The Shift: The Hospitality Edit by landofplenty

Exploring how we as brand builders can evolve our thinking to positively impact the industries we love.

The Hospitality Edit STRATEGIC BRANDING FOR LEISURE & LIFESTYLE

THE SHIFT IMAGE: LIV

A LETTER FROM OUR HEAD OF RESEARCH

TAYLOR, HEAD ↑↑↑

From pizza and museums on our doorstep in Hackney, to arctic experiences in Canada and night-time revelry in Amsterdam we hope there’ll be something in here that chimes with what you’re working on right now.

RESEARCH

We’ve brought together exciting restaurants, hotels and bars that we think are getting something right, alongside food for thought around brand, customer and sustainability insights that are getting our brains ticking.

Thanks for making time to read our first collection of insight, inspiration and thought starters that we’re calling The Shift – coming straight from our studio to your desk, we wanted our first report to dive into the world of Hospitality, an industry that we’ve been proud to be working with since we began.

Thinking positively, exploring possibilities and opening up conversations about how we can be better – both at creating brands that really mean something to our customers, as well as shaping decision making that allows us to make a positive impact on our planet – is something we're committed to doing more of as a design agency. We’re all trying to make a difference, so why not share and imagine together? We’d love to hear what you think about our first foray into lifting the cover on the research and strategy that underpins our work, so do get in touch – maybe you have something you’d like to hear about in our next drop? Till then, stay curious. Liv

S IN IT ' T A H W U? F O R YO

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INTRODUCTION Land of Plenty Hospitality

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IDEAS SHAPING THIS WORLD

SENSING SHIFTS Growing Your Culture Biome Guilty Pleasures Turn Guilt Free Nature Has A Voice

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WHERE THE MAGIC HAPPENS Case Study: Normal Restaurant

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1%ERS

MAKING SHIFT HAPPEN

I N T RO

L A ND OF PL E NTY

Land of Plenty represents a utopian vision of a better world. A world filled with earth-friendly humans, where things are better (though not necessarily perfect) and where everyone can discover a feeling we’re all too often lacking… joy.

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LAND

PLENTY,

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Now, that’s quite big stuff for an opening paragraph but, to us, it’s key. Because throughout our work and this very report, it’s why we do what we do. It’s the reason we want to surface information we could’ve all too easily hidden away on our server. The reason we’re constantly learning from people doing great things for other people. And why, with every project, we dig deeper to understand it all. Asking, how can we be better? How can we help our clients be better? And, how can we be a whole lot better together?

The Shift is an extension of this approach. Not merely a consolidation of the answers, but a place to share interpretation, insight and opinion.

I N T RO

So to all you optimists out there, the glass-half-full creators, design-loving dreamers and brave brand believers, together, let’s create the brighter side of life. IMAGE: GETTY MUSEUM SALAD GARDEN, BY JULIA SHERMAN ↓↓↓

Hopefully it goes without saying, but we aren’t here to coin the next big trend or tell you how to act. We simply know the power of design and creativity can sooth the challenges we face, and that talking about it can only be a good thing. It can help us boldly advocate for social justice and inclusion, and prioritise the wellbeing of everyone who uses and works in our establishments — ultimately ensuring the communities we build are fair and welcoming for all. That they’re built to grow and flourish, not just sustain in this harsh reality.

L A ND OF PL E NTY

I N T RO

H OSPI TA L I TY

Hospitality

IMAGE: BY ALEX

A sector that we've worked in since setting up shop and one that some of us were born into. It goes without saying that Hospitality is dear to our hearts (and bellies).

LAU ↓↓↓

I N T RO

H OSPI TA L I TY

HOPE FOR HOSPITALITY

The cost of living crisis. The summerdisrupting weather. The drawn-out recovery (financially and emotionally) of COVID-19. The industry has had it rough, and the light at the end of the tunnel can still seem pretty dim.

TH E CU RRE N T L A NDSCAPE

This is a new landscape. Consumers are extra discerning, seeking better value and more meaningful interactions than ever before. Companies are doing all they can to stay afloat in the storm and lead their staff to safety. So what could the future of Hospitality look like? How can brands bring some much-needed resolve to an industry that can be seen as a bit of luxury?

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We’re not ones to focus on the negatives, but if we’re going to look at Hospitality as a whole, there are some big things we need to take into account.

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Ok, so maybe things aren’t quite so drastic. And thankfully, there are already plenty of experiences being dreamt up, championing the bold and brave, as well as the simple and straightforward initiatives. There’s the coffee shop where every matcha chai latte you buy, will be matcha-d by support to a group of refugee entrepreneurs hosting weekly meetings in the space. The new restaurant which pays homage to a local legendary club night from your teenage years, serving up a waste-free menu, served by the guy who used to work on the door. And there’s the hotel which connects you to more than just WiFi. Indeed, before you get a chance to log on, you’ll ramble through their own urban farm to grab your breakfast. They might seem a little far-fetched, but each one of these examples is almost certainly formulating somewhere around the world. And each offers their own personal slice of utopia.

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PUTTING IN THE HOURS

H OSPI TA L I TY

Employing 1.8 million people in Britain, the hospitality industry has the potential to be a catalyst for climate change, social justice and community connection. But it’s not just going to fall in our lap.

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Currently, hotels account for 1% of global carbon emissions, while also contributing to approximately 10% of total food waste in the UK when combined with restaurants and catering. Don’t even get us started on clubs. Each night out alone creates 1.9kg of carbon per person.

Without bold and positive intervention from industry leaders and those of us creating within it, we might miss the chance to create a shift. The key is to keep the faith, and many are. Dazed and Confused shared that 35% of their Gen Z audience’s biggest hope for the future was the prevention of climate breakdown.

WINERY, BY JASON

If successful, hospitality can become the true host for feel-good regenerative living, with a positive mindset inspiring spaces, chefs, bedrooms, events — and a more resilient and secure future for our planet.

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H OSPI TA L I TY

WHAT LAND OF PLENTY MIGHT WE FIND? TH E F UTU RE VI E W

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First and foremost, care is non-negotiable throughout the industry — with ample opportunities to upskill, fair wages and training, and universal mental health support for all workers. Companies have even started thinking more about their everyday customers: prioritising wellbeing as well as profit, and asking what they can do to make people’s lives that little bit better.

