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- Future+ Fridays | Issue33
Future+ Fridays | Issue33
The Art of Immersive Experiences and Fine Dining
It’s been a busy week with Frieze London in full swing and also getting ready for Art Basel Paris next week! We are exclusive partners, along with Art Blocks, to Ledger’s 10year anniversary and mega HQ opening event. Also, I am super excited to be attending an immersive dinner hosted by Alaïa and Pieter Mulier with creative culinary studio We are ona!
This week's roundup has been full of huge news, trends and launches . A new partnership between WPP and Roblox, Mytheresa acquiring YNAP, the luxury and immersive fining dining trend, and as we are in the middle of Frieze London and Art Basel Paris, highlighting the recent Lumen prize gala and the launch of VIV Arts, a brand new immersive arts platform.
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📖 In this week’s issue-
WPP and Roblox forge a new partnership to revolutionise 3D brand advertising
What Mytheresa’s takeover of Yoox Net-A-Porter means for the future of luxury retail
Where fashion meets fine dining: the rise of immersive brand experiences
Over a decade of digital Art: The Lumen Prize’s impact and Sotheby’s 2024 auction
VIV Arts launches with Controlled Burn: a transformative immersive art experience by Julian Charrière
👩💻 Top reads on our radar, in case you missed it-
Lacoste launches a Bitmoji store on Snapchat
Chanel Opens 'The Magical House' Pop-Up at Harrods with experiences and masterclasses
Arnault family set to acquire majority stake in Paris football club
Tiktok’s new retail solutions for advertisers
Rolex launches its first direct store in China, avoiding middlemen
AI technology powering ChatGPT is helping to develop novel fragrances
📅 Upcoming events on our calendar-
Monday 14th October: We are hosting an upcoming webinar with one of our corporate members, Pierre-Nicolas Hurstel, CEO of Arianee along with Francois Souchet, Managing Director at Swanstant to discuss their recent white paper “The Role of Tokenisation and Decoupling Growth”. If you are working across DPPs, circularity and sustainability, don’t miss this. RSVP here.
Wednesday, 16th October: Ledger 106T Grand Opening with Future+ and Art Blocks to celebrate 10 year anniversary and the opening of their new mega HQ in Paris. We will curate conversations, host podcasts and activations, RSVP here
18th to 31st October: Braw Haus is partnering with Chambre Noir for their first AI exhibition ‘MIRAGES’ showcasing 11 artists, in Paris. The exhibition is open for two weeks, everyday between 11am and 8pm, at 11 rue Farcot 93400 Saint-Ouen. More information on Braw Haus instagram here.
🔎 Deeper Insights
1. WPP and Roblox forge new partnership to revolutionise 3D brand advertising
📣 @WPP announces a new partnership with @Roblox to unlock the potential of immersive media and gaming for global clients.
Learn more 👉 bit.ly/3UojLDF— WPP (@WPP)
1:07 PM • Oct 8, 2024
What's happening: This week, the global advertising and communications giant WPP announced a strategic partnership with Roblox, the immersive gaming and creation platform, to enhance brand engagement and advertising opportunities in virtual spaces.
TLDR:
WPP and Roblox are extending their collaboration to scale expertise among brands and agencies to create immersive 3D experiences for advertising.
WPP's media investment arm, GroupM, will join Roblox's Partner Program (a program assembling developers, agencies, and brand powerhouses to create a self-service advertising ecosystem setting new standards for advertising in virtual worlds.
The two companies will create a Roblox certification program for marketers, helping creative and media agencies deepen their expertise on the platform. WPP staff will be the first to receive certification.
WPP and Roblox will form an advisory council to set new standards for measuring the performance of 3D in-game ads, a crucial step in defining the value of immersive media.
WPP and Roblox have already worked with major global clients like Adidas, Paramount, and Church & Dwight, showcasing the potential for creative branded worlds within virtual spaces.
Earlier this year, Roblox tested in-platform video ads, allowing brands to run advertising without games, which was already tested by Elf Beauty, Hugo Boss, Warners Bros, etc.
With Roblox’s 80 million daily active users, the partnership taps into the fast-growing gaming allowing brands to run ads outside of games, which has become a powerful channel for brands to engage with Gen Z consumers.
Historically, brands have been seeing the value of integrating in branded worlds notably on Roblox and Fortnite.
