Future+ Fridays | Issue34

1. Paris overview: Celebrating Ledger, Art Basel, and more…

What's happening: Ledger’s 10 year anniversary and incredible HQ opened this week with a bang! Future+ was a proud official partner alongside Art Blocks and we curated and presented two insightful panels on fashion, art and culture on chain. The mega HQ is nothing short of stunning, a beautifuly refurbished space spanning eight floors of incredible façades and offices. The space had everything from an inviting café to a basketball court and a podcast studio. But what truly took our breath away was the rooftop terrace: a 360-degree panoramic view of Paris that's simply unmatched.

Our first panel titled 'The Art of Curation', featured curator Micol Ap, currently at Fellowship AI, Seth Goldstein, founder of Bright Moments, and Erick Calderon founder of Art Blocks, moderated by myself. This was followed by an engaging fireside chat with Mmerch founder Colby Mugrabi on 'The Rise of a New Cultural Paradigm', exploring how culture, fashion, art, and technology intertwine, her vision for Mmerch and what’s coming next! We will share the full recordings with all the content on our social channels so follow us for more and stay tuned.

We also attended We are Ona dining experiences. The creative culinary studio partnered with Art Basel to host a week long dining series called 'The Brutalist Kitchen Manifesto'. A degustation of flavours that opened up the palate through a six-course menu. The lunch took place in an abandoned space by a train station, creating an immersive black-and-white backdrop that highlighted the vibrant food and drinks. Also, we attended the We Are Ona x Alaia dinner experience hosted by Pieter Mulier carrying on the tradition of dialogues hosted by Mr Alaia in his home over the years.

Art Basel Paris, now in its third edition and recently rebranded, has dropped the previous name Paris+ par Art Basel. Along with the name change comes an expansion in size, as the event moves to the Grand Palais, hosting 195 galleries, including 53 first-time exhibitors. This third edition follows two successful years of the fair in Paris, with the new location already making an impact. It’s the third major event held at the venue, following the Olympics and Chanel’s recent fashion show, after its extensive renovations.

There was, of course, a significant collaboration with fashion, for instance highlighted by Louis Vuitton’s booth, which paid tribute to its relationship with Frank Gehry and featured Capucines bags alongside the original sketches. As part of the activations on the side of Art Basel, one of the official sponsors, Miu Miu hosted a multilayered project ‘Tales and Tellers’ at the Palais d’Iéna which brings to life the films that the brand commissioned since 2011.

2. Prada in Space: high fashion meets high-tech for NASA’s next Moon Mission

What’s happening: Prada and Axiom Space have co-designed the spacesuits to be worn by the first woman and first person of colour to land on the Moon, with the historic lunar mission expected in September 2026.

TLDR:

• Prada and Axiom Space unveiled new lunar spacesuits at the International Astronautical Congress in Milan for its 75th edition.

• The suits will be used in NASA's Artemis III mission, the first human moon landing since 1972.

• Prada contributed expertise in material design and sewing techniques for comfort, durability, and aesthetics.

• No Prada logos are on the suit, but red stripes reference Prada’s technical sportswear line: Linea Rossa.

• The suits are designed to withstand extreme lunar conditions and enable spacewalks of up to 8 hours.

• NASA confirms the mission will feature the first woman and first person of colour to land on the Moon, making history.

Why it matters: This collaboration highlights the evolving role of brands beyond their traditional markets. Prada’s involvement in designing a spacesuit showcases how high-end fashion can cross over into high-stakes industries like space exploration, where functionality is critical. With advanced materials and design expertise, Prada contributes to a mission that requires extreme performance, proving that luxury brands can offer more than just style—they can drive innovation in the most challenging environments. Prada and Axiom Space’s partnership opens the door for brands to move into other high-tech sectors. It shows how businesses, traditionally tied to one area, can leverage their expertise to influence and support industries that seem far removed from their origins. This kind of collaboration also shows brands have the capacity to push boundaries, bridge gaps, and participate in groundbreaking projects, expanding their influence and impact across industries.

3. Google Shopping’s AI redesign: a new era for shoppers and brands

What's happening: Google unveiled a major redesign of Google Shopping, integrating advanced AI to personalise and simplify the shopping experience, marking its biggest update yet.

TLDR:

• Google Shopping now features a more visual layout with AI-powered product research, personalised feeds, price tracking, and customised deals pages.

• The platform leverages Gemini AI models and a 45-billion-listing Shopping Graph dataset, driving over a billion shopping interactions daily.

• Users can virtually try on clothes using AI for a range of skin tones and body types, identify product details via Google Lens, and test beauty products with AR tools​.

• More than 60% of American shoppers report needing more help with purchase decisions than in the past, and 2/3 seek advice from friends and family, emphasising the need for assistive, AI-driven tools.

• The AI assistant offers recommendations based on trends, reviews, and even regional weather, while tracking sessions and gathering user feedback.

