PSFK Weekly
Creativity, trends & futures selected by Piers Fawkes & the PSFK research team. Includes a special trends report on the eShift Worker and an invite to March 6 meetup,
This Week’s Ideas
A sample of the dozens of innovation case studies we added to PSFK IQ this week:
The Evolution of Wellness for Men
The wellness industry is witnessing a paradigm shift with the introduction of high-power treatments aimed at enhancing health, wellness, energy, and creativity. Luxury spa treatments and supplements tailored specifically for men are gaining momentum, reflecting a growing trend in the pursuit of holistic well-being. Learn More
EFFEKT's Charge Station: A Mental Oasis for EV Drivers
Denmark's latest electric vehicle charge station by EFFEKT is more than just a place to recharge your car. It offers drivers a relaxing break amidst nature, with a timber canopy, wildflower gardens, and wooden benches, blending technology with sustainability. Learn More
Starbucks's Inclusive Spaces Framework
Starbucks's Inclusive Spaces Framework in the US is setting new standards for store design, focusing on accessibility and welcoming environments. This initiative reflects a broader trend towards inclusivity in retail, ensuring every customer feels valued. Learn More
Somebody’s Cheering Somewhere
Artist Tucker Nichols work offers a fresh perspective on everyday observations, making the mundane extraordinary. Art for his new exhibition responds to our collective anxiety, focusing on how small victories can offer us some joy. Learn More
Clifford Prince King's Outdoor Exhibition
Photographer Clifford Prince King's exhibitions in NYC and Chicago bring the outdoors to life with warm, raw, and vulnerable portraits. This unique artistic experience invites viewers to engage with the subjects on a deeply personal level. Learn More
Shiseido Beauty Product Comes With Digital “Passport”
Shiseido's Ulé introduces a revolutionary face serum accompanied by a digital product passport, setting new standards for transparency, sustainability, and product authenticity in the beauty industry. This innovative approach underscores the brand's commitment to accountability and consumer trust. Learn More
BMW's Vegan Interior Initiative
BMW is redefining luxury with a 100% vegan interior for its 5 Series Touring cars. This initiative, developed in collaboration with innovative startups, features sustainable, cruelty-free materials like Veganza, Mirum, and Desertex, highlighting BMW's commitment to environmental responsibility. Learn More
Space Perspective: Beyond Ordinary Travel
Space Perspective invites travelers to escape the ordinary with an unprecedented space travel experience. This innovative concept merges high-ticket sales with luxury experiences, offering a unique opportunity to explore the final frontier in unparalleled style. Learn More
Waiter… There’s A Flying Insect In My Food
A London popup is redefining culinary innovation with delicious small plates made from crickets. This unique dining concept not only offers a twist on traditional dishes but also highlights the sustainability and nutritional benefits of incorporating insects into the diet. Learn More
How Diesel Reframed Its Brand With Provocation
Under Glenn Martens, Diesel is embracing a bold, sex-positive energy. Through provocative collaborations and empowering messaging, Martens is revitalizing the brand's image, signaling a new era for Diesel. Learn More
The Swoosh Bag
Nike and Jacquemus have partnered to release an innovative leather bag, available exclusively through Nike's website and Jacquemus stores. This collaboration highlights the fusion of sportswear and high fashion. Learn More
The Lace Renaissance
Lace is experiencing a resurgence in both fashion and home décor, celebrated for its handmade and tactile qualities. Designers like Rachel Scott and Gohar World are incorporating lace doilies into their creations, infusing them with nostalgia and uniqueness. Learn More
Kayla Powers: Weaving Detroit's Stories
Detroit-based artist Kayla Powers is turning local flora into intricate weavings and dyes, offering sensory maps of the city. Her work and public workshops highlight the connection between art and the local environment. Learn More
FibeRobo 4D Textiles
Introducing FibeRobo, a groundbreaking technology set to redefine the textile industry with its innovative interactivity and responsive design elements. This advancement opens new creative avenues for fashion and apparel, promising a future where textiles are not just fabrics but interactive canvases.
