Future+ Highlights 2024

We kicked off the year with our annual global Codes of Culture summit which we launched in Paris at the iconic Hotel Le Marois. With over 300 attendees, the event brought together curated conversations and brand activations that explored the future of luxury, generative AI’s transformative impact on personalisation, the rise of digital craftsmanship and NFTs redefining consumer identity. Review the highlights here and insightful panels here.

In June, we hosted our members and partners at Cannes Lions for a week full of dynamic discussions around tokenized memberships, AI-driven storytelling, and blockchain’s role in democratising investments. The week included standout moments like a keynote on the “liquid content” and future of AI by Matthieu Lorrain, hosting an opening night on an exclusive yacht in partnership with Partouche and Joker Odyssey and a lunch at the Mondrian, gathering thought leaders from a16z, Adobe, Kering, EPAM, Binance, Mantra and more.

In September, we hosted an event for Luxury Innovation Summit at N°OW'HERE in Geneva, focusing on digital transformation across luxury. Presentations ranged from gaming’s potential for luxury and 3D commerce to blockchain’s critical role in security and transparency, with headline speakers including Pascal Gauthier, CEO and Chairman of Ledger, Clément Foucher, co-founder of POWER.XYZ, Carla Bunger, CEO of Phoenix Technologies, Mikki Sandhu, Head of Innovation of T&P and more. Review the highlight video here!

Although these events were undoubtedly the highlight of our year, we hosted many more, both virtual (you can rewatch our live streams here) and in-person. We curated the fashion stage at NFC Lisbon in May, partnered with Limitless Innovation during VivaTech in June, curated the stage at Ledger’s 10th anniversary and HQ opening in October, and collaborated with Binance for an event hosted by Alpine F1 during the Abu Dhabi Grand Prix in November, ending the year with a festive Christmas party with our generous hosts at Asprey Studio.

As we look back on 2024, these milestones highlight the incredible journey Future+ has been on, and we can’t wait to reveal what we have lined up for 2025 as we look forward to connecting with all our members!

Industry Highlights of 2024

Luxury slowdown made headlines with all earnings reports showing double digit decline in growth, largely due to a slowdown in spending in China, supply chain and distribution challenges and disillusioned customers. We also reported on fashion venturing into space with its first lunar collaboration, the LVMH 10 year deal with F1 and the Olympics cementing a place at the intersection of luxury, culture and sport. Another headline that had everyone buzzing this year, was the launch of Apple Vision Pro with many brands launching experiences on the device including Gucci and Balenciaga only to face challenges and report cuts in the production of the headsets.

Some of the cultural trends that took centre stage this year included Charli XCX’s Brat Summer, the viral craze of "very demure, very mindful", and the trad-wife resurgence popularised by figures like Nara Smith and Hannah Neeleman of Ballerina Farm, highlighted a turn towards simplicity and intentional living.

Here are the standout trends that shaped luxury, fashion, art, and technology:

AI in creative industries

This year, artificial intelligence was the main (and in some cases, the only?) topic across venture and startups as a transformative force across the creative industries, bringing us into a new era of innovation and efficiency. In fashion, AI was used to craft campaigns that resonated deeply with consumers, like the ones by Mango and Victoria Beckham, while other companies took a strong stand against it, like Dove. Retailers like Revolve took personalisation to new heights by leveraging AI to curate hyper-relevant shopping experiences, while, major players like Google Shopping, Perplexity Shopping, and startups like Daydream, also made significant strides in the evolving landscape, particularly in curated AI search.

Beyond marketing and retail, tools like OpenAI’s Sora and ChatGPT expanded their reach, not only enhancing creative outputs but also streamlining processes from content generation to customer service. However, this technological leap was not without its challenges. Ethical concerns surrounding AI usage, we remember the use of ‘sound like’ Scarlett Johansson voice in ChatGPT, including bias in algorithms and its impact on human jobs, came to the forefront. Data privacy and security risks also posed significant questions about the boundaries of AI’s integration. As these issues remain unresolved, they serve as a reminder that innovation must be balanced with accountability and responsibility.

The rise of digital luxury and virtual experiences

Gaming and virtual experiences redefined the luxury sector’s engagement strategies and connected brands with younger, tech-savvy audiences. This year saw unprecedented collaborations between gaming platforms and high-end brands, blending immersive storytelling, retail innovation, and digital culture into seamless ecosystems.

Balenciaga, an early adopter of gaming culture launched "Need for Speed" mobile game and Versace made waves by collaborating with Fortnite in the summer, introducing branded skins, emotes, and in-game experiences.

E.l.f. Cosmetics leveraged the gaming universe to amplify its reach, creating interactive campaigns that blended gaming aesthetics with its playful, accessible identity. Its initiatives included partnerships with platforms like Roblox, where it offered exclusive beauty-themed experiences that attracted millions of players, cementing its place in gaming culture to attract a younger audiences.

Walmart’s integration with Roblox was a good case study to showcase how virtual shopping could evolve, creating an interactive marketplace where players could browse and purchase real-world products while earning in-game rewards. Rimowa’s virtual flagship store offered a unique shopping experience, allowing users to explore products through immersive, interactive environments without leaving their screens.

Beyond gaming activations, luxury brands increasingly utilised augmented reality (AR) and virtual reality (VR) tools to enhance user experiences and allow virtual-try from home and on locations. These tools bridged physical and digital worlds, creating hybrid spaces where brands could experiment with storytelling and engage consumers in entirely new ways.

The continued rise of gaming and virtual platforms demonstrated that the future of retail lies in creating engaging, immersive ecosystems that transcend traditional boundaries. As brands increasingly invest in these spaces, they not only tap into a growing audience but also shape the digital culture of tomorrow, and this is just the beginning.

Sustainability in focus

Sustainability remained a focus in 2024, with brands making strides to address the growing consumer demand for transparency, circularity, and eco-consciousness. Digital product passports reached remarkable milestones with companies like Aura Blockchain Consortium tracking over 50 million products and providing unprecedented traceability for consumers. These tools not only increase trust but also set a new standard for accountability in luxury.

Meanwhile, the resale and rental markets gained significant momentum, reshaping the traditional notions of ownership and consumption. As luxury retail faced challenges, these alternative models emerged as viable solutions, driven by younger, sustainability-conscious consumers.

Brands embraced circular initiatives, offering pre-loved and rental options to stay relevant and align with shifting consumer expectations. While the road to sustainability is far from complete, 2024 demonstrated the luxury sector’s growing commitment to a more responsible and adaptive future, where innovation and sustainability go hand in hand.

As we close the year, these innovations remind us of the incredible potential to redefine luxury, culture, and technology in ways that are sustainable, inclusive, and future-forward.