Conviviality Culture

People are realising that the most exciting thing they can do is not online, updating their social network page. it is offline, experiencing the unmitigated magic of a live event.

Trend Driver:

-Social networking: (1) need physical contact with human, (2) through the physical contact, wen can predict our friends' behaviour

-Beyond consumption: because of the global recession, consumer need to tighten the expenses. Instead of "beyond consumption", they are looking for simple live.

-community value: people are more interested in local community.

Trend Impact:

- micorfestivals: people turn to communal experiences of festivals from digital lives.

- local microfestivals: people more interested in small and local event, there are a rise in mini-events based around single neighbourhoods.

- one-to-one service: company supply more intimate experiences for audiences.

Trend Consequences

-people want "live" and intimate service

-put your guests into situations that aren't immediately comfortable for them, sometime involves a little confusion, it could be more memorable.

- the factory store

- the olfactory experience.

Trend future: LIVE (live, intimate, visceral and exclusive) event.