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Why James Turrell is designing for awe in an age of attention fatigue

As Seen Below – The Dome, a Skyspace by James Turrell, Denmark

Denmark – In June 2026, ARoS Museum of Art in Aarhus, Denmark, will unveil As Seen Below, the largest Skyspace artist James Turrell has ever created within a museum setting.

Measuring 16 metres high and 40 metres wide, the dome is reached via a subterranean, light-filled corridor before opening into a vast, seated chamber. Here, precisely calibrated artificial light alters perception, making the aperture to the sky appear both intimate and infinite. Timed light sessions at sunrise and sunset anchor the experience in natural rhythms, with colours shifting to blur the boundary between artificial and natural light.

We began tracking The Awe Economy in 2022, as brands leaned into wonder and the sublime to counter cultural malaise. As Seen Below reflects how this trend is evolving, with museums becoming immersive, tech-enabled spaces for recalibrating perception, as explored in our Future Museums report.

At the same time, Turrell’s dome points to a wider rise of transformative structures designed to shape emotion and attention. As outlined in our Archi-tainment report, these next-level experiences are increasingly influencing cultural, commercial and public spaces alike.

Strategic opportunity

As attention fatigue accelerates, design for temporal immersion rather than constant stimulation. Use campaigns, billboards or social media posts to create moments that recalibrate attention and encourage collective pause

F1 team names Anthropic's Claude as Official Thinking Partner

Global – AI company Anthropic has announced a multi-year partnership with Atlassian Williams F1 Team, naming its AI model Claude as the team’s 'Official Thinking Partner'.

Integrated across the entire Williams organisation, Claude will work alongside engineers and strategists to support race strategy, car development and operations, as Formula 1 enters what the team describes as its ‘biggest regulatory shift in a generation’.

Claude is positioned as a reasoning-led system designed to help teams analyse complex information, challenge assumptions and make clearer decisions under pressure. For Williams, the partnership reflects a long-standing belief that competitive advantage is found in how teams think as much as how they build.

Claude branding first appeared on the FW48 cars, drivers and team kit at the 2026 livery reveal in February 2026, marking what both partners frame as a test case for thoughtful AI in elite performance environments.

Discover more about how AI is reshaping the sports industry in our strategic foresight report made in partnership with G42, The Future of Sport and AI: 2025.

AI Imagery by G42, UK

Strategic opportunity

Embed AI as a thinking partner within strategy and decision workflows to signal organisational maturity – using models to challenge assumptions and strengthen long-term judgement

Stat: E-commerce enters the age of spontaneity as AI reshapes discovery

Selfridges Unlocked, UK

Global – A new consumer survey by AB Tasty highlights five e-commerce trends set to define winning strategies in 2026, pointing to a more spontaneous, AI-led path to purchase.

Based on insights from 6,000 shoppers across the US, UK, France, Italy and Australia, The Spontaneous Shift reveals that while traditional search engines still dominate discovery, their influence is waning. Some 60% of shoppers now begin their journey with search, down from 63% last year, signalling growing fragmentation in how consumers find products.

To conclude its analysis of consumer habits, the study asked respondents to identify the persona that best describes their online shopping habits. Nearly 30% said they are comparison-oriented, making it the most common mindset among digital shoppers today. At the opposite end of the spectrum, just 11% identified as speedy shoppers, prioritising fast checkouts over research or deliberation.

Other shopper types, including review-oriented, confident and detail-oriented consumers, were more evenly distributed, each accounting for roughly 18–21% of respondents. The findings highlight how varied paths to purchase have become, from shoppers who rely heavily on peer reviews to those who know exactly what they want with minimal guidance.

E-commerce experiences must cater to multiple shopper needs without overwhelming or underserving users. Explore our New Codes of Value macrotrend report to learn how to design effective shopping journeys for these cost-conscious consumers.

Strategic opportunity

As consumers become savvier, brands should tailor pages to surface reviews, specifications or promotions based on behaviour, helping shoppers feel recognised and supported throughout their journey