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Future of Luxury




Monaco Yacht Show- 26. September 2008   © 2008 CScout Trendberatung
CScout Fact-Sheet
Global Trend Research


         ! History                Founded 1997 in New York


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         ! Network                Core Team: 15 consultants
                                  Scouts: 25 correspondents
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         ! Focus                  Global Trend Research


         ! Topics                 Marketing, Consumer Technology, Lifestyle




Capabilities Presentation, 2008                                               © 2008 CScout
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                                  Highlights:                           Content:

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Capabilities Presentation, 2008                                                                         © 2008 CScout
10 META TRENDS
& how they
shape


Monaco Yacht Show- 26. September 2008   © 2008 CScout Trendberatung
Urbanization
                                        By 2030, three out of five people will live in cities. This massive
                                        urbanization of the world will pose more than an urban planning
                                        problem – it will also shape the future of politics, environmental
                                        policies, and economic models. New urban economic realities will
                                        require strong action and organization from municipal governments,
                                        while networked urban and suburban areas will demand smart
                                        energy and mobility infrastructure. All these challenges must be
                                        faced with an eye towards environmental protection and
                                        sustainability.



                                        ...tomorrow´s
                                        Life

Monaco Yacht Show- 26. September 2008                                                       © 2008 CScout Trendberatung
urban luxury
                                         Unused Spaces - Loft Cube

                                         Designed by Werner Aisslinger in Berlin, Germany, the Loft Cube is a mobile, compact
                                         pod home that can be installed on the unused rooftops of skyscrapers. The concept is
                                         minimalistic in overall design, and is targeted at more transient populations. But the
                                         beauty of such simplicity is clear, and the utility is positively undeniable. By reclaiming
                                         the unused real estate atop city skylines, the creators of the Loft Cube are providing a
                                         revolutionary housing option for people interested in owning or renting within major city
                                         centers.



                                         Urban Lifestyle - Pop Up Restaurants in Hyde Park

                                         Guests visiting London's Mandarin Oriental hotel at any other time of the year will miss
                                         out on the hotel's latest dining experience: a brand-new outdoor restaurant that's open
                                         only in the summer. On hot summer days, a Terrace Butler is on hand with a selection
                                         of sunscreens, cooling iced towels, water sprays and a sunglasses cleaning service.
                                         Guests can also borrow designer sunglasses—including children’s sizes—along with
                                         hand-held Mandarin fans, soft pashmina shawls, books from the hotel’s Vintage
                                         Classics library, and a selection of magazines and newspapers.




 Monaco Yacht Show- 26. September 2008                                                                         © 2008 CScout Trendberatung
Sustainability
                                        Rising gas prices, warnings of the forthcoming climate crisis, and
                                        frequent catastrophes like the wildfires in Alaska or hurricane Katrina
                                        increase the importance of ecological values. Groups and individuals
                                        – throughout all social classes – are developing strategies of dealing
                                        with this new awareness and how to do their part to protect the
                                        earth. Reducing consumption and increasing clean energy are all
                                        receiving more investment and consumer interest.




                                        ...tomorrow´s
                                        Life

Monaco Yacht Show- 26. September 2008                                                         © 2008 CScout Trendberatung
sustainable luxury
                                         Beware Land - Doug Tompkins buys Darwins green desert

                                         In 1990, the West Coast millionaire Doug Tompkins landed his small plane in
                                         a remote fjord in the Palena region, at the northern limit of Chilean
                                         Patagonia. Pumalin is a long-term project. Its ultimate goal is a change in
                                         consciousness on a global level. By allowing visitors into the park, and
                                         facilitating their contact with the wilds, Tompkins hopes to contribute to that
                                         cultural sea-change. It's a tall order, but one which Tompkins obviously has
                                         no fears of taking.

                                         Create Land - Sustainable City of Abu Dhabi

                                         WWF and the government of Abu Dhabi today launched a Sustainability Strategy
                                         to deliver the world’s greenest city. Masdar City will be the - LongTerm - first
                                         zero-carbon, zero-waste, car-free city, meeting or exceeding a set of stringent
                                         sustainability goals established under the “One Planet Living™”


                                         Being free - Luxury Yachts go Green - Green Jet concept yacht (Slovenia)

                                         Designer Erik Sifrer has created a concept mega yacht called the “Green Jet” that
                                         combines the latest in luxury and sustainable technology. The 187-foot vessel
                                         runs both on wind and hydrogen power - to fully harness wind power the yacht
                                         has two automated aero-sail systems that can be controlled by touchscreen. This
                                         system, along with an onboard computer will determine the best position of the
                                         sail for maximum propulsion, and enable the Green Jet to minimize engine use.