Architecture and hospitality systems wow with their efficiency, having finally cracked how water energy, materials and ingredients work as part of a circular system. Businesses too, are making their mark before opening hours — whether it’s lighting up dance floors which generate energy, or serving up bars that leave no trace the morning after.

Soil-to-seat dining is widespread, focusing on local, seasonal, climate-positive and resilient ingredients from nearby suppliers. Our meals taste fresher and we understand where they come from, thanks to the knowledge of those who supply it. Chefs, baristas, porters, concierges… People are more passionate than ever about what they do and are keen to share smart and sustainable practices, and the impact they have. Consumers are subsequently empowered and educated to make smarter choices for their health, wellbeing and the planet. Lovely stuff.

And it’s culture and community at the centre of these spaces. Heritage and history are celebrated through nuanced hospitality events, whilst neighbourhoods go from strength to strength thanks to the ongoing presence of businesses, feeding into innovative local economies and merging brands with local culture. Suddenly not so grim, right? And the good news is that so much of this practice already exists in the places we love. All we’ve done is collate the brilliant work brilliant people are starting to roll out. The result is a pretty hopeful vision for the future. One that we hope we all get to enjoy sometime soon.

IDEAS SHAPING THIS WORLD The facts and insights directing the future we're designing

I D E AS SHA PING THIS WO R L D

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54% of consumers have reduced or stopped altogether purchasing from organisations they believe acted inappropriately on environmental or social issues.

—2020 WORLD ECONOMIC FORUM

POSSIBLE, BY POTATO HEAD ↓↓↓

SUSTAINABLE PRACTICE IS BECOMING NON-NEGOTIABLE

THE HOSPITALITY SECTOR IS RESPONDING

A 2020 World Economic Forum survey of 21,000 people from 28 countries found that 86% want to see more sustainable and equitable products in the postpandemic market. Sustainability is now just seen as a given.

“A constant idea I have is that you have to give before you take. I talk about it a lot in terms of hotels giving education before they take resources, build their hotels, and make money. I would like to see hotels really think about what their footprint is when they are at these early stages of developing and designing.” Harsha L'Acqua is the founder and CEO of Saira Hospitality, a nonprofit dedicated to educating and empowering local communities for employment in hospitality, speaking to Conde Nast Traveler.

I D E AS SHA PING THIS WO R L D

WE’RE REFRAMING OUR RELATIONSHIP WITH HOSPITALITY

"Even three to five years ago, the idea of something being made from waste would have been thought of as less valuable. Now if a material has a past life it's aspirational. I think the fashion industry is forging the way of making repair aspirational, having that sense of story and narrative. And we're starting to see it now within interiors as well. We need to start talking and thinking about materials as systems. They are not inanimate objects, they exist as always evolving, flowing dynamic systems," Caroline Till, co-founder of Franklin Till, speaking to Dezeen

“Yes, – we sustaina n b need eed to st ility is im susta to truly art there portant initia inable me understa . But bra nd nd ti a some ve here a ns. It’s m what be s nd ore ing th to pe ing for th there. It’ than a g s r ople e and t future th about bu een he pl ildi at and g ives s anet, th has mean ng in a omet hing t brings j g oy back .” JON

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Diageo is building a focus on bartender wellbeing, creating resources and support networks for people who work in one of the most high octane careers, and recognising that more must be done to retain jobs and expertise in this sector.

SOM ETH TO CON ING SID ER

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“In 2050, luxury is defined on a purely hedonistic basis. Status symbols are out. In 2050, Rolexes are worthless. People who have money don’t show it outwardly – they indulge in things that are good for their bodies, spirits, and palates. Fine dining is part of that. A feel-good refuge from everyday life. Without all the traditional luxury, but great food and extremely friendly staff, and a relaxed atmosphere.” Thomas Ruhl Co-founder and publisher of the renowned food magazine Port Culinare, and the co-organizer of the Chef-Sache culinary symposium.

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—2020 WORLD ECONOMIC FORUM

ATHENA

Booking.com has launched a 'travel sustainable' badge, reflecting the 70% of UK travellers expecting the hotel industry to offer more sustainable options.

I D E AS SHA PING THIS WO R L D

As their relationship with food shifts, more of Gen Zs are embracing a holistic attitude towards food that transcends taste and calories. Indeed, a large number would now identify themselves as ‘foodies’ — strongly considering factors such as food morality, nutrition and its impact on mental health, as well as finding inspiration to become at-home chefs through social media platforms.

58% of millennials are “more likely to choose one restaurant over another based on its ability to provide sustainably grown, raised and manufactured foods. — T H E N AT I O N A L R E S TA U R A N T A S S O C I AT I O N

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SHARING THE JOY OF WONDERFUL EXPERIENCES

@EMMAFISHMAN

—PR NEWSWIRE

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38% of TikTok users (51.8 Million diners) have visited or ordered food from a restaurant after seeing a TikTok video about it.

S E N S I N G S H I F T S Three ways of doing and being that will build brands the planet loves

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GROWING YOUR CULTURE BIOME

GUILTY PLEASURES TURN GUILT FREE

NATURE HAS A VOICE

Using hospitality to connect people, place and planet in a circular system, where all are fed and nurtured.

Responding to customers' needs for healthy hedonism in a polycrisis era.

Authentically centring the environment through business practice.

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HARDY

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DIVINEFARMER.COM

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FARM

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The great news is, this doesn’t have to be a sweeping, grand statement. It can start local. Thinking at a doorstep level can open your eyes to possibilities and connections that will be long lasting. Hotels and restaurants already commonly work with homegrown partners to furnish, stock and take over their spaces — both Dye House and Yowie are killer examples of establishments curating the best artisans and designers on their doorstep to present guests with a uniquely place-based experience, set apart from cookie-cutter, cookie-bribing international brands. On a deeper level though, many in hospitality are rooting themselves within the community in ways that can service anyone, not just guests staying overnight.

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It’s telling how many brand positionings now contain the word 'communities'. But what does this mean beyond simply creating a group of followers who engage in what you do from time-to-time? And, if we take a longer-term view, what role can hospitality play in building an actual community? And ensuring it thrives? For many, cultivating community lies in

the intangible offer — the third spaces, the places people come to from near and far to just be, to flourish and take over. This can be tough if there's not an initially obvious link to revenue, but authentically 'giving space' is destined to benefit brands and their culture building down the line, especially when the rest of the world’s complexities are stripped away and people can just focus on the good stuff. You know, like being together, embracing your true self and not feeling pressured by success, work, money.

