays

• Kotex’s‘Woman’s Inspiration Day,’ targeted 50 influentialfemalePinterestusersbytakingthetimeto analyse their pins and understand their interests before creating customised gift boxes

• BritishretailiconHarrodsengagedwithfansintheleaduptotheQueen’sDiamondJubilee,invitingfanstodesignoneofthestore’sfamouswindowsviaaPinterest board with the winning design unveiled in June

Againstabackdropofsocialmedia-fuelledrevolutionacross the globe – from the Arab Spring to Occupy Wall St–we’veseensociallymotivatedprotestoccuratamicro, localised level also.

Earlierthisyear,Canadian’stooktoTwittertorespondtointernetprivacyactBillC-30,whichproposedgreaterpolicepowersforsearchingonlineactivity.Canada’sPublic Security Minister Vic Toews and his Twitter feed provided the stage for the protest #tellviceverything, which in a matter of hours, became the top-trending Canadian topic and briefly trended worldwide. The matter reached theHouseofCommonsandgarneredglobalsupportfrompeople protesting against similar internet privacy acts.

AsimilarmovementwassparkedfollowingGoogle’sannouncement of changes to their privacy policy with many tweets and social media outputs offering tips on how to avoid the intrusion.

Indonesians are in the midst of a love affair with social media–thecountryiscurrentlyhometotheworld’sthird-largestgroupofFacebookusersandhasahigherproportion of users signing on to Twitter than any other country. Although mobile connectivity in rural areas is stillimproving,wearenowseeingthecountry’sfarmersutilise social media in a movement that proves even the most traditional industries can benefit from a social business model.

8villagesisabusinesssocialnetworkstart-upthatprovidesfarmerswithachanneltolinkupwithlocalbuyers, sellers and other farmers and includes access to essential information on pesticides, fertilisers and local intel such as current crop prices.

The service is currently being trialled with 900 farmers with plans for a nationwide roll-out in the next six months and further expansion to Vietnam and The Philippines if seen as a success.

PINTEREST AND SIMILAR PLATFORMS LIKE FANCY AND INSTAGRAM HAVE MADE IT REMARKABLY EASY TO TAKE AND SHARE VISUAL CONTENT. THE RESULT IS A REDISCOVERY OF OUR INNATE PREFERENCE FOR IMAGERY AND A HUGE SPIKE IN SPREADING AND SHARING THE IMAGES THAT RESONATE WITH US

Brands Falling For Pinterest Online Protest, Canadian Style Indonesian Farmers Get Social

The medium in which we consume the written word has rapidly evolved over the years, heralding in new channels suchase-books,e-zinesandblogs.Advancinghowweinteract with words even further is San Franciscan start-up HyperInkandtheirBlogBooks.

Compiled of a series of posts from a popular blog, thecontentiseditedandformattedformultiplee-bookplatformsandsoldfor$3-5USD.Theconcepthasalready been tested and proved a success, with the huge followings and eager audiences these blogs typically have fervently waiting to consume more.

BlogBooksareagreatexampleofonlineoutletsmanifesting in offline, physical offerings– as bloggers looktomonetisetheirlifestyleandtakeontheircraftin more of a full-time way. The medium also sets an interesting challenge for brands wishing to explore more creativewaystoworkwiththisnewoutlet.

Pinterest’sglobalpopularityhasnotyetprovedenoughtobreakthroughthebarriersoftheGreatFirewallofChina but despite this, the image-sharing phenomenon ismakingitsownmarkonthecountryasawaveof‘Pinterest-clones’continuetoemerge,evolvingtheconcepteven further to include social commerce.

Websites such as meilishuo.com and mogujie.com act as social forums that facilitate purchase at the same time. They feature selections of fashion photography on Pinterest-style boards and arrange items by category, accumulating numerous user groups and assisting purchasebylinkingthroughtoanonlinemarketplace.InkeepingwiththesocialelementsofsitessuchasPinterestandFacebook(Liking,Re-pinningandCommenting)sales are increased through the social interaction and theuser-generatedcontentthattakesplaceonthesitesas people browse.

Tech-savvy young executives in Singapore are increasingly seen to be clustering around passion points viaonlinenetworksandarebecomingadeptatcreatingoff-line activities and communities centred around these:

• Bartop.coisasocialnetworkingplatformforgroupsofunrelatedyoungprofessionalstomeetoverdrinks.Attendeespurchaseadrinkspackageatadesignatedbar, turn up and socialise! Attendance is limited to 12 personstokeepeachsessionintimate

• Books & Beerisabi-monthlybookswapsessionheldinpopularbars.Theaimistorecyclebooksthatwould otherwise be thrown away in a fun, social environment

• Purple Lightsisaweeklysocialrunningeventonbeautiful urban routes and encourages the idea that running socially, inspires mutual motivation

Blogging Books Pinterest Style Social Shopping Online-Socialists, Offline-Hobbyists

TheUAE’srevolutionof‘Arabising’contenthashitnewheights with around 400 Emirati volunteers announcing inAprilthattheywilltakepartineditinganewglobalglossary to standardise Arabic definitions of online e-terms – creating the first Arabic Tech/Web 2.0 DictionaryforArabspeakersworldwide.

