News 01.11.2024

Need to Know

Samsonite’s new suitcase can survive space travel, The Saudi Investment Bank launches bespoke typeface and Simar Deol’s Foresight Friday.

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 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 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

Previous News Articles
Depop campaign reframes second-hand fashion as secret to personal style

News

Depop campaign reframes second-hand fashion as secret to personal style

Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date.
Fashion : Sustainability : Resale
Dermalogica launches digital community for skincare professionals

News

Dermalogica launches digital community for skincare professionals

Dermalogica has launched its Pro Community hub, a digital space designed by skin therapists, for skin therapists, with the ambition to become the U...
Dermalogica : Neo Community : Community
Stat: US study suggests Gen Alpha are fuelling cinema revival

News

Stat: US study suggests Gen Alpha are fuelling cinema revival

A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, comp...
Stat : Stats : Statistic
Volkswagen puts authenticity first in new social storytelling campaign

News

Volkswagen puts authenticity first in new social storytelling campaign

Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to...
Visual : Mobility : Volkswagen
Fairmont amplifies luxury with Devialet soundscapes

News

Fairmont amplifies luxury with Devialet soundscapes

Fairmont Hotels & Resorts is elevating its global hospitality experience through a new partnership with French audio innovator Devialet.
Hospitality : Sound : Travel And Hospitality
Stat: Regular personal care emerges as a preventive health tool

News

Stat: Regular personal care emerges as a preventive health tool

Personal care routines are being reframed as a tool for holistic wellbeing, according to a new report from Kenvue, the parent company of brands suc...
Stat : Statistic : Beauty
Sephora and Lady Gaga reframe beauty through belonging

News

Sephora and Lady Gaga reframe beauty through belonging

Sephora has unveiled a campaign with Haus Labs by Lady Gaga, spotlighting beauty as a force for belonging and self-acceptance.
Sephora : Beauty : Inclusivity
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, the Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and viral moments we’re all talking about. Here...
Foresight Friday : Fragmenting Societies : Misinformation
Stat: Great wealth transfer looms for young Americans

News

Stat: Great wealth transfer looms for young Americans

A new survey from insurance agency Choice Mutual reveals that two-thirds of Americans aged 18–43 expect to receive, or have already received, an in...
Stat : Statistic : The Great Wealth Transfer
KitKat launches commuter camouflage hoodie for uninterrupted travel breaks

News

KitKat launches commuter camouflage hoodie for uninterrupted travel breaks

KitKat has released a limited-edition Commuter Camouflage hoodie that blends into the patterned seats of Australian public transport, designed to g...
Advertising : Food : Australia
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN