# Soothing Activation Installations and pop-up experiences prioritize calming designs. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 24, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/soothing-activation ## Key Figures - Trend score: 6.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 28 to Jun 22, 2019 - Published: Jun 24, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Soothing Activation trend ### Wellness Installations Companies are creating installations that promote mindful wellness, providing an escape from day-to-day stress in urban environments. ### AR Meditation Brands are creating non-intimidating AR experiences promoting meditation to provide a relaxing moment in public environments. ### Immersive Sensory Installations Brands are collaborating on immersive installations that awaken the senses through multi-sensory experiences, utilizing various materials and technologies. ## What the Soothing Activation trend means for industry ### For 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 for Soothing Activation Trend score 6.6 out of 10, from popularity 94%, activity 94%, freshness 8%. - Popularity: 94% - Activity: 94% - Freshness: 8% ## Examples of the Soothing Activation trend 4 featured examples from Mar 28 to Jun 22, 2019. - [Multi-Sensory Forest Installations](https://www.trendhunter.com/trends/forest-installation): SHISEIDO and teamLab Created the 'S E N S E' Installation (Category: Art & Design) Implication: Creating memorable and transformative experiences for travelers through the integration of sensory elements in airport terminals and other travel destinations. - [Calmly Immersive Sound Experiences](https://www.trendhunter.com/trends/immersive-sound-experience): Sonos and Google Bring Consumers a Multi-Room Experience (Category: Art & Design) Implication: Consumer electronics companies can leverage the trend towards immersive audio experiences by developing innovative products that offer high-quality, multi-room sound. - [Breath-Based AR Experiences](https://www.trendhunter.com/trends/ar-experiences): Yakult's Magic Mirror Activation Explores the Science of Breathing (Category: Marketing) Implication: The wellness industry has the opportunity to leverage breath-based AR experiences to create novel approaches to lifestyle and self-care. - [Uplifting Digital Billboards](https://www.trendhunter.com/trends/emotional-art-gallery): Clear Channel & Affairs Teamed Up to Create the Emotional Art Gallery (Category: Lifestyle) Implication: Opportunity for outdoor media companies to explore new ways of engaging audiences through emotionally impactful digital billboards. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)