Why it matters: This partnership represents a pivotal moment for both the advertising and gaming industries, signalling the increasing importance of immersive media as a vital channel for brand engagement, especially focusing on Gen Z audiences. As we have been observing in the last year, Roblox has emerged as a dominant platform, where millions of users spend hours daily, creating vast opportunities for brands to reach younger consumers in creative and interactive ways. By joining forces with Roblox, WPP aims to help its clients navigate this rapidly evolving media landscape, offering them innovative tools to connect with consumers through personalised, engaging, and scalable 3D experiences. As the boundaries between gaming, social interaction, and advertising blur, this partnership strengthens WPP's ability to stay ahead of the curve and shape the future of digital marketing and show brands the importance to be a part of a changing landscape.
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Mytheresa’s takeover of Yoox Net-A-Porter and the future of luxury retail
Richemont to sell struggling Yoox Net-a-Porter to Mytheresa
— Financial Times (@FT)
7:37 AM • Oct 7, 2024
What’s happening: Mytheresa has announced plans to acquire Yoox Net-a-Porter (YNAP) from Richemont in one of this year’s most significant luxury retail deals, retaining a 33% stake in the combined company. This move consolidates two major players in the luxury e-commerce space continuing a wave of mergers and acquisitions reshaping the industry.
TLDR:
Richemont will inject €555 million in cash into YNAP before the deal closes in the first half of 2025, stabilising YNAP’s financial position and preparing it for future growth under Mytheresa’s leadership.
Both platforms will continue operating separately even after the merger as two individual websites, maintaining their individual brand identities while benefiting from shared resources like logistics and infrastructure.
The deal aims to tackle long-standing challenges in luxury e-commerce, including rising customer acquisition costs, competition from direct-to-consumer brands, and similar product offerings among competitors.
Mytheresa’s focus on exclusive collections and personalised luxury experiences positions it to succeed in this new landscape.
Following the announcement, Mytheresa’s stock jumped by more than 50%, though the company’s stock is still down over 70% since its IPO in January 2021, reflecting broader challenges in luxury e-commerce profitability.
NAP will benefit from Mytheresa support to strengthen its editorial content, celebrity interviews and other lifestyle content.
This merger is part of a broader trend of consolidation in the luxury industry, with other major deals this year including Coupang’s purchase of Farfetch and Tapestry’s merger with Capri Holdings. This signals ongoing shifts in the sector as companies seek to adapt to new market conditions.
Why it matters: This deal could reshape the luxury e-commerce landscape by consolidating two major players and giving Mytheresa access to YNAP's global infrastructure, particularly in key markets like the U.S. and China. Luxury e-tailers have long struggled with brand defection and price competition, but Mytheresa’s strategy—offering exclusive experiences such as designer dinners and exclusive capsule collections —may help both companies stand out in a crowded market. The deal highlights the importance of differentiation for e-tailers, moving away from direct price competition. For example, Moda Operandi targets sophisticated luxury shoppers with pre-order collections, while Ssense appeals to younger consumers with bold statement pieces. The most successful platforms are those that offer highly curated selections, a focus some e-tailers lost in recent years by offering similar products and competing primarily on price, to the detriment of both their own business and the brands they sell. This acquisition also reflects a broader industry trend toward consolidation, as brands and retailers seek to streamline operations, cut costs, and compete more effectively in an omnichannel world.
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What's happening: As highlighted in last week's newsletter, the influence of sports on luxury continues to expand, but it's not the only industry experiencing this shift. Luxury brands are increasingly merging fashion with high-end experiential dining, offering immersive culinary events for their top-tier clients, often featuring renowned chefs, visually striking scenography and/or artists.
TLDR:
Fashion houses are collaborating with top culinary talents to host exclusive dining experiences. Imogen Kwok and Laila Goha (also known as Laila Cooks) are among the famous chefs creating artful, themed meals for brands like Loewe, Prada, Ganni, and Simone Rocha.
Also on our radar is the culinary studio Balbosté, known for its magical dining experiences which saw a 450% business increase from 2022 to 2023, and has become a reference studio for brands including Louis Vuitton, Dior, and more.
In the latest upcoming immersive dinner, the French creative culinary collective "We Are Ona" will be partnering with Alaïa for a curated conversations dining series starting October 15, rekindling the brand’s tradition of hospitality. The first dinners will be hosted by creative director Pieter Mulier himself and I am excited to attend next week and report back.
Why it matters: The growing intersection of luxury fashion and experiential dining highlights how brands are expanding beyond a traditional retail. By hosting immersive events with artistic, sensory-driven dining, luxury houses offer a unique way to engage with their clients and create a wow effect. This reflects also the behaviour change in the luxury client who do not only have a transactional relation with the brand, but want to experience the brand on a deeper level. This shift not only elevates food as a new status symbol but also positions these experiences as memorable, multi-dimensional expressions of luxury, perfectly suited for today’s experience-driven consumer.