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IMAGE: THE IVY HOUSE, BY BRENDAN GATENS ↓↓↓

In South London, The Ivy House battled developers to survive — getting the building Grade II-listed by English Heritage a mere two days before it closed down, and forming a community-run pub that now hosts film festivals, art events and live music from an array of local creators.

Similarly, renowned Lula Cafe in Chicago, focuses just as much on their local community as the foodies that come to sample their food. Their mission is to “open doors and provide free space to improve lives, build trust, and fight against injustice, racism, and harassment.” To achieve this, Lula works with Community Dinners — an initiative which functions on the premise that access to wholesome food is not only a human right, but a way to communicate acceptance and love to individuals in a community. ”The best conversations are shared over food, right? Food can heal and so can connection, so this simple act has become an essential part of our program. Social engagement and good food are vital to mental health and emotional stability, our aim was to bridge that gap to create a more balanced and loving community — because, isn’t it wonderful to realise that the person you’re sitting across from also loves homemade macaroni and cheese and maybe struggles with loneliness and disconnection, just like you do?”

“...isn’t it wonderful to realise that the person you’re sitting across from also loves homemade macaroni and cheese and maybe struggles with loneliness and disconnection, just like you do?” IMAGE:

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Other spaces, such as Sexyland in Amsterdam, which proudly describes itself as “an art project, a conceptual club with room for experimentation; a place where all kinds of ideas can get a stage” are creating communities around shared interests and beliefs, supporting creativity and giving people room to explore their identities.

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TO MA K E T H IS POS S IB L E , WE H AVE S E T U P A F E W R U L E S . BY E NT E R ING T H E B U IL D ING , YOU AU TOMAT ICA L LY AG R E E TO FOL LOW T H E

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@YUNIL.JEON ↑↑↑

Creating safe non-judgemental spaces for people to come as they are and demonstrating this through multiple touchpoints — programming, hiring, charters and policies — is where the most progressive brands get it right.

H OU S E R U L E S .

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One Sexyland visitor — a Sexylander? — remarked, “you can wander from an authentic Chinese Sichuan restaurant to a youth hangout with Moroccan tea and games, from a boundless Art Castle to Amsterdam’s most beautiful terrace, from the Iranian 65+ community to a club with a different owner every day. Flexible and bustling, accessible and diverse, unpretentious and highquality.”

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Taking a different, but just as effective approach, Salmon Creek Farm leans into nature, inviting people into secluded spaces and encouraging them to understand the land and geography around them. Its humble, playful website captures the creative, 'feet-in-the-bare-ground' feeling of the space, while its authentic, from-another-era interiors have gained a cult following on Instagram. The brand doesn't rely on flashy marketing. Instead word of mouth is, over time, assembling a community of people who are keen to escape the rat race and connect with themselves and others. IMAGE: SALMON CREEK

This entwining of nature and people, place and stories is a sure-fire way to build community connections that last — going far beyond those regular club nights or one-off, free events.

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Being so remote in Newfoundland and Labrador, Fogo Island Inn relies on its community to literally provide for its guests, providing opportunities that might not otherwise exist. The award-winning inn “is built on the principles of sustainability and respect for nature and culture — the Inn is a community asset, and 100% of operating surpluses are reinvested into the community to help secure a sustainable and resilient future for Fogo Island, Newfoundland.”

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Designing a hotel that is so connected to the local people ensures that the experience offers guests a unique opportunity to explore the nature, food and traditions of a community that has nurtured the land for centuries. Here, they understand what it is to be local, and leave feeling inspired, educated and likely with a sense of custodianship towards the place.

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INTERVIEW: YARD SALE PIZZA ON CULTURE AND COMMUNITY

Yard Sale does more than most with their pizza – supplying pies for local PTA meetings, hosting cooking training events alongside local charities, and collaborating with some of London’s most loved eateries and people: community thinking is seen in everything they put out there.

We sat down with co-founder Johnnie Tate, to ask about how the Yard Sale brand, and they way they think about what they do in front of, and behind that counter, has situated them as one of London’s favourite pizza joints - with eleven shops and counting - and their aspirations to become the nation's favourite pizza delivery service.

IMAGE: BY JUSTIN DE SOUZA ↓↓↓

The idea for Yard Sale Pizza was cooked up in a hand-built oven, from a Hackney back yard. Driven by the ambition to create a new kind of neighbourhood pizza delivery business, they opened their first site in 2014, and Land of Plenty have been with them from day one, on the journey to create the brand that’s so familiar across North, East, and now South, London.

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JT: When we were creating the brand with you guys at Land of Plenty, one of the things we talked a lot about is that we didn't want to start looking like a chain and we wanted to have a bit of an ‘anti brand’ spirit. It was something we felt really strongly about. I like to think we've done a really good job of creating something that reflects this and doesn't feel like a mini chain.

JUSTIN

LOP: So thinking about how you present your spaces and your product to your audience has been key to maintaining that local community feel?

JT: When we started out we thought there's three keys to success; one was having an amazing quality product – better than the competition. Two was having an amazing quality brand and marketing function. Again, that was a notch above the competition. And then three was having an amazing team of people, and looking after that team of people and motivating them to provide amazing products and service. We’ve focused on those three things equally, which is where we are today. For us, it was all about working with local people: all of our drivers, all our front of house teams, the vast majority of those are young local people. And that's still very much the case, even as we go to open our eleventh shop. It's probably more convenient to order food through a delivery app, but I think people appreciate the fact that we're an independent business, and have our own delivery fleet, which is very rare these days. Working with Land of Plenty early on, we thought a lot about who we are, and we always talked about the idea of being

the ‘go to local neighbourhood pizza joint’. And, to this day, we still always focus our thinking around that idea. At one point, after opening the first shop we asked ourselves, do we want to go to central London and open a big, shiny restaurant? We realised no, that's not us, we're in neighbourhoods, in the local delivery space and we have built a relationship with our community and have lots of happy returning customers, which is key to any success we may feel. Each shop is tuned into its specific location. The decisions we make on each shopfront and interiors are based on what is going on in the surrounding area and the vibe there. So some are a little bit smarter or a bit younger. Each shop we want to feel has its own thing that belongs to the local neighbourhoods.