 Monaco Yacht Show- 26. September 2008                                                               © 2008 CScout Trendberatung
Smart Life
                                        Our lives are becoming increasingly digitized - from the ways we
                                        communicate, to our entertainment media, to our e-commerce
                                        transactions, to our web research. As storage becomes cheaper
                                        and data flow become faster, we are doing more and more online -
                                        and in the process, saving a record of our digital lives, whether we
                                        like it or not. For better or worse, mobile and net-based
                                        communications have simultaneously sped up and shrunk the
                                        globe.




                                        ... tomorrow´ s
                                        Life
Monaco Yacht Show- 26. September 2008                                                         © 2008 CScout Trendberatung
smart luxury
                                         Smart and Luxurious transport - Tesla

                                         At the core of Tesla Motors is the belief that an electric car need not be a
                                         driving sacrifice. We have brought the best of the automotive and technology
                                         worlds together to permanently bury the image of an electric car as a step
                                         backwards in performance, efficiency, or design. Our key technology is the
                                         100% electric powertrain, which propels us in the present and simultaneously
                                         establishes a foundation for our future models. We set out to forever alter
                                         perceptions of electric vehicles and to make electric cars a viable alternative.
                                         We have produced a car that is at once beautiful and exciting to drive, along
                                         with being the most efficient production automobile on the planet.


                                         Smart Communication - Interactive Mirror

                                         IconNicholson's Social Retailing(SM) concept, first unveiled at the National
                                         Retail Federation's (NRF) BIG show at the Javits Center in New York City in
                                         January 2007, answers the question that retailers are pondering for the future
                                         of their business: How do you engage the digi-savvy audience in a cool and
                                         unique way while expanding your retail sales and reach? One of the key
                                         technologies behind Social Retailing(SM) - Near Field Communication - further
                                         serves to help retailers monitor inventory in real time and collect data that
                                         provides valuable insight into customer mindsets, behaviors and evolving
                                         needs.




 Monaco Yacht Show- 26. September 2008                                                             © 2008 CScout Trendberatung
Global Nomadism
                                        Globalization has reshaped our sense of self and home. People are
                                        more multicultural and mobile than ever before, and national borders
                                        hold less meaning. Today’s global nomads often split their time
                                        between different cities and countries, relying on new innovations in
                                        communication technology to stay connected to their family and
                                        business partners. They may travel for a few days or set up long
                                        term residencies in their new lands. New transportation options
                                        allow them to reach all corners of the world.




                                        ...tomorrow´s
                                        Life
Monaco Yacht Show- 26. September 2008                                                        © 2008 CScout Trendberatung
luxury for nomads
                                         Be flexible and smart - Jet Suite

                                         Time-share jet ownership, where people buy a portion of time in which they can enjoy use
                                         of a private jet, is a relatively well-known concept. JetSuite has flipped this jet-share
                                         owning model on its head, proposing that the owner buy the jet, the whole jet, up front,
                                         with the guarantee that the jet will earn back money when it is not needed. Through
                                         JetSuite’s ownership programme, the owner enjoys the luxury and convenience of having
                                         their own jet while JetSuite takes care of hassles such as maintenance, regulatory
                                         compliance, facilities, staff training and so on. When the owner does not need the jet,
                                         JetSuite will charter it out. They guarantee the owner a minimum monthly revenue of USD
                                         25000.



                                         Taking everything with you - Private Airport Garages

                                         A Colorado company has carved out a new niche in the growing market: Airport Garages
                                         sells units near airports in towns with high numbers of second homes. Their first facilities
                                         opened in Vail, Colorado. Owners can park their car in the garage while they're away,
                                         providing a secure haven for their vehicle and ensuring they'll be able to drive straight from
                                         the airport to their ski chalet. The units also have plenty of storage space for skis, jet skis
                                         and other toys. In addition, benefits include automobile services — car starting, tire and
                                         battery maintenance, oil changes, etc — and use of a private clubhouse.



 Monaco Yacht Show- 26. September 2008                                                                            © 2008 CScout Trendberatung
Individualization
                                        Mass customization – the desire for companies to satisfy the needs
                                        of individual consumers while reaching and maintaining a large
                                        market without increasing costs – is driven by business imperatives.
                                        Individualization is often more of a consumer driven phenomenon:
                                        the ability to express personality by choosing which features and
                                        decorative styles are built into desired products and
                                        services.


                                        ... tomorrow´s
                                        society


Monaco Yacht Show- 26. September 2008                                                        © 2008 CScout Trendberatung
individual luxury
                                         Shared Indivdualism - have your own concious product lines

                                         Stelle McCarney´s new certified 100 % organic care is just another example to
                                         show that organic does not mean compromising on luxury and aestethics. The
                                         same with JO WOODS ORGANICS. The care line of the Wife of Rolling Stone
                                         Ronnie is not only organic. It is also both glamourous and utterly luxurious. At
                                         least both provide their personal, individual attitude as a luxury product.



