Chameleon living

Flexibility that accommodates the crossover of networking, socialising, work and play


How is this sub-trend evolving?

How it was

‘Fast casual’ and informal experiences which fit around busy routines


How it is

Much slower, informal occasions – day or night – in surroundings reminiscent of home

How it will be

Products and services that are able to flex to the tempo of the occasion and mood

In-market examples from around the world

What: Guinness partnered with London party organiser Boiler Room to shake up younger consumers’ impression of the brand, and the moment / demand its product fulfils.
Why: Brands need to be as agile as their multifaceted consumers, and the Guinness presence in an all day party at Notting Hill Carnival was an assured demonstration that consuming it should not be restricted to certain places, spaces and times, or by certain people!
What: Hive hybrid events space. A ‘blank canvas’ in the heart of Mumbai which can cater to / host any event, be it an art installation or a 24 hour rave. To be in with the chance of using the space, potential hosts simply have to pitch their event idea, and the benefit it will have on individuals, the community and the city.
Why: Spaces for food, drink, entertainment, media, culture and relaxation blur in chameleon venues that can meet different community needs at different times.
What: El Sopar (The Dinner), a new Spanish reality show, invites ambitious, wacky cooks to host a dinner party for 4. Budget is unlimited, challenges are set, and concepts are varied – delighting, surprising, inspiring (and sometimes shocking) viewers with what can be done with food and ambience for a table of 4.
Why: El Sopar has freed the mindset of the traditional, low-key dinner party, establishing it as a multi-media, game-filled, often high-energy event!
What: Haidialo is one of many tele dining restaurants installed with virtual dining screens.
Why: Harnessing technology for positive social ends, this virtual dining experience brings the richness of dinnertime gatherings to increasingly global and fragmented family and friendship groups.
What: Ned Ludd is a ‘craft canteen’ bringing diners together through communal, sustainable cooking.
Why: Local food and drinks business use the space to host events and workshops, co-creating the evening meal with the guests who are physically immersed and engaged with the cooking process.
What: Ikea has opened a fully functional and furnished apartment that local people can hire to host their own dinner parties. Visitors can share their stories on social media, tagging #kuchniaspotkan (kitchen encounters).
Why:  With space at a premium, Ikea offer people the chance to indulge in home cooking and spend quality time with loved ones, sharing their experience online. This concept is an exciting, and achievable prototype for future food  partnerships with retailers.
What: La Madre de Miren is an independent Madrid-based honey and preserves company. The owner, with her mother’s trusted recipes for jams and spreads, offers consumers a ‘little taste of home’, as well as the opportunity to customise flavours and the printed label.
Why: This nostalgic and personalised product experience offers a counterpoint to mass produced spreads.
What: Japanese writer Yu Nakamura has created You Box, filled with recipe ideas and all the necessary ingredients to create them.
Why: It sounds like a typical food box scheme, but the difference is that Yu has scoured Japan for rare ingredients and knowledgeable grandmothers in order to share and teach the art of traditional Japanese home cooking, taking Japanese city-dwellers right back to their roots.
What: Nan Xiao Guo is the casual version of a very famous Shanghai-style restaurant in China – Xiao Nan Guo.
Why: Nan Xiao Guo is an informal, very cosy restaurant that offers home-style dishes accompanied with abundant cups of green tea. It is an increasingly popular concept in Shanghai, where dining out is seen by many as a highly formal occasion.