Fifteen lifestyle trends for 2011 have been identified by SCB Partners, a leading UK trend-based marketing insights consultancy advising American Express, Topshop, Coca-Cola, Estee Lauder, Ford and Net-A-Porter. From the latest ways to shop to new travel destinations, following are the things one will be talking about in the year ahead, according to the study.
Dining out
1. New Nordic cuisine arrives: The food of the Nordic countries will be the hot cuisine of 2011, with Norwegian, Swedish, Danish restaurants opening key cities. The trend has been buoyed in part by the Denmark’s Noma winning the coveted World’s Best Restaurant Award, and restaurants such as newly opened North Road based in London is the perfect dining venue to enjoy avant Scandinavian cuisine.
2. Hearty French bistro classics return: Hearty French dishes are set to appear on menus across the UK. Classics like beef bourguignon, duck rillettes and rich terrines are creeping onto gastropub menus. Restaurants such as Bistro Bruno Loubet and Les Deux Salons are notable new openings in London featuring this cuisine.
Travel
3. Solo well-being breaks press ahead: Hectic modern lifestyles have driven an increase in British workers travelling alone to spas and spiritual destinations, such as Sri Lanka. London’s Jivamukti is organising trips to Cambodia and other destinations, while Kripalu in America’s Berkshires is a perennial favourite.
4. The old Middle East renaissance: Rather than the glassy new cities of Abu Dhabi and Dubai, it is the old world Arabic charm of Damascus and Aquaba that is drawing chic travellers. New hotels like Kempinksi Hotel in Aqaba, Jordan is close to Petra and Wadi Rum, while traditional hotels such as Beit Ak-Bik or Beit Al Wali in Damascus, Syria are attracting those with an interest in adventure. Easyjet will imminently begin flights to Amman, Jordan.
5. Culinary tourism on the rise: Trips to leading regions such as San Sebastian, Spain where one can visit Mugaritz and Arzak restaurants, which were placed fifth and ninth in the world respectively, or Osteria Francescana near Modena, Italy, now sixth in the world, are growing in popularity as travellers look for exquisite culinary adventures which satisfy the palette.
Shopping and retail
6. Luxury vending machines: Vending machines will increase to crop up in luxury environments, offering self-service luxury to upmarket travellers. The Saint Martin’s Lane Hotel introduced a vending machine curated by stylist Katie Grand last autumn and The Standard and The Hudson in New York now have vending machines with items such as Paul Smith toothbrushes and limited edition books.
7. Click and collect: 2010 saw more retailers offer the click and collect service, where shoppers buy online and pick-up in store. In 2011 this trend will be developed enabling people to collect where it suits them. One will be able to buy from John Lewis but pick up in Waitrose, or purchase a surfboard online and pick it up in Devon.
8. Shopping nights out: With pop-ups and collaborations now “done”, the next big shopping phenomenon that found its way into stores and will truly take hold in 2011 is the shopping night out. Following in the footsteps of Vogue’s “Fashion’s Night Out”, shoppers are being coaxed by unlimited free drinks and live entertainment included; such as Liberty’s KeyNoir private events and Boy George deejaying for guests at Selfridges.
Personal technology
9. Online currency: Social media sites, led by Facebook, are developing credit points systems that work as an online currency, allowing users to buy virtual products and services. Credit points, which can be added to a Facebook user’s social media account, will be more widely available in retail outlets such as Tesco and Game in the form of gift cards.
10. Cloud thinking: To answer people’s need to jump from one device to another – and the desire to seamlessly access that information from any location (laptop, smart phone, tablet etc) – cloud platforms will become the solution of choice, bolstering daily activities with the 2011 launch of Google’s Chrome Cloud OS.
11. Personalised GPS: Android phones already have turn-by-turn navigation, but this technology will improve significantly over the next 18 months by pulling real-time traffic data, advising alternate routes and, in the future, telling drivers how many parking spots are available in a nearby lot.
Living and entertainment
12. E-Book domination: The digital format takes the lead over the printed book in 2011. Amazon expects Kindle e-book sales to eclipse paperback sales by the end of 2011. Google E-Books are opening in the UK in 2011.
13. Renting revisited: People are increasingly enjoining the benefits of renting in order to sample life’s pleasures without the huge price tag. Lucy in Disguise in Covent Garden offers vintage designer dresses for rent, Barclay’s Cycle Hire provides Londoner’s with eco-friendly transport, and Whipcar lets car owners to rent out their vehicles to neighbours when they are not being used.
14. Ballet revival: Darren Aronofsky’s Black Swan will renew interest in ballet for adults. It is expected to do for the dance practice what Fight Club did for boxing.
15. Speed listening: With hectic lifestyles leading to the popularity of speed dating in recent years, the format is now being applied to other past times for “time efficient fun” such as music. The Note Well now hosts speed listening events at London’s The Book Club, with guests sharing five track playlists on their iPods to share their musical tastes.