Welcome to your Friday dose of WEEK - a roundup of what's dropped in the last seven days, brought to you by the Culture & Strategy team at LOVE.
New Balance Pub
Yes, you read that headline right, New Balance has opened a pub. The catch? The only way to get a pint is by exchanging your running miles.
In a great case of why-not-ness, NB partnered with training app Strava to prepare people for the London Marathon.
The sträva app will introduce various challenges to people, in effect gamifying the running experience with rewards of delicious cold beers.
Versace X KITH X ChaCha Matcha
Luxury fashion is no longer just about exclusive catwalks and celebrity after parties. The rise in streetwear culture means luxury fashion houses cannot ignore what’s happening on the street anymore.
In an attempt to recapture Versace’s lost youth customers, they have collaborated on a collection with Ronnie Fieg from New York streetwear store KITH.
The collaboration doesn’t stop there, they’ve also roped in the help of Instgrammable cafe ChaCha Matcha for a cafe pop-up.
The pop-up includes hot and cold cups and sleeves bearing KITH x Versace’s monogram print, along with a custom stencil that produces picture-worthy latte art.
Giggs launches new album with AR wall mural
Grime rapper Giggs has just released his latest album ‘Big Bad’. For the launch, a mural was painted in Shoreditch with an attached QR code.
When viewers pointed their phones at the mural, it turned into a war zone, helicopters, tanks, and gunshots ripped through the surrounding streets.
Culture hungry consumers are desperate to interact with their favourite musicians in new ways. If used right, technology can really help with this.
As it transpires that younger people are drinking less than ever, we are seeing more and more healthy alternatives to alcohol coming on to the market.
Tapping into this new mindset as well as the growing importance people are putting on mental wellbeing, Kin Euphorics is a drinks brand that helps with your moods.
They believe in a night where social isn’t sinful, and self-care doesn’t stop at sunset.
Their nourishing nootropics, balancing adaptogens, and replenishing botanicals help to ‘open the mind, calm the body, and connect the spirit.’
WEEK is compiled by LOVE's Culture & Strategy team. Want to say hello, ask questions or challenge their cultural knowledge? Then get in touch at firstname.lastname@example.org.