Wunderman Thompson：2023复魅时代报告（英文版）（119页）.pdf

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1、The age ofre-enchantmentEmerging trends and opportunitiesA REPORT BY WUNDERMAN THOMPSON INTELLIGENCE2The age of re-enchantmentW elcome to the age of re-enchantmentIntroduction WelcomeIts time to remake the world through the lens of re-enchantment,where the new brand metrics are jaw drops,heart swell

2、s,and goosebumps.Brands can help people transcend tough times and jolt them from long-standing malaise by celebrating the thrilling,the uplifting,the awe-inspiring,and the magical.Whether numbed by pandemic isolation,burned out by grind culture,or shocked by the 21st-century horrors of politics,war,

3、and climate crisis,people are feeling a sense of absence that is hard to neatly define.More than three-quarters of people now say they“just want to feel something,to feel alive”and 74%say they feel like they are waiting for something good to happen.Uncertain times might imply a shift to a more pract

4、ical attitude,but instead people are yearning for emotion-inducing experiences that deliver feelings of joy and wonder,craving the spectacular,the surreal,and the otherworldly.Even darker thrills are inspiring to some:the fear-inducing,the uncanny,the dystopian.We saw the first shoots of this moveme

5、nt in this years“Future 100”:in the appetite for adventure and thrills in Remote Dining,in the craving for amazement in Multiversal Design,and in the burgeoning joyconomy expressed in Ageless Play.People have always enjoyed being transported,but crucially,there is now an appetite for brands to deliv

6、er this:65%of people would like brands to wow them with spectacular advertising and marketing,and 61%want brands to help them feel intense emotions.In fact,almost twice as many people say they are likely to buy from brands that bring them a sense of joy(49%),or those that surprise and delight them(4

7、5%),than from brands that just do what they say they will(26%).Yet few brands are tapping into this desire:70%of people say they cant remember the last time a brand did anything that excited them.The trends that follow explore the yearning for re-enchantment.Our hypothesis maps them to three overlap

8、ping needs:first,a quest for reawakening and sense-making in a chaotic and confusing world;second,a desire to transcend the everyday and feel part of something bigger than ourselves;and finally,an optimistic impulse to actively usher in a kinder,more hopeful future.At their heart,these trends are ab

9、out bettermentboth personal and collective.Via 18 original trends backed by proprietary survey data,and interviews with 20 thought leaders in the space,this report sets out a path for brands to reflect the new mindsetand re-enchant the world!Marie StaffordGlobal Director,Wunderman Thompson Intellige

10、nce3The age of re-enchantmentContentsIntroduction 4By the numbers 16Trends 25 Awakening 26 Dark comforts 28 Mortal branding 33 Full-spectrum feels 36 Generative awe 40 Absurdist retail 46 Selling serendipity 50 Transcending 54 Transcendent wellness 56 Natural upskilling 60 Intrepid dining 64 Monumen

11、tal wonders 67 Multiversal luxe 72 Sensory techtopias 75 Reimagining 80 New spiritual rebels 82 Fear for good 87 Next-gen luddites 91 Design untamed 95 Radical reconnection 99 Unleashing the joyconomy 104Brand takeaways 110Methodology 115Acknowledgements 116About us 118Connttse4The age of re-enchant

12、mentIntroduction udoIctnrotni5The age of re-enchantmentIntroduction Re-enchantment definedRe-enchantment definedWe define re-enchantment as fulfilling a craving for feelings of wonder and awe,an appetite for joy and fun,and an openness to thrills and adventure.It also includes more than a hint of my

13、stery and the willingness to experience a few goosebumps.We yearn to feel something,whether its delight,awe,surprise or exhilaration.In part,the need for re-enchantment is linked to the dull fate of becoming adults:we lose our sense of childlike wonder over time and the world becomes less magical.Bu

14、t its also a much-needed counter to the times we live in.As we will outline,we live in a rational,explained world,and one in which we are harried and anxious,with little time to pause and pursue these sensations.This has been compounded by the pandemic experience:“the least fun years any of us will

15、collectively experience,”according to psychologist Mike Rucker.In more ways than one,something has been lost.There is an absence,a vacuum to be filled.That is why we call it re-enchantment.As our trends will show,the emotions of re-enchantment are powerful;they can help us make sense of a complex wo

16、rld,they make us feel part of something meaningful that is bigger than ourselves;and they can instill optimism,opening our eyes to future possibilities.While the trends that follow resonate widely across markets and cohorts,we dived deeper into the views of generation Z where relevant to gain some p

17、ointers on how the trends might evolve.But over the next few pages,our Drivers set out why this is happening now.Forces of Nature by Bompas&Parr,part of the AlUla Moments festival season in Saudi Arabia6The age of re-enchantmentIntroduction Re-enchantment definedof this age,it would look a lot like

18、fear.For years now weve been running like rabbits.”spirit“If there were a/Katherine May,Enchantment:Reawakening Wonder in an Exhausted Age,2023 The age of re-enchantment7DriversThe desire for experiences that can uplift,inspire,and enthrall is eternal,but it is becoming more intense in an age that i

19、s,and has been,plagued by unease.Crucially,the desire for brands to deliver more emotional intensity across touchpoints feels heightened.In our interviews with global thought leaders,we asked why the demand for re-enchantment is on the rise,which helped us to identify the following primary drivers o

20、f our trends.Generation dreadIn the past few months,economic journalists have revived the term polycrisis,which describes the interplay of multiple shocks whose impact manages to exceed the sum of their parts.Collectively,we are navigating some of the toughest challenges in living memory,beset by ec

21、onomic turbulence,rampant inequality,conflict,and polarization,not to mention the pandemic,all set to the backing track of a mounting climate emergency.Together,these factors contribute to a pervasive sense of unease and uncertainty.Just 25%of people say they are positive about the way things are go

22、ing in the world,and 71%are anxious about the state of the planet.(For the top issues facing the world by country,please see the chart on the following page.)Introduction DriversThe Last of Us,HBO12345The age of re-enchantment8Generation Dread:Interconnected anxietiesIntroduction DriversBiggest prob

23、lems facing the world today(top five ranking by country)KEY Inflation Climate change Poverty and hunger Access to affordable healthcare Mental health Crime Wars Infectious diseases and epidemics Inequality ALL COUNTRIESRANKUNITED STATESUNITED KINGDOMCHINA12345The age of re-enchantment9The hyperratio

24、nal worldOur world is dominated by pragmatic,functional leadership,our lives are quantified in data,and our choices are marshalled by algorithms.Little mystery remains when we can summon up the answers to almost anything in seconds.Even entertainment seems formulaic,mining past successes to endlessl

25、y churn prequels,sequels,and remakes.Brands can do more to deliver inspiration:according to Wunderman Thompsons data,61%of people say that“companies and brands arent doing anything original these days.”Hyperrationality is leaving us jaded,says psychologist Kirk Schneider,author of Life-Enhancing Anx

26、iety:Key to a Sane World.He explains that the“efficiency-oriented life”is driving a“yearning for something deeper in our lives,a greater sense of purpose and meaning.”boring,“We tend to live in the trappings of the mundane,the/Jason Silva,artist,filmmaker,storyteller,TV personality,and futuristand t

27、he ordinary.”Introduction Drivers3.24 by 404.zero,part of the 2023 Thin Air exhibition at The Beams in London,UKThe age of re-enchantment10Attention for saleFrom the 24-hour news cycle to the reductive chatter of social media,from caring responsibilities to the productivity demands of grind culture,

28、day after day,people face unprecedented clamor for their attention.Psychologist Mike Rucker,author of The Fun Habit,explains to Wunderman Thompson Intelligence:“We have had to develop really advanced heuristics and algorithmic ways to get through life,because,if not,we would be crushed under the del

29、uge of information coming to us.”Despite this,we compound the problem ourselves because we fear boredom,says Kenneth Carter,Charles Howard Candler professor of psychology,Oxford College of Emory University.We fill our time with entertainment that turns into“a constant drone of content.”The upshot is

30、 that we feel depleted:almost half of people(46%)say they“feel tired and burned out all the time,”and 67%agree that technology is making us“feel more detached from the real world.”The joy deficitMental health is now a global crisis and more than 1 billion people have a form of mental disorder,accord

31、ing to the World Health Organization.This was exacerbated by the COVID-19 pandemic,which will be remembered as a generation-defining event,exposing millions to the impacts of illness,grief,isolation,and sensory deprivation.Dacher Keltner,psychology professor at University of California,Berkeley,and

32、one of the worlds foremost experts in awe,believes that in many parts of the world we are suffering from awe deprivation.He tells Wunderman Thompson Intelligence that younger generations in particular“are more stressed,anxious,and self-conscious than at any time in history.”Introduction DriversThe U

33、ncomfortable Entrance by Katerina Kamprani,part of The Uncomfortable collectionEngagement Mugs by Katerina Kamprani,part of The Uncomfortable collectionThe age of re-enchantment11Now more than half of generation Z and parents with children under 18 tell us they “are too stressed with daily life to t

34、hink about seeking experiences that are all about fun.”Many are missing out on the wellbeing benefits of emotions such as joy and awe (see Elements of Re-enchantment section for more).Fraying social fabric Is friendship in decline?Data from the Survey Center on American Life released in 2021 shows a

35、 sharp decline in friendships over the past three decades:49%of Americans reported having three or fewer close friends,compared to 27%in 1990.The number who had no close friends at all quadrupled over the same period.This is a pattern that repeats in other countries.A 2023 study by Ipsos across 32 m

36、arkets reported that,on average,21%of respondents had no friend or relative on whom they could rely in time of need.In more individualist societies,people report a loss of community spirit.In the United States and the United Kingdom,more than six out of 10 people agree that“theres no sense of commun

37、ity anymore”compared with four out of 10 in China.In a sign of the times,disruptive scenes in theaters in London and New York exemplify a new era of toxic individuality in which etiquette and social niceties are thrown out the window.This all matters because collective experiences are important sour

38、ces of emotions such as joy and awe.“The fundamental social challenge of the era is how to rebuild community that has been lost,”says Keltner.Faced with multiple societal challenges that require collaboration on a systemic level,recognizing and nurturing our interdependence is becoming ever more cru

39、cial.Introduction Drivers12The age of re-enchantmentIntroduction Elements of re-enchantmentRe-enchantment can take many forms and channel different emotions or sensations.Here we explore some of the key emotions brands can harness,and what they can do for us.Awe and wonderIn his seminal book Awe:The

40、 Transformative Power of Everyday Wonder,psychology professor Dacher Keltner explains:“When we experience awe,regions of the brain that are associated with the excesses of the ego,including self-criticism,anxiety,and even depression,quiet down.Awe shifts us from a competitive,dog-eat-dog mindset to

41、perceive that we are part of networks of more interdependent,collaborating individuals.”Experiencing awe elevates our thinking beyond making meaning out of the everyday,and changes our perspective to a more prosocial outlook that can offer transcendence.Keltner describes the“eight wonders of life”th

