INSENSETHE TREND REPORT

’

feeding the future / local vibes / good does good / plant life

small talk / maximalism and color / retail remix

CONTENTS

4 8 12

201614

feeding the future local vibes good does good

plant life small talk maximalism and color

24retail remix

VICO MAGISTRETTI

F E E D I N G

T H E

F U T U R E

Food is our universal language — a delicious dialect that fuels our bodies, nurtures our minds, and drives social and community connections. As Americans have become more interested and invested in what they’re eating, developers and restaurateurs have taken notice, responding with creative, culinary-driven experiences that range from gourmet dining halls to café-anchored apartments to food-focused events.

A 2017 Y-Pulse study, “The Modern Consumer: Understanding Tomorrow’s Tastemakers Today,” surveyed nearly 1,000 Millennials, delivering valuable insights on their food ’tudes. The findings highlight foodie culture’s pervasive influence on immersive dining, an affinity for memorable tasting experiences, a need for speed and on-the-go options, a desire to establish trust with food producers, and high culinary expectations. These mindsets are motivating more innovative experiential food concepts, high-brow

tasting rooms, options that flex for those with minutes to spare or hours to kill, more transparency in sourcing, and heightened offerings across the board.

At Streetsense, we’ve experienced the impact of discerning diners firsthand with an uptick in clients embracing fully-branded food hall experiences (which you can dig into further in our recent digest Food Fête). These spaces require both thoughtful design and a standout identity that resonates with picky-as-ever patrons. As stated in a 2017 New York Times piece, “Many [food halls] celebrate quirkiness versus uniformity, and their ability to draw crowds is particularly appealing to landlords battling the growth of e-commerce and changing shopping habits.”

Here, we’re highlighting a few of the inspirational culinary concepts that best cater to the future foodie.

Based in Ivy City, this contemporary commercial kitchen — a Streetsense design — is an incubator for food startups, offering an accelerator program for rising stars. Member-made products are sold at Shaw retailer Union Kitchen Grocery, which will soon boast two new locations in Franklin Square and Ballston. The growth of the business signals a rising demand for innovative new concepts in the culinary arena.

Featuring a market, café, restaurant, and roster full of tasting dinners and cooking classes, this all-in-one venue brings authentic Italian indulgences to the heart of Georgetown. Featuring artisanal delicacies, wines, and crafts imported from Italy, Via Umbria welcomes a community of culturally-engaged patrons interested in sampling new regional specialties, honing their pasta-making skills, and experiencing Umbrian culture at a palatable price point.

Designed by Streetsense, Isabella Eatery is a 41,000- square-foot food emporium led by DC powerhouse Chef Mike Isabella. Incorporating eight distinct culinary eateries, a cocktail bar, and a private dining venue, the space offers guests discerningly designed, well-varied dining options unified under a single operator. Marrying tried-and-true concepts like Graffiato and Yona with newcomers including Nonfiction Coffee and Retro Creamery, the venue offers something for everyone and brings a fresh sensibility to Tysons Galleria.

INSTAGRAM @VIAUMBRIA

A MUSE T YPOGRAPHY

Today’s global hospitality leaders are charting a new course with boutique brands that prioritize local relevance over parent brand identities. Marriott’s Autograph Collection positions its line of hotels as “Exactly Like Nothing Else,” while Hilton’s Curio brand is defined as “A Collection of Unique Hotels.” Each hotel within these two portfolios bears its own name and independent narrative driven by regional differentiators.

Modern hotels derive success by deftly interpreting or connecting to their contexts, positioning themselves as neighborhood icons built for locals as much as for visitors. Situated at the top of the Four Seasons Baltimore, Streetsense design project The Bygone channels the exhilarating allure and glamour of the Roaring ’20s, when Baltimore was known as a center for resistance to Prohibition. Reminiscent of an old-fashioned social club and outfitted with a signature whiskey bar and an open rotisserie grill, the refined restaurant and bar is as much a beacon for Baltimore natives as it is an amenity for travelers.

For master brands with many locations, finding small ways to nod to each property’s distinctive assets and demonstrate a nuanced service approach has been key. Every St. Regis hotel serves up a signature Bloody Mary recipe and specialty tea blend inspired by local culture, while Hilton’s Canopy hotels feature complimentary evening tastings of local wines, beers, and spirits.

All in all, demand for local legitimacy is at an all-time high across industries and continents, with hospitality players big and small taking note and upping the authenticity ante.

