Associate Director, London
COGS OF INDUSTRY
Thomas Cook plan to use virtual reality technology to transform their humble travel agent store into an immersive consumer environment. By installing interactive screens, holiday ‘smell generators’ and Samsung-powered VR headsets, consumers will be able to fly over the streets of Paris or sit on a beach and smell the sea, all before parting with a single penny.
In addition to Logitech’s new youthful identity, by Design Studio, the computing and electronics company is following the example set by Federal Express and Apple Computer, by shortening its name for mainstream appeal. ‘Logi’ – pronounced ‘lodge-ee’ – aims to position the brand as “more human and personal” and supports a move away from pure ‘tech’ into a new lifestyle-product territory.
Avojuice – a line of body lotions from American beauty brand OPI – has been redesigned by Yolanda Petriz Jordan to update the product and carve out a more premium positioning. The bottles feature vibrant patterns, inspired by each individual fragrance profile, which aim to give each scent its own fun and modern personality.
KAI Coconut Water demonstrates that it’s “made from the best coconut in the world” with this striking packaging, from Marx Design. The style is a departure from the bright, refreshing identity many other Coconut Water brands currently portray – it breaks category codes to feel rich, indulgent and premium.
Brooklyn-based architecture studio Snarkitecture has created an art installation for the National Building Museum in Washington D.C. that recreates a day at the beach. Complete with sun loungers and umbrellas, the 10,000 square-foot site contains a huge ball pit, made up of one million recyclable plastic balls, where visitors can ‘swim’.
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