4. Over a decade of digital art: The Lumen Prize’s impact and Sotheby’s 2024 auction
What's happening: The Lumen Prize was established in 2012 by Carla Rapoport to elevate technology-driven art, with a focus on digital, AI, Web3, and generative art. For its 13th anniversary, it has partnered with Sotheby’s to launch a charitable auction featuring works from pioneering artists in the field of tech-driven art.
TLDR:
Each year, thousands of entries are reviewed, with around 70 finalists selected by a unbiased jury from prestigious institutions like the V&A. With entries from over 60 countries, it identifies emerging trends in tech-driven art, highlighting what will shape the industry's future. It also provides annual reports on these trends, offering valuable insights for the art community.
Lumen Studios (formerly Lumen Art Projects) has distributed over $100,000 in prize money and provided artists with global exhibitions and commission opportunities.
Past winners include notable and renown artists like Refik Anadol who has since collaborated with major brands like Bulgari, and Mario Klingemann; 2023 finalists included Sasha Stiles and Emily Xie, also featured in Christie’s Future Frequencies exhibition.
The 2024 Sotheby’s auction celebrates the Lumen Prize’s 13th anniversary (open until the 16th of October) and features work by Lumen prize artists such as Sougwen Chung while emphasizing the growing significance of digital art in contemporary culture.
The Prize has continued to evolve since its establishment and has witnessed an evolving landscape of creative expression. The approach has transitioned from recognising specific technologies (exemplified by the AI award in 2028) to acknowledging broader societal impact of the technologies, which led to the next thematic “the impact and future awards” this year.
Why it matters: The Lumen Prize has been key in the evolution of digital art, bringing technology-driven creativity into the mainstream for over a decade now. By partnering with Sotheby’s for an auction, it underscores digital art’s growing significance in contemporary culture. Over the years, the prize has not only recognised innovative artworks but also tracked global trends, shaping the future of Web3, AI, and generative art while positioning artists at the forefront of the scene. The Lumen Prize continues to demonstrate how digital art, once under-appreciated, is now embraced by major art institutions and valued by collectors, affirming its cultural importance while also being a major stepping stone for artists’ career.
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5. VIV Arts launches with Controlled Burn: a transformative immersive art experience by Julian Charrière
What's happening: VIV Arts, a new platform for immersive art, officially launched with Controlled Burn, an installation by French-Swiss artist Julian Charrière. The platform supports contemporary artists in creating large-scale, transformative experiences while building a market for collectible artworks. Controlled Burn takes viewers through the history of the universe, highlighting humanity’s reliance on fossil fuels. Hosted at London’s Welsh Chapel, this debut reflects VIV Arts’ mission to make immersive art accessible globally and foster deeper audience engagement.
TLDR:
VIV Arts is a new platform dedicated to supporting immersive art experiences and the creation of collectible artworks.
The platform was created by Carlota Dochao Naveira and Oliva Sartogo. Carlota is passionate about innovation in the arts, she is a founding team member of Superblue and she has extensively worked with leading artists in the experiential space, curated and produced immersive exhibition spaces. Olivia is an entrepreneur at the intersection of art and architecture. She fosters dialogue between contemporary art and architecture, connecting key figures in the art world with young collectors. Most recently, she has developed gaming communities within Minecraft, introducing leading architects to the metaverse and gaming culture.
The platform’s debut installation, Controlled Burn by Julian Charrière, explores the universe's history and humanity’s dependence on fossil fuels.
The installation features stunning footage shot in extreme locations like coal power plants and oil rigs, captured using custom-built drones.
The work highlights the pressing environmental issues related to energy consumption and the need for urgent change.
Set in the atmospheric Welsh Chapel, the installation’s visuals are enhanced by the unique architecture of the venue.
VIV Arts aims to bring immersive, transformative art experiences to a global audience, fostering deeper engagement with the works beyond passive viewing.
The installation is open for viewing until the 12th of October (tomorrow!), guest can register for free but tickets are mandatory, must visit here.
Why it matters: Controlled Burn sets the tone for VIV Arts’ ambitious vision of making art an immersive, interactive and impactful experience. Charrière’s piece is not only biblical with its impressive visuals, filmed in previously inaccessible locations, and booming soundtrack but also challenges viewers to reflect on humanity’s reliance on fossil fuels. By hosting the launch by collaborating with Charrière in this specific location, VIV Arts emphasises how art can engage the public in urgent conversations.
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