WEEK: 15.02.19

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.

Recess Pop-Up

Recess, the cannabis infused sparkling water brand, has opened a pop-up experience in New York for meditating, working and sampling.

Creatives will be able to sip on the anti-anxiety beverage and attend programs like “An Oddly Satisfying Sunday.”

Image Source: AdWeek
Image Source: AdWeek

The space is Recess’ first marketing move away from Instagram, although the neon infused space will definitely be all over our feeds.

Evian X Virgil Reusable Water Bottles

Image Source: Instagram
Image Source: Instagram

Virgil Abloh’s first commission as Evian’s Creative Director for Sustainable Design is a luxury reusable water bottle.

The limited-edition bottle will be sold through the fashion website Matches Fashion, and has already been spotted at New York Fashion Week.

Image Source: Instagram

Image Source: Instagram

Evian have committed to becoming a fully circular company by 2025. Their strategy seems to be to turn the reusable bottle into a coveted object.

But if consumers can put tap water in their refillable Evian bottle, will they no longer need Evian water?

Atelier Beaute Chanel

Chanel has opened 'Atelier Beaute Chanel’ in New York, a permanent space that encourages customers to play rather than shop.

Similarly to challenger brands like Glossier, Chanel is attempting to create a third space that customers actually want to hang out in.

Image Source: Atelier Beaute
Image Source: Atelier Beaute

Upon entering, customers are given their own Chanel-branded locker to store away their personal items, freeing them up for a highly tactile in-store experience.

Visitors can find a make-up room, a no-spray perfume bar and a content creation room for Instagram opportunities.

Marvel new website is a 1995 throwback

Marvel has tapped into 90’s nostalgia to promote its next film, Captain Marvel, which is set in 1995.

They’ve launched a throwback website featuring Comic Sans text, Windows Media Player and a hit counter.

Image Source: Marvel
Image Source: Marvel

With challengers on the block like Netflix, the entertainment industry has never been so competitive. And film promotions are getting all the more interesting.

Check it out here.

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 hello@lovecreative.com.