42、at can induce awe,from witnessing moral beauty and mortality,and enjoying nature,music,and visual art to experiencing collective effervescence,spirituality,or an epiphany.Its worth noting that the word awe derives from the same word as fear,so experiences can sometimes be negative as well as positiv

43、e.Elements of re-enchantmentNorthern Lights,Visit Sweden.Photography by Hjalmar Anderssonsay awe-inspiring experiences make them feel good89%The age of re-enchantment13A Daybreaker communal morning dance eventJoy and funJoy and fun may be regarded as frivolous and childish,but there is a growing con

44、sensus among scientists and psychologists that embracing joy has powerful mental health benefits.Psychologist Mike Rucker,author of The Fun Habit,defines joy simply as“doing the things you like.”He argues that living a joyful life,or“putting the fun habit into play,”forces us to act more mindfully a

45、nd deliberately,which gives us more agency and control over our lives.This can create an upward spiral that improves our mental hygiene,as well as cultivating a more optimistic growth mindset.Fear,dystopia,and the uncannyWhile fear may generally be considered a negative emotion,it can play a key rol

46、e in creating experiences that are fun,thrilling,and even life affirming.Experiencing fear can quicken our heart and breathing rate,and cause us to sweat.It can also produce the feel-good chemical dopamine in our brains,in addition to stress-inducing cortisol.According to Coltan Scrivner,a behaviora

47、l scientist at the Recreational Fear Lab in Aarhus University in Denmark,the key when designing fear-inducing experiences is hitting the sweet spot to create something that is more fun and dopamine-inducing than scary.Introduction Elements of re-enchantmentactively seek outexperiences that bringthem

48、 joy and happiness83%14Experiencing fear can also give us a sense of control and agency in a chaotic world.For example,those who experience anxiety and depression,and feel overwhelmed and helpless,can feel empowered by experiencing fear in a context that is finite and controllable.The age of re-ench

49、antmentIntroduction Elements of re-enchantmentThe Horror Show!A Twisted Tale of Modern Britain 2022-2023 exhibition at Somerset House in London,UK.Photography by Stephen Chungare fascinated by content that explores dystopian themes or futures50%59%seek outexperiences that willchallenge themThrill an

50、d adventureA thirst for newness and authentic experiences is driving consumers to seek out thrills and adventure.The power of thrill-seeking is driven by a perception of risk provided by an element of danger or unfamiliarity.The payoff is the uplift provided by the release of chemicals such as dopam

51、ine,adrenaline,and endorphins,and the hormone testosterone.Thrills and adventure provide a momentary feeling of elation and an intense emotional response that can shake people out of the malaise of grind culture.Jody Culham,Canada research chair in immersive neuroscience at Western University in Ont

52、ario,believes that,while thrill-seeking is traditionally linked to daredevils and adventure junkies in the physical world,it could be democratized through technology.She tells Wunderman Thompson Intelligence:“I suspect the definition of a thrill-seeker is going to grow,if youre in virtual reality an

53、d you know that youre really safe.”The age of re-enchantment15Serendipity and surpriseExperiencing the unexpected and the surprising provides a profound uplift while jolting us out of the monotony of the everyday.As psychologist Mike Rucker explains in his book The Fun Habit,“Our nucleus accumbensa

54、region in the brain associated with pleasure and reward expectationresponds most strongly to unexpected events.”As efficiency-focused modern living can be both predictable and relentless,serendipity and surprise offer a route to anticipation and excitement for increasingly jaded consumers.Introducti

55、on Elements of re-enchantmentCigarette Tits(Idealized Smokers Chest II),1999,by Sarah Lucas,part of the 2022 Objects of Desire:Surrealism and Design 1924Today exhibition at The Design Museum in London,UK.Photography by Andy Stagg76%agree that when something is magical it allows them to escape from t

56、he mundanewant to feel more surprise in their life50%Magic and mysteryMagic,mystery,and the surreal have fascinated people for millennia,but in a hyperrational,increasingly automated world they provide a route to enchantment that stokes our imaginations and allows us to perceive the extraordinary.Th

57、ese mythical elements also connect us to the immense possibilities of existence outside of ourselves.16The age of re-enchantmentBy the numbersOriginal consumer data collected using SONAR,Wunderman Thompsons research consultancy,from 3,009 adults aged 18+in the United Kingdom,United States and China.

58、bnsemurBy theThe age of re-enchantment17The world20%My life55%51%25%43%6%Get worse Stay the same Get betterFuture outlook Will things get better,worse,or stay the same over the next 12-18 months?(%agree)In a chaotic world,the global outlook is uncertain Biggest problems facing the world today Which

59、of the following issues do you feel are most important for society to address?TOP 10 RANKED1.Inflation2.Climate change3.Poverty and hunger4.Access to affordable healthcare5.Mental health6.Wars7.Inequality8.Infectious diseases and epidemics9.Crime10.Chronic health conditionsBy the numbersThe age of r

60、e-enchantment18People are feeling depleted,detached,and uneasyPeople seem to have less time for one another these daysI am anxious about the state of the planetTechnology makes us more detached from the real worldI feel tired and burned out all the timeI just want to feel something,to feel aliveI fe

61、el there is something missing from my lifeI feel like life is less exciting than it used to beBy the numbersThe age of re-enchantment19There is a widespread yearning for re-enchantment By the numbers83%78%76%68%Joy 72%Exhilaration56%Inspiration62%Awe49%Intrigue43%Hope71%Surprise50%Excitement60%Amaze

62、ment48%Thrill37%I actively seek out experiences that bring me joy and happinessAwe-inspiring experiences make me feel more connected to the worldWhen something is magical,it allows me to escape from the mundaneI prefer to spend time in places that spark my imaginationPeople want more emotion in thei

63、r lives(%agree)The age of re-enchantment20People now expect brands to re-enchant them tooBrands should make more effort to wow me with spectacular advertising or marketingI want companies and brands to provide me with multisensory experiencesI want brands to help me to feel intense emotions65%63%61%

64、By the numbersI cant remember the last time a brand did somethingthat excited me70%I want to live in a world where brands think giving customers goosebumps is important36%53%65%64%GEN Z MILLENNIALS BABY BOOMERS+GEN X The age of re-enchantment21 KEY Brings me a sense of joy Surprises and delights me

65、Relieves my stress Inspires me Does what it says it will,no more and no less Is sustainable Is inclusive Makes me feel connected to something bigger Gives me a multisensory experience Makes me feel an intense emotion Transports me to another worldALL COUNTRIESGEN Z (AGE 18-29)MILLENNIALS (AGE 30-44)

66、BABY BOOMERS+(AGE 60+)GEN X (AGE 45-59)By the numbersRe-enchantment drives brand engagementId be more likely to purchase a brand if it(top 10 ranking by generation)RANK16273849510The age of re-enchantment22Re-enchantment personasWhile our data shows that many people would welcome elements of re-ench

67、antment in their lives,this can manifest in different ways.We analyzed our audience across the United States,United Kingdom,and China to identify four distinct groups with different preferences.These groups lean into dark and dystopian themes,joy and awe,thrills and novelty,and the surreal and dream

68、like.Each group resonates most strongly with one aspect of re-enchantment but may also enjoy others too.To understand the unique characteristics and attitudes of each group look to the following pages and the graphic at the end of each trend.See our methodology on page 115 for full details.ALL COUNT

69、RIES KEY Dark Devotees Joy Hunters Optimistic Explorers Digital Dreamers Low-interest groupBy the numbersUNITED STATESUNITED KINGDOMCHINA7%10%4%8%22%17%33%17%24%14%41%15%21%24%10%30%26%36%11%31%The age of re-enchantment23Dark Devotees(26%)PROFILE:Single generation Z and millennial men,low to middle

70、incomeDRIVER:Fear,and dystopian content and experiencesDark Devotees are adrenaline-fueled horror enthusiasts who live for the thrill of the scare.They enjoy recreational activities like rollercoasters,off-road driving,and quad biking,and have an interest in extreme sports like skydiving.Seeking out

71、 challenge,they look to brands to excite,surprise,and wow them,and they relish a frisson of fear.By the numbers86%like to feel a few goosebumps every now and then73%agree an element of risk or fear makes them feel more alive79%enjoy entertainment experiences that are frightening or eerie95%agree whe

72、n something is magical,it allows them to escape from the mundane87%agree awe-inspiring experiences make them feel more connected to the world90%actively seek out experiences that bring them joy and happiness Joy Hunters(21%)PROFILE:Married older women with children over 18,middle to high incomeDRIVE

73、R:Escaping the mundaneFirm believers in the power of fun,Joy Hunters want experiences to bring them moments of joy,awe,and even a little magic.They are keen travelers,and planning is important to themthey also love seeking out the new and novel.Brands should look to fascinate or inspire them,helping

74、 them to break out of the mundane and find those awe-inspiring moments.The age of re-enchantment24Optimistic Explorers(24%)PROFILE:Older couples with children,middle to high incomeDRIVER:Novelty and surpriseIntensity is key for Optimistic Explorers,who want to test the boundaries of their comfort zo

75、nes.They thrive on the excitement of new experiences,particularly those that offer a thrill or adrenaline rush.They revel in the mystery of the unknown and show an interest in topics like the paranormal.Always seeking out fresh ways to have fun,they want brands to bring them joy,excitement,exhilarat

76、ion,and even intrigue.By the numbers92%think its important to find new and exciting ways to have fun every day73%feel most alive when theyre stepping out of their comfort zone81%tend to avoid things that are predictable and formulaicDigital Dreamers(22%)PROFILE:Young gen Z and millennial couples,low

77、 incomeDRIVER:Entertainment tapping into the surreal,dreams,and digital worldsDigital Dreamers find beauty and wonder in the surreal,the fantastical,and even the shocking.They are constantly looking to be entertained,and technology makes their lives more exciting and intense.They gravitate towards d

78、igital realms,valuing the unlimited possibilities available there.82%think the digital world is amazing because its unlimited possibilities can endlessly surprise and delight people71%appreciate things that are designed to shock73%love anything that taps into surrealism or dreamlike concepts25The ag

79、e of re-enchantmentTdesnr 01 Awakening02 Transcending03 ReimaginingTrends 26The age of re-enchantmentAWKg01enina01AwakeningThree-quarters of people say they“just want to feel something,to feel alive.”Brands can help people feel excited and inspired,shaking off malaise and emptiness with a dose of cu

80、riosity,magic,and wonder.Darker themes,and even difficult emotions,can help people make sense of real-life complexity.27The age of re-enchantmentThe age of re-enchantment01AwakeningAI-generated Nike“Impossible Store”on Mars by Benjamin Benichou28The age of re-enchantmentContent exploring dark and dy

81、stopian themes is on the rise,offering ways to process complex emotions and even prepare for future challenges.In an uncertain world,were seeking goosebumps.Despite,or perhaps because of,the frightening effect of the polycrisis,consumers are turning to horror and dystopian content to help them under

82、stand and cope with the horrors of the real world.Our research suggests dark content also gives people a feeling of agency during chaotic and confusing times.Horror has never been more popular.In the United States,box office data from Nash Information Services reveals that the genre is enjoying a go

83、lden spell,having peaked at nearly 12.5%of market share in 2021,at the height of the pandemic,and tracking at close to 10%as of April 2023.Even in China,which traditionally skirts this theme,there is an emerging niche in folk-horror gaming epitomized by the popular Paper Bride series.In tandem,2023

84、has ushered in a deluge of dystopian entertainment exploring dark themes,from the post-apocalyptic visions of HBOs The Last of Us and Apple TVs Silo to eco-thrillers depicting natures revenge on humanity,such as Prime TVs The Rig,or The Swarm from ZDF.More than half of our US and UK respondents,and

85、more than a third in China,say they are fascinated by content that explores dystopian themes or futures.01Awakening Dark comfortsDark comfortsThe Horror Show!,A Twisted Tale of Modern Britain at Somerset House,London 2022-2023.Harminder Judge Self Portrait(after Kali&Gene),2009,Digital c-type print

86、Harminder Judge.The age of re-enchantment2901Awakening Dark comfortsContent that mines supernatural themes is also on the rise.The Uncanny podcast,which explores tales of the paranormal,has been commissioned by the BBC as a full-fledged TV show after racking up more than 5 million listens worldwide.