The initiative Taghreedat began with just one Arab nation and has extended to 10 additional countries, all supporting the aim of Arabising digital content and ensuring that the global medium of the internet, maintains local relevance for those in the Middle East. Onlinee-termslike‘spam,‘twittering’and‘retweets’willbe re-defined in the glossary that over 2,500 volunteers intotalhavetakenpartincreating.

The aim of increasing usefulness for online users is underpinned by the desire to ensure a strong Arabic voice is heard online.

Micro-movies are the latest form of niche media increasing in popularity throughout China. These shortened films have evolved to become a viable optionforaspiringdirectorsandfilmmakersduetolowproduction costs and accessibility for viewers, inherently living on social environments that self-promote through discussion and debate.

Atthisyear’sCannesFilmFestival,China’sleadinginternettelevisioncompanyYoukuIncshowedoneofitsmostcontroversialmicro-movies‘Walker’,inamovethatsignaledaclearrecognitionofChina’spowerinthe online film industry and its ability to act as an artistic outlet for world-class directors.

Walkerisjustoneofthemicro-moviesthathasbeenchosen to appear at a selection of international film festivals all around the world this year including in Shanghai and Edinburgh.

The picturesque town of Monmouth in Wales may not be themostfamousrurallocationintheUKbutisembarkingon a project that may change that as they become the world’sfirst‘WikipediaTown,’usingQRcodetechnologytolinkeveryplace,person,artefact,plantandanimalofnotetoarelevantWikipediapage.

‘Monmouthpedia’ is the first project to cover a whole town andhasintroducedQRplaquesthatoncescanned,linkthroughtothecorrespondingWikipageandofferup a wealth of information in a variety of languages. Alternatively, users are invited to submit their own pages and upload their own content. As part of the campaign, the City Council will install free WiFi across town to enable easy scanning and sharing of information.

Sincetheprojectbeganearlierintheyear,Wikipediavolunteers from all over the world have contributed nearly 50 new articles in over 25 different languages.

BRINGING THE DIGITAL WORLD BACK HOME TO A LOCAL LEVEL IS GIVING LOCAL COMMUNITIES A VOICE TO DRIVE CULTURAL PRIDE AND KNOWLEDGE,BOTH LOCALLY AND AROUND THE WORLD

We Want More Arabic e-Content! Micro Going Mass Wiki-Wales

Amidstglobalanti-banksentiment,it’sencouragingto see one of the bigger companies embracing the principlesofsocialbusinessinordertobuild(and re-build)relationshipswiththeirconsumers.

EnterBarclaysintheUSandtheirlatestinnovation,theBarclaycard Ring Mastercard – a community driven, crowdsourced credit card.

Theschemeisdesignedto‘pullbackthecurtainthatseparatesbanksfromcustomers’inabidtore-engagethosefeelinglessthaninspiredwiththebankingindustryand develop a deeper and longer lasting sense of brand loyaltybetweenBarclaysandtheircustomers.

Cardholders who become members are invited to join social media forums and share their opinions on product features,feepoliciesandmarketing.Inexchange,theyaregivenaccesstothecompany’sfinancialdetailsanda share in the profits.

In one of the most natural and fitting brand partnerships we’veseenthisyear,onlinemen’sretailerMr Porter and hit US TV show Suits teamed up to create a completely immersive,‘digitally-enhanced’brandexperienceforconsumers.Interestingly,oneofthekeyreasonsthehigh-rating show chose Mr Porter as their fashion partner, was theirdesirenottoberestrictedbya‘bricksandmortar’brand, instead preferring the flexibility and outreach the online retailer affords them.

AlivefashionshowatNewYork’sHighLinepresented 35looksinspiredbytheshowandwasaccompaniedby Instaprint stations at the event, allowing users to automatically print out their Instagram shots tagged with #SuitsStyle.

Along with a pop-up store complete with style consultations, grooming services and a barista, both brands are launching accompanying microsites with a host of editorial content and a special app allowing you to ‘Suit Yourself.’

UnderwearandclothingbrandBondshasbeenanAustralian icon since 1915 and its loyal customer base hasalwaysbeenproofofthecompany’ssuccess.The‘We Are Bonds’ campaign wanted to celebrate these customers, aiming to find one born on each and every oneofthe35,301daysBondshasexisted.

The campaign which aimed to drive mass-participation was a huge success- capitalising on the Australian population’sloveofthebrandandcleverlyleveragingthebrands’heritagetolinkwithconsumersinameaningful way they could relate to.

The first 15,000 users to register online under their birthday received a t-shirt and their place on the website calendar.ThecampaignwasrolledoutviaFacebookand within 24 hours of launching, over 20,000 people submitted a photo to claim their day.

THE INHERENTLY SOCIAL NATURE OF TODAY’S CONSUMERS HAS BOUGHT FORTH A WAVE OF CAMPAIGNS SHAPED ON THE BASIS OF SOCIAL AND SHARED INTERACTION – PROVING THAT THIS IS NOT ONLY WHAT WE WANT FROM OUR BRANDS, BUT NOW WHAT WE EXPECT

Social Banking Suit Yourself The Birthday Project

Nigeria’smostpopulatedcity,Lagosrecentlywelcomedthe G+ Hub EventtolaunchGoogle’sanswertosocialmedia,Google+.With a population becoming increasingly engaged with socialmedia,Googledecided to use a simple, tried and tested influencer formula to reach a large-scale consumer base and drive mass-awareness. They invited 250 Nigerian influencers from creative artists and fashion designers to media and celebrities to experience the platform in an immersive eventwhichincludedtheG+PhotoBooth,demostationsandlivehangoutsfromtheG+team.

