In May, C Space’s ‘Dwell: Experiments in Living’ roadshow arrived in Frankfurt, Germany. We spent the afternoon with brands from across categories (and across Europe) diving deeper into the study and working together to shape new ways for them to respond and grow.

‘Dwell: Experiments in Living’ is a 9 month study exploring the human perspective on the future of living. It involved qualitative and ethnographic discussions via our online communities. 28 in-depth interviews with those that stretch our thinking (dwellers, experimenters, entrepreneurs, experts and brand leaders). And validating our findings at a global scale with 5000 consumers.

To start the workshop, we set the foundations. Discussing the concept, methodology and insights. Why Dwell, not home? Why involve early adopters in a topic that relates to us all? What did we find that made us hopeful?  Next, we turned to the architypes: exploring the 8 future roles of the home. The Carer, The Cultivator, The Entertainer, The Facilitator, The Activity, The Generator, The Concierge, The Host.  Finally, in groups we workshopped solutions. Applying the architypes to real world challenges to brainstorm new ways for brands to ENTER and EXPAND into this space.

Our guests left feeling energized and inspired. Not only by new ideas and possibilities for their brands. But also, having got closer to the living and and how it’s changing, many felt they understood the role of their own brands better.

As a C Space team, we left with a core belief reaffirmed: the power of expanding perspectives to unexpected places when looking for new possibilities.

Looking beyond categories. We‘re exploring the future of ‘dwelling’ rather than ‘home’ because home is not only a physical space, it’s where we dwell. By exploring the customer need inherent in home rather only the function itself, we expand our perspectives to how behavior is changing and the new ways these needs can (and are) being met by brands and other actors.

Our slogan – ‘we come to you’ – has more meaning now than it did before the workshop. I see a whole new universe around it.

Specialist Strategy and Business Planning, Genesis

Tools not tells. We seek certainty and yet we cannot predict the future. Good foresight practice seeks to a guide rather than offer a roadmap. By framing insight as architypes – people can relate themselves (and their brands) easily, to every one of them, to some degree. Making the step between insight and action easier and quicker.

It helped me to see outside of my space and get a fresh perspective

Brand and Customer Experience, Miele

Diversity breeds creativity. Our relationship with our home is one of the most important in our lives. All brands and individuals have something to bring to this topic. Hearing from peers from different brands, industries and life experiences about their challenges and approaches is a powerful source of inspiration.  

Diversity breeds creativity. Our relationship with our home is one of the most important in our lives. All brands and individuals have something to bring to this topic. Hearing from peers from different brands, industries and life experiences about their challenges and approaches is a powerful source of inspiration.

Consumer Strategy, Liberty Global

The Dwell Roadshow next hits New York and will be continuing digitally. As well as reaching people that can’t attend in person, we’re creating bespoke sessions for brand teams.

Ready to Shape the Future? Contact Us for More Insights or Dive into The Dwell Report Now!

Dwell is the future of how your customers live, where they live and why they live there. It’s about how where we dwell allows us to be who we are – and who we want to be – and what that means for the future of your brand. Download the report to discover…

• Top 10 home dilemmas, and how you can help
  
• Seven future home archetypes to tap into for growth
  
• Insights into our changing relationship with the home, post-pandemic
  
• Challenges and opportunities of becoming an urban species
  
• Changing consumer expectations in the context of the climate and cost-of-living crisis