                                         Indulgent Individualism - Make your own Vine Line

                                         Two years ago Crushpad, this state-of-the-art urban winery was already making its
                                         mark by providing the grapes, equipment, barrels and know-how—all the essentials
                                         —to aspiring wine enthusiasts who wanted the experience of creating their own
                                         ultra-premium cabernets, merlots or other fine wines, but didn't have the luxury of
                                         owning their own vineyards. Customers who were unable to visit the San Francisco-
                                         based facility in person could design their wines remotely, using grape harvests
                                         from some of Napa Valley’s finest vineyards, and monitor their wine’s progress
                                         online. With a customer base now numbering in the thousands, Crushpad is not
                                         only still going strong, but has expanded its offerings to include resources for those
                                         who want to capitalize on their winemaking experiences by launching their own
                                         brands.




 Monaco Yacht Show- 26. September 2008                                                                  © 2008 CScout Trendberatung
Educated Consumer
                                        With increased access to information and communication, today's
                                        consumer is more discerning than in the past, and have higher
                                        expectations from the products and services they use. Due to mass
                                        adoption and development of the Internet, people have access to
                                        more information than at any other point in history. Industries are
                                        realizing that educated consumers can do their own product
                                        research, and easily compare competing services against each
                                        other.




                                        ...tomorrow´s
                                        Life
Monaco Yacht Show- 26. September 2008                                                       © 2008 CScout Trendberatung
luxury and educated
consumers
                                         Gewusst wie: Luxury Sharing Hotel - Guest invest, London

                                         UK based Guest Invest, who offer individuals the opportunity to own a fully managed,
                                         luxury London hotel room, ranging in price from GBP 140.000 - 300.000 (USD
                                         243-520K / EUR 204-436K) for a 999 year lease. The revenue is split between the
                                         indvidual and Guest Invest, and owners enjoy the added benefit of being able to stay in
                                         their own room for a maximum of 52 nights a year for a small fee.

                                         Gewusst wie: Luxury Sharing Castle - ShareCastle LLC

                                         As the real estate market continues shaking out nationally, investors thinking out of the
                                         box are looking to gain from the turnaround by joining with like-minded buyers on luxury
                                         condos. Fractional ownership allows a group of investors to buy a property and use it
                                         for a predetermined period,quot; reports The Daily News, quot;From one to two months
                                         depending on the number of investors in the group -- and also to share maintenance
                                         costs.

                                         Gewusst wo: Luxury Goods online - Savorique.com

                                         Savorique.com actively source Imported and Regional Artisan Foods to bring you the
                                         best in their category. You can count on all natural products, no artificial ingredients,
                                         additives or preservatives for that splendid gift or personal indulgence.


 Monaco Yacht Show- 26. September 2008                                                                           © 2008 CScout Trendberatung
Aging
                                         The United Nations forecasts that the world population of people 65
                                         and over, currently at 472 million, will reach 598 million by 2015 and
                                         823 million by 2025. A quarter of Japan's population will be 65
                                         years or older by 2015. Almost every third citizen in
                                         Germany is a “best-ager” (50 or older). In the US, by 2010, adults
                                         45 and older will outspend younger adults by $1 trillion ($2.6-$1.6
                                         trillion). The generation in their prime will soon have to care for this
                                         growing demographic of older people. This will demand new
                                         solutions for elderly care, and increase the demand for nursing
                                         homes and in-home nursing care. Researchers, doctors, and
                                         scientists are now exploring new possibilities in robotics,
                                         surveillance, RFID tagging, and gene-therapy.




                                         ...tomorrow´s
                                         Life
Monaco Yacht Show- 26. September 2008                                                            © 2008 CScout Trendberatung
Luxury for Agers
                                         Luxury Beauty - Anti Aging Luxury

                                         Treat your skin to a true indulgence - Speciale. Rare essential oils of Bulgarian
                                         and Turkish rose seduce your senses, while antioxidant Vitamin A, cinchona
                                         extract and solube collagen actively nourish and revive. Utilizing ultra-fine, 40-
                                         nanometer particles, our exclusive Super Direct Delivery System ensures the
                                         precious active ingredients of our signature Speciale Cream target depleted,
                                         age-worn skin for truly transcendent results. Masterfully formulated by Noevir's
                                         top chemists using the most sumptuous of ingredients, the special treatments
                                         are the ultimate indulgence when only an outright transformation will do. Price
                                         850 $.



                                         Eco Luxury Tourism - undiscovered places: Ananda Spa Himalaya

                                         Ananda Spa: This luxury Spa in the Himalayas, which once was the residence
                                         of Maharaja of Tehri- Garhwal offers, besides 79 different body and beauty
                                         treatments, spiritual enlightenment. Spa visitors can not only explore the
                                         surrounding national parks and sign up for private golf lessons, but also
                                         practice the principles of Vedanta, the technique of combining dynamic action
                                         with perfect peace and happiness. Visitors can visit the holy Indian towns of
                                         Rishikesh and Haridwar, and may even get to feel the aura of Ma Anandamayi,
                                         the renowned propitiator of universal love who once visited the former palace.




