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eLearning > Lifestyle > Leisure & Play > Module 2 / 4

Play Through Resonance

Instructor: Courtney Scharf
Experiential Dining
Download the Experiential Dining Trend Report
This module is focused on the human desire for resonance as it relates to current entertainment and lifestyle trends. Here, we discuss the current mental state of consumers today, with a particular focus on loneliness and how it’s impacting the leisure landscape.

Memes are one of the first topics we explore, with a particular focus on examples that focus on undermining the “highlight reel” or glamorization so often seen on social media. From there, we teach you about other forms of entertainment that break down barriers between people and help them feel more authentically connected, like vlogging and live-streaming.
Related Trend Report: Experiential Dining
Workshop Questions:
1. How are you connecting consumers to one another?
2. How could you better support the community surrounding your brand?
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Featured Insights
Aesthetic Exhibition
Galleries and museums adopt Instagram-worthy exhibits for mass appeal
Implications - As the experience economy continues to grow, typically traditional businesses and destinations are adapting as a means to gain exposure and engagement. Museums, galleries and exhibits are participating in this shift by collaborating with artists and holding exhibits that speak more to bold, share-worthy designs and aesthetics as opposed to simply cultural or historic significance. Catering to an Instagram-obsessed generation, these curated exhibits are not only exposing art to new generations, but they’re also changing the way art, culture and educational activities are perceived and experienced.
Workshop Question - What is the most traditional aspect of your business? What element of that could you adapt or reinvent to attract younger, experience-seeking consumers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Narrative Dining
Restaurants and brands are creating story-based dining experiences
Implications - Brands are modernizing the age-old ritual of storytelling during gatherings by curating preset narratives around the dining experiences they offer. These businesses are catering to the growing consumer desire for experiential points of distinction in their purchase decisions, while establishing a clear and intimate connection between customer and brand.
Workshop Question - How can your brand create more immersive and intimate connections with its customers?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Virtual Chef
Cooking sessions and showings are presented in the VR space
Trend - One of the more unlikely applications of VR is brands in the food space using it for lessons and food-related experiences, with everything from live-cooking sessions to visual sampling shows for customers to take part in. The use of VR in the food space allows for brands to engage customers that may be too distant to tangibly test their offerings, and provides a uniquely immersive experience for curious consumers.
Workshop Question - How could your brand incorporate VR into its campaigns?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Exploration
Typically unattainable adventures are offered via online apps and programs
Implications - Offering up an element of escapism, typically unattainable experiences and adventures are revamped into digital formats for consumer engagement. Whether it be space exploration or deep sea adventures, online experiences are emerging as away to allow consumers to, albeit temporarily, experience what it would be like to engage in those activities. Not only a great source of entertainment, these digital engagements speak to a growing desire for more one-of-a-kind, exclusive moments.
Workshop Question - How can you offer your consumer a sense of escape or adventure?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Created Exhibition
Art exhibitions allow viewers to manipulate the art themselves
Implications - Going farther than interactivity in the art exhibition world, curators and artists are now creating works that allow visitors and viewers to directly manipulate the art they're engaging with, to alter or create pieces. Where general interactivity relates to the senses, the ability to manipulate art and impact its conclusion adds an element of customization for today's easily distracted consumer.
Workshop Question - Conceptualize a campaign that would more directly engage consumers via interactivity/manipulation.
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Educated Art
Brands curate unique art installations to educate consumers
Implications - New art exhibits are popping up as a way for brands to interact with consumers, convey their messages and provide a one-of-a-kind experience. As brands focus more initiatives on connecting with consumers, before selling them a product, these installations provide the perfect platform exposure and engagement.
Workshop Question - How can you leverage a more creative outlet to captivate and educate your consumers?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hotel
Brands create custom overnight experiences for their consumers
Implications - In line with the ever-growing experience economy, brands are consistently looking for ways to engage and immerse their consumers in new ways. That’s where hotels come in. Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. More of an all-encompassing experience than pop-up, these branded hotel experiences allow retailers to not only showcase their products and services, but create environments where consumers can interact, relax and engage with the brand, turning a standard product experience into an interactive social gathering.
Workshop Question - How could you create a story or social experience around your products and services? How can you make it more of an event than merely point of purchase?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Food Gallery
Museums and exhibitions centered around specific food themes are increasingly common
Implications - Food-related museums and exhibitions are increasingly centralized around specific food items or themes, and are now typically highly aesthetically focused. This use of exhibition spaces enhances engagement with Millennial and Gen Z demographics, who are motivated by social shareability in both their day-to-day rituals and in the excursions they choose to take.
Workshop Question - How could your brand better prioritize shareability in its campaigns?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Multisensory Dining
Restaurants tap interactive, sensory elements to creative immersive settings
Implications - Keeping in line with the experience economy, those in the restaurant industry are evolving their dining experiences to incorporate more immersive, multisensory elements. Not only looking to surprise and delight their consumers, restaurateurs are tapping into themed décor, eccentric settings, and mood lighting as a way to mimic places not typically associated with food. From forest-themed experiences to dinners held in libraries, these examples speak to the need to engage consumers in a way that makes them feel immersed, engaged and completely detached from their day-to-day environments.
Workshop Question - How could you create an environment for your consumer that completely detaches them from their day-to-day?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tactile Display
Museums, exhibitions, and artwork take on "touch" as a primary feature
Implications - The rare nature of quality art has long-resulted in overtly exclusive and sterile forms of display, however many are seeking to overturn the relatively uncompromising nature of the industry by incorporating tactile experiences into their displays and pieces. The use of touch in art caters to the experiential interactivity that consumers not only prefer, but now expect from brands.
Workshop Question - How could your brand better incorporate interactivity into its products/services?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Storytelling
Storytelling mediums are being adapted with the use of VR and other tech
Implications - While visual art, cinematography and graphic design are all traditional modes of conveying a story and message, modern technology is adapting to these mediums by integrating AR and other digital tools into the mix. From comic books that offer a virtual 360 experience to books that utilize voice-control capabilities, these adaptations showcase how traditional storytelling mediums are adapting to be not only more high-tech but also experiential in nature.
Workshop Question - What technological tools could you utilize to add more storytelling elements to your brand or services?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends