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  • Global trends
    • From Militarism to Militancy
    • Futurism
    • Chic Heritage
    • Ode to Imperfection
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    • Restart
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    • Experimentals
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    • Survivors
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Understanding Trends

Home ohayoTrends Understanding Trends

CULTURES AND COUNTERCULTURES 

The direction of novelties is not anymore up to down. Traditionally were the elites those who settled the new paths that years after, and in a decaffeinated way, lower economic classes would follow after.

Decades ago this system would go upside down and now there is a continuous tension among culture and counterculture. We understand culture as a set of knowledges, beliefs and behaviour patterns of a social group. That would include the material resources that its members use in order to communicate and satisfy their needs. Counterculture is an organized movement that proposes a series of values and social ways opposed to those established in a certain society.

A counterculture is “the boheme” initiated in XIX century lasting until today, or the beat generation of the 50s in the United States, the hippie movement born in the 60s also in the United States or the punk that started in 1970.
Counterculture includes two senses: first, as an attack against the dominant culture; and second it is a “culture against” that remains outside the market and the mass media (at least in an initial stage). It belongs to the “underground”. Nowadays countercultures are not as outsiders as they used to. They come together hand in hand with a new way of consuming, supplied by companies with “underground” brand cultures who empathize with the followers of these movements.

GLOBAL TRENDS 

Global trends are changes in the motivations and ways of understanding life that embed our life and spread new patterns regarding our thought, living and consumption styles. Global trends influence values and mindsets that have been with us for many years. They change these established mindsets and will stay for a long period of time in our contemporary society.

CONSUMPTION UNIVERSES 

Consist of stages inhabited by characters. They are useful for wearing the hat of the customer and analyze what moves them, what do they look for, how do they live, what do they buy, where and how so we can align the brand offer to the user.

WITNESS CASE 

A witness case is a real example that depicts a trend. It is a product, business or model that answers to the motivations and way of living linked to this trend and represents the trend in a practical way.

HUB AND HOTSPOT 

Hubs and Hotspots are big cities considered gravity centers worldwide in terms of trends in different creative fields such as fashion, architecture, art etc. In those urban environments we are not interested in great movements but in emerging details that are not visible to everyone and that would point out the beginning of changes.
Hubs are power centers, considered “world capital cities”. They are vibrant cities were very diverse communities coexist providing character. In them new movements generate, and these may be adopted by broader audiences afterwards. Creative professionals and culture play an important role in them and they have the capacity to extend their influence worldwide.
A Hub can lose its title as such but it will require time. The main four cities considered hubs currently are Paris, New York, London and Tokyo. Although they seem to be far away geographically, they have points in common. For example all of them have been modernity or postmodernity capitals. Furthermore they all have been able to reinvent themselves using architecture as a powerful element
On the other way around Hotspots are cities where tons of novelties occur, but they are not always applicable to the rest of the world. This is the main difference with a Hub city regarding trends. They may include two extremes: rich cities or highly sumptuous led by new high social classes, and unequal cities of emerging countries where creativity can raise whether from up or from down. Among the current Hotspots we have: Abu Dhabi, Amsterdam, Copenhague, Milán, Moscú, Río de Janeiro, São Paulo, Shanghai.
In these cities the analyst must distribute the space depending on clues such as: the creative community movements, news about gentrification and its consequences, new urban plans that may influence the city… Later on the analyst will visit those zones gathering data, analyze the concepts where these new movements are grouped in, identify new businesses, new social activities and will come to the “landing” stage. At this point the analyst must group the information in conceptual and behavioural segments.

HYPES 

We talk about a fashion that appears very fast and many people join, or at least a great group of people knows about it. It doesn’t mean that all of these people adopt it but they are aware and feel sympathy for it. Sometimes hypes mature and become a trend but in general they are just a fad. It can be a very profitable business but its career is short and it needs to be substituted by other business in order to keep the rhythm and profitability. They have become more and more popular and actually this business model is followed by many companies nowadays. It is specially common in the internet centred businesses. We are not interested in hypes, we want to detect evidences of emerging trends with a nice career ahead in the medium or long term. The approach of our observatory is to answer the companies needs of information when they have a long term vision. We meet the needs of companies that want to consider trends but don’t refuse to a certain degree of identity.