87、Danny Robins,its creator and host,explained to the Guardian in 2022 that when real life feels horrific,audiences“want to feel that hit of fear.”But why?Horror offers a simple enjoyable adrenalin rush for some,but for others it seems to operate as a safety valve.If we inhabit a world that feels unsaf

88、e or chaotic,horror can supply a route to safely process anxiety and renew our sense of control.In our study,55%agree that horror provides an opportunity to experience fear in a safe environment(rising to 65%of gen Z).Coltan Scrivner,a behavioral scientist at Denmarks Recreational Fear Lab at Aarhus

89、 University,has conducted pioneering research on horror and morbid curiosity.“Think of recreational fear as an off ramp for anxiety,”he suggests.“Feeling anxious,youre in a vicious cycle and you cant get off.Now you open a doorway for something to feel anxious about,but its finite and controllable.I

90、f I get too scared,I can watch it with the lights on;I can turn the sound down;I can manipulate the source of the anxiety.It gives you a sense of control.Youre scared for 90 minutes,and then its over.”This notion of fictional horror as a salve could explain the genres popularity among underrepresent

91、ed groups and underline rising demands for inclusion.Black horror,epitomized by Jordan Peeles films Get Out,Us,and Nope,grapples with the real-life experience of racism and inequality.Likewise,for LGBTQ+viewers,treated as“other”by heteronormative society,horror can be a means to process their experi

92、ence.Even the common trope of“final girls,”who survive to the last frame of a movie to tell the tale,offers a form of cinematic female empowerment from the only genre to give women more screen time than men.The Last of Us,HBOThe age of re-enchantment3001Awakening Dark comfortsHorror and scares can a

93、lso offer simulations of potential dangers,helping us to learn and prepare for the challenges ahead.This accounts for a pandemic spike in streams of the film Contagion,according to Scrivner.He explains that“what people were doing is searching for this fictional example of what a pandemic looks like,

94、at the same exact time that they were searching for real information about the pandemic.”Further underlining the trend,prepping,or survivalism,is on the rise worldwide,according to a CBS 60 Minutes news story.Oprah even listed a survival prep kit among her holiday gift recommendations for 2022:the J

95、udy Emergency Pack bundle comprises 53 pieces of equipment,including a hand-cranked radio and those all-important biohazard bags.Our experts told us that scares can also offer a kind of transcendence,by showing us we are part of something beyond the everyday.The uncanny and the supernatural offer my

96、stery and a sense that there might be more to life.Is there a way for brands to tap into this dark fascination?Yes,say our experts,but with caveats.Scrivner suggests brands keep inclusivity in mind and position fear as a challenge that anyone can tackle,rather than something too skills oriented.A go

97、od example might be a 2022 activation from S.Ride,a Tokyo cab service,which dared passengers to ride along with Sadako,the ghost girl from The Ring.The“Spellbound by Sweden”campaign from Visit Sweden is a chilling audio story based on Swedish mythical creatures that is geo-restricted,designed to be

98、enjoyed when exploring the countrys forests.Scrivner cautions that fear requires a fine balance,though:too much and the audience is terrified,too little and they are bored.S.Rides Sadako Taxis featured the main antagonist from The Ring The age of re-enchantment31Nell Lloyd-Malcolm,CEO and founder of

99、 xydrobe,a new experiential platform for luxury commerce,tells us how the brand is using fear as an accent.“We are working on something that I would definitely describe as scary right now,but its always paired with something that has a driving force behind it,”she says.“So we may start somewhere sca

100、ry and end up somewhere inspiring.”For more on xydrobe,see Sensory Techtopias on page 75,and to read more about brands using fear as a communication tactic,see the Fear for Good trend on page 87.WHY ITS INTERESTING People are using horror as a coping mechanism,as a way to find agency in an uncertain

101、 world,and just for fun.A frisson of fear could offer a distinct and novel route to engagement for brands:more than half of people say they enjoy feeling a few goosebumps every now and then(57%),especially millennials(67%).The key is to deliver thrills that preserve and respect audience wellbeing,ex

102、plain Torquil McIntosh and Simon Mitchell,cofounders of the global design studio Sybarite:“Exploring a darker side to curiosity can bring greater engagement,there is no question of that.However,there should be an accountability and responsibility to this.”Optimistic ExplorersJoy HuntersDark Devotees

103、Digital Dreamers“I like to feel a few goosebumps every now and then”86%54%52%46%01Awakening Dark comfortsSilo,Apple TV+The age of re-enchantment3201Awakening Dark comfortsThe generation Z take“Dark and grotesque themes target something that we all have inside of us that we dont always speak about.”I

104、ndian female,21“For brands that tap into feelings like horror,that gives me a bad taste in my mouth.Theres a really thin line between fearmongering and trying to be funny,or something.”American female,24“Emotions like awe,horror,fear,and the grotesque can be a powerful way for brands to create an au

105、thentic,memorable,and impactful experience.By evoking strong emotions brands can deepen their connection with consumers and create a lasting impression.However,brands should also be mindful of the potential risks:it can be seen as insensitive or offensive.Be mindful of cultural sensitivities and avo

106、id using shocking or disturbing imagery for the sake of shock value alone.”Japanese male,20“Be mindful that such territories arent true to life and therefore brands should be careful about how far they push their audience.However,they should have fun as people often like horror,for example,for the t

107、hrill that it brings.”Indian female,22on using aspects like awe and horror to reinvigorate the numbed sensations of the people.”/Nigerian male,21focusThe Last of Us,HBO“Brands should33The age of re-enchantmentWorld events have trained a lens on our own mortality,opening up cultural conversations abo

108、ut death.While there is great variation in the way cultures around the world approach death,the events of the past few years have brought our relationship with it into focus.According to Wunderman Thompson data,64%of people agree that we are more in touch with our own mortality now than before the p

109、andemic.We are also seeing a rise in dark tourism,in which travelers seek out destinations associated with death or disaster,as explored in our Dark Zones trend in“The Future 100:2023.”This is giving brands,particularly those in Western countries that have typically shied away from conversations in

110、this space,more latitude to reference them.Crucially,campaigns that illustrate or hint at our eventual demise dont have to be morbid.They can pave the way to deeper meaning,inject joie de vivre and establish connection to something far greater than ourselves.Embracing our own mortality can be life-e

111、nhancing,says psychologist Kirk Schneider.He tells Wunderman Thompson Intelligence that its about“appreciating this amazing moment that we have between two voids,one birth and one death,that we can tap into and feel a part of.”Brands are tentatively exploring opportunities to imbue storytelling with

112、 this larger-than-life meaning.Take the 2023 campaign“The Greatest Story Ever Worn:Legends Never Die”from denim apparel brand Levis,which dramatizes the true story of a man who so adored his 501s that he requested his loved ones all wear Levis jeans to his funeral.01Awakening Mortal branding Mortal

113、branding“The Greatest Story Ever Worn:Legends Never Die”campaign by LevisThe age of re-enchantment3401Awakening Mortal branding Awareness of our own mortality can be motivating:our data finds almost universal agreement(93%)that“life is short,so we need to make the most of it.”Premium travel rentals

114、company Plum Guide tapped into the urge to seize the day with its “No Time for Average Stays”campaign.It bluntly reminded people of how few holidays may remain in their lifetime,and even sent a troupe of people dressed as the grim reaper onto the streets of London to reinforce the message.Chief bran

115、d officer Ali Lowry told Skift,“This notion of mortality really resonated because its punchy.Its not what people might necessarily expect from a booking platform.”Using mortality as a shock tactic like this undoubtedly cuts through.New Zealand-based life insurance company Partners Life,for example,c

116、ollaborated with the countrys leading crime drama The Brokenwood Mysteries to add a chilling twist to its call to action.At the end of every episode of the TV show,the murdered character was revived in the morgue to deliver their“final performance”about the value of life insurance.In South America,h

117、eart charity Fundacin Cardiolgica Argentina used the FIFA World Cup Qatar 2022 as an opportunity to raise awareness of the link between heart attacks and stress,such as that caused by watching the soccer.Its“Cancel the World Cup”campaign analyzed tweets from soccer fans and sent messages to the most

118、 stressed out and infuriated,inviting them to visit a cardiologist.Businesses are also testing the mortality waters with innovations that stray into this territory.Amazon is developing a feature that will enable its voice assistant to simulate voices of lost loved ones;at the 2022 Re:Mars conference

119、,Rohit Prasad,senior vice president and head scientist for Alexa,shared a demonstration depicting a deceased grandmother reading to her grandson through Alexa.Elsewhere,metaverse virtual world Somnium Space has been developing its Live Forever Mode feature,which enables users to create an AI-powered

120、 digital avatar of themselves that looks and moves like them.This,the brand claims,will live on in the digital space long after the user has died.“Last Performance”campaign by Partners LifeThe age of re-enchantment3501Awakening Mortal branding The notion of a brand engaging with themes as intimate a

121、s death will be anathema to some,and in certain markets taboos remain.In China,in line with cultural mores,few advertisers stray into this territory,or else take a light-hearted tone.In Baidus 2022 short film to promote its artificial intelligence devices,an old man who has passed away honors a life

122、long promise to always take his wife to the National Day celebrations by requesting a day off from heaven.WHY ITS INTERESTING Cultures differ on their perspectives on death;however,the tides are gently shifting in the West.Memorable and tasteful activations that tap into a heightened awareness of ou

123、r own mortality can help people connect with something greater than themselves.Optimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers69%72%59%58%“We are more in touch with our own mortality now than before the pandemic”“The Greatest Story Ever Worn:Legends Never Die”campaign by Levis36The age

124、of re-enchantmentBrands are embracing the full spectrum of human emotion,acknowledging that difficult feelings are an important part of life.Consumers are increasingly fluent in their own emotions,making use of mood-tracking devices and mood-journaling,and even buying mood-enhancing food,drinks,or p

125、erfumes.In tandem,an industry is growing up around mood optimization,largely focused on happiness.But research increasingly shows the importance of embracing the full range of our emotions,not just the positive ones.Only by acknowledging and working with emotions like fear,anxiety,and pain,can we be

126、tter understand them,gain greater control over them,and build more resilience.In his recent book Life-Enhancing Anxiety:Key to a Sane World,psychologist Kirk Schneider promotes 19 steps towards cultivating awe,which include the need to“foster an appreciation of pain as a sometime teacher.”He tells W

127、underman Thompson Intelligence:“My experience indicates to me that one usually has to really grapple with the anxieties that come up.You have usually got to do the work to tolerate the ambiguity,the distress that can come up,which can be converted into something very powerful and meaningful,and I th

128、ink much more enduring than just a quick-fix approach to awe.”01Awakening Full-spectrum feelsFull-spectrum feelsThe 2023“Sweat and Tears”campaign by Buxton Water.The brand is committed to supporting mental and physical wellbeingin the UK through its partnership with mental health charity Mind.The ag

129、e of re-enchantment3701Awakening Full-spectrum feelsSchneider also argues that by confronting difficult emotions we can“avoid the much worse anxiety that has to do with the denial of facing those issues.”Psychologist Mike Rucker adds that“when you are emotionally flexible,then you can shorten the am

130、ount of time it takes to process trauma and you can get yourself back up.”Brands are now amplifying this conversation,helping to normalize negative emotions by foregrounding them in campaigns.For its February 2023 Beauty issue,lifestyle media brand Highsnobiety commissioned photographer Richie Talbo

131、y to shoot“For Crying Out Loud,”a portrait series of people crying.The arresting series aimed to capture people at their most vulnerable,and at the same time normalized the idea of embracing and working with emotions that are traditionally regarded as being negative.German fashion brand Hugo Bosss d

132、ebut NFT character collection with the Web3 company Imaginary Ones fully embraced emotional realism.Its NFTs depicted a wide range of emotions including joy,love,anger,fear and sadness and launched with the tagline:“All feelingspositive and negativeare valid,and allowing ourselves to feelthem is key

133、 to our wellbeing and good mental health.”Other brands are exploring emotions as a choice filter.Mondelz brand Philadelphia opened a Feeladelphia pop-up restaurant where diners could order dishes based on the emotions they wanted to feel,such as allure,curiosity,and spontaneity.Lifestyle marketplace

134、 Planet Woos Shop by Mood feature allows shoppers to filter products via non-traditional or quirky mood states,including“trippy”and“horny.”“Counselling Couch”campaign by IKEAThe age of re-enchantment3801Awakening Full-spectrum feelsAl-Futtaim Ikea in the UAE is going a step further,holding up a mirr

135、or to relationships with its 2023“Counselling Couch”campaign.In a nod to the strain put on couples by a trip to the furniture store,the retailer added a QR code to selected items that invited customers to book an in-store couples therapy session to talk it out.Wunderman Thompson Intelligences survey

136、 suggests that consumers are open to the idea of brands helping them explore their emotions,with 61%saying they want brands to make them feel intense emotions.More than half(59%)say they seek experiences that mentally or physically push them out of their comfort zone,while nearly a fifth(18%)of cons

137、umers in the United States and the United Kingdom said theyd be more likely to buy from a brand that challenged them.WHY ITS INTERESTING There is an opportunity for brands to take the lead on emotional literacy,empowering people to embrace the full spectrum of their feelings,and to give them encoura

138、gement and safe spaces to tackle these tricky but ultimately enriching conversations.Optimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers64%54%74%63%“I want brands to help me to feel intense emotions”“When you are emotionally flexible,then you can shorten the amount of time it takes to proce

139、ssand you can get yourself back up.”/Mike Rucker,Psychologist and author of The Fun Habit traumaThe age of re-enchantment39The generation Z take 01Awakening Full-spectrum feels/British female,19emotion,regardless of whether its positive or negative.”“It would be a privilege to choose how I actually

140、feelbut we cant.I feel like every hour that goes by I probably focus on a different“If someone is just thinking about the positive and ignores the negative side,they dont actually get to feel their emotions,or get to know why theyre sad.So its definitely good to explore negative emotions.”British ma

141、le,24“I consider myself a pretty happy personbut someone whos happy all the time,thats not real.Real people have different emotions and its good to have them because,if you dont,youre not going to value the happiness,the good emotions.”American female,27“I definitely explore the negative emotions,bu

142、t in a positive way.Im gen Z,Im a therapy girl.You have to be able to understand why youre sad,why youre anxious,or why youre upset about something so that you can get over it and be happy.”American female,23#cryingmakeup trend on TikTok40The age of re-enchantmentBrands are racing to harness the vas

143、t and awe-inspiring potential of generative AI.Artificial intelligence(AI)is revolutionizing our world at an exponential pace with generative AI,the buzz term on everyones lips.This subfield of AI generates novel content such as images,music,text,and even code that is almost indistinguishable from t

144、hat created by humans.Already 51%of people globally have tried or are interested in trying generative AI tools,according to Wunderman Thompson data,highlighting the blistering pace at which this technology has evolved to capture public imagination.The state-of-the-art AI chatbot ChatGPT has garnered

145、 a wave of publicity since its launch by OpenAI in November 2022.Early adopters describe it as a productivity marvel that almost defies comprehension in its ability to handle dialogue.But there is more to generative AI than just efficiency,and its already infiltrating the creative world,causing bran

146、ds to take notice.Image generators Midjourney and Stable Diffusion enable users to produce high-quality visuals quickly and easily using text prompts,even without prior training.So lifelike are some of the AI-generated images that people have been duped into thinking they are genuine,such as the hyp

147、er-realistic image of Pope Francis wearing a white,ankle-length puffer coat that went viral in March 2023.01Awakening Generative aweGenerative aweAI-generated Nike“Impossible Store”on Mars by Benjamin BenichouThe age of re-enchantment4101Awakening Generative aweFor brands the race is now on to lever

148、age the power of generative AI.In March 2023,Coca-Cola launched the Create Real Magic contest,which invited fans to use generative AI tools to create their own branded artworks.A series of videos for the Jordan Tourism Board,released in February the same year,show the countrys landmarks reimagined b

149、y AI.Google now has plans to introduce technology that can generate new advertisements based on existing content within months,according to a Financial Times article in April.While some worry that generative AI could jeopardize human creativity,others are embracing its potential.Benjamin Benichou,CE

150、O and cofounder of tech company Drop,tells Wunderman Thompson Intelligence that“by collaborating with AI,we can reach new heights of creativity and push the boundaries of whats possible.”He has caused a stir on social media with his innovative generative AI concepts,depicting everything from hypothe

151、tical brand mashups to his series of Impossible Stores,which included Nike stores on top of Mount Everest or on Mars.Benichou believes that AIs capacity to generate truly novel ideas is whats driving the awe.AI-generated Nike“Concept Store”in Kyoto by Benjamin BenichouThe age of re-enchantment4201Aw

152、akening Generative aweAI-generated content allows artists to build relationships with technology.Colombian creative director Daniel Shambo says,“Once I start with an idea,then it becomes a conversation with the artwork.”The collaborative element is key:for him,its about the people using the tools.He

153、 states that“the technology is just the thing thats in the middleits like the ball in a soccer gamebut whats important is the people around it and how theyre playing with that ball.”Nima Abbasi,partner at creative studio Maison Meta,believes generative AI could be a democratizing force,driving inclu

154、sion for people from diverse backgrounds.He tells Wunderman Thompson Intelligence that AI is“flattening and broadening the playing field.”As a founding partner of the inaugural AI Fashion Week in April 2023,Maison Meta is hoping to uncover the next big talent in fashion.The platform has attracted de

155、signers from all over the world,says Abbasi:“For AI Fashion Week we have people from Nigeria,from Uruguaywe have people from all over the world.You just wouldnt expect normally for those people to be participating in such a piece.”Generative AI is also being used to revive access to lost memories an

156、d cultures.As part of BIDA FairBolivia International Digital Art,Bolivian-Australian filmmaker,technologist,and artist Violeta Ayala created AI portraits of her grandmothers that bring to life elements of Quechua culture,history,and resistance not captured in photographs.Moncler“Genius AI”campaign b

157、y Maison MetaThe age of re-enchantment43Unsurprisingly,the conversation surrounding AI is complex.Lawmakers struggle to keep pace with its development,resulting in intellectual property and copyright issues.This makes it a challenging environment for brands to navigate.In March 2023,Italy became the

158、 first Western country to block ChatGPT,over a lack of transparency in its use of data.Some AI experts and tech leaders(including Elon Musk)are calling for a pause in AI development to allow time for safety protocols to be put in place.“Pandoras box has been opened and its just the beginning.We defi

159、nitely have to put some ethics behind it,and the government has to put in place some laws to control generative AIs outputs and results,”Cyril Foiret,founder and creative director of Maison Meta,tells Wunderman Thompson.WHY ITS INTERESTING Generative AI provokes wonder and alarm in equal measure.As

160、the technology continues to advance at an unprecedented rate,we can expect a host of exciting applications,but some experts worry these could surpass human understanding.While brands must move with caution,those that embrace the potential of generative AI are poised to be at the forefront of awe-ind

161、ucing creativity and innovation in the years to come.01Awakening Generative aweMoncler“Genius AI”campaign by Maison MetaOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers53%43%59%60%“I am interested in trying generative AI tools”44The age of re-enchantment01Awakening Generative aweMoncler“

162、Genius AI”campaign by Maison MetaThe age of re-enchantment4501Awakening Generative aweAI-generated Nike“Concept Store”in Kyoto by Benjamin BenichouAI-generated Nike“Impossible Store”on Mars by Benjamin BenichouBenjamin Benichou is the CEO and cofounder of California-based tech company Drop.He uses g

163、enerative AI to create hypothetical brand mashups and concept stores that defy imagination.We asked him why hes excited about generative AI and the possibilities it unleashes.One of the most exciting aspects of generative AI is its ability to create novel ideas and combinations that we might never h

164、ave thought of on our own.It exposes us to new perspectives and encourages us to break free from our usual thought patterns.By collaborating with AI and leveraging its strengths,we can expand our creative horizons and push the boundaries of whats possible.My Impossible Stores series serves as a prim

165、e example of how generative AI can help unlock new levels of creativity.As someone who isnt an architect or a 3D designer,I was able to leverage AI to overcome these limitations and venture into a whole new creative realm.While some of the concepts might seem impractical at first(or truly impossible

166、),they serve as a starting point for further exploration and refinement.These unconventional ideas can inspire real-world retail design by pushing architects and designers to think beyond the norm.Happy accidents happen all the time when working with generative AI,and they should be embraced.If you

167、have a very specific idea in mind and try to force the AI to create exactly what youre envisioning,you may end up frustrated.Instead,I use AI as a sparring partner,starting from an idea and iterating around it.AI does have limitations,but I believe its not the technology itself that limits our creat