The aim was to create a real-time portal for guests to connect with their friends and followers and demonstrate how relevant the service is for them.

In a country where social media use is steadily on the rise (Nigeriacurrentlyranks35outof213countriesintermsofFacebookusage)theeventwaswell-timedtoinspire this growing social population to get on board.

TocelebratetheimpendingLondon2012Games,OlympicsponsorAdidashaveunveiledtheirbiggest-everUKcampaign ‘Take The Stage,’taking32youngstersfrominandaroundLondonandmakingthemthestars,alongsideathletesandbrandambassadorslikeDavidBeckham.

The campaign is a great example of a brand not beinglimitedtothecorepropositionthey‘reknownfor,successfully bridging the gap between sport and lifestyle and targeting multiple groups of consumers and numerous sets of passion points.

TakeTheStageaimstoheroandshowcaseyouthacheivmentacrosstheUK,tappingintothesentimentof personal achievement that is a founding and lasting principleoftheGames.ItcapturestheessenceofAdidas’‘all-inclusive’nature,whilstamplifyingitscorporatesocialresponsibility at the same time and reaching an entirely new group of consumers and fans.

TocelebrateWorldComplimentDayinMarch,Belgian’spostal company bpost, launched the campaign ‘bpositive andsendacompliment’aimedatincreasingthenumberofcomplimentsgivenandreceivedamongtheBelgianpopulace. bpost allowed the public to send a compliment for free in the shape of a pre-paid postcard that featured a personalised message for your special friend or family member.Ahugenumberofpeopletooktotheideawitharound 4.4 million people receiving compliments through the post.

The bpositive campaign was successful due to its simplicity. It addressed a very basic human need for recognition and appreciation, through words instead of gifts. Furthermore, research connected to the campaign revealed that productivity and commitment within the workplacewereboostedbythesamesentimentthatunderpinned the campaign – mutual appreciation.

Nigeria+ Adidas Take the Stage Compliments of the Postman

JohnLockeistheNewYorkCityarchitectbehindthe ‘Department of Urban Betterment’ project and recently decidedtotakeacuefrominitiativesintheUnitedKingdomandLosAngelestotransformthehumble phone booth.

DUB00istheprojectthathasseendisusedandabandoned booths reimagined into communal libraries. Seeing that many of these booths are now wasted space,Lockehasbegunworkturningantiquatedboothsintobookshelvesthatallowvisitorstotake,borrow,orexchangebooks.

The Little Free LibraryisasimilarinitiativeintheUSpromoting literacy and community power. Established inMichigan,thelibrarytakesshapeinasmallweatherproofhouse,containingaselectionof20-30booksandencouragesthecommunityto‘TakeaBook,ReturnaBook’andkeeptheschemealive.

AsCalifornia’s‘other’cosmopolitancity,SanFranciscooftentakesabackseattoglitzyLosAngeles.OnethingtheCitybytheBaydoesarguablybetterthananywhereintheUnitedStatesthoughisfood,andrecentlywe’vetakentomergingthiswithoursouthernneighbour’sNumber One industry – cinema.

TheMissionDistrict’sForeign Cinema was the first to celebrate the serendipitous relationship between food and film and over the past few years, more restaurants havetakentheirpatrons’diningexperiencetoheightenedlevelsbyinjectingartintooneofourculture’smostsociableactivities.TokyoGoGoRestaurantcomplimenttheirlegendaryhappyhourwithappropriately,Japanesehorror films and Madrone Art Bar,inthecity’spost-upandcomingNoPadistricthastakenthetrendeven further, evolving it into a full-on art experience showcasing mixed-media and photography.

There is a popular saying that everything old becomes new again, something that proves especially true with Singapore’sveteranhipstersuburbTiong Bahru, the country’sfirsthousingestate,whose1930sartdecoheritage is the latest must-have.

Today, as part of the continuing gentrification of one ofSingapore’soldestneighbourhoods,TiongBahruisbenefitingfromaninfluxof‘indiechic’typesandcreativeprofessionalsflockingtooneofthefewareaswhere old world charm still prevails in a move towards a‘deurbanisation’ofsorts.Commercialrentalshavedoubled in the last year and new food, shopping, and lifestyle shops now share shopfronts with the stalwarts who’vebeentheresincethe1940s.SpecialtybookstoreBooks Actually, artisanal coffee house 40 Hands and culinary experimentalists Open Door Policy are just some of the names in a growing list of hipster spotting venues in the area.

MORE THAN ANYTHING, WE’RE SEEING THE STRENGTHENING OF ‘REMIX’ CULTURE GLOBALLY. THERE ARE MANY FACES TO THIS TREND; EVERYTHING FROM NOSTALGIC MEETINGS OF PAST AND PRESENT, TO CROSS-CULTURAL EXPLORATION, TO THE CREATION OF PARADOXICALLY ‘SECRET’ DIGITAL CONTENT

Libraries Going Micro Cinema and Food Mash-up All Things are New Again

In an age where most of us are constantly connected, the idea of powering off has a certain, undeniable appeal.Recently,thegameofphonestackinghascaught the attention of Canadian diners and media alike.ThebrainchildofbloggerBrian ‘Lil b’ Perez, the game was created to encourage live conversation whilst eating out and requires everyone to place their phones facedownonthetable.Thepenaltyforsneakinga peekatyourlatestTwittermention?Pickingupthegroup’sbill.

