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Innovation Debrief 2025: Craftsmanship Safeguards

As forecast in our Luxury Recrafted and New Codes of Luxury macrotrend reports, brands are becoming taste-makers and patrons of the arts by investing in the preservation of craftsmanship. From teaching ancestral know-how to emerging talent to digitising artisanal techniques for longevity, your favourite brand is already acting as a museum curator.

Luxury Recrafted

The consumers – or rather the collectors – of tomorrow will expect luxury to signal status not through excess, but by acting as a guardian of craftsmanship and provenance, an ESG champion and a cultural compass.

Marketing & Branding

LDF Network Evening 2015: Daniela Walker

London – It’s okay for brands to be themselves, says Daniela Walker, LS:N Global senior journalist and author of our macrotrend Anti-authenticity Marketing.

Marketing & Branding

Anti-authenticity Marketing: Beyond Borders Network Evening

London – Last night LS:N Global welcomed multidisciplinary creatives to Elder Street for our Design in the Age of Anti-authenticity Network Evening.

Marketing & Branding

Jacques Panis: Reviving Shinola

Jacques Panis, president of Shinola, explains how the watch and leather goods brand was brought back from near extinction.

Craft in the Age of Anti-authenticity

London – Have terms such as ‘craft’ and ‘artisanal’ lost their meaning? We find out more with some of the country’s finest craftspeople.

Marketing & Branding

SXSell: How to make it at South by Southwest

To win at SXSW, brands should follow Delta Air Lines’ example, emphasising authenticity and focusing on influencers.

Pepsi launches soft drink sweetened with cane sugar

Soft drinks brand Pepsi has launched Caleb’s Kola, a new range of artisanal soda drinks.

High-tech cuppas: A café for tea enthusiasts

San Francisco – Samovar Teas in San Francisco wants to show that tea is as much an art as brewing coffee.