We live in a state of hyperreality. As we navigate through the stress and mundanity of our everyday existence and parallel online lives, we are increasingly turning to unreality as a form of escape and a way to search for other kinds of freedom, truth and meaning.

WEB Selfridges Christmas Windows 2015 Journey to the Stars Zodiac Scorpio
Scorpio window display for Journey to the Stars by Selfridges

Our new trend report examines the growing appreciation for Unreality: magic and spirituality, the knowingly unreal, and the intangible aspects of our lives that defy big data and the ultratransparency of the web. We explore:

Magic language
Why brands are using the vocabulary of the spiritual and astrological worlds to offer enlightenment and escapism to consumers, even if the goal is selling face cream.

Post-reality imagery
Surreal imagery is emerging as a reaction to gritty user-generated reality, as otherworldly and supernatural scenarios meet a need for psychological escapism.

WEB Definition of Japanese Kawaii
Definition of Japanese Kawaii for Marukome by Dentsu, Japan, March 2016

The new New Age
Spiritually rewarding experiences with a positive psychological and physical impact are taking the place of prayer as consumers flock to sound baths, crystals and cosmology.

Surreal porn
Virtual reality is ushering in a new erotic aesthetic that blends fantasy with surreal sci-fi, with much of it coming from the video-games graphics world.

We explore the implications of these shifts for brands in Unreality. Click here to download the full 34-page report.

WEB 1 Do You Feel Something
Courtesy of Superchief Gallery / @SuperchiefGallery / @elpoposangre
WEB 4 Fuck You Space Tunning
Courtesy of Superchief Gallery / @SuperchiefGallery / @elpoposangre

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