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Lego botanicals boost grown-up relaxation

Lego Botanical Collection, Denmark

Global – Toy brand Lego is launching a botanical collection aimed at adults who want to destress and relax through simple, mindful activities.

The decorative collection includes a bouquet and bonsai tree, allowing consumers to bring elements of nature into their homes without needing to be an experienced gardener. As well as providing maintenance-free blooms, several elements in the collection are also made from plant-based plastic, produced using sustainably sourced sugar cane.

With research by Lego revealing that eight in 10 adults engage in some form of play to help them relax, the botanical collection aims to provide an accessible type of craft to achieve a state of mindfulness. ‘As adults look for new ways to switch off and relax, we’re delighted to be able to help them seek solace from their busy everyday lives as they immerse themselves in creating these beautiful botanical builds,’ says Jamie Berard, design lead at the Lego Group.

As we explore in Pleasure Revolution, consumers are engaging in activities that embrace states of boredom and reframe the experience of dead time.

Urban escape pods inspired by interstellar travel

Jupe, US

US – Prefab shelter company Jupe has unveiled flat-packed urban escape pods built for short-term stays.

Taking inspiration from the shape of cut diamonds and interstellar shuttles, the temporary structures use aluminium masts to create their distinct geometric shape. Offering a luxurious semi-outdoor stay, the interiors of the Jupe units were designed in collaboration with boutique hotelier Liz Lambert. The pods are intended for city dwellers seeking a modern alternative to traditional travel spaces such as cabins, tents or yurts, all of which are typical for nature getaways.

‘Experiencing the natural wonders of the world shouldn’t mean being forced to disconnect while staying in a less-than-inspirational living space,’ says Jeff Wilson, co-founder and CEO of Jupe. ‘During these times when most of us are craving a true escape, Jupe provides an experience perfectly suited for socially distanced travel,’ he adds.

For more on this, read Anti-social Sanctuaries, where we cover why affluent consumers are paying a premium for travel locations that promise total seclusion.

One LDN’s workouts harness women’s cycles

London – Fitness studio One LDN is focusing on the impact of menstrual cycles in its new body transformation programme, the Curve.

Recognising the effect of hormone fluctuations on the fitness experience, the Curve tailors workouts to people with menstrual cycles. By signing up to the service, consumers gain access to an eight-week, personalised programme featuring bespoke exercise routines, nutritional guidance, recovery sessions and ongoing email support.

One LDN is tapping into a gap in the market by considering how hormonal changes affect energy levels, metabolism and vulnerability to injuries, among other elements. Evgenia Koroleva , founder of One LDN, said: ‘We want women to take control of their bodies and with this programme we are really thinking about how to work with your body and not against it to achieve the optimal long-lasting results based on the time of the month.’

While recognition of menstrual cycles is still a nascent area in the fitness spaces, Cyclical Beauty brands are creating products that tap into natural human cycles and chronobiology.

The Curve by One LDN, London

Stat: UK consumers are embracing grocery discounters

Omsom, US

According to research by Mintel, more British consumers are shopping at food discounters like Aldi and Lidl for economic reasons as a result of the pandemic.

Mintel estimates that in 2020, Britons spent £24bn ($32bn, €26bn) at discount supermarkets, with that figure set to rise by almost 30% to £31bn ($41bn, €34bn) by 2025. When surveyed, 86% of Britons said they shop at discount supermarkets, with 28% of consumers citing price as more important than product quality. In addition, food discounters are considered more convenient to over half (52%) of respondents, as the small product range on offer makes shopping easier.

‘Food discounters have managed to successfully carve out a unique niche in the market and are well positioned to benefit from the economic uncertainty caused by the Covid-19 pandemic,’ says Piers Butel, retail analyst at Mintel. To continue attracting consumers amid the turbulence of Covid-19, clothing and apparel retailers are also turning to off-price retail strategies.