It’snosurprisethetrendhasstruckachordwhenyou consider the results of a recent survey of 1,000 Canadians surrounding mobile trends, that showed 72% of respondents reported watching others pull out their phone at dinner is one of their biggest annoyances but 41% plead guilty to the same charge.

Watch out, the next time it could cost you a meal!

Absynthe Minded,apopularBelgianmusicbandrecently launched the most exclusive music video ever for their latest single Space.

Thethinkingbehindtheideacamefromtheband’srealisation that artists often invest a great deal of time, effort and money in creating a music video, only for it to appear immediately on YouTube. On this occasion they wantedtokeepthecontentexclusiveinordertoraiseexcitement levels around it and create something of valuebymakingitlessattainable.

The video was only available to view on a dedicated website whilst the single was played on the radio. Thesongcontainedanaudiowatermarkcodewhichmeant that once the song was on-air, a signal was sent to the website and the video started to play. There are currently only 10 selected European radios which use this technology.

Lastyear,theEmbassyoftheRepublicofIndonesiainWashington announced the launch of an interesting cross-culture initiative with the American Batik Design Competition.DesignedtocelebratethenewUS-Indonesia Partnership, the competition aimed to promote IndonesiancultureintheUnitedStatesbycreatinganinitiative that would have local relevance and resonate with both of the countries involved.

The competition challenged American designers to createtheirownformofIndonesianBatikandfinalistswere chosen by a distinguished panel of experts and artists.EachBatikcraftedportrayedAmericanvaluesand culture, whilst still retaining the foundation of the traditional craft.

The winning designs were unveiled earlier in April at Jakarta’sTextileMuseumandinGrandIndonesia Shopping Mall.

Phone Stacking Exclusively for You The Spirit of America in Batik

Lastissuewesawcarpoolingtakeoffasthelatesttransportation sharing trend in San Francisco and now we takealookatthemorerecentalternativesgatheringspeed:

• Scootisabrand-newschemethatmakeselectricscooters available to anyone for a monthly or occasionalfee(around$5/hourforatrip).Itoperates similar to Zipcar – a smartphone app will enable users to find a scooter nearby, reserve andunlockit–witheachscooterequippedwithasmartphonedockthatenablesthevehicletorun.Helmetsandinsuranceincluded!

• SanFranciscostart-upRelayRides is an online marketplacewherepeoplecanrentcarsdirectlyfromowners and has recently launched nationwide in the US.AnewpartnershipwithGeneralMotorswillseeRelayRidesadvertisingitsservicetoGMcarownerswhosubscribetoOnStar,GM’scommunicationsandassistance program

Mubadala Oil and Gas (Edelmanclient),awholly-ownedinvestmentarmoftheGovernmentofAbuDhabi,areworkingonadevelopmentforaninnovativefloatingterminalthathousesliquefiednaturalgas(LPG).

Recognisingtheneedtocombatthenation’slowgassupply, the terminal aims to secure additional supplies bytransformingnaturalgasintoliquidform(aprocessalsoknownasGTL,gastoliquids)andmeettheenergydemandsintheUAE.Thegroundbreakingdesignoftheterminal will act as yet another beacon of innovation in a region made famous for its inspiring eco designs.

WiththeUAE’srapiddevelopmentandenergy-hungrydomestic industries, the creation of an efficient and convenientLPGimportterminalallowsthecountrytobringinmoregasinsmallerdoses,reducetheriskof damaged supplies and provide more supplies for neighbouring countries at the same time.

DespitethemanycharmsthecityofSanFranciscoholds,one of the less than perfect aspects of city planning has resultedinnarrowsidewalksandexcessivelylargeroadsinsome areas – meaning limited pedestrian access and large zonesofwastedspace,especiallyatintersections.

Thecity’s Pavement to Parks organisation developed a brilliant idea, inspired by and modelled after similar inspirationalprojectsinNewYorkCity(thinktheHighLineandLowLine),toreclaimtheseunusedareasandturnthemintonewpublicplazasand(mini)parks.Interestingly, at the moment these spaces are only being built temporarily, each project is intended ‘to test the potential of the selected location’beforebeingmadeapermanentpublicopenspace.

Theinitiativehasreallybeguntotakeoffwithmoreandmorebuildingsintegratingthe‘parkletts’astheyhavebecomeknownintodevelopmentsforrestaurants,coffeeshops and other community projects.

COMMUNITY REMAINS AT THE HEART OF GREEN MOVEMENTS ACROSS THE GLOBE, WITH A REAL FOCUS ON LOCAL SOLUTIONS TO LOCAL ISSUES

Communal Commuting Floating Gas Pavements to Parks

Thegrowingphenomenonthatismobileretailisn’tconfined to shopping on your smartphone as roaming stylestoreshavebegunpopping-upallovertheUS,bringingcontenttoconsumerson-the-goandbreakingdowntheboundariesofbricksandmortarstores.Firstitwasstreetfoodandnowstreetfashion,LosAngelespioneer Le Fashion Truck has been bringing top-notch fashionfromlocaldesigners(ataffordableprices)toWestCoast hipsters for some time now and has paved the way for similar initiatives from JD Luxe and Bath Petals.