168、ivity,but rather how we choose to use it.Its possible that,as AI continues to evolve,it may generate ideas that surpass our current understanding and imagination.While its difficult to predict the exact impact this would have on creativity,one thing is certain:the fusion of human and artificial inte

169、lligence has the potential to drive innovation and redefine the way we approach the creative process.Benjamin Benichou (he/him),United States 46The age of re-enchantmentBrands and retailers are using the surreal,the dreamlike,and the wondrous to inspire,helping consumers find beauty in a chaotic wor

170、ld.The revival of the 20th-century surrealist movement is“an aesthetic reflection of the insanity of our reality,”as British journalist Jess Cartner-Morley put it in a February 2023 piece for Elle.The parallels are being drawn not just by artists and philosophers but also by brands,which are repurpo

171、sing surrealisms ability to find beauty within the absurd and unconventional.Two-thirds of millennials and gen Zers express a liking for anything that taps into surrealism or dreamlike concepts,and were now seeing the aesthetic spread,even touching mainstream brands and retailers that are using the

172、kooky and surreal to re-enchant consumers.One expression of this trend sees the cartoonish brought to life.Brands MSCHF and Red Wing Shoes both launched comically oversized boots in early 2023.MSCHFs Big Red Boots,which resemble something Japanese anime character Astro Boy might wear,sold out in min

173、utes and were omnipresent at New York Fashion Week.US-based high-quality workmans boots manufacturer Red Wing Shoes sought to underline the quality of its craftsmanship by lovingly recreating a pair of Marios boots to tease the new Super Mario Bros Movie.01Awakening Absurdist retailAbsurdist retailS

174、KP-S Chengdu retail park in China by Sybarite.Photography by Nick KuratnikThe age of re-enchantment4701Awakening Absurdist retailWhile high fashion has long been associated with outlandish concepts designed to shock and invoke awe,now appliance manufacturer KitchenAid is getting in on the action.To

175、launch Hibiscus,its 2023 color of the year,the brand worked with designer Marta Del Rio to create a surreal fashion show at NYFW AW23 inspired by its most iconic products,the Artisan Stand Mixer and the K400 Blender.Models wore hot-fuchsia dresses featuring over-the-top,bubbly,cartoony shapes,access

176、orized with metal kitchenware details.With consumer spending facing a continued squeeze,retailers are also looking to the surreal to woo consumers back into stores.In January 2023,Louis Vuitton launched its new Yayoi Kusama collection,a second collaboration with the avant-garde Japanese artist.Store

177、s around the world were suddenly covered in her signature dots,with some including larger-than-life animatronic robots modeled after the artist.The flagship store in Paris even featured a giant sculpture of Kusama peering into the windows from the rooftop.Elsewhere,the Grand Numro de Chanel exhibiti

178、on ran from December 2022 to January 2023 in Paris.It took visitors on a multisensory,dreamlike journey with magicians,dancers,and olfactory experiences.Featuring giant fragrance bottles and oversize chess pieces,the ethereal installation evoked Alices journey through the looking glass.A dress from

179、Marta Del Rios capsule collection for KitchenAid launching their 2023 color of the year.Photography for Paper Magazine by Tom KerrThe age of re-enchantment48Aiming to entice the 68%of people who prefer to spend time in places that spark their imagination,not to mention the 52%of people who are willi

180、ng to pay more for elevated shopping experiences,London-based global design studio Sybarite created the subterranean SKP Chengdu shopping center in China to bring people into a parallel world.The studios cofounders,Torquil McIntosh and Simon Mitchell,tell Wunderman Thompson Intelligence that“the par

181、allel world is a recurring metaphor.It suggests a universe that is similar to our own but with subtle differences that play to intrigue and wondermentfamiliar yet different in unexpected ways,if you like.”WHY ITS INTERESTING According to McIntosh and Mitchell,“customers are looking for a sense of di

182、scovery and escapism from the everyday,thus they relate to spaces that transport them away and take them on an adventure.”In an age when fake news and global crises abound,people are using surrealism to break free from the mundane and to help them find fun and beauty in the absurd.Optimistic Explore

183、rsJoy HuntersDark DevoteesDigital Dreamers“I love anything that taps into surrealism or dreamlike concepts”63%42%36%73%01Awakening Absurdist retailSKP-S Chengdu retail park in China by Sybarite.Photography by Nick Kuratnik49The age of re-enchantment01Awakening Absurdist retailSKP-S Chengdu retail pa

184、rk in China by Sybarite.Photography by Nick Kuratnik50The age of re-enchantmentJaded consumers want brands to delight them with the surprising and the unexpected.In a world increasingly focused on speed and efficiency,consumers have an appetite for an injection of mystery,surprise,and serendipity in

185、to their lives.But our research suggests that brands are not doing enough to deliver on this.Nearly half of people surveyed(48%)say they tend to avoid things that are predictable and formulaic,yet a massive 70%say they cant remember the last time a brand did something that excited them.In his book T

186、he Fun Habit,psychologist Mike Rucker explains that“we are drawn to the unexpected elements of surprise.”Wunderman Thompson Intelligence research confirms this appetite.Half(50%)of those surveyed say theyd like more surprise in their life,while 74%agree that they enjoy an element of mystery and surp

187、rise in the things they do.This unlocks pockets of opportunity for brands to deliver an escape from the everyday.In summer 2022,Japanese train operator JR West launched“Dice Travel,”a serendipity-based campaign to encourage people to explore new destinations.Travelers rolled a virtual dice on the JR

188、 West app,which dictated the ticket they received to one of six corresponding locations.All round-trip tickets cost the same(5,000),encouraging customers to embrace the adventure of the unexpected and the unplanned.01Awakening Selling serendipitySelling serendipityThe intriguing entrance of Nikes Wo

189、rld of Flight store in Japan gives no indication of the delights inside.Photography by RKThe age of re-enchantment5101Awakening Selling serendipityBritish online travel company Journee builds on this approach,booking vacations for customers to surprise locations.Users fill in a 10-minute questionnai

190、re to be matched with a secret destination,only finding out where theyre going when they open an envelope at the airport.Ultra-fast Swedish food delivery service Kavall is also trialing a serendipitous offering with its Kavall Unplan solution.Those feeling uninspired in the kitchen can order an Unpl

191、an delivery in 10 minutes,which brings a random meal kit box containing a surprise recipe and ingredients.A limited number of lucky people have even been given a physical Kavall Unplan button,which they simply press whenever they want a surprise meal delivered.Unpacking the lure of the unexpected,To

192、rquil McIntosh and Simon Mitchell,cofounders of global design studio Sybarite,tell Wunderman Thompson Intelligence that“creating a glimpse into the unknown and unexpected conjures up anticipation and excitement.”This is an apt description of Coca-Colas limited-edition Creations range,which uses myst

193、ery and intrigue to engage consumers,rather than traditional product cues based on ingredients,provenance,and flavor.Instead,options such as Starlight,Byte,and Dreamworld deliver the taste of outer space,pixels,and dreams,creating FOMO around a product that simply must be experienced.The Unplan(Opla

194、nera)delivery option from KavallThe age of re-enchantment52Coca-Cola Dreamworld.Courtesy of Coca-Cola,Virture and UNIT901Awakening Selling serendipity53The age of re-enchantmentSurprise and delight can also be delivered via customer service that exceeds expectations,like the impromptu free ukulele l

195、essons for passengers on a Southwest Airlines flight to Hawaii in 2022.It can come from unexpected rewards like Brewdogs“Checkout Chancer”ecommerce promotion that gave one in every 25 customers the value of their order back in credit.And it can be delivered through product curation,collaborations,an

196、d launches that put newness and discovery ahead of predictability.WHY ITS INTERESTING Regardless of the delivery mechanic,mystery and surprise are becoming increasingly important tools for brands looking to break through the noise and deliver meaningful experiences.Wunderman Thompson data shows that

197、 45%of consumers would be more likely to buy from companies and brands that surprise and delight them,so money is being left on the table by brands and companies focused solely on efficiency.01Awakening Selling serendipityOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“I enjoy an elemen

198、t of mystery and surprise in the things I do”78%76%89%65%Southwest Airlines partnered with Guitar Center to offer passengers in-flight ukelele lessons54The age of re-enchantment02e02Transcending ngdinTSnacrExperts say that when we feel part of something thats bigger than ourselves,its good for our w

199、ellbeing.We quiet the chatter in our minds and focus our attention outward insteadits prosocial.From the wonders of nature to the dazzling power of AI,there are many ways brands can tap into the power of transcendence,delivering experiences that enthrall the senses and spark imagination.55The age of

200、 re-enchantment02Transcending Artistic rendering of the artwork by Olafur Eliasson with Robert Macfarlanealive“Maybe the point isnt to live more,in the literal sense of a longer or more productive life,but rather,to be morein any given moment.”/Jenny Odell,Saving Time:Discovering a Life Beyond the C

201、lock,202356The age of re-enchantment02Transcending Transcendent wellnessAs a growing body of research points to their wellbeing benefits,we are seeing a rise in experiences designed to simulate or provoke self-transcendencein other words,losing ourselves and forgetting our worries.Mental wellness is

202、 perhaps the defining issue of our time.We live in an age of hypervigilance,where we monitor threats present and future,seen and unseen.The demands of work and home are leaving many exhausted:almost half of people(46%)say they feel tired and burned out all the time.Screens commandeer and consume wha

203、ts left of our attention.“People are feeling more estranged from themselves,both internally and between each other,because of this often efficiency-oriented life we live.Theyre yearning for something deeper in their lives,”concludes psychologist Kirk Schneider,speaking to Wunderman Thompson Intellig

204、ence.Transcendence,often associated with deep meditation,spirituality,or psychedelic drugs,delivers the serene and comforting realization that you are part of a bigger whole.It can help people to leave behind the stresses of the everyday and quiet the ceaseless chatter of the“monkey brain.”Astronaut

205、s often report this sensation when observing the earth from space,in a phenomenon known as the overview effect.Now a wave of scientists and creatives are using technology to deliver a similar effect to a wider audience.Transcendent wellnessThe Cyberdelics film series by Jason SilvaThe age of re-ench

206、antment5702Transcending Transcendent wellnessJason Silva,a Venezuelan-American artist,filmmaker,storyteller,TV personality,and futurist,is using real-time generative artificial intelligence to create“Cyberdelics”trippy visual narrative films that deliver a psychedelic-type experience to transport th

207、e viewer.Silva sees these“philosophical espresso shots”as a positive tool for mental wellness that can“get us out of rumination so that we can finally be in the deep now.Anything that provides refuge from the over-rumination that characterizes mental distress,I think is a good intervention.”Virtual

208、reality(VR)is also showing potential in this space.David Glowacki,an American artist and molecular physicist,developed a collective VR experience that delivers self-transcendence in a bid to replicate the sense of peace he felt during a near-death encounter.The therapeutic experience,dubbed Isness-D