 Monaco Yacht Show- 26. September 2008                                                              © 2008 CScout Trendberatung
Selfness
                                        After the wellness-boom, future gurus have started to talk about
                                        selfness.A new word has therefore been conied, trying to explain the
                                        plethora of new behaviours, activities and products towards
                                        wellbeing. In an unstable and restless scenario, like our current
                                        society looks like, people are not only searching for wellness but are
                                        attempting to build up strong, enduring inner skills and know-how to
                                        improve their life. The goal is clear: reaching a lasting change for a
                                        healthier personality. Selfness is about one´s core identity: spiritual,
                                        physical and social dimensions in a dynamic and
                                        holistic perspective.




                                        ...tomorrow´s
                                        aims
Monaco Yacht Show- 26. September 2008                                                           © 2008 CScout Trendberatung
convenience de luxe
                                         Concenience Store - Upgraded Luxury Convenience Store

                                         Demonstrating yet again that everything can be upgraded, London's Harrods recently
                                         opened a luxury convenience store across the street from its famous Food Halls.
                                         Dubbed Harrods 102, the new store brings luxury and convenience together in a one-
                                         stop concept. Besides selling groceries and wine, Harrods 102 also houses a Yo! Sushi
                                         bar, a Krispy Kreme stand, florist, pharmacist, dry cleaning service, and oxygen bar.

                                         Time - Commune Beijing

                                         Commune by the Great Wall Kempinski is considered as SOHO China’s most creative
                                         project. Set amid the peaceful and green mountains near the Shuiguan section of the
                                         Great Wall, the 8 square kilometer development is a private collection of contemporary
                                         architecture designed by 12 Asian architects.



                                         Beauty - 24-Karat Gold Facial


                                         With beauty ingredients becoming more and more luxurious, it was only a matter of time
                                         before pure gold made an appearance. The exclusive 24-karat gold facial from UMO
                                         made its US debut in December 2007 to a rapturous reception by American women.
                                         Although the beauty benefits of gold have been explored since ancient times, application
                                         has always presented problems as gold is extremely difficult to dissolve and so cannot
                                         penetrate the skin. Japanese company UMO has overcome that barrier by developing a
                                         procedure in which their proprietary Gamma PGA and Nano Mist technology dissolves
                                         the gold, enabling it to permeate skin.


 Monaco Yacht Show- 26. September 2008                                                                   © 2008 CScout Trendberatung
Simplexity
                                        This changes in society redefine the marketers challenges: While
                                        between 1970 and 2005 it was the marketers challenge to reduce
                                        the customers frustration and to oost his lust. In the future he has to
                                        reduce the consuments tress and boost his pleasure. Future marke-
                                        ting has to be personalised and has to make decision making more
                                        customer-friendly.




                                        ......tomorrow´s
                                        aims

Monaco Yacht Show- 26. September 2008                                                          © 2008 CScout Trendberatung
simple luxury
                                         All in One - iPhone

                                         With fast 3G wireless technology, GPS mapping, support for enterprise
                                         features like Microsoft Exchange, and the new App Store, iPhone 3G puts
                                         even more features at your fingertips. And like the original iPhone, it
                                         combines three products in one — a revolutionary phone, a widescreen
                                         iPod, and a breakthrough Internet device with rich HTML email and a
                                         desktop-class web browser. iPhone 3G. It redefines what a mobile phone
                                         can do.




                                         Simple Things - Carbon Fiber Letter Opener

                                         With the bulk of our correspondences now taking place digitally, it's no
                                         wonder letter openers have been relegated to the luxury gift category.
                                         But the humble object remains one of those iconic pieces of design;
                                         Enzo Mari designed a whole series of them for the Italian company
                                         Danese in the '60s. Now comes the advent of the carbon fiber letter
                                         opener. Designed by the Austrian studio Purisme, this ergonomic opener
                                         is both an office accessory and a weapon for self-defense. It also won
                                         the Red Dot Product Design Award, 2008.




 Monaco Yacht Show- 26. September 2008                                                         © 2008 CScout Trendberatung
Communities
                                        Through the globalization of media, travel, and communication,
                                        consumers are actively seeking communities of interest. Digital
                                        communication allows them to meet and exchange information in
                                        previously unforeseen ways. Innovative companies tapping into this
                                        potential by participating in, harvesting, and developing their own
                                        social networks and communities.




                                        ...tomorrow´s
                                        Structure

Monaco Yacht Show- 26. September 2008                                                        © 2008 CScout Trendberatung
community luxury
                                         Be part and share - Fractional Luxury Car Ownership

                                         Offering quot;intelligent supercar ownership,quot; écurie25 is a club that gives members the right to
                                         drive fine automobiles for 30-40 days per year. Like NetJets does for private jets, écurie25
                                         takes care of the costs and trouble associated with outright ownership; members don't
                                         have to worry about depreciation, insurance and servicing.