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LOP: Thanks for making time Johnnie! Let’s dive in: on your website, it says you’ll always be local at heart. What does that mean in practice, and how have you baked that in (scuse the pun!) to things as you’ve grown?

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SOUZA

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We didn't want to be this shiny, hipster gentrifying sort of business. That's always been something we were really conscious of. We’ve talked a lot about accessibility over the years and price has often been one of the first things we focus on. We always wanted to have a really good value entry level product that anyone can enjoy – this is why we try and keep our Margherita at

as low a price point as possible. In terms of all the work we do on our brand, the design and marketing needed to not be too shiny, it needs to be family friendly, to appeal to older people, younger people, from all different communities and ethnicities. That's been so important for us: from a business perspective we don't want to pigeonhole ourselves into just one bracket. You want everyone to be able to enjoy what you do – we’ve made a big effort to get to know people and get to know our local residents. For us this is key when creating something that 's accessible to all. Land of Plenty helped us build the brand to what it is today. We went slow and it has been challenging to get to where we are now - we had a lot of inflection points and changes in directions. But I think those conversations around accessibility and authenticity were very important early on. I was really, really wary of trying to create something too quickly, that began to feel corporate - you know, just make a design deck and plaster it over everything. You see a lot of businesses do that and it always makes me a little bit uncomfortable, because it feels like it's all been put together too quickly. We're sort of slow and steady with it. And sometimes I think less was more.

LOP: you’ve clearly thought a lot about your customer when thinking about how you translate community into your brand, but we know it runs a lot deeper than that. Can you tell us more? JT: I don't want to start falling into clichés, but I really want Yard Sale to be a company where people enjoy working and feel respected. I want people to feel they can make a difference at work and so we've always had that at the heart of what we do: treating the people who work for us well, with respect. Ideally, I’d like us to be one of the best employers in the country - maybe even a Times Top 100 company to work for. Alongside that part, at the heart of what we do is building relationships and treating people well in the local community, in whatever way that works, and doing the right thing. We like to use pizza to make a difference. When COVID first came about, we did a big campaign, getting pizzas to 8000 NHS staff in the first year. We did funding through our merch shop, and basically just raised a lot of money, and then delivered a lot of pizza to a lot of hospitals. We didn't have to do that, but it felt like the right thing to do for us. We work with lots of local and UK based charities too, it just seems important for us to use what we have to help people out.

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JT: I'm not going to claim that we're brilliant or perfect with it, but we are getting better. One of the things I'm most proud of is that 70% of our delivery fleet are now electric bikes. Three years ago, we only had three. As a business we do have to weigh up quality as well. Most of our packaging is cardboard, but the reason we use plastic pizza tripods is because they're the best at protecting the product. And actually, if we don't use those, we often end up having to redeliver loads of pizza because they get squashed – creating a whole load of waste and extra journeys. We are being experimental, and always thinking about our packaging. At one of our shops down in Brockley, someone was actually collecting the tripods and turning them into a limited edition product, it was really exciting!

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LOP: Amazing. Community and sustainability are so linked for us – creating a culture where brands are thinking about the wellbeing of the people they come into contact with. We’re also interested to hear about how you’ve been thinking about sustainability and climate. We know it can be tough for businesses to foreground this against the current costs of running a business, but how is Yard Sale doing its best for the planet?

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LOP: Part of the reason we’re putting together this report is to provide a dose of inspiration to people who are developing brands, or revisiting how they are doing things. So finally, what’s keeping you inspired and excited right now? JT: I found there's a lot of new pizza places emerging, like Crisp, Vincenzos and Gracey’s, all around the outskirts of London. They’re clearly so passionate about what they're doing, putting out the most brilliant product, and that really reminded me what it's all about, and why we're in this. It’s a reminder that we need to keep pushing to be the best, we can't rest on our laurels, we need to keep trying to improve if we want to still be the best pizza place in London. I think that's been really inspiring seeing those guys come through and reminding me of the early days.

LOP: High praise indeed! Thanks for sharing your insight with us.

At Land of Plenty, building brands is about a 360 approach. Immersing ourselves in your world and your customers', as well as making sure to look outwards and upwards along the way. Great brands can only exist with great businesses behind them. For us, Yard Sale Pizza is a fine example of that killer combination. We hope you've enjoyed the conversation we’ve shared, and the honest insights into life at the business end of London's favourite pizza joint.

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G ROWI NG YOUR C ULTURE BI OME

Community in hospitality is about connecting people, place and planet in a circular system, where all are fed and nurtured in a plentiful way.

HOW COULD YOU GROW YOUR CULTURE BIOME?

Questions from the Land of Plenty studio to help shift your thinking → → →

IMAGE:

(1)

@YUNIL.JEON,

(2)

ANDRES

GONZALEZ,

(3)

@FOGOISLANDINN

→→→

TASK 1

TASK 2

TASK 3

How are you growing culture and community in long-lasting ways — thinking beyond your tenure and job role?

Could part of your offer empower customers to be part of regenerative or socially powerful shifts, whether big or small?

How does your storytelling capture the nuance and detail of your locale to create a point of difference?

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G UI LTY PL E ASURE S TURN G UI LT F RE E

02.

INDULGENCE

BALANCE

GUILTY PLEASURES TURN GUILT FREE

JOY

Hospitality is often the first port of call for people looking to indulge. You probably don’t need to eat out midweek, or stretch to the fancier hotel on your holiday, but aren’t those ‘nice to haves’ what make life worth living? Or is our relationship with indulgence changing?

IMAGE: BY CHARLIE

Dazed and Confused recently reported that “young people are rejecting the age-old ‘work hard, play hard’ mindset. Pleasure is not a reward or luxury, but a natural human need that is key to flourishing… something important everyone deserves to have at all times’. You guessed it, we couldn’t agree more.