L O C A L

V I B E S

Hotels are prioritizing craftsmanship with artisan partners. Soho’s The James employs an art curator to select local and international pieces for display. This polished program has garnered social media shares via the hashtag #ArtAtTheJames.

New hotels are minimizing room size and maximizing public spaces — with ample venues for coworking and connecting over cocktails. Marriott’s Millennial-minded Moxy brand is one of many micro-hotel models — with rooms under 200 square-feet, supplemented by expansive social spaces.

In a new era of hospitality, energy starts with fresh food concepts that connect visitors to the neighborhood and culture surrounding them. Streetsense brand and design project The Riggsby projects a warm, intimate supper club vibe that draws a new crowd of local customers to mix and mingle with visitors at boutique hotel The Carlyle.

INSTAGRAM @ARTFULLYAWARE

SOMEWHERELUXURIOS

Purpose or cause-driven marketing has quickly become a “must-have” — not just a “nice-to-have” — for brands. Inundated with an endless variety of products and services, consumers prefer to align with brands that are actively working to cultivate a better world and give back to communities. Whether it’s a philanthropic partnership or sustainable sourcing, brands that can articulate a larger reason to believe make consumers feel good about their purchasing decisions. For instance, in 2017, Forbes reported that Tesla outsold Mercedes (its biggest competitor) by 3x — and only spent 1/190th the advertising budget. Why? While Mercedes was telling consumers to buy their cars, “Tesla was having a conversation about living fossil fuel free.” Furthermore, Salesforce cites Economist data — to be published early 2018 — that finds 79% of consumers prefer to purchase products from a company that operates with social purpose. Brands that rely on purpose-driven marketing capture a consumer’s loyalty — not just one-time patronage. By tapping into the sustainability of maple, Streetsense client The Maple Guild has been able to grow brand awareness and affinity. While the brand’s award-winning maple syrup products speak for themselves, we’ve educated The Maple Guild’s target audience about the incredibly low environmental impact of producing maple syrup (especially in comparison to other sweeteners like cane sugar). From harvesting to bottling, consumers love engaging with a brand that is good and does good.

G O O D

D O E S

G O O DA quarterly publication sharing the stories of the helpers, ideas, and movements making a difference in the world and proving that — even in 2018 — good news isn’t dead

Vermont maple producer with a passion for simple, healthful, sustainable, and organic tree-to-table syrup

Eyeglass pioneer for the Millennial-minded, offering designer eyewear at a revolutionary price and leading the way for socially conscious businesses

Very verdant is the color scheme au courant for some of our favorite brands and places, from the gorgeous green walls at Isabella Eatery (more on this on page 7) to the lush look of the GDUSA-award winning The Parks at Historic Walter Reed brand to the environment and offering at DC’s own Little Leaf. Move over reclaimed wood, leaf motifs are trending both IRL and online. Plant-filled pics are filling our feeds — #urbanjungle has nearly 700k impressions on Instagram, while #plantlife has almost a million. Emerging influencers and new subscription services like My Garden Box are fueling the foliage obsession, with plants helping urban Millennials feel grounded and fresh. And since they care deeply about wellness, their surroundings play a big part in that. This is self-care 2.0.P L A N T

L I F E A DC plant and paper shop created and curated by the Salt & Sundry team

An expansive new food emporium by award-winning Washington DC chef and restaurateur Mike Isabella, offering a mix of full-service dining, carryout, and specialty retail items from nine culinary concepts

A vibrant urban village in the green heart of Washington DC — an authentically grounded, genuinely welcoming community where innovation, creativity, and culture have room to roam

A LY S S A R O S E N H E C K P H OTO G R A P H Y

Tiny is taking over in today’s world, where small places with big impact are becoming the new norm. Increasingly, large doesn’t mean in charge, as people streamline their days and focus on experiences that energize rather than stuff that accumulates. Downsizing has begun to dominate across our collective subconscious at every scale, from the shops at which we spend to the neighborhoods in which we live to the places that we prefer to visit and explore.

S M A L L

T A L K

A newfound focus is dominating the retail scene, as stores that offer a little of everything give way to ones with clear, lifestyle-oriented points of view. Changing consumer preferences have made survival of the nimblest the adage of the retail world, as traditional brands strive to keep up with new shift in the market. Everlane’s incredibly successful direct-to-consumer model (now supported by one permanent brick-and-mortar store on NYC’s Prince Street) and Bonobos guideshops (née showrooms) are flipping the script. Nordstrom is making moves to follow suit with Nordstrom Local, a 3,000-square-foot concept store in LA that offers manicures, a full bar experience, tailoring, personal shopping, and — most notably — very few products on-site. For comparison, the full-size Nordstrom 10 minutes away is 120,000+ square feet.

