LSN : Daily Signals : TikTok creator Brandon Edelman re-imagines brand trips with Bran Trip

Viva Technology 2025: AI in healthcare, building resilient cities and phygital fashion experiences

Philips Healthcare

France – As Viva Technology 2025 opened in Paris, speakers explored how technology can be used to address and help solve global challenges in healthcare, travel and urban life.

In a session chaired by Wired deputy global editorial director Greg Williams, healthcare leaders discussed the real-world applications of AI in medicine. Clara Léonard, product medical director of Doctolib, made a compelling case for deploying AI as an ethical imperative, stating: ‘If we did not leverage this technology for healthcare, we would be doing a disservice to humankind.’

Shez Partovi, chief innovation officer at Philips, cited the Lumify Handheld Ultrasound as a case study. This AI-enabled tool simplifies key measurements to identify abnormalities during pregnancy and reduces training time from weeks to just hours. As a result, more frontline health workers can use the technology and integrate it into routine care. Here, AI isn’t about replacing humans but about augmenting capacity and helping to overcome systemic bottlenecks in global health systems.

Elsewhere, attention turned to the role of infrastructure in designing sustainable tourism futures. Catriona Meehan, director of public affairs at Omio Travel, emphasised the need to bring tourists and locals closer together. ‘We need to think about what is already there,’ she said, calling for greater transparency around local services. She argued that to encourage lower-impact travel, users need intuitive access to regional transport networks.

Over on The Discovery Stage, Dmytro Kornilov, founder of innovation tech studio FFFACE.ME, led a Live Phygital Catwalk with an interactive demo of fashion and beauty products. By scanning QR codes stitched into the garments, audiences could unlock augmented reality layers on their phones – transforming the runway into a hybrid, participatory experience. Head to our Three Key Takeaways From NRF 2025: Retail’s Big Show report for more insights on how brands can incorporate phygital into their retail strategies.

Strategic opportunity

As we enter The Synthocene Era, brands should think beyond automation and consider how technology can extend human capability, unlock access and amplify creativity – especially in healthcare, infrastructure and experiential retail

TikTok creator Brandon Edelman re-imagines brand trips with Bran Trip

US – TikTok creator Brandon Edelman (@bran_flakezz) has launched the first-ever Bran Trip – a fan-focused spin on the traditional influencer brand trip. To celebrate reaching 1 million followers (now 1.3m), Edelman invited three followers and their plus-ones to Philadelphia for a weekend of curated experiences, gifting and community bonding.

‘I want to see more influencers interact with their community and genuinely show appreciation for their followers,’ said Edelman, who is known for uplifting local Black-owned businesses and speaking out politically. His followers were required to post TikToks using #thebrantrip and prove they didn’t vote for Donald Trump in 2024 to apply.

More than 30 brands – including Abercrombie & Fitch, Shark, Drunk Elephant and Béis – contributed to the event. Guests received luxury gifting and took part in activities including a Phillies game, spa treatments and a rooftop dinner.

Edelman hopes the Bran Trip will become a recurring community-driven series.

Our analysis in The New Creatorverse report highlights how content creators are becoming dominant forces, establishing extensive multimedia intellectual property and leading the charge in cultivating vibrant online communities.

#thebrantrip by bran__flakezz, US

Strategic opportunity

Design community-driven brand trips that prioritise very important customers (VICs) over industry exclusivity. Use these moments to gather real-time feedback on products and services, deepen brand loyalty and activate hyper-engaged micro-communities offline

Stat: Young travellers prioritise the journey as much as the destination

E10 Shinkansen train by East Japan Railway Company and Tangerine, Japan and UK

US – Nearly three-quarters (70%) of Millennials and Gen Z say they prefer to plan trips that focus on enjoying the journey as much as the destination, opting for experiences like luxury rail or cruise travel, according to American Express Travel’s 2025 Global Travel Trends Report.

The findings reflect a growing appetite for intentional, meaningful travel, with Gen Z and Millennials leading the charge across categories. Some 80% use travel planning apps or social media to streamline trips, while 75% say it feels like a reward when they book travel with credit card points.

‘Travellers, especially Millennials and Gen Z, are motivated to book thoughtful, meaningful trips this year,’ said Audrey Hendley, president of American Express Travel.

Beyond tech and rewards, 82% of younger travellers seek one-of-a-kind goods that will remind them of their trip. Some 57% of Millennials and Gen Z surveyed intentionally travel to a destination to find high-quality items that are hand-made and authentic to the destination they are visiting.

For more insights on why Gen Z are increasingly interested in cruises, head to our Cruise Ship Market report.

Strategic opportunity

Consider how to re-imagine the journey itself with elevated rail lines, airlines or cruise operators that can offer immersive, branded experiences during transit. Could you curate playlists, onboard pop-ups or develop mindfulness zones that reflect your brand’s ethos?