Eastside,NewYorkerscanbetreatedtoA-listaccessoriesfrom Styleliner –aconvertedtruckthathasbecomea‘treasurechestonwheels’andisgatheringasteadystreamonfans.WithsimilarconceptsappearinginBoston,TexasandSanFranciscoit’sfairtosaythistrendissweepingtheStates. With a unique sense of flexibility allowed from this type of outlet and soaring rent prices for physical stores becomingthenorm,it’seasytoseewhy.

Howdoesanexpensivehigh-endfashionbrandmakethemselvesmorerelevanttoan‘everyday’consumer?USlabelMichaelKorsmayhavetheanswerwiththeirlatest project which will see staff elevated to the status of ‘fashionmuse’intheLiving the Kors Life campaign.

The project is a great example of a luxury brand ‘lifting thelid’ontheirexclusivenature,strikingabalancebetween elite and accessible and is designed to demonstrate the wearability of the brand by connecting with‘everyday’womenonapersonallevel.

Each season, three staff members will be followed to reveal not only their own personal style, but also their favourite culinary, dining and entertainment choices, creating a multi-dimensional, layered personality with which for consumers to connect with.

BrazilianfashionretailerC&Aismakingshoppingevenmoresocial–evenifyou’reonyourown.TheFashionLikecampaignmergesonlinesocialbehaviorwiththeofflinecustomerjourney,takingtheconceptofthe‘Like’,fromFacebookpagetoin-storeenvironment.

Images of the latest collections were posted on their Facebookpagewherefanswereaskedto‘Like’thoseitemsthattooktheirfancy.

Specially programmed hangers were then created to displaytheactualnumberoflikeseachofthegarmentshad received allowing indecisive shoppers to see just howpopulareachonewas(andhopefullyswaytheirpurchasedecision!)

WiththerecentgrowthoftheBrazilianeconomyandcreation of the new middle-class spurring an ever-hungry fashion consumer, creative initiatives such as this will appear more and more.

THIS QUARTER FASHION GOES ON THE MOVE AS FOUR WHEELS BECOME THE ULTIMATE VEHICLE FOR REACHING EVER-MOBILE CONSUMERS, CONSTANTLY ON-THE-GO

Roaming Fashion Living the Kors Life Social Fashion, Brazil-style

With the rise of roaming retail and on-the-go mobile shopping,iconicUSretailerBloomingdalesisbringingnew meaning to the concept of window shopping. Showing a unique understanding of the need to constantly evolveandenhancethecustomerjourney,Bloomingdales’latest windows present customers with a bit of everything– from digital and social connectivity to interactive experiences and the ability to shop on-the-go.• TheSunglasses Style project showcased six interactive

window displays where passers-by were able to virtually try on a range of sunglasses from designers suchasMarcJacobsandFENDI.Onceshoppersfoundtheir perfect pair, a picture was sent to the in-store Style Barwheretheycouldpurchaseinreal-time

• Flip-flopbrandHavaianas have teamed up with Bloomingdalestocreateafullyinteractivewindowdisplay, inviting users to customise their own pair of shoes, place an order and pay, without even entering the store

Paris is the home and undisputed grande dame of high fashionanddesignerluxuryandasthismarketcontinuestodefyeconomicgloom,thecity’sluxuryretaillandscapeis seeing some changes.

Fashion’sfoundingfathersincludingChanel,HermesandDiorhavetraditionallypositionedthemselvesintwocitycentralneighbourhoodzonesbutwithincreasingnumbersoftouristsspendingtimeinotherareas,thesezonesareshifting and lines are being redrawn.

Thecreationofnewzonesduetohightouristfootfallinother areas and the corresponding move of many luxury brands is a sign of the times – where once they could rely on consumers to come to them, now it is clear that even the most coveted brands need to fish where the fish are and ensure their brands are represented in the most exciting way possible on home turf – something that more spacious retail options outside of town allow them to do.

Walkingdown10thAvenueneartheMeatpackingDistrictinNYC,youmightbesurprisedtofindanewstore – perhaps one that seems familiar but is a little bit differentthantheoneyoupassedafewweeksago.From the home of retail innovation comes STORY, a veryspecialkindofretailspacethatcreatesasenseofcommunity and entertainment through storytelling.

Evolving the theme of customisation to extend to theretailconcept,everyfourtoeightweeksthestore is completely renovated – its walls, decor, and merchandise are changed and tailored to reflect a new theme,thelatestbeing‘NewYork.’

STORYisaretailspacethathasthepointofviewofamagazine,operateslikeagalleryandsellslikeastore.Theeightweekretailexperiencepresentsmust-havesfromtrailblazingonlineshoppingdestinationssuchasBaubleBar and CHROMATICgallerie,stockingitemsformen,womenandkids.