TRENDSPOTTER 

Is a “trend hunter”. Somebody who watches a certain territory and a series of target industries with the aim of detecting changes in the people behaviour, in society, the city … and find and register cases of product/service/spaces that reflect that change in the way of living or in the society mindsets. It differs from the cool-hunter because a trendspotter would discard short terms movements or fashions and would focus on medium long term evolutions. A trendspotter would concentrate on evolving lifestyles (consumption universes) and not only in momentaneous impulses. We can better understand the difference between cool-hunter and trendspotter reading the definition of the first:
Coolhunting definition according to Trendhunting.com:
Cool-hunting and Trend-hunting is not the search for the popular thing. It it the search for what is not popular, yet. In fact cool hunters and industry professionals refers to cool as the NEXT BIG THING. Once trends become mainstream, novelty and attractiveness are lost. Therefore, you must find the inspiration in the alternative. This means to expose yourself to the extremes of luxury, bizarre and excess. Microtrends have lower probability to turn into mainstream. However, the purpose is to build a compound of trends for the inspiration.
Coolhunting is linked to see the future in a very particular way, in a limited sense consciously. It is the hunt of what will become popular, before it is popular.
Trendspotting approach is wider than cool-hunting. It is about trends research and the way they develop and affect society. Cool-hunting will explicitly look for the cool and avant garde; the trendspotter usually follows less cool issues, including subtle changes such as the way babies are taken care of, how surfaces are cleaned, or people spend the time in parks. A trendspotter should monitor influential changes through the whole spectrum of the human activity (from the coolest to the less cool).

thisisohayotrends

This a good place for a healthy pause in one of ou This a good place for a healthy pause in one of our favourite cities in a Spain for shopping and style. 🥦🥕🍇🌯 👠. Este es un buen sitio para una pausa healthy en una de nuestras ciudades preferidas en España para las compras y el estilo. 
@the_great_papaya_es @corunaturismo @coruna_gal #Beautechnologists #Caffe #Cafes #ciudades #tendencias #GiveMeABreak #DameUnDescanso
New fabrics, new materials, new horizons for the f New fabrics, new materials, new horizons for the food industry and fashion. We freaked out when we discovered this L.A. company that produces T-Shirts made from milk. We admire the initiative and are big fans of @MiTERRO. More about the case at www.ohayotrendscuration.com
Nuevos tejidos, nuevos materiales, nuevos horizontes para la industria de la alimentación y la de moda. Alucinamos cuando descubrimos esta empresa de L.A. que produce camisetas con tejido hecho a partir de leche. Admiramos la iniciativa y somos grandes fans de @MiTERRO. Más sobre el caso en www.ohayotrendscuration.com