                                         Customers can buy either 300 (GBP 4.500) or 600 (GBP 7.950) points per year, which they
                                         can trade in for their choice of cars. The 'supercars' are divided into three categories: F1,
                                         F2 and F3. F2 cars include the Porsche Boxster S and the TVR Sagaris. Taking one of
                                         these out for a spin on a weekday in October costs 8 points. A three-day weekend in
                                         August goes for 85 points. F1 cars include the Aston Martin Vantage and DB9, Bentley
                                         Continental and Ferrari F430 Spider. And for the acceleration of a lifetime, the most
                                         inexpensive F3 class includes British-built speed demon Ariel Atom.

                                         Be part and get - A Luxury Deal A Day

                                         Ideeli creates buyer excitement with deep discounts and by only selling one item at a time
                                         and is is members-only. New users need an invitation to sign up. Members are alerted by
                                         email when sales start. Premium (1st Row) members also receive a cell phone alert and
                                         have access to sales one hour earlier than 2nd Row members. The subscription service
                                         provides an additional stream of income for Ideeli—1st Row members pay USD 7.99 per
                                         week, billed to their cell phone. The New York venture is focusing on the female market,
                                         selling luxury handbags, sunglasses and jewellery for 50 to 90% off the original price. As
                                         Ideeli puts it: quot;It's like a sample sale, but no getting elbowed.quot;


 Monaco Yacht Show- 26. September 2008                                                                          © 2008 CScout Trendberatung
Luxury is...

                                     ...Community
                                     ...Space
                                     ...Time

 Monaco Yacht Show- 26. September 2008              © 2008 CScout Trendberatung
How will the
future look
like?
 Monaco Yacht Show- 26. September 2008   © 2008 CScout Trendberatung

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CScout _ The Future of Luxury