FOR RETAILERS, NOW IS THE TIME TO REALLY HARNESSTHE OPPORTUNITY TO USE THEIR OUTLETS AS AN ‘OWNED’ MEDIA CHANNEL - USING SPACE EDITORIALLY TO ENTERTAIN, ENABLE SOCIALISING AND DRIVE CONVERSATION

On-the-Go Window Shopping Paris’ New Luxury Zone Shop with a STORY

San Francisco has always been the leading light of the USfoodrevolutionandisknownastheGodfatherofstreet food - in the downtown business district, many restaurantsnowhavefoodtrucksopenduringtherushso that 9-5-ers can still have a Mission-style burrito or authentickimchi.Butwithfoodtrucksbecomingthego-toforthemasses,they’reencounteringtheissuesoflonglines and slow service that they aimed to counteract in the first place.

New start-up Luckyboltistakingthealternativelunchformat a step further with the next evolution in mobile food.Itsteamofbikemessengerspick-upfreshfoodfromthecity’sbestculinarymindsanddeliveritdowntownjustintimefortherush.Userslocatethemontheirreal-timemap,pickwhattheywanttoeatandamessengerdelivers it to their office door. No waiting necessary!

FoodlovinglocalsandtouristsallflocktoSingapore’sinternationallyrenownedhawkercentresforbreakfast,lunch and dinner. Famous for classics such as Nasi Rendang,hawkerstallsacrosstheislandarenowgoinghigh-end, selling a range of local and international foods athawker-friendlyprices.

In the local, culture-rich neighbourhood of Chinatown, Daniel Goh is selling 50 types of rare and unique bottled beersandcidersfrommorethanadozencountries.Acrosstown,KopitiamstallDeBurghascreatedarange of 15 gourmet hamburgers made from top-shelf ingredients including Australian Wagyu beef. South EastAsianstaplessuchasRojakarenotimmunetotheoverhaul,withRionOng,sonofhawkerstalwartOngSiongPek,addinghisowntwisttothedistinctivesaladthat over the years has made his family famous on the hawkerscene.

Craft beers now account for over 10% of the beer sold intheUS,doubletheshareithadin2006andSanFrancisco continues to contribute great beers as seen in these collaborative creations that are following the age-old food tradition of great pairings:• SanFranciscan’sloveTartineBakery’sworld-famous

sourdoughloavesandnowOakland’sLinden Street BreweryhaveintroducedOurDaily(B)red,abeerthat’sfermentedwiththesourdoughstarterthat’smadeTartineBakery’sloavesworthwaitinghoursfor

• Cerveceria de MateVeza is a brand new microbrewery that serves up beers brewed on-site with Yerba Mate tea and empanadas from local vendor, El Porteno

• LocalTriple Voodoo Brewing has been around for just over a year and already has three new unique beer styles:GrandCru-aSaisonmadewithhoneyandblueagavenectar,aWhiteIPA,andKaleidoscope– ablackIPAthatincludesblackandgreenteas

FOOD CONTINUES TO GO FROM FIELD TO FORK VIA THE STREET AS NEW COLLABORATIONS TAKE FOOD PAIRING TO A NEW LEVEL TO CREATE GASTRO MATCHES MADE IN HEAVEN

The New Business Lunch From Hawker to High End What’s Brewing

We’veseenamazingexamplesacrosstheworldofrooftop space being utilised creatively – from green roofs to mini-allotments but the most recent concept from Zurich-based UrbanFarmers tops them all.

The Globe Hedron is a self-sufficient design concept featuring an urban fish farm; the bamboo greenhouse structure is optimised for aquaponic farming techniques, creating an ideal environment for our finned friends and alsoaspacetogrowvegetableslikebroccoli,chardandtomatoes. The genius design which produces its own energy means the water from the fish nourishes the plants, whiletheplantsnaturallykeepthewaterclean.

Theproject,theworkof Antonio Scarponi is designed to feed four families of four for an entire year, with current projectionslookingatanannualhaulofaround100kgoffishand400kgofvegetables.

The FOUNDation project is an initiative from two Netherlands-based designers who wanted to do something different and exciting in their neighborhoods whilst reusing discarded material in need of recycling.

The project has seen the creation of a series of ‘DumpsterHouses’–constructedfromrubbishanditemsthat would otherwise be thrown away and transformed into small shops and cafes. The foundation of the designs(andhencethename)comesfromdiscardedrubbish tips or dumpsters found on the street.

These spaces provide meeting places for the community where they are invited to donate their own unwanted items in order to provide more building supplies as well as reinforce the ever-relevant importance of reusing, recycling and repairing.

Open House (OH!),billedasSingapore’sonly‘artwalkabout’hasnowbecomeafirmfixtureonSingapore’sup-and-coming art scene. Focusing on historical areas, OH!isanamalgamationofsite-specificartinstallationsheld in nostalgic old-town neighbourhood.

The concept is simple – local residents open their homes forartiststouseasablankcanvasandgalleryspace.Inreturn, the homes receive a new lease of life and ‘culture vultures’aregivenauniqueopportunitytoviewworksfromsomeofSingapore’shottestnewtalent.

In2012,15contemporaryartistsinstalledartworksinside six homes and a temple in the hip but historic neighbourhoodofTiongBahru.Thisyear’seventwasmore successful than ever with over 2,000 people touring theinstallationsovertwoweeks,provingtheeagernessofcultureloversto‘discover’artinunexpectedplaces.

