Brands as lifestyle partners

Innovation and inspiration to kick start your week

Behere | Worldwide
Behere offers workers a nomadic lifestyle without the fuss. On top of global accommodation and co-working spaces, the service provides additional support including community events and language programmes. The $1,500/month service aims to overcome security worries that often limit women travellers.
Household takeout: Brands can take ‘rent a lifestyle’ to the next level by positioning themselves as a curator of services that cater to their target’s desired lifestyle needs.

A/D/O | US
A/D/O has transformed an NYC warehouse into a creative hub for both the local and international design community. Founded with MINI’s spirit of innovation, the space includes desks, a design academy, café bar and shop all open to the public. A paid-for fabrication lab is also available to members.
Household takeout: Set brand spaces apart in a crowded market by aligning these with a meaningful mission and legacy, connecting like-minded people and fostering community.

Our Senior Strategist, Lucy McLaren, spoke to Retail Focus about purpose-driven spaces. Brands are increasingly building a stronger sense of place to combat dwindling footfall. For example, Apple’s Town Square upskills customers with free classes in photographing, and producing music with iPhones, to bring people together and encourage product experimentation. This is ushering in a conversation shift from purpose-driven brands to purpose-driven spaces as, fundamentally, brand is about experience.

+360%  company members using WeWork YOY (WeWork, 2017)
WeWork x 2U | US
Continuing their interest in education, WeWork is offering online education provider 2U’s students free access to co-working locations and hosting study groups. The partnership overcomes the lack of community and networking opportunities online students have versus those on-campus, whilst introducing future professionals to the brand.
Household takeout: Opening up spaces can transform customer perception from exclusive to accessible. Gestures of good-will infiltrate a greater customer base whilst sowing seeds of brand loyalty for the future.
Images courtesy of  Dezeen, Wallpaper, Andrew Hoyle at CNET, The Culture Trip, WeWork and Behere

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