Welcome back to Etcetera.

→ Today’s Etcetera Highlights

• PULSE: Why are physical catalogues suddenly a thing again?

• HAPPENING: Sydney to become the new ‘city that never sleeps’

• BY EXAMPLE: Would you ‘BeerSit’ for 48 hours straight?

• CULTURE DIET: Discover Nadine Pike’s favourite podcast for creatives

The Physical Catalogue Comeback

The humble catalogue is having a resurgence. After years of decline with the rise of e-commerce, printed catalogues are being reimagined to offer the kind of immersive experience that many digital formats struggle to replicate. The endless scroll of online shopping has become exhausting and inefficient, with countless pages of products competing for attention. By contrast, catalogues like Amazon’s recent toy catalogue for kids, or their latest for Gen Z, offer a curated, tactile experience that slows down the browsing process and allows deeper engagement.

These catalogues provide a screen-free escape, leveraging nostalgia to tap into parents’ memories and appeal to Gen Z’s love for pre-digital aesthetics. They balance fun and function, where storytelling and design turn catalogues into memorable experiences rather than mere product listings. Amazon’s success shows how creatively revived traditional formats can captivate audiences, providing a refreshing alternative to digital fatigue.

In our last article, we explored The Psychological Science Behind Menu Design, diving into how diners make choices based on layout, wording, and highlighted items. We asked you about your strategy when reading a menu, and the results are in!

• The majority (41%) of you said you “search for ingredients you love or are craving” when choosing dishes.

• Close behind, 34% prioritise “chef’s specials or highlighted dishes.”

• Meanwhile, 24% check prices first, and 10% rely on recommendations.

→ What else we've been consuming.

• The Most Influential Australian Restaurants of the Past 15 Years

• The Creator A-List: The 50 Most Influential Influencers

• Everybody wants to be Beyoncé, nobody wants to be Beyoncé

  on the business (or lack thereof) of a cultural icon

• AI Companions Help Cure the Loneliness Epidemic?

• New retrofuturistic cinema opens in Paris

→ Quick hits of insight

• Forget virtual reality, the next big thing is actual reality

• WBC: Spending in Aus dipped slightly last week, led by discretionary services while hospitality has ticked up and food is softer

• A recent Shopify study has found that Australians a finalising their shopping lists earlier

Sydney To Become A 24-Hour City

Sydney’s nightlife may soon be revitalised to make the CBD a non-stop entertainment hub. Proposed changes would allow most bars, clubs, and restaurants to stay open until 3am, extending to 4am for venues offering live entertainment. This NSW government initiative aims to cut licensing red tape and boost live music, supporting a more dynamic social scene.

The plan includes sound management in dedicated precincts, reduced licensing fees, and a potential 24-hour Metro service to ensure late-night accessibility and safety. Retail shops could also operate around the clock, enhancing Sydney’s appeal as a vibrant, 24/7 city. The changes would first undergo a trial period before becoming permanent.

Move over, Gordon Ramsay! A new generation of celebrity chefs is emerging straight from social media.

Content creators like H Woo Lee and Sad Papi (Brandon Skier) are captivating millions with their inventive cooking videos on TikTok, blending high-end techniques with a relatable, home-cooking vibe. These culinary stars are redefining what it means to be a “celebrity chef”—no formal kitchens required. As they move from online fame to real-world pop-ups and cookbook launches, they’re proving that the path to culinary stardom is now open to anyone with a smartphone and a flair for food.

→ And Etcetera…

• Breville celebrates 50 years of its iconic Jaffle Maker with a nostalgic pop-up in Sydney.

• Heinz launches upside-down tins of beans so people can store them the right way

• Finally, there are Crocs for your dog 

• Airbnb now offering spooky nights at the Beetlejuice Beetlejuice ghost house – hosted by Delia Deetz

• A Louis Vuitton cafe has just touched down at Heathrow

• Pizza Hut launches a brand new pizza with a twist - and they're giving one MILLION away for free 

‘BeerSitters’ compete for a year’s worth of beer from BeerFarm

Last week Example unveiled our new campaign for Beerfarm in collaboration with our creative partners ABEL.

We put out the call for ‘BeerSitters’ to monitor Beerfarm’s brand newHazy Pale as it travelled 3,290kms across the Nullarbor to the East Coast for the very first time. Over 48 hours, the dedicated BeerSitters competed to steam the journey the longest. The prize? A year’s worth of Beerfarm beer.

Check out the video over on Beerfarm’s Instagram and Cooper John’s Reel here.

Last week we also hosted media and talent for Don Julio at the Travis Scott Circus Maximus Official Afterparty and we opened Reif Myers’ first solo exhibition, ‘Bird Bath’, at Sydney’s Rainbow Studios.

Spotlight: Nadine Pike

Co-Founder of By Them

My passion is music and I love to play music in my spare time, which I have only started doing again since I had Rocky. For so many years I feel like something was missing and my creative spark was not where I wanted it to be as I felt a bit less inspired. Since playing again, it has given me so much light and joy. This also gives me the creative energy to open my mind to other things I could be doing creatively with By Them.

→ A Ritual That Resonates

My daily morning media ritual is going on By Them's IG, as we follow many publications and people that inspire me, so that is always my go-to first thing in the morning to give me a little cultural kick. I only scroll for 5 - 10 mins and then cut it off as I like to go for a run first thing in the morning to kickstart my day (and brain).

→ Undiscovered Gems

I really want to point out Arielle who is the mastermind behind "Process the Podcast" as it’s so insightful listening to other creatives and business owners talking openly about their experiences which has given me the tools to take on board to use with By Them. I also love hearing about how other people started their business and their story which gives me so much motivation to keep pushing.

→ Culture That Moves You

My husband and I are close friends with Dion Horstmans and our home is full of his artworks. He’s such a beautiful human and it’s such a privilege to have his artwork surrounding me. Another artwork I have at home is by Nick Thom, who is originally from Melbourne but now taking the US by storm. His artwork will sell out in minutes and has commissioned artworks for the LVMH collection, Louis Vuitton and Tiffany & Co!

→ A Cultural Experience

My trip to Thailand in March this year was one to remember as it was just friends, music and no work / no email -  just being in our element together. It was my first trip away overseas for a long time and it was so nice to take in the cultural experience of Thailand which I missed so much. 

If you want to see what Nadine is working on, visit By Them or her Linkedin.

When you’re ready, we’re here to help!

At Example, we provide strategy, creative, PR, and content services for Australia’s top destinations, brands and experiences that shape culture.