  • 1. Future of Luxury Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 2. CScout Fact-Sheet Global Trend Research ! History Founded 1997 in New York ! Locations New York City, Munich, Beijing, Tokyo ! Network Core Team: 15 consultants Scouts: 25 correspondents in global hotspots ! Focus Global Trend Research ! Topics Marketing, Consumer Technology, Lifestyle Capabilities Presentation, 2008 © 2008 CScout
  • 3. CScout Overview Global Offices CScout USA CScout Germany CScout China CScout Japan New York Munich Beijing Tokyo © 2008 CScout 3
  • 4. CScout Overview Global Trendscouting Network CScout USA CScout Germany New York Munich London Toronto Paris Berlin San Francisco Milan Seoul CScout Japan Tokyo Los Angeles CScout China Miami Beijing Mexico City Shanghai São Paulo Sydney Buenos Aires Cape Town Melbourne Rio de Jainero Dubai Mumbai © 2008 CScout 4
  • 5. CScout Methodology Trend Filter: 3 Layers of Analysis Trend Research Experts Offices Clients Trend Network CScout Knowledge 15.000 Meta-, Micro- & MacroTrends Pool Trend Analysis / Filter Micro-Trends Meta-Trends Macro-Trends Trend Transfer CScout Products © 2008 CScout 5
  • 6. CScout Products - Trend Innovation System Global Trendpool Highlights: Content: - The first Web 2.0 business - Trendpool offers up-to-date, application focusing on trends selected and structured knowledge sources for in – - Interactive functionalities, Easy depth understanding of todays Search, User friendly, Rating, trends Top Rated Posts, Text, Photo & Video, Comment Box, News & - Focus: Costumer specific or Trend Ticker…… industry specific - Client Trend Dashboard, Client - Meta-, Macro- & Micro-Trends Access - Global Trendscout Input - Collaborative & partecipative communication platform - CScout Knowledge Pool: International Expertise, Consumer Research - Daily Update Capabilities Presentation, 2008 © 2008 CScout
  • 7. 10 META TRENDS & how they shape Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 8. Urbanization By 2030, three out of five people will live in cities. This massive urbanization of the world will pose more than an urban planning problem – it will also shape the future of politics, environmental policies, and economic models. New urban economic realities will require strong action and organization from municipal governments, while networked urban and suburban areas will demand smart energy and mobility infrastructure. All these challenges must be faced with an eye towards environmental protection and sustainability. ...tomorrow´s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 9. urban luxury Unused Spaces - Loft Cube Designed by Werner Aisslinger in Berlin, Germany, the Loft Cube is a mobile, compact pod home that can be installed on the unused rooftops of skyscrapers. The concept is minimalistic in overall design, and is targeted at more transient populations. But the beauty of such simplicity is clear, and the utility is positively undeniable. By reclaiming the unused real estate atop city skylines, the creators of the Loft Cube are providing a revolutionary housing option for people interested in owning or renting within major city centers. Urban Lifestyle - Pop Up Restaurants in Hyde Park Guests visiting London's Mandarin Oriental hotel at any other time of the year will miss out on the hotel's latest dining experience: a brand-new outdoor restaurant that's open only in the summer. On hot summer days, a Terrace Butler is on hand with a selection of sunscreens, cooling iced towels, water sprays and a sunglasses cleaning service. Guests can also borrow designer sunglasses—including children’s sizes—along with hand-held Mandarin fans, soft pashmina shawls, books from the hotel’s Vintage Classics library, and a selection of magazines and newspapers. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 10. Sustainability Rising gas prices, warnings of the forthcoming climate crisis, and frequent catastrophes like the wildfires in Alaska or hurricane Katrina increase the importance of ecological values. Groups and individuals – throughout all social classes – are developing strategies of dealing with this new awareness and how to do their part to protect the earth. Reducing consumption and increasing clean energy are all receiving more investment and consumer interest. ...tomorrow´s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 11. sustainable luxury Beware Land - Doug Tompkins buys Darwins green desert In 1990, the West Coast millionaire Doug Tompkins landed his small plane in a remote fjord in the Palena region, at the northern limit of Chilean Patagonia. Pumalin is a long-term project. Its ultimate goal is a change in consciousness on a global level. By allowing visitors into the park, and facilitating their contact with the wilds, Tompkins hopes to contribute to that cultural sea-change. It's a tall order, but one which Tompkins obviously has no fears of taking. Create Land - Sustainable City of Abu Dhabi WWF and the government of Abu Dhabi today launched a Sustainability Strategy to deliver the world’s greenest city. Masdar City will be the - LongTerm - first zero-carbon, zero-waste, car-free city, meeting or exceeding a set of stringent sustainability goals established under the “One Planet Living™” Being free - Luxury Yachts go Green - Green Jet concept yacht (Slovenia) Designer Erik Sifrer has created a concept mega yacht called the “Green Jet” that combines the latest in luxury and sustainable technology. The 187-foot vessel runs both on wind and hydrogen power - to fully harness wind power the yacht has two automated aero-sail systems that can be controlled by touchscreen. This system, along with an onboard computer will determine the best position of the sail for maximum propulsion, and enable the Green Jet to minimize engine use. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 12. Smart Life Our lives are becoming increasingly digitized - from the ways we communicate, to our entertainment media, to our e-commerce transactions, to our web research. As storage becomes cheaper and data flow become faster, we are doing more and more online - and in the process, saving a record of our digital lives, whether we like it or not. For better or worse, mobile and net-based communications have simultaneously sped up and shrunk the globe. ... tomorrow´ s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 13. smart luxury Smart and Luxurious transport - Tesla At the core of Tesla Motors is the belief that an electric car need not be a driving sacrifice. We have brought the best of the automotive and technology worlds together to permanently bury the image of an electric car as a step backwards in performance, efficiency, or design. Our key technology is the 100% electric powertrain, which propels us in the present and simultaneously establishes a foundation for our future models. We set out to forever alter perceptions of electric vehicles and to make electric cars a viable alternative. We have produced a car that is at once beautiful and exciting to drive, along with being the most efficient production automobile on the planet. Smart Communication - Interactive Mirror IconNicholson's Social Retailing(SM) concept, first unveiled at the National Retail Federation's (NRF) BIG show at the Javits Center in New York City in January 2007, answers the question that retailers are pondering for the future of their business: How do you engage the digi-savvy audience in a cool and unique way while expanding your retail sales and reach? One of the key technologies behind Social Retailing(SM) - Near Field Communication - further serves to help retailers monitor inventory in real time and collect data that provides valuable insight into customer mindsets, behaviors and evolving needs. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 14. Global Nomadism Globalization has reshaped our sense of self and home. People are more multicultural and mobile than ever before, and national borders hold less meaning. Today’s global nomads often split their time between different cities and countries, relying on new innovations in communication technology to stay connected to their family and business partners. They may travel for a few days or set up long term residencies in their new lands. New transportation options allow them to reach all corners of the world. ...tomorrow´s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 15. luxury for nomads Be flexible and smart - Jet Suite Time-share jet ownership, where people buy a portion of time in which they can enjoy use of a private jet, is a relatively well-known concept. JetSuite has flipped this jet-share owning model on its head, proposing that the owner buy the jet, the whole jet, up front, with the guarantee that the jet will earn back money when it is not needed. Through JetSuite’s ownership programme, the owner enjoys the luxury and convenience of having their own jet while JetSuite takes care of hassles such as maintenance, regulatory compliance, facilities, staff training and so on. When the owner does not need the jet, JetSuite will charter it out. They guarantee the owner a minimum monthly revenue of USD 25000. Taking everything with you - Private Airport Garages A Colorado company has carved out a new niche in the growing market: Airport Garages sells units near airports in towns with high numbers of second homes. Their first facilities opened in Vail, Colorado. Owners can park their car in the garage while they're away, providing a secure haven for their vehicle and ensuring they'll be able to drive straight from the airport to their ski chalet. The units also have plenty of storage space for skis, jet skis and other toys. In addition, benefits include automobile services — car starting, tire and battery maintenance, oil changes, etc — and use of a private clubhouse. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 16. Individualization Mass customization – the desire for companies to satisfy the needs of individual consumers while reaching and maintaining a large market without increasing costs – is driven by business imperatives. Individualization is often more of a consumer driven phenomenon: the ability to express personality by choosing which features and decorative styles are built into desired products and services. ... tomorrow´s society Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 17. individual luxury Shared Indivdualism - have your own concious product lines Stelle McCarney´s new certified 100 % organic care is just another example to show that organic does not mean compromising on luxury and aestethics. The same with JO WOODS ORGANICS. The care line of the Wife of Rolling Stone Ronnie is not only organic. It is also both glamourous and utterly luxurious. At least both provide their personal, individual attitude as a luxury product. Indulgent Individualism - Make your own Vine Line Two years ago Crushpad, this state-of-the-art urban winery was already making its mark by providing the grapes, equipment, barrels and know-how—all the essentials —to aspiring wine enthusiasts who wanted the experience of creating their own ultra-premium cabernets, merlots or other fine wines, but didn't have the luxury of owning their own vineyards. Customers who were unable to visit the San Francisco- based facility in person could design their wines remotely, using grape harvests from some of Napa Valley’s finest vineyards, and monitor their wine’s progress online. With a customer base now numbering in the thousands, Crushpad is not only still going strong, but has expanded its offerings to include resources for those who want to capitalize on their winemaking experiences by launching their own brands. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 18. Educated Consumer With increased access to information and communication, today's consumer is more discerning than in the past, and have higher expectations from the products and services they use. Due to mass adoption and development of the Internet, people have access to more information than at any other point in history. Industries are realizing that educated consumers can do their own product research, and easily compare competing services against each other. ...tomorrow´s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 19. luxury and educated consumers Gewusst wie: Luxury Sharing Hotel - Guest invest, London UK based Guest Invest, who offer individuals the opportunity to own a fully managed, luxury London hotel room, ranging in price from GBP 140.000 - 300.000 (USD 243-520K / EUR 204-436K) for a 999 year lease. The revenue is split between the indvidual and Guest Invest, and owners enjoy the added benefit of being able to stay in their own room for a maximum of 52 nights a year for a small fee. Gewusst wie: Luxury Sharing Castle - ShareCastle LLC As the real estate market continues shaking out nationally, investors thinking out of the box are looking to gain from the turnaround by joining with like-minded buyers on luxury condos. Fractional ownership allows a group of investors to buy a property and use it for a predetermined period,quot; reports The Daily News, quot;From one to two months depending on the number of investors in the group -- and also to share maintenance costs. Gewusst wo: Luxury Goods online - Savorique.com Savorique.com actively source Imported and Regional Artisan Foods to bring you the best in their category. You can count on all natural products, no artificial ingredients, additives or preservatives for that splendid gift or personal indulgence. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 20. Aging The United Nations forecasts that the world population of people 65 and over, currently at 472 million, will reach 598 million by 2015 and 823 million by 2025. A quarter of Japan's population will be 65 years or older by 2015. Almost every third citizen in Germany is a “best-ager” (50 or older). In the US, by 2010, adults 45 and older will outspend younger adults by $1 trillion ($2.6-$1.6 trillion). The generation in their prime will soon have to care for this growing demographic of older people. This will demand new solutions for elderly care, and increase the demand for nursing homes and in-home nursing care. Researchers, doctors, and scientists are now exploring new possibilities in robotics, surveillance, RFID tagging, and gene-therapy. ...tomorrow´s Life Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 21. Luxury for Agers Luxury Beauty - Anti Aging Luxury Treat your skin to a true indulgence - Speciale. Rare essential oils of Bulgarian and Turkish rose seduce your senses, while antioxidant Vitamin A, cinchona extract and solube collagen