Next-gen fantasy, Utopias, and unquantified landscapes in a world of hyper-digital realism.

We live in a state of hyperreality. As we navigate through the stress and mundanity of our everyday existence and parallel online lives, we are increasingly turning to unreality as a form of escape and a way to search for other kinds of freedom, truth and meaning.

WEB_Selfridges-Christmas-Windows-2015_Journey-to-the-Stars_Zodiac-Scorpio
Scorpio window display for Journey to the Stars by Selfridges

Our new trend report examines the growing appreciation for Unreality: magic and spirituality, the knowingly unreal, and the intangible aspects of our lives that defy big data and the ultratransparency of the web. We explore:

Magic language
Why brands are using the vocabulary of the spiritual and astrological worlds to offer enlightenment and escapism to consumers, even if the goal is selling face cream.

Post-reality imagery
Surreal imagery is emerging as a reaction to gritty user-generated reality, as otherworldly and supernatural scenarios meet a need for psychological escapism.

WEB_Definition-of-Japanese-Kawaii
Definition of Japanese Kawaii for Marukome by Dentsu, Japan, March 2016

The new New Age
Spiritually rewarding experiences with a positive psychological and physical impact are taking the place of prayer as consumers flock to sound baths, crystals and cosmology.

Surreal porn
Virtual reality is ushering in a new erotic aesthetic that blends fantasy with surreal sci-fi, with much of it coming from the video-games graphics world.

We explore the implications of these shifts for brands in Unreality. Click here to download the full 34-page report.

WEB_1_DoYouFeelSomething
Courtesy of Superchief Gallery / @SuperchiefGallery / @elpoposangre
WEB_4_FuckYouSpaceTunning
Courtesy of Superchief Gallery / @SuperchiefGallery / @elpoposangre