Category
Lifestyle
Assisted Choices
Trend cluster
Category
Soothing
Activation
Installations and pop-up experiences prioritize calming designs.
6.6
Trend score
Trend
What is the Soothing Activation trend?
Soothing Activation: Brands and artists are creating installations that evoke a sense of calm. These are typically placed in urban environments where stress and activity tend to be the norm. The installations focus on experience over sales and connect due to their ability to offer urban consumers an escape from their day-to-day.
Insight
The consumer insight behind the Soothing Activation trend
Consumers in urban environments tend to feel quite stressed out and this can be traced to a variety of reasons — from a demanding work environment or social life to overcrowded public spaces and traffic. As they increasingly long for a moment of peace while outside, city dwellers are more likely to notice and engage with activations that promote mindful wellness on-the-go. Participants do not only feel a bit more relaxed, but they are also more receptive to the brand that's providing the experience.
Trend themes
Themes within the Soothing Activation trend
Three behaviours holding the trend together01
Wellness Installations
Companies are creating installations that promote mindful wellness, providing an escape from day-to-day stress in urban environments.
02
AR Meditation
Brands are creating non-intimidating AR experiences promoting meditation to provide a relaxing moment in public environments.
03
Immersive Sensory Installations
Brands are collaborating on immersive installations that awaken the senses through multi-sensory experiences, utilizing various materials and technologies.
Industry implications
What the Soothing Activation trend means for industry
Where the trend changes the playbookFor
Advertising
Using calming images or sounds to convey a positive message to the public can create a deeper connection to a brand and convey values that resonate within a target audience.
For
Retail
Creating immersive installations or pop-up experiences that focus on experience over sales can create a more lasting impression with consumers and encourage positive brand associations.
For
Wellness
Utilizing technologies like AR to promote meditative experiences in public environments can help reduce stress and anxiety associated with busy urban lifestyles.
Workshop question
Conceptualize a mood-focused installation based on your brand identity.
Trend signals
Trend signals for Soothing Activation
Trend score 6.6 out of 10, from popularity 94%, activity 94%, freshness 8%.
Popularity94%
Activity94%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Soothing Activation trend
4 featured examples from Mar 28 to Jun 22, 2019CategoryArt & Design
Multi-Sensory Forest Installations
SHISEIDO and teamLab Created the 'S E N S E' Installation
Creating memorable and transformative experiences for travelers through the integration of sensory elements in airport terminals and other travel destinations.
CategoryArt & Design
Calmly Immersive Sound Experiences
Sonos and Google Bring Consumers a Multi-Room Experience
Consumer electronics companies can leverage the trend towards immersive audio experiences by developing innovative products that offer high-quality, multi-room sound.
CategoryMarketing
Breath-Based AR Experiences
Yakult's Magic Mirror Activation Explores the Science of Breathing
The wellness industry has the opportunity to leverage breath-based AR experiences to create novel approaches to lifestyle and self-care.
CategoryLifestyle
Uplifting Digital Billboards
Clear Channel & Affairs Teamed Up to Create the Emotional Art Gallery
Opportunity for outdoor media companies to explore new ways of engaging audiences through emotionally impactful digital billboards.