MCKAY ↓↓↓

Post-pandemic, the cost of living crisis has compounded people’s burnout and stress. Consumers are purposefully seeking joy in more aspects of their lives and, with more open conversations about our mental

health, sex and our bodies, we are seeing a new space surface — a world built on the balance between escapist hedonism and slow, intentional living. So, where does your brand fit in? Let’s start with an all-time, go-to pleasure: fast food. In 2022, KFC launched their Brainwave Bucket in Hong Kong — one of the world’s most stressed cities — asking people ‘not to over think, just indulge’. Fitting a bucket with in-built sensors, the Colonel visualised people’s brain activity while enjoying his chicken, with those who enjoyed it most getting offered more. Gimmicky, yes, but the playful campaign recognised the comfort, comfort eating can bring and perfectly captured people’s desire to indulge in something that makes them happy, without guilt.

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G UI LTY PL E ASURE S TURN G UI LT F RE E

Brands are using the food and drink they offer, the spaces they design and the events they host to guide customers to create the memories they weren't able to in the pandemic.

This ambition to remove guilt is further captured by the Night Luxe trend — a movement that replaces the wellness clichés of sunrise yoga and pitchers of green tea with the feel-good frivolity of cocktails in town and a night of dressedup dancing. Sweeties Bar at The Standard typifies this shift towards ‘playful drinks and glorious misbehaviour’ through its cocktail bar, discotheque and late-night lounge. IMAGE: HANSBRINKER.COM ↓↓↓

And it’s not alone in celebrating life after dark, though not everyone is as glamorous. Amsterdam’s Hans Brinker is unapologetic in its budget offer for the revellers of the Red Light district, with a playful voice offering a frank perspective on what people get up to along the canals. “So take a walk to the Wallen and crawl back. Start the day fresh in the Rijksmuseum and end up in a canal. Dive into Dutch heritage, or the Brinker heritage, for all it matters. Or keep it sophisticated, spend your money in a famous nightclub and sleep until your back starts to hurt. As long as you’re sort of OK, we’re happy to have you.” So while some are clearly up all night, others in the post-pandemic marketplace are valuing rest. Alone time ‘for me’ which builds in more elevated moments

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Divine Farmer’s visual language borrows from the counterculture movements of the 60s and 70s, as well as art direction and photography from the contemporary fashion and beauty industry to create a brand that feels natural, desirable and trustworthy, without feeling like we’ve seen it all before.

OF SLEEP, BY AMBER PINKERTON FOR KESSELS KRAMER ↓↓↓

“We live in an age of high performance, where our time is constantly consumed by family and day-to-day responsibilities. ‘Work now, rest later’ mentality can cause us to overextend, overachieve and burnout. On top of that, we face daunting uncertainties about the state of our society, our health and our planet.”

CITIZENS

More consumer brands are emerging in their support of relaxation too. Napjitsu offers a more proactive route to chilling, blending nootropics and caffeine for the perfect rest. Likewise, Divine Farmer — which was set up during the pandemic after an increase in patients approached its founder looking for help with anxiety, depression, and insomnia — blends CBD and traditional Chinese medicine to create products which ‘inspire creativity and enhance sleep’.

Divine Farmer

IMAGE:

to recoup and recover. Many brands are being literal with this — Citizen M’s Citizens of Sleep for one — with others even turning to science. Equinox New York offers a relaxation package that provides guests with sound, movement, and breath-work techniques designed to regulate their circadian rhythm. Deep stuff.

G UI LTY PL E ASURE S TURN G UI LT F RE E

NATURAL MEDICINE OPENED 2022 LOS ANGELES, USA IMAGE:

@DIVINEFARMERCA

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G UI LTY PL E ASURE S TURN G UI LT F RE E

IMAGE: @MISERYPARTY ↑↑↑

However, perhaps the biggest contrast to the big night out is Misery, a mental health collective and sober club night. Run for queer, trans, non-binary BPOC, it is one of many spaces designed to empower those who feel excluded from ‘mainstream’ queer events. Here, a culture of care brings people together away from the glitter-laden hedonism of other queer nights, to recuperate, connect and foster a community against a backdrop of underfunded mental health systems.

HING SOMET SIDER TO C O N

graphy o t o h P . r e att “Visuals m and the stuff you ople, rld. o w e h t o of your pe t values in r u o y s t what c , k o o l r e do proje s ke a clo a t your u d o y n a n e u o y Wh t ing abou l l e t u o y at really e h t s g n i story ar h t rds the a w o t e d u t ple?” atti o e p o t r e t mat , ANNING F A U H JOS ER DESIGN PLENTY F O D N LA

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Whether catering for the party crowd or those who want to take a pause, hospitality brands are carving out their specific role in people’s pleasure and comfort more acutely.

HOW COULD YOU DIAL UP THE JOY?

Questions from the Land of Plenty studio to help shift your thinking → → →

IMAGE:

(1)

EDELMAN

(2)

@DIVINEFARMERCA

(3)

AMBER

PINKERTON

→→→

TASK 1

TASK 2

TASK 3

What kind of joy, hedonism or indulgence are you facilitating for your customer and how are you communicating it?

How does your storytelling help your customer understand how they will feel when they engage with what you have to offer?

How are you supporting your guests or customers more holistically — whether through wider sensorial touchpoints, or through educating or even surprising them?

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NATURE H AS A VOI C E

IMAGE:

03.

@NAIFSRESTAURANT

NATURE HAS A VOICE

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SUSTAINABILITY

REGENERATION

CLIMATE

IMAGE: BY MIHAELA NOROC ↑↑↑

In the UK, 48% of adults admit that they don't have enough knowledge to lead a more sustainable lifestyle. Which, though slightly alarming, presents one hell of an opening for brands. An opportunity to create a new bottom line, where people and the planet are just as essential to decision making as profit.

Leading the way in this conversation is not a brand, but a country: Ecuador. The first to incorporate ‘Pachamama’ — meaning nature — into their constitution, it states that ‘it has the right to exist and persist to maintain and regenerate its vital cycles.’ It gives nature a voice in the business, a seat on the board. Just imagine if you did the same. What would nature ask of your company? It might start with pioneering plants, like at Naifs in Peckham where a vegan menu, served home-style, sets the table for climate critical conversations. But it might also want a bigger slice of the pie.

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NATURE H AS A VOI C E

Even bigger, Wildland Scotland’s approach stems from a 200-year vision of landscape-scale conservation in the Scottish Highlands. At its heart, it is a hospitality business, but surrounding this is a mission to tackle climate change. The brand is not shy in addressing this, and through custodianship of three significant Scottish estates, its work boldly promotes the need to help nature heal, grow and thrive.