actively nourish and revive. Utilizing ultra-fine, 40- nanometer particles, our exclusive Super Direct Delivery System ensures the precious active ingredients of our signature Speciale Cream target depleted, age-worn skin for truly transcendent results. Masterfully formulated by Noevir's top chemists using the most sumptuous of ingredients, the special treatments are the ultimate indulgence when only an outright transformation will do. Price 850 $. Eco Luxury Tourism - undiscovered places: Ananda Spa Himalaya Ananda Spa: This luxury Spa in the Himalayas, which once was the residence of Maharaja of Tehri- Garhwal offers, besides 79 different body and beauty treatments, spiritual enlightenment. Spa visitors can not only explore the surrounding national parks and sign up for private golf lessons, but also practice the principles of Vedanta, the technique of combining dynamic action with perfect peace and happiness. Visitors can visit the holy Indian towns of Rishikesh and Haridwar, and may even get to feel the aura of Ma Anandamayi, the renowned propitiator of universal love who once visited the former palace. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 22. Selfness After the wellness-boom, future gurus have started to talk about selfness.A new word has therefore been conied, trying to explain the plethora of new behaviours, activities and products towards wellbeing. In an unstable and restless scenario, like our current society looks like, people are not only searching for wellness but are attempting to build up strong, enduring inner skills and know-how to improve their life. The goal is clear: reaching a lasting change for a healthier personality. Selfness is about one´s core identity: spiritual, physical and social dimensions in a dynamic and holistic perspective. ...tomorrow´s aims Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 23. convenience de luxe Concenience Store - Upgraded Luxury Convenience Store Demonstrating yet again that everything can be upgraded, London's Harrods recently opened a luxury convenience store across the street from its famous Food Halls. Dubbed Harrods 102, the new store brings luxury and convenience together in a one- stop concept. Besides selling groceries and wine, Harrods 102 also houses a Yo! Sushi bar, a Krispy Kreme stand, florist, pharmacist, dry cleaning service, and oxygen bar. Time - Commune Beijing Commune by the Great Wall Kempinski is considered as SOHO China’s most creative project. Set amid the peaceful and green mountains near the Shuiguan section of the Great Wall, the 8 square kilometer development is a private collection of contemporary architecture designed by 12 Asian architects. Beauty - 24-Karat Gold Facial With beauty ingredients becoming more and more luxurious, it was only a matter of time before pure gold made an appearance. The exclusive 24-karat gold facial from UMO made its US debut in December 2007 to a rapturous reception by American women. Although the beauty benefits of gold have been explored since ancient times, application has always presented problems as gold is extremely difficult to dissolve and so cannot penetrate the skin. Japanese company UMO has overcome that barrier by developing a procedure in which their proprietary Gamma PGA and Nano Mist technology dissolves the gold, enabling it to permeate skin. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 24. Simplexity This changes in society redefine the marketers challenges: While between 1970 and 2005 it was the marketers challenge to reduce the customers frustration and to oost his lust. In the future he has to reduce the consuments tress and boost his pleasure. Future marke- ting has to be personalised and has to make decision making more customer-friendly. ......tomorrow´s aims Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 25. simple luxury All in One - iPhone With fast 3G wireless technology, GPS mapping, support for enterprise features like Microsoft Exchange, and the new App Store, iPhone 3G puts even more features at your fingertips. And like the original iPhone, it combines three products in one — a revolutionary phone, a widescreen iPod, and a breakthrough Internet device with rich HTML email and a desktop-class web browser. iPhone 3G. It redefines what a mobile phone can do. Simple Things - Carbon Fiber Letter Opener With the bulk of our correspondences now taking place digitally, it's no wonder letter openers have been relegated to the luxury gift category. But the humble object remains one of those iconic pieces of design; Enzo Mari designed a whole series of them for the Italian company Danese in the '60s. Now comes the advent of the carbon fiber letter opener. Designed by the Austrian studio Purisme, this ergonomic opener is both an office accessory and a weapon for self-defense. It also won the Red Dot Product Design Award, 2008. Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 26. Communities Through the globalization of media, travel, and communication, consumers are actively seeking communities of interest. Digital communication allows them to meet and exchange information in previously unforeseen ways. Innovative companies tapping into this potential by participating in, harvesting, and developing their own social networks and communities. ...tomorrow´s Structure Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 27. community luxury Be part and share - Fractional Luxury Car Ownership Offering quot;intelligent supercar ownership,quot; écurie25 is a club that gives members the right to drive fine automobiles for 30-40 days per year. Like NetJets does for private jets, écurie25 takes care of the costs and trouble associated with outright ownership; members don't have to worry about depreciation, insurance and servicing. Customers can buy either 300 (GBP 4.500) or 600 (GBP 7.950) points per year, which they can trade in for their choice of cars. The 'supercars' are divided into three categories: F1, F2 and F3. F2 cars include the Porsche Boxster S and the TVR Sagaris. Taking one of these out for a spin on a weekday in October costs 8 points. A three-day weekend in August goes for 85 points. F1 cars include the Aston Martin Vantage and DB9, Bentley Continental and Ferrari F430 Spider. And for the acceleration of a lifetime, the most inexpensive F3 class includes British-built speed demon Ariel Atom. Be part and get - A Luxury Deal A Day Ideeli creates buyer excitement with deep discounts and by only selling one item at a time and is is members-only. New users need an invitation to sign up. Members are alerted by email when sales start. Premium (1st Row) members also receive a cell phone alert and have access to sales one hour earlier than 2nd Row members. The subscription service provides an additional stream of income for Ideeli—1st Row members pay USD 7.99 per week, billed to their cell phone. The New York venture is focusing on the female market, selling luxury handbags, sunglasses and jewellery for 50 to 90% off the original price. As Ideeli puts it: quot;It's like a sample sale, but no getting elbowed.quot; Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 28. Luxury is... ...Community ...Space ...Time Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung
  • 29. How will the future look like? Monaco Yacht Show- 26. September 2008 © 2008 CScout Trendberatung