Top 5. Cultural Themes: Seamless Flexibility

27 Jan 2015|Cultural Insight Team

People are more eager than ever to get the very most from their lives. The world is shifting to accommodate and embrace this new era of behaviours and expectations. Growing demands are colliding with limited space. Flexibility and fluidity are increasingly being merged as the distinctions between different spaces, places and modes of being fade. We’ve already seen the demand for seamless flexibility manifest across a wide range of categories, activities and places.

IKEA PS 2014
Flexibility has become smart, slick and inspiring. Gen Y’s are consistently on the move with ever-fluctuating living situations, moving in and out of the family home and house shares, but living in limited space remains almost the universal constant. Ikea has partnered with 20 designers from across the world and launched a range called the PS collection which focuses on young urban residents and seamless living in condensed spaces. (


Brooklyn Boulders
brooklyn boulders
Spaces need to cater for an ever growing and changing set of demands that are no longer discretely confined. Brooklyn boulders is a co-working space that takes flexible spaces to a new level, combining community, fitness, extreme sporting and culture. The collective office space is set among a towering rock climbing wall so you can scale from desk to desk. (


Google Ara
google ara
Brands are adapting to the demand that products be flexible and catered for each individual’s needs. As mentioned in the ‘Getting Personal’ article Pg4 – Google are developing a phone that allows consumers to choose different modules – high spec camera, extra battery, keypad – to create a unique flexible combination to add to the basic shell. (


Philips Hue
philips hue
Big global brands are reacting too, re-inventing our traditional understanding to embrace more flexibility, considering how they can partner with consumers to adapt their environments to their changing needs and desires. Philips personal wireless Hue LED bulb lets people change the colour and mood of the insides of their homes in an instant. (


Morning Gloryville
Morning Glory
Brands are thinking beyond old paradigms and changing their behaviour to suit people’s increasingly flexible lives. Morning Gloryville turns clubbing upside down by transforming peoples mornings into immersive dance workouts. Across the globe from London to Berlin to New York to Tokyo people are now raving their way into the day. (




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