IMAGE: BY MARTIN KAUFMANN ←←← ↑↑↑

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Of course, direct environmental impact is only one benefit of connecting with nature. And while community spaces such as Gaias Garden are brilliant at strengthening people’s climate positive practices, they also create social moments for people to connect through panels, parties, performances… even cookalongs.

NATURE H AS A VOI C E

Our main stress hormone, cortisol, decreases by 21.3% per hour spent immersed in nature. —UNYOKED BRAND STORYTELLING

Similarly, Unyoked is using nature as a springboard to help guests improve their wellbeing, drawing on science throughout its brand storytelling to entice people to stay. They’re aware of the need to tread lightly too: “there’s no point in being a nature company if we aren’t looking after it. Our offgrid locations are custom-designed to be as sustainable as possible, utilising a blend of solar power, rain water and compost to minimise our footprint while making sure the next generation has access to the same epic wilderness as we do.” IMAGE: UNYOKED ↓↓↓

It’s a key watch-out for any brands that use nature as a selling point. They need to be able to confidently show customers how they are not just embracing it, but preserving and protecting it.

IMAGE:

UNYOKED

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NATURE H AS A VOI C E

IMAGE: SLOWNESS.COM ↑↑↑

Travel Group Slow’s restaurant and surf club give a sense of being hosted by nature, and this is echoed through the brand storytelling throughout. Whether it’s gently animated digital spaces, rich and considered photography, or poetic and astute copywriting, the attention to detail ensures that potential visitors are immersed in the details and majesty of the slow way of being before they arrive.

TRAVEL GROUP OPENED 2016 WORLDWIDE

CORNWALL,

Slow

SCARLET

↓↓↓

It’s clear many have already shifted in response to nature’s call, but what might it ask moving forward? We imagine it would want hospitality to further help secure its future, creating experiences which subtly or explicitly guide consumers to shift too — in mindset, habits and choices.

IMAGE:

MCGILL

However, perhaps most pertinent were the actions Scarlet took before it even put a brick in the ground. The raw building materials for its wooden frame, copper cladding and aluminium roof structure —

even the membrane of the sea thrift roof — can all be recycled, and should it ever need to, the hotel can disappear with barely a trace.

LAUREN

But we also try to return nature’s generosity, giving back to the ecosystem where we can. One way we do this is by lining our roofs with sea thrift, providing more native plants for local insects.”

Scarlet in Cornwall’s approach brilliantly exemplifies this two-way street, collaborating with nature to offer unique experiences, but also returning something to it. ”We draw upon our coastal environment’s natural qualities in daily life. We don’t use air conditioning, since we have the cooling sea breezes that come to us from the Atlantic. We avoid all chemicals in our outdoor pool — reeds and algae can cleanse just as well.

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NATURE H AS A VOI C E

The Culpepper Family

HOSPITALITY GROUP OPENED 1998 LONDON, UK

In the rest of the business, The Culpepper in Spitalfields is topped with a garden, reclaiming space that is often condemned to air-conditioning units and plant machinery, whilst The Buxton Hotel boasts the ‘Open Right’ award at the 2019 Food Made Good Awards, created for businesses that have launched with sustainability from the get go.

DINAH HOFFMANN & CARLA ULRICH

IMAGE:

@ANTONRODRIGUEZ

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↙↙↙

This is a business that's building better in from the beginning: "We will never claim to have all the answers but would like to keep the conversation going on how we can better look after the planet as responsible business owners, and be part of the solution."

Michelberger Farm leads by example. Running a regenerative farm in the Spreewald, southeast of Berlin, it’s aiming to regenerate the agricultural area and create a functioning, holistic ecosystem. The farm primarily supplies fresh and vital ingredients to the Michelberger restaurant and their sister restaurant ORA, but also plays host to the PEOPLE festival. An artist-driven, non-hierarchical experiment of music and togetherness, void of sponsor and fees, which challenges the capitalist systems that have led us to climate breakdown. IMAGE:

London based The Culpepper Family are weaving in nature-positive practice in their pubs and hotels across the city. Simple gastro boozer, The Duke of Cambridge, is Britain’s first organic pub certified by the Soil Association since 1998 and now holding the highest accreditation of 3* from the Sustainable Restaurant Association.

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NATURE H AS A VOI C E

Closer to home, FarmED is hosted at Honeydale Farm. A not-for-profit organisation, it is bold in its ambition to be “at the heart of local, regional and global agroecological transition”. Across three eco-buildings it acts on this desire by providing learning spaces and events that educate, connect and inspire people to take action. Contributing design thinking which emphasises the future of sustainable farming and food systems that first, nourish people and, perhaps more importantly, regenerate our planet.

IMAGE: BY TIM CROCKER ←←← ↓↓↓

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NATURE H AS A VOI C E

As the climate emergency becomes more acute, brands should be finding ways to integrate nature and its priorities at the core of their internal processes as well as their offer.

HOW COULD YOU HEED THE CALL OF NATURE?

Questions from the Land of Plenty studio to help shift your thinking → → →

IMAGE:

(1)

SLOWNESS.COM,

(2)

DANIEL

MORGAN

(3)

FINN

BEALES

→→→

TASK 1

TASK 2

TASK 3

Brands that stand out are advocating for nature in real ways. Beyond the necessary positive choices you make for your physical space or product, how is your brand celebrating and championing nature?

Consumers seek support to make better choices and to feel more empowered in the face of climate breakdown. How can you position your product or service as the go-to planet-positive option?

Too many brands’ responses to nature and climate are inauthentic. Are there opportunities and stories that you might find by slowing down and seeing what nature is offering you?

WHERE THE MAGIC HAPPENS Bringing together thinking and doing in a brand-relevant way

W H ERE TH E MAGIC HAPP E N S

At Land of Plenty, we do more than just make you look the business on the outside. We’re interested in working with you to embed small improvements on the inside too, before helping you communicate all this good stuff to the world.

Here's a business that we think champions this ethos with impressive results. Normal leads the way by embracing many of the same shifts we've outlined earlier in this report. IAMGE: BY ANDREU CARULLA ↑↑↑

The magic happens when your brand and business work together. Better business intentions lead to better branding, which in turn leads to better comms, better education, and, ultimately, better action. It’s a chain reaction which can have a positive impact on people and the

environment — and can be joyfully shared with your customers and the wider world.

