The Edge explained: Vaporized
Brands are turning to vapor. Hologram pop stars give RIP celebs a second life. “Ghost kitchens” enable restaurants to operate from the cloud. And CGI models have been called the future of fashion advertising. The virtual goods market, which includes lenses and digital merch, is expected to top $70bn this year. Designed for on/off-line blur, it challenges what is real and permanent.
Why is it relevant now?
Virtual-everything has become our new norm. From concerts to zoos to healthcare, we’re tuning in rather than showing up. Google Arts & Culture is even allowing us to virtually visit over 2,500 museums and galleries – without the lines or admission fees.
What if …
You created the virtual version of your product?
An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.
A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.