2Fashion and Style
Fragrance is buying the neighbourhood, not the billboard.
Why it mattersFragrance outdoor advertising is moving from single billboards to whole neighbourhoods, with the block becoming the new unit.
Via GlossyBefore it's obvious. Five culture stories, under five minutes, five days a week. For innovators shaping brand, marketing and strategy.
Savage X Fenty hangs giant lingerie above Seventh Avenue for NYFW
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In this episode
1Fashion and Style
Savage X Fenty suspends oversized lingerie above Seventh Avenue during NYFW
Savage X Fenty has suspended oversized lingerie above Seventh Avenue for NYFW, so sunlight casts body-scale shadows on the street below. The installation uses the city itself as the display.
Why it mattersAlongside Dedcool, it suggests brands are treating the street as a medium for spectacle as well as a place for paid ads.
Via Famous CampaignsOn our radar beforeSavage X Fenty has now come up in 3 of our 202 episodes. First: Ep 38, 3 Apr. Latest: Ep 39, 4 Apr. Every episode on Savage X Fenty.
Five more signals
3Art and Photography
Tom Sachs makes Chanel from plywood.
Why it mattersSachs's plywood Chanel suggests the idea of Chanel survives without the lacquer, which flatters the house rather than mocking it.
Via HypebeastOn our radar beforeTom Sachs has now come up in 2 of our 202 episodes. First: Ep 200, 12 Sep.
4Tech and Digital
Google is funding fashion shows, buying creative credibility for AI alongside capability.
Why it mattersBacking Jane Wade and Sergio Hudson places Google inside a taste community that product demos never reach.
Via VogueOn our radar beforeGoogle has now come up in 35 of our 202 episodes. First: Ep 1, 25 Feb. Latest: Ep 190, 2 Sep. Every episode on Google.
5Design and Architecture
South Asian design gets a London showcase. The centre of design gravity is shifting.
Why it mattersTwenty-five studios in Shoreditch during the festival amount to a market signal rather than a diversity programme.
Via Wallpaper6Music and Entertainment
Celine Dion's Paris comeback sells out. Absence became the most powerful brand strategy in pop.
Why it mattersCeline Dion's sell-out return shows timing and absence giving a comeback cultural weight that an early announcement would waste.
Via Rolling StoneWhat it means
Physical space reclaimed attention that digital never could.
Savage X Fenty casting lingerie shadows across Seventh Avenue, Dedcool taking over a whole neighbourhood rather than a billboard, and Tom Sachs making Chanel from plywood all treat physical space as the strongest medium available. Digital surfaces are so crowded that audiences have learned to look away. The work drawing conversation during NYFW is the kind people have to go and stand in front of.
One to watch
Dedcool will secure a permanent retail presence or long-term café partnership in at least one major US city within six months of this NYFW launch, turning the pop-up into a permanent fixture.
Tomorrow, by breakfast
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