209、,has been shown in tests to have similar effects to a medium dose of LSD or psilocybin,according to a 2022 study published in Nature Scientific Reports.In the experience,participants appear as clouds of light,which seem to blur and mingle with one another,producing feelings of deep connection.The te

210、chnology has already been adopted as a therapeutic tool for cancer patients and their families by the VR startup AnuMa.Also tapping into communal experience,Dreamachine is a device that can deliver transcendental multisensory experiences that“explore the potential of the mind.”Created by Collective

211、Act,a UK producer of large-scale commissions,in a partnership that includes the architecture collective Assemble and the composer Jon Hopkins,the experience claims to offer a way to disconnect from the everyday and reconnect to the self.Images are projected onto peoples eyelids as they relax with th

212、eir eyes closed,inviting them to interpret the colors and shapes./Jason Silva,filmmaker,storyteller,TV personality,and futuristHe might as well havesaid,the computer is the new LSD.”mind.,“Steve Jobs famouslysaid,The computer is the bicycle of theThe age of re-enchantment5802Transcending Transcenden

213、t wellnessThe exhibit reached more than 100,000 people in a UK tour in 2022.In an interview with the Guardian,Hopkins explained,“There has been a decline in general mental health and a yearning to live differently.In my opinion,looking inside ourselves is where we find the answer.”WHY ITS INTERESTIN

214、G The rise of these technologies speaks to a yearning for powerful experiences that can quiet the ego and enable a shared connection to something bigger than ourselves.Almost two-thirds of people(61%)have this sense that something is missing from their life.For brands,could there be an opportunity t

215、o facilitate therapeutic moments of connection and transcendence like this?Dreamachine offers a transcendental communal experience.Photography by David LeveneOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“I feel tired and burned out all the time”55%42%39%49%59The age of re-enchantment0

216、2Transcending Transcendent wellnessThe Cyberdelics film series by Jason Silva The age of re-enchantment6002Transcending Natural upskillingTo support wellbeing,brands can educate people to go beyond the quick nature dips of the pandemic and build a habit for life.“We are very awe-depleted in our cult

217、ure,”psychologist Kirk Schneider explains to Wunderman Thompson Intelligence.“Theres so much emphasis on the quick fix and instant resultthe efficiency model for livingthat weve lost touch in many ways with a more raw contact with nature and ourselves,which can be very enriching and very revitalizin

218、g.”Nature can have a powerful impact on our physical and mental wellbeing.This is something we learned during the pandemic:65%of global respondents now say they are seeking out more opportunities than before to immerse themselves in nature.The so-called#sillylittlewalk(a TikTok hashtag with more tha

219、n 1.5 million views as of May 2023)was all well and good for a while,but now were seeking a deeper engagement with nature.With a focus on educating their audiences,this offers brands a tangible opportunity to illuminate the benefits of nature-based awe for life.Hoping to upskill UK gen Zers on the m

220、ultifaceted power of nature to improve their mental and physical health,Woo is a new shopping and media wellness platform created by the British commercial broadcaster ITV.Bold psychedelic graphics and influencer content add authenticity to its message that good wellbeing is for everyone.In May 2022

221、,it launched Natures Calling,a series outlining the benefits of the great outdoors and activities such as wild swimming.“Forget the overdone walk in the park,this show is going to give you a whole host of new outdoor ideas.After all,nature is for life,not just for lockdown,”it exhorts.Natural upskil

222、lingHelsinki Activities,Visit Finland.Photography by Julia KivelThe age of re-enchantment61As Schneider explains,mere exposure to nature is not enough;we must learn the skill of appreciation to be open to its awe-inducing powers.In March 2023,Finland was declared the“happiest country on earth”for th

223、e sixth consecutive year in the Sustainable Development Solutions Networks World Happiness Report.This is something that Heli Jimenez,senior director of international marketing at Business Finland,attributes to a“close relationship with nature and our down-to-earth lifestyle:its not some mystical st

224、ate,but a skill that can be learned and shared.”Hoping to pass on its knowledge,the country is hosting a free four-day workshop in June 2023 at a luxury resort in the Finnish woods for 10 lucky applicants,who will learn how to cultivate happiness through a deeper bond with nature.In China,which has

225、only latterly emerged from the pandemic,the ecommerce and social shopping platform Xiaohongshu(Little Red Book)is encouraging people to get outdoors and get back to nature as an antidote to widespread boredom and anxiety.As part of its Go Wild Festival(which has the slogan,“Come outside,dont see out

226、side”)it hosted a series of nature-based activities,from hiking to cycling to frisbee.Nature isnt universally accessible,so a number of urban attractions are using technology to create fantastical experiences and help educate a wider audience on the benefits of the natural world.Opened in March 2023

227、,the BBC Earth Experience,narrated by Sir David Attenborough,offers a spectacular 360-degree immersive audiovisual journey through the natural world across all seven continents,using vast multi-angle screens and the latest in screen technology.Visitors can learn about the worlds diverse range of spe

228、cies and witness everything from a four-ton elephant seal fight to a forest of fireflies.From summer 2023,Toronto plays host to Arcadia Earth,an environmental storytelling platform that uses virtual reality,augmented 02Transcending Natural upskillingWe believe Finnish happiness stems from a close re

229、lationship with nature and our down-to-earthlifestyle:its not some mystical state,but a skill that can be learned and shared.”/Heli Jimenez,senior director of international marketing,Business Finlandhappy?,“A question we often get is:How are you soThe age of re-enchantment62reality,and massive scree

230、n projections to“inform,inspire,and activate”communities to positively impact the planet.The Museum of Earth,“a perception-shifting experience and collaborative gathering place,”will open in Los Angeles in 2024,offering a kinetic and tactile journey for families that unites awe-inspiring experience

231、with positive action for the planet.WHY ITS INTERESTING Harnessing nature for wellness is now an essential life skill.While people are getting reacquainted with the wonders of nature,theres still an untapped opportunity for brands to educate people more broadly on its lifelong wellbeing benefits as

232、well as facilitate more regular exposure.This delivers a win-win:the rewards of time in nature are well documented and it can also deepen awareness and advocacy.As the saying goes,we conserve what we love.The BBC Earth Experience in London,UK.Photography by Philip VolkersOptimistic ExplorersJoy Hunt

233、ersDark DevoteesDigital Dreamers“I seek out more opportunities to immerse myself in nature now than pre-pandemic”63%61%78%64%02Transcending Natural upskillingThe age of re-enchantment63Anton Sten Anton Sten Content creator Anton Sten shares clips on TikTok of his daredevil stunts,from aerial skiing

234、to somersaulting into icy lakes.Having grown up with an outdoors lifestyle,he finds serenity in nature.We asked Sten about what drives him to seek out big thrills.Ever since I was little,Ive been drawn to getting out in nature,preferably away from anywhere you can see houses or human activity.Its ju

235、st a freeing feeling.We have amazing nature in Norway.Especially on the west coast,we have a lot of rainy days and short days in the wintertimepart of the culture is getting outside as much as possible when the conditions are nice.Ive always liked to push the limits,but I do things at my own pace.If

236、 its way out of my comfort zone,Im not going to do it.If I find myself in a dangerous situation,my brain switches and goes into survival mode instead of being scared.Its like everything else doesnt matter;its a weird feeling.Everything just stands still and usually I do pretty good evaluations quick

237、ly to get out of situations.One of the most fun things about trying a new trick or a new activity is that the only place you are in that exact moment is just right there.Youre super-present.Every other thing in the world just doesnt matter.I think thats the feeling I hunt when I do new,bigger things

238、:that super-present feeling.Ive only recently really tried to see how my body reacts to ice dipping.In the beginning I hated it,but that made me want to try it more.I would fill up my bathtub with snow and ice.The first day I did three minutes.After a month I was all the way up to 22 minutes.After a

239、 while you get used to the shock.I think people are just bombarded with stress.Its important to get out there and just disconnect.It doesnt have to be anything fancya nice trail around a lake,up on a mountain,or a bike ridejust to get your mind off things.I think thats good for your mental health no

240、w and long-term.In terms of my social channels,Im trying to use them to spread positivity and fun.Im also just enjoying the process along the way.Anton Sten(he/him),Norway02Transcending Natural upskillingThe age of re-enchantment6402Transcending Intrepid diningJaw-dropping dinner settings are satisf

241、ying diners hungry stomachs and eager minds with outlandish,thrilling,and immersive meals and experiences.According to a survey conducted by Wunderman Thompson Intelligence,80%of consumers want to be wowed on trips,and 81%are interested in traveling to awe-inspiring and spectacular destinations.Cons

242、umers are thirsty for adventure and new experiences.Why not serve them up something tasty at the same time?In June 2023,Veuve Clicquot will welcome up to 28 guests to Champagne,France,for an incredible deep-sea tasting.Inspired by an 1800s shipwreck off the land Islands in the Baltic Seawhere 47 bot

243、tles of Veuve Clicquot champagne were uncovered by divers after more than a century underwater and found to have remained preservedthe brand has regularly hosted tastings as part of its“Cellar in the Sea”program.Guests are invited to compare champagne aged underwater with that aged on land,in its ch

244、alk cellars in Reims.This year,however,those brave tasters who are also experienced divers will have the chance to descend into the sea themselves to witness the extraordinary treasure lurking beneath the waves:the land Vault that now formally houses the projects bottles underwater.Avid aviators may

245、 never even have to leave the skies on their next trip.In 2024,OceanSky Cruises will launch its floating five-star airship hotel.The Swedish company will welcome elite daredevils on this lighter-than-air,sustainable expedition from Longyearbyen,Svalbard,to the North Pole.Guests will board and disemb

246、ark at undisclosed remote locations,and will enjoy meals prepared by an award-winning chef,spacious cabins for luxurious comfort,and panoramic windows for perpetual,unbelievable views.Intrepid diningThe Cellar in the Sea experience by Veuve Clicquot in the land Islands,FinlandThe age of re-enchantme

247、nt65Wunderman Thompson data reveals that 68%of consumers prefer to spend time in places that spark their imagination.For diners who crave awe-inspiring mystery and suspense as their main course,one of New York Citys newest speakeasies is sure to thrill.The Office of Mr.Moto,which opened in January 2

248、023,requires guests to decode a cypher in order to enjoy the restaurants multicourse omakase.The code,if cracked,opens a Victorian-era mailbox at the front of the restaurant to allow diners entry to the intimate,part-restaurant-part-museum experience.For beverage pairings,guests have to rack their b

249、rains to solve an additional cypher.At Eatrenalin in Rust,Germany,hungry visitors can enjoy their meals as part of “an emotional and culinary experience.”Guests sit at individual“floating chairs”and tables that move and rotate around the restaurant as if part of a theme park ride.Instead of encounte

250、ring roller coasters and water parks,diners are immersed in a series of multiversal settings.Alternating lighting,music,and visual experiences are paired with fine-dining cuisine to complement the emotions of the story,which follows an artificial intelligence hostess that just wants to become human.

