How we will consume in 2022: The luxury of well -being, a lot of sofa leisure and more adventure fantasies

Esa intimidad con la pantalla no se genera solo ante una serie o una película. Las redes sociales, sobre todo, las plataformas con vídeo como TikTok, Instagram o Twitch han protagonizado gran parte del ocio de los últimos dos años y en ese escenario se han colado las marcas de lujo. Aunque declaremos en voz alta que estuvimos leyendo a Emmanuel Carrère, hemos pasado mucho más tiempo curioseando las stories de nuestros amigos y de nuestras marcas preferidas. Una cosa es lo que decimos y otra lo que hacemos; lo sabemos cada vez que hay elecciones. Igual que hay fatiga de decisión ante Netflix hay fatiga de influencers ante las stories o el feed. Sin embargo, asoma una nueva estirpe llamada genuinfluencers, término acuñado por la agencia de tendencias WGSN: serían aquellos que no quieren vender nada, sino compartir y educar sin excesiva producción. Ser aspiraiconal ya no es un valor.

Some dreams were reduced, for example, travelers.But as soon as we could move we did it.We have traveled close, easy, by car and with emotions in the suitcase.Spain and disciplined countries with vaccines, read Portugal and France, have been the chosen destinations.Small hotels such as placid and pleasant in Seville, Craveiraral in the Alentejo or the Number in Florence Colman tourist wishes.We have also filled empty Spain.That is our contained part.The crazy wants to make that trip with which he has been fantasizing for years.Sometimes, it is possible to reconcile both: a getaway to Mamounia (in Marrakech), a weekend in La Donaira (Málaga) or one night at the Mandarin Oriental Ritz (Madrid), newly opened and almost 100% of occupationpermanent, they are trips as close as glorious.Julia Perowne, founder of Perowne International, declares that "virgin, remote places (such as the Dry Islands Archipelago, in Panama, or Miavana, in Madagascar) and, above all, authenticity" will be sought "and, above all, authenticity".The Black Tomato travel agency organizes an experience called Get Lost in which whoever reserves does not know where he will go and there will be left to his fate, without mobile, for two days.Here are the urgency for adventure, the desire to isolate itself and bourgeois boredom, all in one.The new luxury, according to some, is that they abandon you.We are left with something less extreme: the charisma.That will be what is sought and the one that promises places like the Hotel La Palma, the new adventure of the owners of the mythical hotel du cap-eden-roc, which will open in Capri next summer and no longer has rooms available available.Butwne dares to predict that "we will travel with the best clothes in the suitcase".He says that today "in the mythical Gleneagles or Le Bristol the guests dress in gala for dinner".Glamor returns, that little glamorous word.

During the last two years we have spent free time buying.The new buyer is a buyer."The female purchase power has grown exponentially in terms of influence, responsibilities, social and also monetary impact," says Jean-Christophe Babin to Business of Fashion.In the same article, Industry Insights on Evolving Luxury Consumer Behaviour, talks about how jewelry prices have relativized from the moment a young man acquires without blinking a mobile 1.000 euros.The new buyer, forgiveness, buyer, keeps the values next to the card;Hence they want to buy in other women's businesses: Zara will be perceived as such after the appointment of Marta Ortega as president?Brands like Danish Reveal, which brings female Scandinavian projects to Spain, enhance these networks.The new luxury has principles and sustainability is, perhaps, the most important.And this is declined in many ways: luxury clothing sales platforms such as dressing collective, good karma and even vinned, more democratic, are no longer an alternative option and stigma have been shaken, there are those who only buy there.Some business models enhance the rent, such as the Spanish Borow or the English Cocoon, which offers a subscription service to first brand bags.The preorder is also cultivated: only what is already sold.For Life is called a Parisian store where you can't buy, just see, try and order.The elitista great warehouse Harvey Nichols will launch a resale and Oscar de la Renta service has just entered this territory.Sustainability not only happens to manufacture in decent conditions, which is even unworthy to write it, but also to avoid anxious purchase and not contribute to waste.

Welfare has been a shelter, a hobby and the most affordable of luxuries.A long shower or a cleaning ritual became the escape when we couldn't escape.Exfoling or taking a bath are small palmaditas on the back that we give ourselves, they are the "EA, EA" of a father to a child after falling into the street.Most cosmetics brands have reduced macrolanzos for more than a year and have limited themselves to touches in formulas, limited editions or reissues.