The tiny home movement has taken hold, with homes of less than 1,000 square feet getting the same attention as modern mansions once did. People today are more focused than ever on living smarter — both in terms of finances and environmental impact — and are choosing to sacrifice space, but certainly not style. This same notion translates into the world of multifamily living, where individual unit size is decreasing in favor of curated common areas that serve as extensions of home. For our design project The Apollo, we incorporated a rooftop conservatory space, an epic communal kitchen with fireplace and hangout zone, and a ground floor coffee shop — The Wydown — that’s open to the public, giving residents and neighbors something to buzz about. Apartment buildings can’t simply check boxes: home shoppers are demanding more than ever, even as they occupy less space.

Urban areas are by their very nature significant in size, made up of distinct districts each with their own set of defining characteristics. Within their boundaries lie colloquial neighborhoods-within-neighborhoods (technical term: micro neighborhoods): very small, quintessentially-local urban enclaves usually extending the length of a city block or less. These walkable corners are authentic epicenters, densely packed fashion, food, and design destinations ripe for discovery and exploration by today’s consumers. From LA’s Fairfax Avenue to London’s Broadway Market, Istanbul’s Pera-Galata to our very own Blagden Alley — home to Streetsense clients Columbia Room, Tiger Fork, The Dabney, and one of our two DC offices — these concentrations of cool are reshaping the cities in which they live, and the lives of those that reside in and visit them.

While there is something undeniably soothing about simple typefaces and minimalist design, influencers are increasingly turning up the dial on maximalism. Tracking trends across industries, we’re seeing creatives and consumers alike embracing the bold. New concepts are grounded by meaningful narratives and dynamic personalities, while established brands are feeling the impetus to reintroduce themselves.

Fashion powerhouse Gucci has come back to life, shedding its sleek and sexy aesthetic for a brazen and curiously compelling vision that has captured the hearts and feeds of Millennials. While minimalism traces the lines, maximalism scribbles outside them, bending the rules with experience-driven concepts fueled by intent and flair. In the hospitality sphere, W leads with a contagious energy and verve that infuses its edgy ambiance and curated events.

On the booming food and beverage scene, places designed with social media in mind are bringing the buzz. Creatives know that color is key, while exuberant trends such as maximalism and the tropical interior have been embraced for their fresh and texture-forward take. Hotspots such as London’s Sketch and New York’s

Le Coucou are rich with Instagram-friendly decor, experimenting with color and embellishment in all facets of their craft. Visitors are won over by patterned flooring, feature walls, neon light art, playfully hand-drawn menus, and custom glassware.

At Streetsense, we’re bringing pleasure and play into the day-to-day by creating experiences that are truly unique and memorable. Knowing full well that a place’s identity is in the details, we embrace creativity at all levels: read on for projects that channel “go bold, not cold”.C O L O R

M A X I M

A L I S M

A N D

Today’s foodies want pictures that pop, and to satisfy their palette food designers are focusing on color, texture, and experience. More and more establishments are introducing exciting experiments using bright or unexpected colors, such as golden turmeric, matcha green, blue algae, and charcoal black — all boasting bright hues that stand out in feeds. New York’s The Good Sort is a vegan espresso bar that has everyone buzzing over their tricolored latte packed with all-natural ingredients. Designed by Streetsense, Buttercream Bakeshop is a DC local’s favorite sweet spot. Breaking through the city’s crowded cupcake scene, pastry chef Tiffany MacIsaac presents a mix of sweet and savory delights, including fresh pizza dough for All Purpose Pizzeria next-door.

There’s a sea change in graphic design at the moment. Tastefully minimal design suddenly seems a little, well, boring. Logos are the faces of places, and offer an opportunity for personality. We see establishments increasingly embracing the bold and the embellished, transcending the typical typeface by adding texture and pattern. A nod to Mexican painter Frida Kahlo, Cantina Kahlo — a Streetsense design — honors its iconic muse with a vibrant logo. Inspired by Frida’s eclectic personality, energy, and passion, this eatery’s spirited interiors build a vibrant ambiance that honors Mexican culture and cuisine.

