The modern condition is taking its toll on us, and the digital amplification of our anxieties only beckons for a stronger form escapism. We expect to see the continued rise of play across everything we do. The effect will be an unwinding, relaxed state that will allow us to be more creative, more collaborative, and overall more open to change. Playfulness will continue to inform design, consumer journeys, branding and experiences. Colors will be more vibrant, language will be shorter and witty, and brand conversations will yield to engaging conversations and interactions. Growth areas will include augmented reality and gaming experiences; fandom-based communities and activities; expressive multi-sensorial experiments bridging categories such as food and beauty; and short-form expressions such as poetry. Nostalgia will play heavily in this movement, with eighties and nineties continuing to hold sway. Related to nostalgia, a childhood mindset will increasingly be the norm as we all seek to revert back to a simpler time. In fashion we will see this trend in the continued rise of retro inspired modernism and in the newer youthful, lifestyle street expressions such as Gorpcore’s extreme alpine-centric color mash-ups.
Playscape will prize: surprise, serendipity, intuition, conversation, interactivity, community