Hermès is an exception: she launched her makeup collection at the beginning of the year 2020 and those lipsticks were a soil of many in the months of confinement.The firm has not lasted and this new Metier has continued with the Les Mains collection.Others like Guerlain already plan their 2022 in which they say: “Sustainability and ingredients derived from nature are a priority.The cosmetic luxury, like everyone else, must have a reason for being ".This is stated from the Dior House: “You will have to connect emotionally with consumers, make them happy in some way.You must go from Storytelling to Story Proving to convince an increasingly informed and radical audience ”.We have left played and we need massages, hairdresser, manicures and everything that involves personal care."Now it costs us more to relax, but when we achieve it we enjoy more," they say in The Beauty Concept, a beauty center in Madrid that has not only survived the pandemic, but has opened two more spaces, one of them the spa of the spa of the spa of the spa of the spa of the spa of thementioned mandarin-ritz of the capital.We need to touch us.

We have discovered that physical exercise is a way to keep smells and entertaining.Xuan Lan, yoga teacher and one of the digital stars of the pandemic, confirms that “interest in meditation, yoga, physical exercise, healthy eating, talks, podcasts and personal development books have been shot.We have not returned to Pre-Covid, there is a before and after for most people ”.She, with 1.6 million subscribers on her channel and 8.5 million views of her video "Your first yoga class" knows what he's talking about, luxury is being healthy.

The Romans distinguished between ototiosum outosum (free time to do what you want) and otium otiosum (free time without doing anything).The second meaning costs: until when we are lying on the couch we are in action.In fact, the couch itself and the house have been part of the recent leisure.Taking care of the nest has been an entertainment and there has been luxury: in searching thread sheets, buying a stool designed by the Iranian-French architect India Mahdavi.The home has also been the scene of many social meetings.We had never ignited so many candles: Loewe launched in 2020, with enormous success, his own collection.Until last summer investment in art increased.It is confirmed by Mario Suárez, partner of Gunter Gallery, an online art gallery that represents artists such as Coco Dávez, Andrés Jaque or Mercedes Bellido: “We have lived more with empty walls and this has led us to want to wish in the morning and wish to seebeautiful things about them ".By allusions, the great museums have returned to take their heavy artillery and plan powerful exhibitions such as the Royal Academy of Art on Francis Bacon, that of Matisse at MoMA, Picasso and Chanel in the Thyssen or that of the Tutankámon treasures inThe expected great Egyptian museum of Cairo.The new luxury is also knowledge.

The house has also been the restaurant during these months.We had never pronounced the word Delivery so much before.We have already assimilated that everything can be asked, from tacos to the pastor to Baumkuchen de Horcher.That option is and now live with one that in Spain is powerful: the street, which remains a natural territory of leisure.We like to go out and spend money eating and drinking, and while we can do it, we will do it.According to Alejandra Ansón, partner of the business consultant specializing in hospitality Ansón+Bonet, “we are going to eat healthier and more sustainable, but the product is increasingly the king.The cat per hare is finishing ”.And confirms that veganism arrives to stay: "Some will be [these restaurants] for health or environmental issues, but most will do it because they will be fashionable sites".In New York gastromentide, it is news that Elevate Madison Park, with three Michelin stars, has reopened without serving products of animal origin."Nothing is just food.The restaurant you choose for a working meeting says a lot about your intentions, ”says Ansón.

As for music, in the last two years we have covered the online concert quota.Now we want noise and sweat.In November c.Tangana exhausted her tickets for the March concert in Madrid in just two hours.

The great international artists such as Bon Iiver, Dua Lipa or Van Morrison will visit our country and the industry returns, slowly, to recover the lost pace, which has been a lot.In the last year, Spanish performing arts, musical and audiovisuals have suffered a fall around 70% of spectators.A drama.The only growth comes from recorded music.Digital support sales rose 15.67%.One of the beneficiaries of this success is Rigoberta Bandini, unknown in March 2020 and known at the beginning of 2021.When Chanel decides to dress someone, he is sending us a signal.

Today a part of us looks for street and people;Another listen to podcasts and go to a reading club.The podcasts entered the conversation and even won waves;Some of them, such as weekly deformed or stretching the gum, are already part of the political agenda and others, such as papers, are pure political agenda.Reading suffered a 25% rebound in 2020 and coincides with the consolidation of reading clubs, the new bars.This speaks of a new recreation way that agrees with what we point out at the beginning of these lines: the new leisure will be contradictory, nutritious and well -intentioned;luxury too.News, the fair and if they are, that they are relevant.The fun will come when in 12 months we check if these predictions have been met.Meanwhile, enjoy 2022.