RESTAURANT

ANDREU

OPENED 2022

CARULLA ↑↑↑

NORMAL RESTAURANT

NORMA L RE STAURA NT

IMAGE:

CASE STUDY :

W H ERE THE MAGIC HAPP E N S

GIRONA, SPAIN

W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

A normal restaurant, on a normal corner, in a normal city. IMAGE: BY ANDREU CARULLA ↓↓↓

In 2021, world renowned chefs, the Roca brothers, opened restaurant Normal in the Catalonian city of Girona, with the intention of celebrating local seasonal produce and heroing the traditional cooking techniques of the region. On a nondescript corner, the restaurant welcomes guests into a space with a cosy understated charm, embracing subtle design sophistication and a natural materials palette, all with a clear emphasis on sustainability and warmth.

IMAGE: BY ANDREU CARULLA ↑↑↑

W H ERE THE MAGIC HAPP E N S

“There seems to be such a craze for standing out, that what is ordinary or normal instantly becomes extraordinary.” — A N D R E U C A R U L L A , N O R M A L R E S TA U R A N T D E S I G N E R

IMAGE: BY ANDREU CARULLA ↓↓↓

NORMA L RE STAURA NT

W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

IMAGE: BY ANDREU CARULLA ↑↑↑

W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

IMAGE: BY ANDREU CARULLA ↑↑↑

“A very normal proposal, from a direct, spontaneous cuisine. It reminds us where we come from and it intends to reinforce the intuitive gesture of the live fire kitchen, the slow cooking casserole, the smells of a kitchen coming from afar. At Normal, we want to dress for pause, joy, succulence, flavour.” – Joan, Josep and Jordi Roca.

→→→

Normal is a celebration of ordinary life, bringing humble and beautiful food to the table. But don’t let the name fool you — each element of the restaurant has been lovingly considered to create something that feels warm and welcoming, and at once everyday and special. Inspired by their grandmothers’ cooking, produce is sourced from their own garden and local suppliers to create dishes which reflect the idea of the ‘land, the mother and the female’. The wine list embraces peasant culture and village wine, offering local bottles from Girona and the Empordà region, while the culinary experience is grounded in history, and offers simple ways to learn about the region and the people that live there.

W H ERE TH E MAGIC HAPP E N S

NORMA L RE STAURA NT

Normal’s founders believe this has a higher purpose: “We begin this new stage at a moment that is transcendent for society. After the healthcare, social, existential and values crisis, to comfort souls and rediscover happiness. Cooking is a catalyst for emotions, a taste celebration that creates lasting bonds.”

Whilst Normal comes from 3 Michelin star pedigree, its brand storytelling aims to be an antidote to the luxe and high-end, creating something that stands out for it’s straightforward and unassuming nature, and that allows the food and experience to speak for itself. The idea of slow food and artisanal eating isn’t new, but the way it’s presented avoids clichés.

Likewise, the interiors don’t stray from people’s core values. Finishes have been precisely designed to tread lightly, and bring in wisdom from the local area too to create something that straddles the familiar and new.

IMAGE: BY ANDREU CARULLA

Designer Andreu Carulla shared with Wallpaper: “We have worked with several local artisans from different disciplines such as ceramicists, carpenters, and basket weavers for Normal. Indeed, it is a true collaboration. We learn a lot from them, from materials to processes and techniques which sometimes go back hundreds of years, and we use this tried and true knowledge to implement our ideas.”

Normal’s founders haven’t just stopped at the end of service. They also created Roca Recicla, breathing new life into waste to create unique products they feed back into their restaurants. Whether it’s turning empty glass bottles into reusable tableware, or polystyrene food trays into beautiful, long-lasting stools, it goes far beyond recycling.

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W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

BY ANDREU CARULLA ↑↑↑ ↓↓↓

Not only do they create products that customers can use and enjoy, they are creating jobs for local people on their doorstep.

IMAGE:

“We use creativity so as to give a second life to these bottles, turning a supposed useless object into something useful and beautiful, involving in the process people in risk of labour exclusion that are also given a second chance” says Joan Roca

SILO IMAGE: BY

SILO, the world’s first zero waste restaurant has also been forging products from their leftover material, a natural extension of their pioneering ‘pre-industrial waste food system’

SAM A.

OPENED 2019

↑↑↑

LONDON, UK

HARRIS

RESTAURANT

IMAGE:

SILO

LONDON

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W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

WHY WE WANTED TO SHARE NORMAL WITH YOU:

01.

Combining menus and experience with simple digital and spatial design this brand stands out from the crowd.

05.

Their neighbours and local community are involved — employing the skills of local businesses, be it wineries, or craftspeople, and hiring new staff.

02.

The restaurant offer flips the established codes of fine dining, giving more people access to a special experience.

06.

The owners are both proactive and reactive, looking after their environment with what they have available to them and creating a unique product for genuine use in their business and beyond.

03.

The storytelling is humble, celebrating the understated joy of eating with family and friends. It’s about slowing down, speaking indirectly to customers’ wellbeing and a more sustainable approach to dining.

07.

The interiors and material design successfully mirror the low-impact approach of the food, embracing recycling, imperfection and local artisanal skills to create something that feels authentic.

04.

Local heritage and history are woven through everything they do, creating a lasting connection to the communities it represents.

08.

Joy runs through everything they do. Whether creating beautiful products for people to enjoy, or fostering a moment of connection through food, Normal imbues a sense of positivity and hope.

IMAGE:

ANDREU

CARULLA

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W H ERE THE MAGIC HAPP E N S

NORMA L RE STAURA NT

HOW COULD YOU BE MORE NORMAL?

Grab some paper and a pencil, give yourself five minutes to answer these questions about your business culture → → →

TASK 1

TASK 2

TASK 3

TASK 4

TASK 5

Can you put your values into practice in a physical space? Or use your space to tell your story?

Could local expertise enable you to respond better to your context and reduce your impact on the planet?

Is there untapped insight, story or point of difference hiding amongst the people you work with?

Are there opportunities or new ways of working that can come from the materials you overlook?

How can you challenge people’s assumptions about what a sustainable and thoughtful brand looks and feels like?

