Noma mastermind’s new series, the new quiet luxury...

+ French food and festivities

July 10, 2024

Welcome back to our fortnightly newsletter. An exploration of our inspirations, strategic directions and the initiatives we are championing in culture.

Is health the new quiet luxury?
The global wellness industry is now worth over $5.6 trillion with some people willing to spend $10,000 a month on social wellness clubs to optimise their health. From New York and LA’s Remedy Place to London’s HUM2N, exclusive clinics and social clubs are popping up and offering everything from blood tests and IV drips to hyperbaric oxygen chambers (designed to accelerate the body’s biochemical healing process to reverse ageing effects) and AI-built personalised wellness regimens.

The combination of wellness and exclusivity unsurprisingly appeals to the rich and famous who understand that optimising their health means working more efficiently.

With people today more focused on spending their money on experiences than material goods, brands can tap into wellness-focused audiences by emphasising personalised ways to improve their health through uniquely crafted wellness experiences.

Optimising health is…

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Last week’s poll showed people were evenly split about loving Skims’ creative direction and the talent they select for their campaigns.

Watch Noma chef René Redzepi’s new series

Renowned chef René Redzepi, the mastermind behind the world-famous restaurant Noma, debuts his new Apple TV+ series, Omnivore, on July 19. The series highlights how food is a fundamental part of the human experience, connecting people through shared traditions and cultural exchanges, a cornerstone of his multiple pop-ups around the world – most recently in Japan.

Viva La France! Four Days of French Festivities

A glorious celebration of all things French, Bastille Festival is transforming Circular Quay / The Rocks into a French soirée complete with live jazz, DJs, dancing and all the cheese, baguettes and French wine from July 11-14. A mini Olympic Village will play host to sports workshops (everything from fencing and archery to basketball and badminton), plus there’ll be huge Paris-inspired sculptures (including a 6-metre-high replica of the Eiffel Tower) and a program of French films screened beneath the stars.

More in Culture

Panera (US) Introduces a New Sweet Breakfast Menu Inspired by the 'Little Treat' Trend on TikTok | Heinz Combined 14 Of Its Sauces To Create The Epic 'Every Sauce' | Aldi (UK) is looking for engaged couples to give them free wine for their weddings | McDonald's (US) Is Releasing A New Anime-Inspired Garlic Sauce | ‘Condiment couture’: Heinz and Kate Spade collab on a saucy collection | Olivia Rodrigo Is Getting Her Own Stanley Cup | Cup Noodles (US) wants to rethink the way you eat ramen with new s’mores flavour | KFC drops a new merch line with BoxLunch | Fans gush as Lush launch limited-edition ‘tennis ball’ bath bombs for Wimbledon

Daniel Goldstein, Head of PR at Example

I’ve recently stepped up into the exciting new role of Head of PR at Example. With a relentless passion and hustle for what is driving the media conversation, I’m an unwavering advocate for the role PR can play in creating lasting brands and memorable experiences. With my OOO recently switched back off after chasing Euro-Summer for 6 weeks, I’ve well and truly still got that travel bug and planning the next adventure (with a finely curated wine and dine list a top priority).

A Ritual That Resonates: A sucker for punishment, I’ve been getting into a weekly sweat sesh at Barry’s Bootcamp. Navigating Barry’s in French while in Paris - now that was interesting to keep up with…

Culture that moves you: No one does Aperitivo like the Italians! Despite the insane amounts of pasta and incredible dinners I had last month in Italy. Starting your evening off outdoors, with a spritz in hand, some nibbles and delicious green Sicilian olives while looking out at the ocean and sunset, I wish we embraced this lifestyle more in Sydney summer.

Undiscovered Gems: Caltagirone. A tiny little town we drove through in Sicily. The streets were filled with shop after shop of beautifully hand-crafted Sicilian ceramics, each better than the next. Safe to say a few souvenirs made it back home!

A Cultural Experience: I spent the last week of my trip in New York. Morning bagels from Leon’s, a Negroni at Dante and Spicy Vodka Rigatoni at Carbone - nothing beats walking the streets and soaking up the atmosphere of one of the best cities in the world.

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