Patterns, please! To celebrate creativity and self expression, play with prints and textiles. When purposefully placed across hard and soft surfaces, patterns deliver potent visual impact. Tap into the trove of eclectic colors and bold compositions to craft a sense of depth and dimension. Whether used for floors and walls, or as statement accents, patterns and texture build optical intrigue. Designed by Streetsense’s Edit Lab team, Tiger Fork brings Hong Kong’s culture and cuisine to DC’s Blagden Alley. From the tattoo-like mural painted over the exposed brick walls, to the long wooden communal tables under the glow of paper lanterns, this restaurant and cocktail bar pulses with the energy of textures that talk and aromas that tempt.

BUT TERCREAMDC

THE RITZ CARLTON

With big box stores shuttering and Amazon taking over, today’s retailers need to shape up or ship out. We’re seeing the retail revolution play out in myriad ways — from tech-savvy integrations to ultra-personalized shopping experiences and pop-up takeovers to rooted community-driven concepts.

On the beauty scene, makeup maven Sephora has garnered looks for the “Color IQ” feature on its Virtual Artist app, which enables customers to leverage augmented reality technology to “try on” products digitally before checking them out in stores. On the other side of the spectrum, Cashmere Nicole’s brick-and-mortar Beauty Bakerie offers an ultra-bold, design-driven store experience inspired by its founder’s search for health-conscious products following her battle with breast cancer. The brand’s Millennial-minded, social media-savvy design, curated Instagram feed, and selection of diverse and inclusive products have built it into a multi-million-dollar business.

In the homewares space, market-leading West Elm dazzles customers with its “Pinterest Style Finder,” an online service leveraging artificial intelligence to guide customers to the right West Elm decor for their digs. The tool is a complement to the brand’s in-person consultation offering, “Style + Service,” where in-store designers use customers’ pinboards to source perfect-fit products on the spot. Home, made.

Pop-up concepts are on the rise across product categories, offering retailers the opportunity to pilot new ideas with lower risk. With a Chinese New Year debut in Macau’s Galaxy mall, Prada’s “Prada Spirit” concept showcased luxe leather goods in an upscale setting reminiscent of Italian café-bars. The concept also turned heads in other high-profile Asian cities including Beijing, Shanghai, Hong Kong, and Taipei. Meanwhile in the tech space, Samsung just went public with Samsung Connected Spaces, a pop-up store solution that gives retailers insider intel, providing real-time shopping data and analysis capabilities via a cloud-based platform.

Finally, despite the pressure of an increasingly saturated online (and offline) retail landscape, small businesses well embedded within their neighborhoods still possess a unique power. Unity Marketing President Pamela Danziger remarked, “. . .small business retailers have a competitive advantage. . .being vital members of the local community.”

From tech-savvy timesavers to polished personalizations and traveling trendsetters to rooted local mainstays, retail concepts are rapidly revamping with the future in focus. Read on for a few fan favorites.

R E T A I L

R E M I X

THRILLIST

Specializing in local, artisanal libations from mom-and -pop vineyards and craft breweries, Cordial’s shops at Union Market and The Wharf feature a vibrant array of wine, beer, and spirits, all selected and sampled by its staff. Streetsense crafted the logo for this cozy destination — its boutique style and personalized service set it apart in a sea of dated and crammed liquor stores.

Beloved by Washingtonians appreciative of fresh furnishings and design-driven homewares, this Streetsense client is known for thoughtful collaborations. The shop regularly hosts influencers — think fine art photographer and New York Times bestselling author Gray Malin — and partners with area restaurants and pop-ups to showcase its offerings. Sister-store Little Leaf provided all of the in-room greenery for newly opened hotel The Line to boot.

This 3,000-square-foot Navy Yard retail store offers a platform for independent makers and designers to share their wares. An incubator for emerging local brands, Steadfast Supply aims to lift up the District community by driving its creative evolution. The space features an eclectic product mix including wardrobe essentials from Bailiwick and District of Clothing, Harper Macaw chocolate, Matine handbags, and Cherry Blossom Creative’s illustrated DC neighborhood maps.

1

2

3

THEYARDSDC

OHSOBEAUTIFULPAPER

POPVILLE

InSense is created by Streetsense, an experienced-focused strategy and design collective that creates brands people love and places people love to be. Homebased in Washington DC, New York City, and San Francisco, we combine the perspective of over 170 research analysts, planners, architects, real estate strategists, designers, chefs, brand strategists, and content creators who understand the evolving experience economy and drive transformational results for clients, consumers, and communities across the globe.

DC | MD | NY | SF | streetsense.com

info@streetsense.com