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Samsonite’s new durable suitcase can survive travelling to the edge of space

Proxis by Samsonite, US

Global – Samsonite has unveiled its latest innovation, the Proxis Space collection, setting new standards in travel gear with sustainability and advanced technology. The collection features Samsonite’s eco-friendly Roxkin material, designed to be ultra-durable, lightweight and fully recyclable, catering to eco-conscious travellers.

In a groundbreaking move, the American brand sent its lightest-ever suitcase to the edge of space in collaboration with the pioneering team at Sent Into Space. This launch, which took place near Las Vegas was a testament to the suitcase’s durability and cutting-edge design, as the Proxis returned to Earth fully intact. ‘Proxis Space is about crafting solutions that meet the evolving needs of today’s travellers,’ said Stephanie Benedetti, Samsonite Europe’s head of product development, in a press release.

A unique selling point of the range is its smart functionalities, such as integrated tracking via an embedded device and compatibility with the company's WeCare warranty scheme, emphasising Samsonite’s commitment to responsible production and extended product life cycles.

In Cosmic Couture, we explored how luxury brands are tapping into the exclusivity and grandeur associated with venturing beyond Earth with new materials and designs created for space travel.

Strategic opportunity

Consider leveraging the ‘space-tested’ narrative for product campaigns to communicate innovation, resilience and future-focused values

The Saudi Investment Bank celebrates national identity with bespoke typeface

United Arab Emirates – The Saudi Investment Bank and creative agency Impact BBDO have launched I am Saudi, a campaign celebrating national heritage with a bespoke typeface.

Inspired by architecture, art and cultural traditions across the Kingdom, each letter in the typeface reflects a regional heritage, merging traditional Kufic script with a contemporary look.

Alongside the typeface, Impact BBDO has spearheaded the creation of an image library in partnership with The Saudi Investment Bank and Arabsstock. While the typeface reflects the country’s diversity through design, the library showcases the people and places that inspired the font’s creation.

Released on Saudi National Day, both the font and library are free, encouraging creative use to foster national pride and unity.

The campaign reflects insights from The Future Laboratory and Together Group’s New Codes of Luxury in Saudi Arabia report, which explored the Kingdom’s aims to promote culture, conserve heritage and boost enterprise within the emirate.

I am Saudi by The Saudi Investment Bank and Impact BBDO, UAE

Strategic opportunity

Utilise brand assets such as custom typography and images to authentically convey your business values. This approach not only strengthens your brand identity but also fosters deeper connections with your audience by reflecting shared cultural narratives

Foresight Friday: Simar Deol, foresight analyst

AI imagery by The Future Laboratory

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Simar Deol unpacks the latest US election news.

: At a recent rally, former president and Republican candidate Donald J Trump chose comedian Tony Hinchcliffe to kick off the event. However, Hinchcliffe’s jokes backfired. He called Puerto Rico a ‘floating island of garbage’, causing pop icon and Puerto Rican native Bad Bunny to immediately declare his support for Democratic nominee and vice-president Kamala Harris. As reported in The Power of Precision Micro-Influencing, young voters are likely to turn to influencers and celebrities ahead of the upcoming elections.

: Keeping in line with US election news, following Washington Post owner Jeff Bezos’ decision to block an endorsement of Kamala Harris, more than 200,000 people have cancelled their digital subscription to the news platform. The figure represents 8% of its total subscribers, showcasing that consumers expect businesses to express their political and identity values.

: With the economy being the most pressing matter for most voters, economists are perplexed as to why many still feel a lingering pessimism in the US, despite inflation rates returning to normal, according to The New York Times. The ongoing ‘vibecession’ is almost over, but businesses need to be wary that consumer mindsets have changed as a result of years of struggling with the Cost of Living Crisis.

Quote of the week

‘Do not put our lives in the hands of politicians, mostly men, who have no clue or do not care about what we as women are going through’

Michelle Obama, author and former first lady of the United States

Stat: Rapid increase in e-waste raises need for circular solutions

Zünc Studio for The Future Laboratory, UK

Global – In a study published in Nature, scientists from the University of Cambridge and the Chinese Academy of Sciences warn of a significant growth in e-waste as a result of the rapid advancement of AI infrastructure.

The study aims to prepare, not deter, the industry from expansion, emphasising that while the energy costs of AI have been closely monitored, the impact of physical waste has been overlooked. ‘Our results indicate potential for rapid growth of e-waste,’ the researchers write, predicting an increase from 2,600 tonnes in 2023 to at least 400,00 tonnes in 2030 (equivalent to discarding more than 10bn iPhones per year) – with the possibility of the figure reaching 2.5m tonnes.

To mitigate this potential crisis, the researchers advocate for sustainable solutions, including circular economy models where obsolete technology is repurposed or recycled. They argue that the scale of e-waste will depend on whether the industry adopts environmentally conscious practices now and highlight that the future waste crisis ‘is not an inevitability but a matter of choice’.

In our The Synthocene Era: Far Futures report we discuss responsible and sustainable AI usage and the long-term effects of this transformational technology.

Strategic opportunity

Explore opportunities to create or invest in sustainable AI hardware that uses less energy and generates less waste, positioning your company as a greener AI leader