Category
Lifestyle
Assisted Choices
Trend cluster
Category
Alfresco
Nightlife
Brands foster public inclusivity by taking events to the streets.
3.8
Trend score
Trend
What is the Alfresco Nightlife trend?
Alfresco Nightlife: Taking over neighborhoods and public spaces, brands begin leveraging the excitement generated by street events, creating welcoming space of interaction and shared enjoyment. As a countermovement to highly exclusive clubs and bars that thrive on secrecy and mystery, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity.
Trend themes
Themes within the Alfresco Nightlife trend
Three behaviours holding the trend together01
Outdoor Street Festivals
As a countermovement to highly exclusive clubs and bars, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity.
02
Immersive Brand Experiences
Brands are leveraging public spaces and creating immersive experiences such as fashion shows, dance performances, and interactive photo booths to engage customers.
03
Culinary Education
Food festivals that include hands-on cooking demonstrations by top chefs demonstrate how consumers are eager to learn more about international cuisine and how they can prepare it at home.
Industry implications
What the Alfresco Nightlife trend means for industry
Where the trend changes the playbookFor
Event Planning
As more companies are turning to outdoor street festivals, marketers and event planners will have the opportunity to create more communal experiences to engage audiences.
For
Retail
Interactive experiences like projection mapping shows and immersive brand events not only engage customers but also create an opportunity for product promotion and sales.
For
Hospitality
Culinary education events and Latin food festivals create opportunities for restaurants and hotels to showcase their international cuisine and engage with customers in a unique way.
Workshop question
As the marketplace for clubs and bars is changing to appeal to next generation consumers, how can your brand play a role in this leisure activity; consider how to present a branded, communal activity?
Trend signals
Trend signals for Alfresco Nightlife
Trend score 3.8 out of 10, from popularity 51%, activity 56%, freshness 8%.
Popularity51%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Alfresco Nightlife trend
7 featured examples from Feb 4, 2015 to Jan 12, 2017CategoryMarketing
Slow-Mo Brewery Photobooths
Asahi Beer Held an Immersive Event at This Shoreditch Brewery
Use of immersive experiences and branded statues to create memorable events and enhance customer engagement.
CategoryMarketing
Street Party Dessert Launches
Magnum Launched Two New Ice Creams with a London Street Party
Creating immersive food and beverage experiences, like Magnum's 'Pink and Black Emporium,' can differentiate brands and increase customer engagement.
CategoryMarketing
Teleporting Pop-Ups
Singha Beer Created a Street Pop-Up to Give Londoners a Taste of Thailand
This immersive outdoor experience presents opportunities for food and beverage companies to partner with beer brands, increasing market share and building customer engagement.
CategoryMarketing
Festive Projection Mapping Shows
Shopping District Seven Dials Launched a Festive 3D Display
Retailers can utilize innovative projection displays and interactive technology to attract holiday shoppers and create a memorable experience.
CategoryPop Culture
Cinematic Street Parties
The City of Chicago is Honoring Ferris Bueller's Day Off with Ferris Fest
Event organizers can capitalize on the trend of celebratory movie events by planning and hosting unique experiences that cater to fans and enthusiasts.
CategoryLifestyle
Sporty Street Parties
The Pepsi Hyped for Halftime Show Pumped Up a Small City
Innovative event planners can capitalize on the trend of organizing street parties and immersive city experiences.
CategoryLifestyle
Educational Latin Food Festivals
The 'Latin Food Fest' Features Hands-On Cooking Demonstrations
Organizing and hosting immersive food festivals that offer educational experiences for attendees.