IN OUR RAPIDLY CHANGING WORLD, ART AND DESIGN TRENDS ARE INCREASINGLY FOCUSED ON CREATIVELY CONSTRUCTING SUSTAINABLE WORK TO REINVIGORATE LOCAL COMMUNITIES

Farming with Fish Dumpster Cafés Oh! What a Beautiful Home

Ancient European traditions have incorporated the concept of light and illumination for centuries and a recentspateofamazingartworksacrosstheregionshowthat this form of expression and artistic storytelling is once againhavingitsmomentinthespotlight:-)

Widespread attention was first given to the popular Light FestivalintheBelgiumcityofGhentearlierintheyearwhichwasfollowedbytheworkofacclaimedartistSteveMcQueeninAmsterdamandhistakeoverofthecity’sbelovedVondlepark,changingthestreetlampsfromwhite bulbs to blue and completely transforming the park and the experience within it at night.

InFrankfurt,theaward-winningGermancollectiveLICHTFAKTOR,pioneersinthe‘lightpainting’technique,litupLuminale2012withtheirmostrecentwork,givingvisitors the chance to see the historic Romerplatz building asthey’veneverseenitbefore.

Australian artists at Air Aroma recently created a very unique fragrance – ‘Scent of Macbook Pro’ for an exhibitionhostedbyartcollaborativeGreatestHits.Theexhibitionwasdesignedaroundone-of-a-kindsensoryexperiences with a special focus on technology. While thefragrancewascertainlydistinctive,with‘topnotes’oftheplasticthatcoverstheboxandtheprintedinkonthecardboard,Macbookuserswoulddefinitelyhavefoundit familiar!

ThewillingnessofGreatestHitstocreateaspecificfragrance for their art exhibition attests to the trend in experientialartworkthatfocusesonfullyembracingall of the senses in order to increase the level of engagementandenjoyment.Uniquescentsignitespecific memories, meaning attendees experience a fuller and more memorable emotional connection with the exhibit.

Aswe’refacedwithanuncertainglobaleconomy,theimportance of driving sustainable local business initiatives is paramount. Inthespiritofthis,we’veseenare-focuson the importance of community in the physical sense, reinvented via industry-specific communities and towns: • Blueseed: is a floating city concept due to open next

year off the coast of California. It will negate the need forworkpermitsandhopestofostergreaterinnovationamongst international start-ups by creating a less restrictive environment

• CornellNYC Tech:maybetheEastCoast’sanswerto Silicon Valley and is in the process of designing a special island campus to nurture and encourage entrepreneurship from the outset

• Teachers Village: is a community development in New Jerseythatwillincludemorethan200affordablehousing units and facilities for educators, aiming to create an immersive and supportive community environment

The Power of Light Eau de MacBook Pro Professional Communities

DoctorsatHouston’sMemorialHermannNorthwest Hospitalmademedicalandsocialmediahistorythis year by live-tweeting an open heart surgery for the first time ever.

InitiatedinhonourofNationalHeartMonth,thepioneeringsurgerywasintendedtowakepeopleupandeducate them to the realities of not caring for your heart, aswellasprovideadviceonhowtotakepreventativemeasures against heart disease. In addition to 140 character updates, there were videos and photos posted throughout the operation giving those following a rare glimpseattheinnerworkingsofsuchaprocedureandachance to gain a different perspective into the realities of heartdisease.Thankfully,the57yearoldpatientmadeitthrough the two and a half hour double-coronary artery bypass successfully and made a full recovery.

Allergy sufferers have a tough time of it food-wise; whetherit’sanallergytopeanutsoradairyintolerance,dining out can often prove a nightmare. Those wishing to eat out and have a stress-free experience however mayconsideratriptoLyon,FranceandtheMon Historie dans l’assietterestaurant–thefirstofitskindwhose menu is entirely free of 11 of the most common allergens and who is spearheading a cultural shift for the notoriously authoritarian world of French cuisine.

Menu items are focussed around organically-grown producefreefromgluten,eggsandlactose(tonamebutafew)andprovidesfresh,seasonalingredients.The staff are highly-trained in nutrition and diners are equippedwith‘datasheets’beforetheyordertoensurethey have full visibility of what their meal contains. With food allergies and intolerances affecting more and more of the population, expect to see the principles behind MonHistoriereplicatedfarandwide.

Technabling,aspin-outcompanyofTheUniversityofAberdeen has developed a computer programme that translates sign language for the hearing impaired into written text. The first-of-its-kind software can be used on portable devices and provides near instantaneous translation,aimingtobreakdownbarriersforusersofsign language and create an inclusive communication platform with which they can interact.

The user signs into a standard camera integrated into a laptop, Smartphone or other portable device such as a tablet and their signs are immediately translated into text whichcanbereadbythepersonthey’reconversingwith.One of the most exciting elements is that the technology can be tailored to the individual user so it recognises terms that they use and create. The service is expected tobeonthemarkettowardstheendof2013andwillbe the next step in creating tailor-made communications programs for the hearing impaired.

EVEN THE HEALTH SECTOR IS NOT IMMUNE TO THE SOCIAL WORLD AS WE SEE MEDICAL INNOVATIONS CROSS-OVER INTO A DIGITAL AND ENGAGED SPACE

Scalpel? Check. Twitter app? Check. Allergy Free Dining A Sign of the Times

Plus One Berlin is a new travel concept recently launchedinoneofthecity’scoolestdistricts–theKreuzkollnneighbourhood.