#Ecolovers #trends #tendencias #innovation #innovacion #diary #lacteos #textiles #fashion #moda #US #EstadosUnidos
Half Dome by Naoto Fukasawa for @Kettal is moon on Half Dome by Naoto Fukasawa for @Kettal is moon on earth. It has the proportion of the moon as we all imagine it. A sublime design. More about this case at www.ohayotrendscuration.com
Half Dome de Naoto Kukasawa para @Kettal es la luna en la tierra, con las proporciones de la luna tal y como las imaginamos. Un diseño sublime. Más sobre este caso en www.ohayotrendscuration.com
#NewMinimalists #NuevosMinimalistas #habitat #trends #tendencias #lightning #iluminacion #DiseñoDeProducto #outdoors #exterior  @actiu_com @gandiablasco_official @vondomslu @sancal @mueblesgruposeys @musola_outdoor
Gorgeous. Such a consistent project had to be at o Gorgeous. Such a consistent project had to be at our trends picks. Guajiro Collection is a furniture line designed by Cuban designers Carilyn de la Vega and Carlos Pérez Zamora (Guajiro Studio), and produced by the basket craftsman of Malecón sin agua, carpentry by Grupo Creativos Humidores Habana and the blacksmith part by Taller Artes Bellavista. Shapes and materials are inspired by the traditional hat of Cuban farmers, the "Guajiro"hat. More about this at www.ohayotrendscuration.com
Precioso. Un proyecto tan consistente como este tenía que estar entre nuestra selección de tendencias. La Colección Guajiro es una línea de mobiliario diseñada por los diseñadores cubanos Carilyn de la Vega y Carlos Pérez Zamora (Guajiro Studio), y producidos por los artesanos cesteros de Malecón sin agua, la carpintería por Grupo Creativos Humidores Habana y la herrería por Taller Artes Bellavista. Más sobre el caso en www.ohayotrendscuration.com
#Neocrafts #Neoartesanía #Updaters #furniture #mobiliario #lightning #iluminación #baskets #cestas #NaturalFibers #FibrasNaturales #Cuba  @cdlavega @zamopeza
From the cell to the burguer. In a couple of years From the cell to the burguer. In a couple of years we may be able to buy cultured meat at the supermarkets. This is thanks to Mosa Meat, who aligned with the global trend of Futurism is shaping the future of food. More about this case at www.ohayotrendscuration.com
De la célula a la hamburguesa. En un par de años puede que ya sea posible comprar carne cultivada en los supermercados. Esto es gracias a Mosa Meat, quienes alineados con la tendencia global de Futurismo están moldeando el futuro de la alimentación. Más sobre el caso en www.ohayotrendscuration.com
#Futurism #Futurismo #trends #tendencias #meat #carne #technology #tecnología #innovation #innovacion
Innovation in communication simulated by israeli d Innovation in communication simulated by israeli designer Roey Lindenboim, who simulates a campaign with McDonald's brand. He poses the question about how would be the places without an "M". Airports, places far from home, iconic cities and McDonald's. More about the case at www.ohayotrendscuration.com
Innovación en comunicación propuesta en una simulación del diseñador israelí Roey Lindenboim con la marca McDonald's en la que plantea la reflexión sobre cómo son los sitios sin "M". Aeropuertos, lugares de paso, ciudades icónicas y McDonald's. Más sobre el caso en www.ohayotrendscuration.com.
#MillennialsFlat #trends #tendencias #innovation #innovacion #communication #comunicacion #GraphicDesign #DiseñoGrafico #restaurants #restauracion #cities #ciudades #airports #aeropuertos #brand #marca @mcdonalds_es @roey_lindenboim
A new case of our trends observatory. Fish product A new case of our trends observatory. Fish products reinvented and prepared on a vegetal bases, suitable for people with seafood allergy, it is vegan and kosher. Sophie’s Kitchen product is one these future foods that we will see grow in the upcoming years. It is smart, bold and daring in a product category usually conservative. Love their products. More about this at www.ohayotrendscuration.com
Un nuevo caso de nuestro observatorio de tendencias. Productos del mar reinventados y preparados a partir de una base vegetal, adecuados para gente con alergia al marisco, son veganos y kosher. El producto de Sophie’s Kitchen es uno de estos alimentos del futuro que veremos crecer en los años venideros. Es inteligente, osado y valiente en una categoría de producto normalmente conservadora. Más sobre el caso en www.ohayotrendscuration.com
#Beautechnologists #trends #tendencias #Food&Beverage #agroalimentario #fish #pescado #seafood #marisco #FoodOfTheFuture #AlimentosDelFuturo #veggie #kosher#allergenfree #LibreDeAlergenos  @sophieskitchenseafood @pescanova_es @ubagogroup @conxemar @conservasdani
To empower people to take care actively of their h To empower people to take care actively of their health, to do it in such as energetic and optimistic way through beautifully designed packaging and a strong brand commitment to offer superfoods to help us cope with this nowadays' demanding lifestyle. That's why we love @teelixir . More info about it at www.ohayotrendscuration.com

Empoderar a la gente para cuidar activamente de su salud, hacerlo de esta forma enérgica y optimista a través de packagings bellos y un compromiso firme de la marca para ofrecer superalimentos que nos ayuden a afrontar el estilo de vida exigente actual. Por eso nos encanta @teelixir. Más información sobre ello en www.ohayotrendscuration.com

#Survivors #Supervivientes #trends #tendencias #beverages #bebidas #superfoods #superalimentos #fungae #hongos #adaptogens #adaptogenos #packaging #design #diseño #innovation #innovacion #Australia
Orb watering can by @fermliving is the proof of a Orb watering can by @fermliving is the proof of a brand new relation of home dwellers with the greenery, a garden object designed to be inside together with the rest of our everyday belongings indoors. More at www.ohayotrendscuration.com 
La regadera Orb es testigo de la nueva relación de los habitantes del hogar con la naturaleza y las plantas. Un objeto de jardín diseñado para convivir con el resto de nuestros objetos cotidianos indoor. Más en www.ohayotrendscuration.com  #NewMinimalists #NuevosMinimalistas #keepitsimple #trends #tendencias #habitat #complements #complementos #UrbanJungle #JunglaUrbana #ProductDesign #DiseñoDeProducto
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  • Global trends
    • From Militarism to Militancy
    • Futurism
    • Chic Heritage
    • Ode to Imperfection
    • Reconnection with the Origin
    • Restart
  • Consumption universes
    • Beautechnologists
    • Experimentals
    • Millennials Flat
    • Survivors
    • Updaters
  • Industries
    • Lifestyle
    • Food
    • Habitat
    • Neo-Crafts
    • Leisure-Tourism
  • Marketing innovations
    • Communication
    • Retail
  • Cities
    • Bogota
    • Johannesburg
    • Seoul
    • New York
    • Paris
    • Sidney
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  • ohayoTrends
    • Trends Curation
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    • Understanding Trends
    • Team