251、02Transcending Intrepid diningprefer to spend time in places that spark their imagination 68%Eatrenalin The age of re-enchantment66“I think we are experiencing a little bit of a surge in what people were calling revenge travel,and revenge experiences,”psychology professor Kenneth Carter tells Wunder

252、man Thompson Intelligence.“I think thats what were seeing in this thirst for the unusual,this thirst for authentic experiences,this thirst for this newness,because we had a year or so where things didnt feel new.”WHY ITS INTERESTING Fine dining and fantastic views are never out of style;but these ad

253、venturers are craving more than a good meal.Intrepid diners are setting sail on excursions that evoke unforgettable awe and discovery to feed their minds and hearts,as well as filling their stomachs.OceanSky Cruises visualization by Kirt x ThomsenOptimistic ExplorersJoy HuntersDark DevoteesDigital D

254、reamers“I prefer to spend time in places that spark my imagination”73%74%70%64%02Transcending Intrepid dining67The age of re-enchantment02Transcending Monumental wondersUnprecedented,vast scale can be used to design environments and customer experiences that elevate consumers sense of wonder and wel

255、lbeing.“A gateway to another world,at a scale thats unprecedented,where youll feel wonder,amazement,and your heart race.”This is the Mukaab,jewel of the New Murabba futuristic megapolis in Riyadh,and the latest of several monumental projects in Saudi Arabia that are being promoted as the“new wonders

256、 of the world.”The Mukaab is slated to complete in 2030,and the vast cube-shaped structure,large enough to hold 20 Empire State Buildings,will dominate the skyline.“The worlds first,immersive,experiential destination”will also harness the latest technologies to offer“ever changing environments”that

257、interact with the wider landscape.Awe-inspiring,to say the least.Monumental experiences,whose vastness makes us feel small,can be good for us,helping to put life into perspective and even increase connection with society:89%say that awe-inspiring experiences make them feel good,while 78%say the expe

258、riences make them feel more connected to the world.Now brands are applying these same principles to retail environments and customer experiences,injecting a sense of wonder and elevating customer wellbeing.Monumental wondersSKP-S Chengdu retail park in China by Sybarite.Photography by Shihao Xiao 68

259、The age of re-enchantment02Transcending Monumental wondersDigital rendition of the Mukaab,part of the New Murabba development in Saudi ArabiaThe age of re-enchantment6902Transcending Monumental wondersJapanese sweets specialist Shunkado brought wonder to its new headquarters in Hamamatsu City on the

260、 south coast of Japan,which is imagined as a two-story dining table with larger-than-life chairs tucked around the outside.The arresting scene makes passers-by feel as if theyve stumbled into a land of giants from a fairy tale,and the theme continues in the buildings public restaurant and caf,where

261、oversized tea pots and tea cups are placed throughout.Another“land of the giants”experience comes courtesy of French fashion label Jacquemus,which sent renders of giant handbags on wheels seemingly speeding through the streets of Paris in a recent video activation.When creating monumental structures

262、,sustainability must be a key consideration.London-based global design studio Sybarite delivered on this with the 190-acre landmark SKP-S Chengdu department store in China,which is based on the sustainable“sponge city”concept.The“sunken”luxury retail park is made up of five subterranean levels and t

263、he tone is set at the ground-level SKP Park,of which 75%is covered in greenery,including 33 gardens.The landscape is dominated by The Tower of Life,a series of 26-and 36-meter-high“lantern-like towering water beacon sculptures”emitting ever-changing light patterns and displays.The monumental is also

264、 infiltrating public artworks.Danish-Icelandic artist Olafur Eliasson,in collaboration with British writer Robert Macfarlane,plays with light and reflections in their proposed reality-bending spectacle for Silecroft Beach in West Cumbria,in the United Kingdom,to accentuate the sites existing natural

265、 beauty.As part of their Your Daylight Destination installation,due for completion by 2025,a 98-foot-long metallic trough will be installed into the sand at the beach.Shunkados Sweets Bank HQ by Nikken Sekkei.Photography by Kenta HasegawaThe age of re-enchantment7002Transcending Monumental wondersTh

266、is will be submerged when the tide is in,and fill with water as the tide goes out,creating a vast,picturesque reflection of the clouds and sky above.Eliasson says that the project is“a humble reflection of what is already therethe beach,the water,the sky,the plants and animalsreframed within a space

267、 that invites self-discovery in a deep-time perspective.”WHY ITS INTERESTING By embracing the potential of scale we can create physical environments and customer experiences that make people feel as if they are part of something bigger,and something that transcends their understanding of the world.O

268、ptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“Awe-inspiring experiences make me feel more connected to the world”74%87%91%71%Artistic rendering of Your Daylight Destination by Olafur Eliasson with Robert MacfarlaneThe age of re-enchantment71The generation Z take/Indian male,23heart bea

269、t“People are chasing an experience that makes their a little faster in anticipation,something that will be ingrained into their mind,so when they think of that feeling of shock and awe they are thinking of your brand.”“Awe feels like a lost relic,especially in the sphere of architecture,art,prose,an

270、d design.Modern design often favors practicality and mass production over something worth looking at,which inspires us and makes us feel truly alive.”French male,24 “Visiting the local botanical gardens induces a sense of awe,as being in any beautiful natural location usually does.The feeling at the

271、 time is that you are very small and insignificant in the bigger picture of nature and the universe in general.However,this is not a bad thing at all,as it creates a sense of freedom that was not there before.It reinforces the idea that your actions will most likely not have an effect on the whole u

272、niverse and so allows you to trust your intuition more when making decisions,rather than constantly second-guessing yourself.”Moroccan female,18 “When I went on holiday to a national park in Utah,America,and we did a route called The Narrows,it was actually insane.You basically hike through a mounta

273、in,go through water that comes up to your waistand it can get higherand its just so beautiful.I was in awe of how beautiful the place was.How am I here?How am I doing this?How lucky am I that I get to experience a trip like that?”British female,26 SKP-S Chengdu retail park in China by Sybarite.Photo

274、graphy by Shihao Xiao 02Transcending Monumental wonders72The age of re-enchantment02Transcending Multiversal luxeBrands are embracing the otherworldly to enthral luxury consumers.As we enter what many are calling the age of the new space race,a flurry of luxury brands are turning to the allure of th

275、e otherworldly and the multiversal to capture the attention of ultra-high-net-worth consumers for whom the Earth is no longer enough.London-based global design studio Sybarite is behind some of the most ambitious otherworldly retail designs in China.Discussing the power of otherworldly design,the st

276、udios cofounders Torquil McIntosh and Simon Mitchell tell Wunderman Thompson Intelligence:“Channeling the otherworldly is about presenting a unique shopping experience that is wired with intrigue;a world that is different to our own,a vision with a different perspective.Humans,by nature,long to expl

277、ore in a different dimension.Customers are drawn to the idea of being able to access a higher level of consciousness with encounters that delve into the depths of their minds and bring escapism.”Premium Chinese patisserie brand Holiland channels the multiversal,kitting out its Shanghai store as an i

278、ntergalactic spaceship.It features a wormhole that promises access to another dimension,LED screens showing the“multiverse”world outside the stores windows,and products inspired by colorful meteors,enabling visitors to be fully immersed in the possibilities of the otherworldly.Multiversal luxeFuture

279、 Narrativism in the Multiverse,Holiland TravelThe age of re-enchantment73A sense of childlike wonder at the infinite mysteries beyond Earth are also infusing creative communications.Burberrys“Night Creatures”campaign video from October 2022 depicts three protagonists as they encounter an otherworldl

280、y sci-fi creature.The latest iteration of Louis Vuittons“Towards a Dream”campaign for 2023 is set in the breathtaking Chilean mountains,and opens with scenes of a UFO emitting otherworldly orbs of light before guiding a group of children on an unforgettable adventure.Long a source of wonder,space is

281、 taking on renewed significance as NASA gears up for its Artemis lunar mission in 2024,and commercial space travel and asteroid mining come closer to reality.This is inspiring a new generation of interstellar aesthetics on the luxury catwalk.Guccis Cosmogonie show in May 2022 celebrated the stars wi

282、th luminescent fabrics and constellation-covered looks,while Dior collaborated with NASA for its fall 2023 menswear collection,“Guided by the Stars,”featuring vivid images of remote galaxies captured by the James Webb Space Telescope.Dior Mens artistic director Kim Jones told Womens Wear Daily,“Your

283、e looking into the unknown,which is very,very beautiful.The vastness of it is the thing that I think is so enthralling,or terrifying to some people.”Chanel also evoked the thrill of space exploration,erecting a giant popup Moon Base in Tokyo for its“Once Upon a Moon”activation in late 2022.Visitors

284、could pose for photos in the Chanel Moon Rover before receiving a complimentary space-themed passport as a souvenir of the experience.02Transcending Multiversal luxeFuture Narrativism in the Multiverse,Holiland TravelThe age of re-enchantment74The multiverse is suggestive of infinite possibility,and

285、 this offers a much-needed source of optimism,according to artist Jason Silva.“Whats happening in the world of innovation,to me,feels like the ultimate antidote to existential distress,”he tells Wunderman Thompson Intelligence.“We feel so small and meaningless,but we make space shuttles.Our tools an

286、d technologies are the means by which we transcended our limits and our existential smallness.”WHY ITS INTERESTING While the otherworldly has long captivated humanitys imagination,its renewed popularity with luxury brands underlines a collective yearning for playful adventure and discovery that delv

287、es into the depths of our minds.“Guided by the Stars”mens fall 2023 collection by DiorOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“I like to be transported to other worlds by stories and narratives”79%77%71%80%02Transcending Multiversal luxeThe age of re-enchantment7502Transcending S

288、ensory techtopiasAdvanced technology offers new opportunities to deeply immerse and engage people,tantalizing all of the senses.New innovations are offering sensory ways for brands to connect with consumers and,after a couple of years of sensory deprivation due to the pandemic,demand is potent.Accor

289、ding to Wunderman Thompson data,63%of people want brands to provide them with multisensory experiences,and 72%expect as many of their senses as possible to be engaged when experiencing something new.Previously,visuals have dominated experiences and,indeed,sight is the sense that people most frequent

290、ly expect to be stimulated when enjoying experiences (see chart on next page).Now brands are increasingly able to tap into all the senses to truly amplify immersion.Xydrobe,launching in 2023,is a pioneering experiential concept for luxury retail that aims to immerse people in the vision and ideology

291、 of a brand.Shoppers will step inside a mysterious black“one-person experience pod,”a physical portal to transport them to virtual realms using“stunning visuals,scent,surround sound,and temperature control.”Sensory techtopiasxydrobes one-person experience podThe age of re-enchantment76Sensory Techto

292、pias:What drives sensory experience KEY What I saw What I tasted What I felt What I heard What I could smell ALL COUNTRIESRANKUNITED STATESUNITED KINGDOMCHINA1234502Transcending Sensory techtopiasMost important sensory element for an intense and memorable experience(top five ranking by country)The a

