Page 30 - May #172

SPECIAL FEATURE | TRENDS FOR THE FUTURE

Life-Led Trends:

Building the Future

After two difficult years because of extenuating circumstances, there appears to be a light
at the end of the tunnel and here, Jon Blakeney - Group Partner & Managing Director,
Emre Kuzlu - Group Partner & Istanbul Managing Director and Pete Champion - Group
Partner & Creative Strategy Director from I-AM Global Experience Design Agency take a
look at a selection of key trends for the future that will aid brands moving forward.

e have reached a year of cautious yet positive for the coming years that will help brands rise to the challenge.
optimism, a year of hope and trust towards science and 1. Communitas:
Wtechnology, an outlook towards new ways to protect the Communitas is sharing through spaces built for community needs,
environment and building lives around community and joyful reunion. where every member is equal. It is a simple and deeply human
There is so much to look forward to: The Covid vaccine is leading the concept to keep the experience in focus. We keep going back to
way into further research for cancer vaccines, open discussion about the place that makes us feel valued and part of society. Brands have
mental health creates space for freedom of exploration of self, the the unique ability to push limits and immerse into “out of the box
internet is upgrading its capabilities to provide more freedom, balancing thinking” to create unique experiences. These provide opportunities
work and life, and there is more compassion towards life and nature with to build positive association in line with the brand purpose. Building
consumerism shifting from a mindless habit to a purposeful ideal. connections with people and places is possible through a harmonious
We have expectations based on stronger convictions about relationship between digital tools and bricks-and-mortar; neither is
how the future should look. Let’s dive into the four key trends, complete without the other. It’s time to get together and feel the love:

Refik Anadol’s Alkazar’s
Dream Installation