4 min reading
The Brand Dispatch
The concept of ecological packaging is undergoing a revolution thanks to the innovation of Ecovative, a US biotech company that has come up with a sustainable alternative to synthetic materials such as polystyrene. It is called Mushroom® Packaging and is created using mushroom roots, called mycelium, and agricultural waste such as hemp and corn husks.
Unlike traditional packaging that requires complex and polluting industrial processes, Mushroom® Packaging is 'grown' in customised 3D moulds. Without the need for light, water or chemicals, the mycelium grows and intertwines with organic materials, resulting in a solid, sturdy object in just 5-7 days. Once the desired shape is achieved, it is dried and heat-treated to stabilise it. The result is a material that is light and strong, but also completely natural and compostable, which degrades without leaving any polluting traces.
The adoption of Mushroom® Packaging by the brands is not only an ecological choice, but also a sign of curiosity towards an innovation where nature and technology work in synergy. At a time when consumers are increasingly aware of the environmental impact of the products they buy, solutions such as these represent a significant step towards sustainability, but also towards experimentation and technological innovation.
Unlike traditional packaging that requires complex and polluting industrial processes, Mushroom® Packaging is 'grown' in customised 3D moulds. Without the need for light, water or chemicals, the mycelium grows and intertwines with organic materials, resulting in a solid, sturdy object in just 5-7 days. Once the desired shape is achieved, it is dried and heat-treated to stabilise it. The result is a material that is light and strong, but also completely natural and compostable, which degrades without leaving any polluting traces.
The adoption of Mushroom® Packaging by the brands is not only an ecological choice, but also a sign of curiosity towards an innovation where nature and technology work in synergy. At a time when consumers are increasingly aware of the environmental impact of the products they buy, solutions such as these represent a significant step towards sustainability, but also towards experimentation and technological innovation.
Italian luxury fashion brand Brunello Cucinelli recently entered the Chinese perfume market with the launch of its first fragrance line inspired by the region of Umbria.
After the success of its fashion and accessories collections, the brand decided to expand its horizons with a new olfactory offering, marked by the elegance and quality of Italian craftsmanship that distinguishes the brand. The launch comes at a propitious time, as the luxury perfume market in China is experiencing a period of strong growth.
Increasingly sophisticated Chinese consumers are not only looking for distinctive fragrances, but also for engaging narratives linked to different seasons, contexts and scenarios.
Brunello Cucinelli's strategy of integrating fragrances into local cultural occasions and festivities aligns perfectly with this trend, offering customers an olfactory experience that goes beyond perfume alone. Brunello Cucinelli, a child born in an Umbrian village to a farming family, is now ready to challenge competitors such as Chanel, Dior, Prada and Celine.
After the success of its fashion and accessories collections, the brand decided to expand its horizons with a new olfactory offering, marked by the elegance and quality of Italian craftsmanship that distinguishes the brand. The launch comes at a propitious time, as the luxury perfume market in China is experiencing a period of strong growth.
Increasingly sophisticated Chinese consumers are not only looking for distinctive fragrances, but also for engaging narratives linked to different seasons, contexts and scenarios.
Brunello Cucinelli's strategy of integrating fragrances into local cultural occasions and festivities aligns perfectly with this trend, offering customers an olfactory experience that goes beyond perfume alone. Brunello Cucinelli, a child born in an Umbrian village to a farming family, is now ready to challenge competitors such as Chanel, Dior, Prada and Celine.
Influencer marketing has undoubtedly revolutionised brand management, but as evidenced by recent cases, it can pose significant risks when controversial celebrities unwittingly become the 'anti-influencer' of a product.
As we all know, the value of a brand is not only determined by tangible characteristics such as quality and innovation, but also by consumer perceptions, which can be strongly influenced by negative associations. When a famous person, through his actions or statements, becomes undesirable for a brand, the reputational damage can be considerable and immediate.
Only with a well thought-out strategy and a proactive approach can brands navigate these turbulent waters and protect their reputations," says Dominic Dwight, director of strategy and innovation at Yorkshire Tea, who some time ago found himself in the midst of this very 'social-media storm'. When the British minister posted a photo of him preparing a cup of Yorkshire Tea, the brand was immediately inundated with a series of negative reactions and attacks on social media that, without strategy and readiness, could have damaged its image forever.
As we all know, the value of a brand is not only determined by tangible characteristics such as quality and innovation, but also by consumer perceptions, which can be strongly influenced by negative associations. When a famous person, through his actions or statements, becomes undesirable for a brand, the reputational damage can be considerable and immediate.
Only with a well thought-out strategy and a proactive approach can brands navigate these turbulent waters and protect their reputations," says Dominic Dwight, director of strategy and innovation at Yorkshire Tea, who some time ago found himself in the midst of this very 'social-media storm'. When the British minister posted a photo of him preparing a cup of Yorkshire Tea, the brand was immediately inundated with a series of negative reactions and attacks on social media that, without strategy and readiness, could have damaged its image forever.
It is an evolving project by Refik's Anadol studio that explores and reproduces the artistic process through artificial intelligence. Started in 2016 in collaboration with Google, Machine Hallucinations uses advanced algorithms to unveil hidden layers of reality, transforming collective visual memories into abstract, dreamlike visualisations.
Through "Machine Hallucinations," Anadol's work pushes the capabilities of machine learning beyond the boundaries of art to explore the full creative potential of AI.
Anadol's latest work is called "Machine Hallucinations: Sphere" and was projected onto the outer sphere of the MSG Sphere in Las Vegas. Anadol described this process as an extension of the human mind that integrates art and architecture in an urban environment, offering a new interpretation of the artistic canvas, and more generally of the concept of art.
Through "Machine Hallucinations," Anadol's work pushes the capabilities of machine learning beyond the boundaries of art to explore the full creative potential of AI.
Anadol's latest work is called "Machine Hallucinations: Sphere" and was projected onto the outer sphere of the MSG Sphere in Las Vegas. Anadol described this process as an extension of the human mind that integrates art and architecture in an urban environment, offering a new interpretation of the artistic canvas, and more generally of the concept of art.