293、ge of re-enchantment77Explaining the thinking behind xydrobe,CEO Nell Lloyd-Malcolm tells Wunderman Thompson Intelligence:“You get an emotional reaction out of people when you have something thats multisensorial.It feels real,so youre able to put people into situations that they would never be able

294、to do otherwise.Its being a time traveler;its being someone who can actually feel as though theyre experiencing extraordinary things.We cant achieve that in traditional retail,and we definitely cant achieve it on ecomm.”Lloyd-Malcolm promises an experience that will“provide an outlet for brands to s

295、tart engaging with storytelling thats on a similar level to these big blockbuster Hollywood movies.”Speaking of Hollywood,at CES 2023 Canon showcased its latest immersive tech innovations,in a partnership with the Universal Pictures thriller Knock at the Cabin,directed by M Night Shyamalan.Entering

296、a full-size replica of the eponymous cabin,visitors were transported into the story via one of four immersive technologies,including Canons Kokomo virtual reality(VR)software,which enabled them to enter a photoreal environment and speak to one of four characters from the movie.Visitors wearing the C

297、anon MReal mixed reality headset could put themselves in the characters shoes,barricading the doors of the cabin with virtual furniture while under attack from intruders trying to smash their way inside.People rank touch as the third most important sense in delivering experience,but as Jody Culham,C

298、anada research chair in immersive neuroscience at Western University in Ontario,tells Wunderman Thompson Intelligence,the lack of“feeling”in VR is a major gap right now.“The big thing thats lacking is a sense of touch,”she says.“Theres nothing commercially available thats widespread.”In the future i

299、t should be possible to add this layer.Johnnie Walkers 2022 Depth of Blue multisensory experiential pop-up at the Mandala Club in Singapore02Transcending Sensory techtopias78The age of re-enchantmentIn Japan,NTT Docomo and collaborating institutions are developing the worlds first sensation-sharing

300、technology,which allows users to send movements or tactile sensations digitally.Docomo already has plans to build on its Feel Tech technology,enabling the sharing of other sensations,like taste,hearing,and even emotions.Smell is the sensation that people least expect to play a role in immersive expe

301、rience,and olfaction is the least understood of our senses from a scientific point of view,yet research tells us that it is highly evocative,able to transport us instantly to another place or time by triggering memory.Experience designers are now experimenting with scent as a narrative device to eng

302、age viewers more deeply.At the 2022 Cannes Film Festival,Indian film director A R Rahman premiered Le Musk,a VR cinematic experience that tells the story of an orphaned heiress on the trail of three mysterious men,each with a distinctive scent.Sensory direction was provided by London-based multisens

303、ory extended reality studio The Feelies,which created bespoke scents.Viewers watched the film from immersive VR chairs by LA-based Positron,which also incorporate motion,pitch,and haptics.Japanese scent technology company Aromajoin is helping to bring multisensory experiences to the home with its Ar

304、oma Shooter,a digital scent device premiered at CES 2023.Designed for gaming or movies,the technology can synchronize smells to videos using“solid state”cartridges,instantly toggling between different scents.Its worth noting that there is a sweet spot for the intensity of sensory immersion.While 64%

305、of people expect digital and virtual experiences to activate all their senses,54%report finding multisensory experiences overwhelming.This seems like a conundrum,but researchers are already working on a solution.Banshee,2023,by Matthew Schreiber,part of the 2023 Thin Air exhibition at The Beams in L

306、ondon,UK02Transcending Sensory techtopiasThe age of re-enchantment79Adaptive entertainment can adjust to individual preferences based on various biomarker metrics tracked using artificial intelligence(AI)and affective technologies like facial recognition.Coltan Scrivner,a behavioral scientist at the

307、 Recreational Fear Lab in Aarhus University in Denmark,shared details of ongoing work to develop“a VR game that learns what youre afraid of.The idea is that instead of scaring you as much as we can,we want to keep you in that sweet spot,where youre having the most amount of fun.”Such interactions wi

308、ll get ever slicker,as Ian Beacraft,CEO and chief futurist at Signal and Cipher,explained at SXSW 2023:“Its not just about creating with AI.Its about relating with AI.Were actually going to have some sort of relationship with it.”WHY ITS INTERESTING After an extended period of global sensory depriva

309、tion,we are on the brink of a new era of tech-powered sensorial enrichment,which will offer brands new and exciting opportunities to deeply engage and wow audiences.We Live in an Ocean of Air VR experience by Marshmallow Laser FeastOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“I expec

310、t as many of my senses as possible to be engaged when it comes to experiencing something new”73%70%82%78%02Transcending Sensory techtopias80The age of re-enchantment0303ReimaginingReggmiii nnaThe final stage of re-enchantment imagines a better future,challenging the status quo and fostering optimism

311、 for what comes next.There are opportunities for brands to help reimagine our connections to each other and to nature,to build better relationships with technology,and to reassert the right to fun and joy in our lives.The Horror Show!,A Twisted Tale of Modern Britain at Somerset House,London 2022-20

312、23.Tim Etchells,All The Things,2020 Tim Etchells.Courtesy of the artist,Pawe Ogrodzki81The age of re-enchantment03ReimaginingThe age of re-enchantment82A creative rebellion,led by the feminine and the marginalized,presents a challenge to the status quo.Popular culture is mining dark themesencompassi

313、ng witchcraft,the grotesque,and the monstrousto challenge the status quo.Questioning traditional power,it offers alternatives:the feminine,the marginalized,the self.In October 2022,The Horror Show!,an exhibition at Londons Somerset House,explored 50 years of creative rebellion via a triptych of dark

314、 themes:Monster,Ghost,and Witch.The grotesque and the monstrous stand for the rejection of conformism and an explosion of raw creativity.In the Witch theme,“we see ways to unmake our world and reorder it so that it might be remade anew,”says Somerset House senior curator Claire Catterall,in an inter

315、view with Wunderman Thompson Intelligence.Witchcraft never really left the cultural narrative,and its influence is on the rise.2023 has already seen a surge in“witch-lit”according to the Guardian,not to mention TV shows like The Mayfair Witches and Netflixs Wednesday,while#witchtok boasted more than

316、 41 billion views on TikTok as of May 2023.Celebrities like Kylie Jenner and Julia Fox are channeling so-called“succubus chic”and wellness brands such as Palm of Feronia and Kate Mosss Cosmoss draw on mystical cues.The British perfumer Vyrao has even tapped a psychic to cocreate its scent The Sixth.

317、03Reimagining New spiritual rebelsNew spiritual rebelsThe Horror Show!,A Twisted Tale of Modern Britain at SomersetHouse,London 2022-2023.Anna Bunting-Branch,W.I.T.C.H.(“We Invoke the Culture of Heretics”),2015.Anna Bunting-Branch83The age of re-enchantmentThe Horror Show!,A Twisted Tale of Modern B

318、ritain at Somerset House,London 2022-2023.Juno Calypso,A Dream in Green,2015.Juno Calypso.Courtesy of the artist03Reimagining New spiritual rebelsThe age of re-enchantment84As younger generations come of age in an uncertain world,they are seeking meaning and control in practices like tarot,crystals,

319、and manifesting,reinventing spirituality for the TikTok era.Among generation Z,51%report an interest in non-traditional spirituality,compared to 34%of the total population.The witch,says Catterall,also represents our ability to“imagine and effect radical change.”Traditionally associated with the fem

320、inine,it now“seems to have broadened to embrace these new voices,and all marginalized and oppressed bodies.”The grotesque and monstrous can also point to this disruptive assertion of power.The fashion designer and artist Michaela Stark creates body-morphing lingerie designs that deliberately distort

321、 the body,creating looks that channel the grotesque and challenge convention.She recently styled the nonbinary artist Sam Smith for Perfect magazine.Italian surrealist photographer Giulia Grillo,aka Petite Doll,creates beauty in the grotesque and otherworldly,while makeup artists including Eszter Ma

322、gyar and Aoife Cullen are exploring brutal,ugly,or monstrous beauty as a means of“reclaiming power,”as Cullen told Dazed in March 2023.The LGBTQ+artist Oliver Sim is no doubt channeling his sense of being othered when depicting himself as a monster on the cover of his album Hideous Bastard.Almost ha

323、lf of generation Z(45%)and 38%of millennials express a liking for aesthetics that others might find grotesque,compared to just 10%of baby boomers.This channeling of the dark,mystical,and monstrous is a tool of provocation and a way to call out the issues of our time,such as misogyny,racism,homophobi

324、a,and the climate crisis.In Catteralls view,the 21st-century witch wants to “break things down and build them up again in paths to inclusive post-capitalist,post-colonial,many-gendered futures.”Artwork for the Hideous Bastard album by Oliver Sim.Image courtesy of Beggars Group03Reimagining New spiri

325、tual rebelsThe age of re-enchantment8503Reimagining New spiritual rebelsAdvaya is a female-led collective that aims to conceive this better future.A global transformative education platform centered on ecology,spirituality,and wellbeing,it advocates“radical regeneration and joyful revolution.”In rai

326、sing awareness and empowering young people to become a voice for change,it aims to offer resistance while easing a transition to a better,kinder,and healthier world.Current courses focus on spiritual ecology,healthier relationships with technology,and a six-week Restoring Masculinity course that aim

327、s to re-imagine contemporary masculinities.WHY ITS INTERESTING A new,better world is fighting to be born.These are its creative shoots,offering catharsis,and also hope and a glimpse of a better,more inclusive,eco-centric future.“Our increasingly digitally dependent lives have shrunk into the palms o

328、f our hands and this has allowed us to find new ways of connection.Its created a global coven of sorts and allowed newto be heard.”voices/Claire Catterall,senior curator,Somerset HouseOptimistic ExplorersJoy HuntersDark DevoteesDigital Dreamers“Im interested in non-traditional spirituality”44%25%31%

329、42%The age of re-enchantment86Notty StewartNotty StewartNotty Stewart identifies as a witch and is a practitioner of traditional African-American rootwork practices.Drawing from a diverse range of techniques,including manifestations,divination,and alternative approaches to healing,she claims to conn

330、ect with spirits and ancestors.Stewart aims to help individuals who seek spiritual awakening and she has more than 216,000 TikTok followers as of May 2023.We asked her what drew her to this type of spirituality.I was always interested in the occult.As a kid,I really liked ethereal things like fairie

331、s.I wasnt really in tune with the religion that I was born into,being a Jehovahs Witness.I had this limbo for a couple of years where I was,like,“I know there is something bigger than me out there,but Im not resonating with any of these religions.”What really brought me towards spirituality was the

332、freedom in it and the non-judgment of it.When my family found out this is what I practice,a lot of them didnt accept me.From manifesting my desires,I started to cast spells and connect with my ancestors.One of the spells that I really liked to do a lot was connecting with the moon and using the moon

333、s power to manifest my intentions or release things.Ancestral work can give us a connection to something bigger than ourselves.When you need that secure guidance and you need wisdom,you can go to your bloodline and ask them for wisdom and guidance down your path,and they will help you get into alignment.They will help protect you.They will help you express your authentic self.Spirituality can make