McDonald's Does Its Nails With Collaboration
McDonald's collaboration with Nails Inc introduces a nail art collection, blending the fast-food experience with beauty. This unique partnership exemplifies industry crossover, offering customers a novel way to engage with the brand. Learn More
Cartier's Warped Watch
Cartier's potential revival of the Maxi Oval watch shape is a nod to luxury and elegance, promising a blend of vintage appeal with modern design. This move could mark a significant moment for luxury brand marketers and watch enthusiasts alike. Learn More
Studio McKenzie-Veal's Soft Lamps
Studio McKenzie-Veal introduces Soft Lamps, blending eco-friendly design with practicality. These lamps utilize sewn cord sheaths and onboard electronic transformers, offering a sustainable lighting solution that doesn't compromise on style. Learn More
Nendo’s Bent Sapporo Beer Glass
Japanese design studio Nendo has created a unique glass for Sapporo beer, enhancing the drinking experience with three distinct mouthfeels. This innovative design elevates the taste and aroma, showcasing the fusion of creativity and functionality. Learn More
Harriet Allure's Olfactory Love Letters
Founded by childhood friends Freddy Mackensy and Alex Adu, Harriet Allure is a luxury candle brand that stands out with its unique ceramic container candles. These candles are designed to evoke a profound sense of home and belonging, offering an olfactory journey “like no other”. Learn More
The 1-Person Unicorn
Creative AI and language models are disrupting traditional models, making technology creation more accessible. In turn this is leading to the growth of zero-employee organizations. Learn More
PSFK ‘AI Makers’ Meet Up For The Creative Industry
PSFK and Spring Studios invite our communities to connect and discuss the practical uses of AI technology in our work. March 6th, Tribeca NYC. Everyone is welcome
This Week’s Trend: The eShift Worker
For the next few week’s, we’re sharing an extract from Piers Fawkes’ new 2025 trends report: Machine Thinking. In this thought piece, the PSFK and Broadmind.a founder looks at how AI can act as an extension of Self in the Workplace.
The concept of eShift Workers revolves around the notion of AI 'Co-Workers’ who step in when employees go home, engaging with colleagues, customers and partners with the same warmth, skills and understanding as their human counterpart.
The 'eShift Worker' isn't just another tool in our digital arsenal; it's an extension of ourselves, an AI-powered doppelgänger that learns and mirrors our unique way of working, our individual quirks, and our professional nuances.
Of course, we’ve all read the news about how film and music stars are having their digital twins created so that they can keep on generating revenue after they’ve retired. Bands like K.I.S.S. and the Rolling Stones have shown interest in being immortalized with the technology. In China, influencers are leveraging similar tech to build AI digital clones for content creation, enhancing their online presence and potentially their earnings. These virtual avatars, used especially in e-commerce livestreaming and can operate non-stop, raising questions about authenticity and legal responsibility. SecondSoul is a new platform with AI technology that lets users create their own AI avatar to chat with fans anytime, anywhere. The AI clone can be shared and promoted to engage with a wider audience.
But picture this alternative to media stars and online influencers: a barista crafts each coffee with a personal touch, a blend of skill and care that makes each cup special. Now, imagine the coffee-brewer’s eShift Worker that observes, learns, and replicates that same level of craftsmanship, ensuring that the espresso machine continues to deliver that unique touch, even when the barista is not there. Or consider a community support line, where empathy and patience are paramount - an AI assistant could learn from the expert and provide the same approach to care when the human is offline.
But it's not just about replicating physical tasks or emotional interactions. Think of a marketer working on media planning. The eShift Worker delves into data, makes decisions, and executes plans, all while imbuing the process with the marketer's strategic thinking and creative flair.
However, with such advancements come profound questions. As these digital twins work alongside us, or even in our stead, what becomes of our role? There's an intriguing yet unnerving possibility of being replaced by our own digital echoes. But perhaps, the true potential of this concept lies in harmony rather than replacement – a collaborative synergy where human creativity and AI efficiency coalesce, expanding our capabilities and redefining the boundaries of productivity.
Last week, I wrote about the Ghost Shopper as a powerful AI agent representing the customer and the eShift Worker represents a future where staff are similarly empowered to deliver better, earn more and hopefully balance the worker-employee power dynamic somewhat too.
Ultimately, the blending of AI into the workforce will reshape consumer expectations around service and support. Consumers will look for businesses that offer a seamless blend of human and AI interaction, where technology enhances the customer service experience without losing the personal touch.
Keep subscribed to this newsletter to receive an alert regarding the publication of ‘Machine Thinking’ to PSFK’s report library
Quotes of Note
"Acne scarves tie into the kind of memes that would say, ‘If you see this scarf in your neighborhood, your rent is going up.’"
Mark Boutilier, Content Creator
vs
“I wish I had copyrighted it.”
Mattias Magnusson, CEO, Acne Studios, creator of the ‘Acne Scarves’
This Week’s Podcasts from PSFK
Our Earnings Calls podcasts use AI Agents created by our Broadmind.ai team to extract business strategies, market trends and consumer insights from investor reporting. This week we tracked the following companies:
Air Canada (AC), Ford Motor Company (F), Heineken (HEINY), La-Z-Boy (LZB), NVIDIA (NVDA), Pernod Ricard (PDRDY), Rivian (RIVN), Tanger (SPG), The Home Depot (HD), Wingstop (WING), Yamaha Motor (YAMHF)
Available for free on Apple Podcasts and Spotify.
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