From holograms pushing us further into the phygital realm to sequins made from seaweed, here are some things that made us say “That’s Interesting” in the studio this week.
So, we see brands and designers innovating for sustainability through new materials and eco-habits, breaking toxic taboos for better mental health, and mixing physical and digital to keep remote interactions intimate and engaging.
Talking heads.
Even though it may feel like life has slowed down over the last year, quite the opposite has happened in the world of tech, innovation and creativity, especially in the phygital sphere. A recent example is the Tom Dixon brand: they overcame the challenge of travel restrictions by creating a hologram of the eponymous founder to attend the launch event for the new CLOUD range in Stockholm. The holographic display was sent to the event venue and to some journalists’ homes, so Dixon could interact and answer questions in a more intimate and disruptive format than the Zoom windows we’ve all become accustomed to. How will the fusion of physical and digital continue to evolve and change interactions beyond the pandemic? For more on this, see our A Different Voice article here.
Say holo here
Sea-quins.
The fashion industry has been working hard to try to catch up with consumers’ increasingly conscious and sustainable lifestyles. In line with this, fashion designer Philip Lim and researcher Charlotte McCurdy joined forces to create a petroleum-free dress covered in bioplastic sequins. The seaweed-based fronds are sewn onto a biodegradable base layer made from plant fibres, resulting in an aesthetic that is inspired by photosynthesis and marine ecosystems. How else can a switch to sustainable materials make brands more responsible and more creative at the same time?
Dive in here 
BILLY undone.
Putting together IKEA furniture: an activity that can put even the strongest of relationships to the test. So why on earth would you want to reassemble it? For a very good, sustainable reason! As part of its promise to become fully sustainable by 2030, IKEA now offers Disassembly Instructions that complement the regular assembly ones, in order to help and encourage customers to re-use their furniture. This is in line with the brand’s bigger plan to create a circular model (covered in an earlier issue of That’s Interesting). For more ideas on promoting a culture of repair, reuse and product longevity, see our Earth Matters article, Long Live the Product.
Rebuild a better world here
I love you, bro.
Who said that men can’t send each other flowers? It’s a taboo that’s dated, irrelevant and toxic. Broquet by Fig & Bloom is a new initiative (in Australia) which helps to break these harmful stereotypes, encouraging men to send each other flowers to show their support, care and love for one another. The brand is looking to connect with this new consumer with meaning and purpose, and they are collaborating with Gotcha4Life, a non-profit dedicated to mental health and to inspiring men to invest in close friendships and to show love to one another. What other outdated taboos can brands help to break in order to promote healthier societies and better mental health?
(B)roses in bloom here