The Faster Lane / Tyler Brûlé
Feeling the heat
If we’re to believe the science (generally a good idea) then the coming months are set to be the hottest on record, thanks to the stirrings of El Niño and associated climate factors. While there are no shortage of mid- to long-term initiatives in play to curb the rise in temperatures, my recent visit to a few Asian capitals reminded me that Europe and the Americas have little in the way of short-term solutions to deal with sticky commutes, baking midday sun and muggy tropical evenings. Where considerable retail-shelf space is devoted to myriad solutions to stay cool and fresh in Asia, a recent scan of convenience store shelves in London, Zürich, Copenhagen and Los Angeles revealed that not only is there a glaring gap in the market to start launching products for the hot months, there’s a stunning lack of creativity and curiosity about how entrepreneurs might go the distance in keeping the consumer’s head cooler. Let’s take a little inspiration from the streets of Seoul, Tokyo and Bangkok, shall we?
Hyundai Department Store, Seoul. I’d been on a scouting mission with my colleague Fiona. We had so much ground to cover – and at such speed – that I missed out on spending a bit of extra time in the electronics department. But as I had a window before my flight back to Tokyo, I returned to the sprawling shop (a winner of a Monocle Design Award, by the way), stopped for a burger at the brilliantly named Bun Patty Bun (could it really be a play on run fatty, run?) and found myself mesmerised by the electric fans on offer from Busan-based brand Lumena. While the salesman struggled to give the full pitch using the translate function on his Samsung, I nevertheless got the idea of the overall offer and was impressed that some of the cordless fans could run for up to five hours at a medium-speed setting. The line-up of products in warm white, cosy grey and black were clearly designed with the aesthetically minded office worker in mind. Before long, I was flipping through the brochure to see whether anyone had the distribution rights to Switzerland. Good luck walking into a US or German retailer hoping to find a broad range of electric fans to fit various needs, ranging from colour schemes to wall-socket positions. For the record, there has clearly been some “inspiration” from the Japanese brand Balmuda but, as is often the case with South Korea these days, the design department at Lumena have managed to tweak and rethink things for greater commercial impact. Don’t be surprised if this company goes global – and fast.
Family Mart, Tomigaya, Tokyo. You can tell that the season has shifted by paying attention to the point-of-sale displays in Japan’s convenience stores. To mark the arrival of scorching summer days, Family Mart has a full line-up of T-shirts, socks, headbands and face cloths to keep Japanese consumers dry and crisp – all displayed in compact units that measure no more than two metres by one. Not far away, the personal-care section is expanded for the summer months with all kinds of wipes, sprays and gels to apply to shirts and brows, necks and forearms to cope with 37C days. The market for all things “cool biz” related is hardly new yet, somehow, it hasn’t managed to take hold in the aisles of shops in Europe and the Americas. For sure, it’s needed: I can recall more than a few days on trams in Vienna and Geneva when I wish I had a pack of menthol wipes to take the edge off – and offer to a couple of nearby heavy sweaters as well.
Central Chidlom department store, Bangkok. Have you spent much time in the bath and beauty aisles of a Thai department store? If so, then you will have clocked the size of the cooling-talc market in the country and the extreme formulations that keep hitting shelves as Thailand experiences ever hotter days. While the appropriately named Snake Brand Prickly Heat Cooling Powder (you couldn’t make it up!) is something of a medicine-cabinet classic, the Protex brand gets right to the point with its rocks of ice on the label and the not-so-subtle suggestion about where its male targets might want to give it a few shakes – yes, think deep south. Over the years, I’ve become something of a convert and while I’m not sure about the lasting effects of talc after a few hours, it certainly puts a tingly spring in the step for the start of what might be an otherwise muggy, oppressive morning.