# Pop-Up Well-Being Playgrounds The 'Paradise Now' Urban Outdoor Spa Offers Complimentary Sessions By Laura McQuarrie | Published 2018-09-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/paradise-now References: [instagram](https://www.instagram.com/p/Bna748-giNg/?taken-by=ecclestonyards) & [ecclestonyards](http://www.ecclestonyards.com/) 'Paradise Now' is now open in London, introducing itself as "the capital's first well-being playground." At the free-to-enter urban outdoor spa, people are able to indulge in complimentary 30-minute treatments that help to address some of the troubles of living and working in a busy city center. At the unmissable pink pop-up playground, people will be able to experience a refreshing mist from a waterfall that's enriched with naturally energizing minerals, as well as extracts from raspberry leaf, aloe vera, chamomile and citrus. Visitors may also refresh themselves at the Electrolyte Aqua bar, a large-scale infrared light installation and the "haptic dunes," meditation zone. Paradise Now is helping to kick off the launch of Eccleston Yards, a new destination for dining, shopping, well-being and co-working spaces that has the potential to appeal to everyone from foodies and creative to health nuts. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 83% | Activity: 92% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Well-being Pop-up Experiences:** The rising trend of pop-up well-being experiences is disrupting the traditional spa industry and presenting opportunities for experiential marketing. - **Urban Outdoor Spa:** The emergence of urban outdoor spas is creating innovative opportunities to integrate well-being practices into city living, presenting product and service opportunities for businesses in the hospitality and wellness industries. - **Complimentary Treatments:** The growing trend of offering complimentary treatments is disrupting the wellness industry and presents opportunities for customer acquisition and building brand loyalty. ### Who This Affects Most - **Hospitality:** The hospitality industry can leverage the emerging trend of pop-up well-being experiences by offering a unique, immersive experience to guests, creating brand loyalty and differentiation. - **Wellness:** The wellness industry can embrace the trend of urban outdoor spas and complimentary treatments to position themselves as innovators and create unique product and service offerings. - **Marketing:** The emergence of pop-up well-being experiences presents opportunities for experiential marketing, creating unique and engaging brand activations that can drive brand awareness and customer acquisition. ## Related on Trend Hunter - [Forest Bathing Beauty Pop-Ups](https://www.trendhunter.com/trends/tatcha-beauty-pop-up.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Interactive Illustrative Refreshment Pop-Ups](https://www.trendhunter.com/trends/a-touch-of-colour-popup.md) - [Summer Sunset Pop-Ups](https://www.trendhunter.com/trends/sundown-spots.md) - [Paradise Sparkling Water Activations](https://www.trendhunter.com/trends/greetings-from-paradise.md) - [Innovative Wellbeing-Focused Bars](https://www.trendhunter.com/trends/selfridges-1.md) - [Multi-Sensory Fragrance Experiences](https://www.trendhunter.com/trends/scent-sanctuary.md) - [Festive Skincare Pop-Ups](https://www.trendhunter.com/trends/byoma-wonderlab.md) - [Immersive Wellness Experiences](https://www.trendhunter.com/trends/jpa-design.md)