Offline is the new luxury?

I’ve heard alarming rumours circulating around the internet that money can’t buy you happiness. Being completely honest, as a once long time fan of hauls and various other capitalism based content, I’m skeptical about this. One thing is crystal clear; in a world of endless scrolling, relentless ads and content designed to get us to spend, people are leaning towards something more tangible, something immersive and most importantly, rare. Offline experiences are becoming the new currency of cool.

Maybe I’ve grown up, but I want it on record that I now find content about shopping sprees and watching people piling up trendy products a massive ick. It might be a post-pandemic hangover or perhaps the serotonin from unboxing just doesn’t hit the way it used to or, and most likely, maybe we’re collectively waking up to the environmental toll of hyper-consumerism. Whatever the reason, experience is the new luxury. It’s no longer just about what you can buy, it’s about the unforgettable moments, and the FOMO, you create.

Savvy brands are embracing the power of real-world connections, creating unique events that are as Insta-worthy as they are unreplicable. Here’s a quick look at who’s nailing it:

→  Louis Vuitton

Louis Vuitton are celebrating their Murakami launch with café pop ups in major cities around the globe. Cakes, pastries and drinks will be served from Murakami-branded cups, the only such café in Europe. Meanwhile a vending machine hosts various novelties, from stickers to trading cards that can only be accessed with a special token they receive after purchase.

I don’t know about you, but I NEED a coffee in a Murakami cup. Someone tell Louis Vuitton to open one in Bristol, the true culture capital.*

*I will not be listening to differing opinions on this, Bristol is best.

→ Miu Miu

Designer fashion brand for IT girls, Miu Miu opened a brand new store on London's Bond Street, which they celebrated by serving complimentary matcha in, of course, branded cups from a very cute branded stall. Now you might be thinking okay, free drink what's the big deal? Especially if, like me, you're not onboard the matcha metro.

But it’s not about the matcha; it’s about the hype. The FOMO, which when done right, makes these experiences feel personal, precious, and utterly unreplicable. Afterall, when everything is available online 24/7, the real flex is offering something that can't be replicated on a screen.

→ Jacquemus

Let’s take a moment to honor the king of creative marketing, Jacquemus. They are in a cucumber covered lane of their own, so it’s no surprise they too have jumped on the real-life-event train. 

Picture this: it's Paris Fashion Week. You're seated in Espace Niemeyer, the French Communist Party’s HQ. Ready to play Bingo. Sounds bizarre? Maybe. But judging by the social buzz, it was pure genius.

→ Snapchat

Even digital platforms are getting in on the action. Last October, Snapchat created Snap Street. 

We’re all friends here so I want to be completely vulnerable with you, I hate this. Passionately. I think it completely misses the mark. Marketed as ‘an immersive experience where Snapchat brings the iconic British high street to life’ seems, to me, insane to say. The British high street is already alive and kicking and probably could’ve benefited from a more meaningful installation. But hey, it’s worth noting that even tech giants are betting big on IRL activations.

What to bear in mind?

Creating standout in-person experiences doesn’t have to mean breaking the bank. The secret? Keep it relevant and stick to your budget. Collaborations with art giants  like Murakami might not be out of reach, but you don’t need to collab with a legend to create something unforgettable.

If, like most of our clients, you’re based in Bristol you’re in luck. It’s a city full of creatives. Look around at who is on our doorstop.  

Some ideas for your hospitality business

→ If you’re a coffee shop then I’m sure you’re well aware matcha’s having a very sustainable time in the spotlight. How about a collaboration with the People’s Republic of Stokes Croft to design some limited edition coffee cups with their iconic Bristol Blue Rose design available exclusively from you for a limited time only. 

You can’t tell me their gorgeous blue roses with the vibrant green of the matcha isn’t going to stand out on socials and get you both some attention. 

*This is

→ If you’re a restaurant, you could partner with local artists or chefs to host pop-up nights with exclusive menus or unique tableware. Take inspiration from seasonal produce or Bristol’s diverse culture to create one-of-a-kind dining experiences.

→ If you’re lucky enough to manage a venue that just oozes atmosphere, think how your space can add something to an experience you can’t get anywhere else. Gothic architecture? Stained glass windows? Lean into the vibe. Host screenings of gothic classics (Nosferatu dinner and watch, anyone?)

One thing is certain: the hunger for offline experiences is only going to grow. Personally, I’m very excited to see how this trend develops and grows and watch brands get creative as they connect with their communities and beyond!

The real luxury isn’t just buying into the moment, but living it.