1%ers SOME T TO C O H I N G NSIDE R

“Keepin g busin trying t ess goin o g, whils m a ke futur is tough t e ready d . It does eci n change, rip it up 't all have to be sions and star a massi sow the ve t s e a e g d a in. Sma within a and test ll steps brand o if new w r w be emb edded. ays of doing th ork culture, And lot ings act – margi s ually ca o f nal gain s n s by eve mall decisions ry add up a more positive one will shift us way of w orking.” all to JOE R

USSE LL, DIREC T OR LAND OF PL ENTY

Small shifts towards being a better brand. A marginal gains mindset

1 % ERS

Sharing brands and ideas to inspire ways of 'doing' rather than just 'saying'. Being a 1%er is about taking small steps towards being better, not making huge claims of being perfect. IMAGES: (1)

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INDEX.GOODS,

(2)

@NOTPLA,(3)

WEN

STUDIO

1 % ERS

CREAT IN G A SPACE TO REFLECT AN D BE

S HIN IN G A L IG H T O N OV E RLO O K E D TA L E N T A N D THE IR M E A LS F R O M H O M E

A N E W M E A N I N G FO R S H OW E R P R E S S UR E

Unusually, bookstore Bunkitsu Japan goes against established logic to charge an entrance fee. But when you see what you get in return it makes sense. Space to read, work, meet and be, access to a curated book collection to learn and escape, and of course unlimited tea and coffee.

Pentagram branded Eat Offbeat serves authentic and off-the-beaten-path meals from around the world that are conceived, prepared and delivered by refugees who now call NYC home. Giving their new neighbours a taste of their home.

LEED-certified 1 Hotel Central Park places five-minute hourglasses in their showers to make guests aware of their water consumption, and help clean their conscience.

YOUR 1% SHIF T:

YOUR 1% S HIF T:

YOUR 1% SHIF T:

Are there ways you could turn your business model upside down to create something new for your audience?

Is there potential to create authentic and

Are there objects or prompts that could

original experiences which impact your

be embedded in your customer journey

neighbours hiding in your community?

which encourage mindful habits?

IMAGE:

BUNKITSU

BOOKSTORE

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IMAGE:

PENTAGRAM

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IMAGE:

HOTEL

CENTRAL

PARK

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1 % ERS

RE- USE AS C UTTI NG EDGE

S E AWE E D A N D E AT IT!

P L AST I C F R E E A P P R OAC H TO F I N E D I N I N G

In Hangzhou’s crowded coffee market, Linkedtown Coffee decided to stand out by pairing recycled industrial furniture with hi-tech digital art to create a futuristic and edgy setting at odds with its competitors.

Notpla Coating has many of the same grease and water-resistant qualities of traditional coatings used in takeaway food packaging. Only thing is, it’s made of seaweed, not plastic.

Lauded for its low-waste approach, Apricity has removed plastic from the kitchen, opting for suppliers who are open to integrating reusable packaging into their service.

YOUR 1% SHIF T:

How can you rethink the waste on your doorstep to shape the environment inside your walls?

Could you create a more visible commitment to sustainability through product materiality?

Which overlooked elements of your supply chain could be switched out to more innovative, planetfriendly options which are more efficient for all?

IMAGE:

WEN

STUDIO

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IMAGE:

@NOTPLA

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IMAGE:

BEN

CARPENTER

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1 % ERS

RE SOURC E S

1%er Resources: F U TUR E P R OOFI NG PACKAGING

PL AST I C F R E E P R ACT I C E

Goods Index helps you navigate the global haberdashery of materials — from industry-standard to next-gen regenerative — exploring key principles such as optimising for closed-loop systems and clear end of life.

Designed by Made Thought and spearheaded by the inspirational Sian Sutherland. A key component of our studio process and approach, we are proud to be members of Plastic Free, the cutting edge tool to discover scalable solutions and daily intelligence on circular design, next-gen materials, and systems of tomorrow.

IMAGE:

INDEX.GOODS

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PLASTICFREE.COM

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Making Shift Happen The logic that unlocks the magic

M AKIN G S HIFT HAPP EN

At Land of Plenty our mantra is to build brands the planet loves. This mission runs through our work as a studio, how we work with our clients and collaborators, and in the projects, brands and ideas we build. But how do we make this work for you?

We help you navigate towards a better brand and business, making incremental and important shifts along the way. Sure, the destination's always different, but the journey always starts the same way...

M AKIN G S HIFT HAPP EN

Once through the door we begin by benchmarking you against three main criteria;

The combination of these three key brand considerations is where the magic lies.

Routed in the business vision and brand strategy.

Our evaluation framework is built on ISO industry standards for sustainability and brand, and helps us establish a starting point from which to shift.

The manifestation of the thinking, in the form of the brand identity and brand communications.

The future-focused view, looking ahead at action and impact.

M AKIN G S HIFT HAPP EN

Action plan

From here we set off on a creative journey of discovery, mapping out a clear strategy from which to explore options for your brand identity and communications. Once the destination is reached, we'll help you lay down roots for a plentiful future.

The blueprint

Education

Analysis Vision

LEGACY Positioning

Go to market plan

DNA

Deliverables Guidelines

Story

S T R AT E G Y

Assets

DELIVERY

Research Immersion Benchmarking

Visual world Tone of voice Building blocks

Questioning

Messaging

DISCOVERY IDENTITY

M AKIN G S HIFT HAPP EN

The faces behind this report...

Joe Russell Co-founder & Creative Director

Lucie Garnier Project Manager

Jonny Rowe Co-founder & Creative Director

Harriet Payler Senior Designer

Josh Fanning Senior Designer

Liv Taylor Head of Research

Kit Debuse Senior Designer

M AKIN G S HIFT HAPP EN

We hope you've enjoyed the things we’ve shared throughout this report, and perhaps some of the questions we’ve put to you might just have sparked something.

Whether you’re looking to position (or reposition) a brilliant business idea so that customers and your community come along for the ride , trying to find your voice , or in a crowded market need to create something with impact , to deliver lasting change our expertise in strategic branding for leisure and lifestyle will help you lay the foundations for better. YARD

SALE

PIZZA

FIELD

GOOD

BATTLE

We'd love to hear from you, . so why not BOOK

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CANCER

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