• Challenges remain for luxury and fashion brands, as Google must balance personal taste with price sensitivity, avoid knockoffs, and ensure accurate product data​.

• Merchants and brands can create rich brand profiles with visuals, reviews, and deals directly in Google Search, helping shoppers discover new products​.

• Major brands like Walmart, Amazon, and Vestiaire Collective are also incorporating AI into their shopping experiences, signaling a wider industry shift. Former retail executive Julie Bornstein also recently raised $50 million for an AI-powered fashion search platform, Daydream, following the acquisition of her previous startup by Pinterest in 2022.

Why it matters: Google's AI-powered overhaul of its shopping platform significantly impacts both shoppers and brands. For consumers, AI-driven personalisation enhances the shopping experience by offering tailored product recommendations, virtual try-ons, and seamless price tracking, making the process more efficient and enjoyable. On the brand side, the update gives companies greater opportunities to engage with shoppers directly through rich profiles on Google Search, featuring product images, videos, reviews, and real-time promotions. This not only helps brands build stronger connections with consumers but also ensures they stay competitive in a rapidly evolving marketplace. As AI becomes central to online retail, brands must focus on providing accurate, up-to-date product information to leverage these new tools effectively, while shoppers benefit from a more intuitive, customised experience.

4.  Valentino Beauty partnered with FFACE.ME for AR pop up

@valentino.beauty

Spike Valentino takes Flatiron Plaza. ​ October 4th & 5th.​ ​ #valentinobeauty​ @Valentino

What's happening: Valentino Beauty partnered with AI AR startup Ffface.me and communication agency Mazarine to create a tech-driven, immersive pop-up event in NYC, featuring an AR photo booth where guests could virtually try on lipsticks.

TLDR:

• The Valentino "Spike Me" pop-up took place at a prime cultural location in New York City from October 4-5, 2023. It was a collaboration organised by Valentino Beauty in partnership with Ffface.me, a startup specialising in augmented reality, and Mazarine, a communication agency.

• One of the main attractions was an augmented reality (AR) photo booth, where guests could virtually try on Valentino’s new Spike Buttery Matte Lip Collection.

• Visitors were invited to experiment with four different lipstick shades from the collection in the virtual try-on experience. After choosing their preferred lip colour, guests received a printed photo of their personalised look as a keepsake from the event.

• Ffface.me has previously facilitated similar AR experiences for other luxury brands, including Ralph Lauren, Hugo Boss, Porsche, Dolce & Gabbana, and Prada.

Why it matters: This collaboration showcases the growing trend of integrating AR technology into luxury beauty experiences, making shopping more interactive and personalised. By merging digital innovation with physical events, brands like Valentino are deepening their emotional ties with consumers, offering a more engaging and memorable way to explore products. This approach also reflects how the luxury sector is embracing tech-driven customer experiences to stay relevant and competitive.

5. Moncler unveils “the City of Genius” in Shanghai

What's happening: From a large exhibition in Milan Central Station to high-altitude runway show in the Alps Moncler keeps on making statements this year. This continues with the launch of “The City of Genius” an event that will showcase groundbreaking collaborations between Moncler and leading global creatives.

TLDR:

• Moncler Genius event ‘The City of Genius’ in Shanghai debuting October 19, 2024, coinciding with Shanghai Fashion week and as part of the latest chapter of Moncler Genius, a project with various designers and creatives who reinterpret the Moncler brand in their own visual language.

• The Moncler’s mega-activation will see multiple installations and immersive events, showcasing the collections from diverse group of cultural protagonists - not necessarily from fashion - such as Hiroshi Fujiwara, A$AP Rocky, Mercedes-Benz by Nigo, Palm Angels, Willow Smith, Rick Owens, Jil Sander and Donald Glover who are taking over a 30,000 square-metre space.

• The City of Genius is inspired by a 1960s study that found that 98% of 5 year-olds qualify as geniuses and by the time they reach adulthood it decreases to 2% - Moncler mission is to keep this genius alive. This is reflected in a teaser campaign called ‘Born Genius’ reflecting the study and imagining the line up of artists as 5-year-old Genius

• A short movie called ‘The City of Genius’ directed by Wing Shya and starring musician Leah Dou, also dives into the narrative of Moncler Genius.

• As part of the activation, Moncler has reimagined the minimalist Punkt MP02, available in only 88 units, designed to help users to disconnect and stay off-grid, having limited internet, texting and calling features. The guests will be staying in touch with top creative talents, being crafted for intentional calls only and considered connections, with various contacts pre-programmed such as A$AP Rocky or Rick Owens.

Why it matters: Moncler's ‘The City of Genius’ event is a fusion of art, technology, and high culture. By collaborating with creatives across multiple industries, from fashion icons like A$AP Rocky and Donald Glover to legendary designers like Rick Owens, Moncler is once again, pushing the boundaries of what luxury fashion can be. The exclusive MP02 phone signals the brand's commitment to fostering creativity and meaningful connections, while the high-profile involvement of artists adds layers of cultural depth to the campaign.