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Sharing Joy the experience will evoke trust. Holding space for people for reasons
Public spaces are regaining popularity as areas of activity where beyond commercial interaction is valuable, leading to exciting exploration
people spend their free time through socializing, shopping, listening to of brand offerings.
music and immersing in artistic expression. These places act as stages
for self-expression and hubs for a community’s culture and values. As Examples:
democratised spaces they have the ability to create memories and Refik Anadol’s Alkazar’s Dream Installation - Nike Hope Alkazar in Istanbul,
build Communitas. Turkey: Nike and renowned media artist Refik Anadol collaborate once
again to create a place where art, history and physical movement merge.
Social Bonding This immersive dreamscape utilises over 100 films to create a space
With the difficulties brought on by urban living and busy schedules; where visitors are able to dance, exercise and practice yoga in a land
our communities were already fragmented before the pandemic pushed of fantasy.
them into their individual spaces. The desire for “Real life” social Branch Design to cater for social engagement - Virgin Money, UK: Virgin
engagement will create opportunities to bond communities and increase Money stores open to both customers and non-customers and provide
social cohesion once again. facilities for entrepreneurs to co-work and create in the social media
studio. The stores are a platform for social engagement, hosting a diverse
Re-Establishing Trust range of networking events, seminars, panel discussions, even morning
As more people bond through a unified experience, the provider of yoga and evening gigs, all tailored to the needs of the local community.

Virgin Money
Manchester, UK

2. Fourth Space: Enter the Metaverse
The fourth wall is an imaginary wall that separates the storyteller The metaverse is a convergence of physical and digital worlds and
from the audience. Now is the time to identify where and how your embodies the next stage of how the physical interacts with technology.
brand can utilise the metaverse to satisfy the changing needs of tech- It’s a place where people can interact, and where digital assets - land,
savvy customers. Digital twins on Metaverse offer the chance to test buildings, avatars and even names - can be created, bought and sold. To
an idea. Brands will be able to use data to create curated products succeed here brands need to understand how their customers exist in
and services, producing the commodity, putting it out on meta as a this new world.
test run before selling it in the physical world.
We will see more brands step in to the Metaverse as a way to Intangible Extravagance
prepare for the future. The possibilities are endless; there is no Investing and indulging in NFTs from art to real estate has exploded
physical limitation to what can be created. This opens up access in the past few months with incredible prices - 60 million US dollars last
to a space where reciprocal interactions are possible – this is the year. This market is expected to democratise ownership of art - being
Fourth Space: accessible to anyone who can afford it.

Building Rapport Examples:
User demographics, localisation and behaviour patterns enable UX Fashion steps into digital worlds Balenciaga: Balenciaga announced the
designers to create experiences that are personalised. Going further and establishment of a unit within their organisation entirely dedicated to
designing the digital space, where data speaks to the consumer, is an this parallel world. They teamed with the popular game Fortnite and the
invite into the Fourth Space. luxury fashion brand is bringing its clothing and signatures into the game.

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