The specially designed apartments have been createdbytwoBerlin-basedarchitectsandfeatureacombination of new and recycled materials.

Whatmakestheconceptspecialhoweveristheextras- visitors staying at the apartment get automatic access to a group of 29 local residents, all chosen for their knowledgeandpassionofthecity-toactastheir‘plusone’.Theresidentsareon-handtoofferpersonalisedadvice and travel tips as well as to accompany them on specialexperiencesthatonlyalocalwouldknowabout.

The service is a great example of yet another way of enhancingthetouristexperience-it’scustomisationevolving to another level entirely.

In the new trend among high-end hotels, men need not apply.Vancouver’sGeorgian Court Hotel is the lone ladies-onlyhotelinCanada,blockingoffanentirefloorand 18 rooms for the fairer sex and joining a highly selectedgroupofhotelsinCopenhagen,NewYorkandSingapore who have done the same. Each room comes equipped with hair styling appliances, yoga mats and an array of beauty products at no additional charge.

These rooms have proven especially popular with female business travellers who appreciate the added security of the private floor. While this highly contentious trend has been seen by some as discriminatory and as a stepbackwardforwomen,ladies-only hotel floors have started popping up all over the world and due to the recenthighdemandforthisservice,theGeorgianCourtisnowthinkingofexpandingtoasecondfloor.

Asholiday-makersconstantlygoinsearchofnewexperiences, accommodation is playing an increasingly important role in providing that new and exciting element. From treehouse hotels to underground pre-fab structures – the latest comes from the idyllic countryside in France with Attrap Reves and their very unique BubbleHotelconcept.

An evolution of the humble tent, the transparent pods invite guests to get up-close with nature, giving people an eco-friendly experience and allowing them to explore the outdoors without negatively impacting on the area.

Measuringamere13feetindiameter,thecompactstructuresareeasytopackandtransportandprovideacozyenvironment,withfoodanddrinkoptionsavailableatthenearbylodgestylerestaurant.Atonly109EUper night, the pods provide a budget option for those lookingforaunique,outoftheordinaryexperience.

SMART HOTELIERS AND OPERATORS ARE TARGETING TIME-POOR BUSINESS TRAVELLERS AND CASH-POOR TOURISTS, CARVING OUT EXPERIENCES THAT PROVIDE VALUE AND ALLOW CUSTOMERS TO GET TO THE HEART OF THEIR DESTINATION QUICKLY

Plus One in Berlin Women Only Floors Bubble Hotel Pods

ARE WORDS DEAD?

Apicturespeaksathousandwords…or even a billion it would seem from Facebook’sground-breakingacquisitionof the image-capturing app Instagram for$1billionUSD.

So are words dead? Or are they just being pushed aside by our love of the immediateandemotionallyevokingpower of the image?

If the last few years have bought us the age of the blog, the tweet and the hashtag – it seems clear that we have now firmly entered the age of the image (bothstillandmoving)andwiththis,a new era of storytelling. As human beings driven by emotion, the image is the ultimate currency – transcending language and cultural differences, able to‘speak’toeveryone.

With storytelling still at the heart of what inspires brand love and images, at the heart of next-generation storytelling, the challenge for brands is how they effectively communicate their stories via the channels this media affords them.

With visual platforms and what we do with images evolving by the minute, welookforwardtoseeinghowwordsfightback!

EXTREME CUSTOMISATION

Lastissuewelookedathowpersonalisation was being adopted by brands and in the next evolution ofthis,we’veseenextremecustomisationcometothefore.Goneare the days when the meaning of customisation extended to having your initials stamped on the latest designer handbag as consumers nowlookfor(andarebeginningtoexpect)experiencesthatarehighly-customised, uber-personalised and absolutely tailored from start to finish.

Brandswhohaveembracedthetrendinthelastfewyearshavelookedatways in which mass-customisation could be integrated into their product offeringandthisyear,we’llseethesesamebrandslookatwaysinwhichthe experience can get even closer to your heart and mind.

The travel industry and specifically hotels are leading the charge with all manner of services offering customisation at this extreme level, (thinkyourownfragrancebutlerorsoapconciergeforastart)andthiswillcontinue to unfold across everything from technological innovations to high-end luxury fashion.

Watch this specifically prepared, exactly-right-for-youbespokespace.

COMMUNITY HEART

Never has there been a time when community has been more important to us. In this digital age, our ideals and perspective on what constitutes community, has shifted. The spirit of community is what people still crave – whether this exists in a physical or virtual world. Community is now an all-encompassingterm,takingthemeaningof‘local’andextendingitbeyondcountry borders, language barriers and cultural differences.

Interestingly, a move towards the traditional, old-school ideals of community is becoming more pervasive. Our desire to connect with our neighbours, whether next door in the same street or in the next country; has seen an increasing number of experiential initiatives emerge driven by a local, community spirit.

We will watch how this reinvented community environment infiltrates the virtual world as those that exist there, start to manifest themselves in a more physical way.

DoesthismeanthecreationofFacebookCity or Twitter Village in the near future?

We’lljusthavetowaitandsee.