LSN : Daily Signals : Why Estonia’s newest luxury wellness destination is designed around five seasons

DIY punk aesthetics rewrite Burma Burma’s non-alcoholic menu

Burma Burma Restaurant zine by Naughty Naughty Studio, India

India – Burma Burma Restaurant is embracing punk aesthetics with a new spirit-free cocktail menu designed by Mumbai-based studio Naughty Naughty.

Inspired by punk zines, Burmese street culture and the visual language of travel journals, the book features eight spirit-free cocktails built around herbs and spices that evoke traditionally alcoholic flavours, reframing alcohol-free as expressive, playful and identity-led rather than restrictive.

Designed for audiences aged 28–65, the menu balances visual chaos with legibility and features a palette drawing on Burmese textiles, longyis, dolls, stamps and street signage. This mirrors analysis from our Human by Design report, where we highlighted how human-made content is gaining value.

In our Future Forecast 2026: Food & Drink report, we identified the rise of Mood Mixology – adaptive, multi-sensory menus designed for consumers who practise zebra striping, alternating between alcoholic and non-alcoholic drinks in a single session.

Strategic opportunity

Use subcultural aesthetics, zine formats and collage layouts to align sober choices with identity, mood and self-expression across hospitality, retail and brand experiences

Why Estonia’s newest luxury wellness destination is designed around five seasons

Estonia – Eha, a new wellness destination, is set to open in summer 2026 on Estonia’s Hiiumaa Island, a UNESCO-protected biosphere reserve in the Baltic Sea.

Designed as an intimate, community-rooted retreat, Eha will host 22 guests across eight suites and three forest cabins. The concept is structured around five seasons – summer, spring, autumn, winter and a fifth, transitional ‘springrise’ – using the island’s natural rhythms as a framework for emotional and physical recalibration.

Programming will draw on Estonian healing traditions, from birch sauna ceremonies and peat body wraps sourced from local wetlands to wild herb foraging and dawn mist walks. Guests can also enjoy a technology-free spa, sound journeys curated by immersive audio studio Olo and seasonal nutrition led by Green Michelin Star chef Peeter Pihel.

With five-night retreats priced at £5,000 ($6,705, €5,765) per person, Eha echoes insights from our Future Forecast 2026: Health and Wellness report, which identified Rhythmic Health as an emerging trend, as consumers increasingly favour cyclical living and body-led wellbeing over constant self-optimisation.

Scenic Wild Beach on Hiiumaa Island by Raul Kozenevski, Estonia

Strategic opportunity

Luxury wellness brands can differentiate by designing hyper-local, seasonal experiences that blend slowness, privacy and ritual, tapping into consumers’ growing desire for restorative, body-led wellbeing rooted in natural rhythms

Stat: Gen Z’s career commitment now averages less than two years

Cannes Lions International Festival of Creativity 2023, France

US – Short job stints and sudden exits are becoming standard for Gen Z workers, according to a new US survey by Gateway Commercial Finance, highlighting a widening gap between young employees and employers.

The study of more than 1,000 US workers found that 58% of Gen Z professionals have accepted roles they already viewed as a 'situationship': short-term and low-commitment. Only one in four say they feel invested in their job long-term, while 47% plan to leave within a year, with half of those ready to go at any moment. Average job tenure for Gen Z professionals in the US now stands at just 1.8 years.

The research suggests this transactional approach carries risks. Nearly 30% of Gen Z respondents admitted to ghosting an employer by quitting without notice. Job-hoppers also reported lower satisfaction across work-life balance, mental health, job satisfaction and financial stability than peers who stay longer.

Employers are taking note. One in four hiring managers see short tenures as a red flag, and 36% have rejected Gen Z candidates over job-hopping concerns. In response, companies are prioritising flexible schedules, clearer career paths and stronger mentorship to retain early career talent.

Explore our Gen Z Now and Next report to learn more about this generation’s relationship with work and Work States Futures to understand how to engage employees through our five key states framework.

Strategic opportunity

Design transparent progression pathways that deliver skill growth and signal credible long-term investment, making employees feel rewarded, valued and secure