Hidden Senses

Sony's latest research project was exhibited at Milan 2018. Sony suggests a move away from our current phone dependency to a more poetic interaction which engage our senses.

Smart sensors gathered information from visitors’ actions to deliver a variety of awe-inspiring surprises. These included a virtual butterfly flying away as a vase was moved across the table, and a wall projection of a flower opening upon a person’s approach. 

Moving lights, changing surfaces, colourful wall projections and haptic feedback provided a glimpse of future interiors in which humans and furniture seamlessly and intuitively interact.

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Material Matters

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Materials are intrinsic to good design. An inspired material choice defines an object. It communicates values, provenance and even an emotion. Materials, and especially plastics have become synonymous with irresponsible design. Blue planet 2 highlighted the problems with ‘one life’, one use plastics which pollute our oceans and threaten marine life.


Materials have become political, with the UK government announcing its 25-year environmental plan. The UK Prime Minister has set out the government’s strategy on plastic with plans to tax single-use plastic packaging and assist supermarkets to create plastic-free aisles.

Ekoplaza in the Netherlands is leading the way in becoming the first plastic free supermarket with one aisle completely plastic free. The company has compostable biomaterials as an alternative to plastic trays and bags.

Brands need to be aware of the changes and adapt in the coming years to offer plastic free alternatives. Brands need to look to reduce what would be considered unnecessary, to deliver the product to the consumer without sacrificing the physical experience and the perception of the brand.


As we assess the environmental impact of mining, shaping and discarding materials, our aesthetic perception of materials is also shifting as we re-think one-life materials, the idea of up-cycling is reaching the mainstream. Adidas has launched Adidas Parley boost made from recycled ocean plastic which has gained critical praise and demonstrated that progressive thinking can be commercially viable with the shoes proving popular with young fashionistas.

Future-Filter is the Futures + Design studio. We provide future reports and design for progressive brands. For more information on our futures and creative services contact



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The Bug Burger contains a patty made beetroot, parsnip, potatoes and mealworms, which are the larvae of the common darkling beetle


Ikeas research Lab, Space 10 has created a menu of five new dishes as solutions to the problem of a predicted global food shortage given the population growth over the next 10 years.

"At Space10, our research is rooted in an important principle – dishes shouldn't just be healthy or sustainable, they must be delicious too," explained Space10, which counts food designer Simon Perez and plant engineer Sebastian Dragelykke among its diverse team.

What do you want for your brand? What could your brand look like in a year or 5 years. What are the macro-trends that will shape your business. 

We can help you answer those questions: jon@future-filter.com




Are we paying too much for brands?

One company that is looking to revolutionize our thinking about branded goods is Brandless, a San Francisco based start-up selling food and household goods.

The emphasis is more on the goods rather than the brand with the argument that consumers pay a brand tax of approximately 40% for the privilege of consuming a particular brand. Brandless’s CEO and co-founder Tina Sharkey says “we’re trying to reimagine what it means to be a brand in today’s world, a brand rooted in authenticity, transparency, and trust,” Sharkey says. “If we do this right we’re actually building a community of people who want to change the way we live, where we can focus on living more and branding less.”


Schwarzkopf Professional SalonLab

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Future personal care is an area that Schwarzkopf have been giving thought to with the launch of Professional's SalonLab showcased at CES 2018.

The SalonLab Customizer dynamically formulates and produces a customized hair care product for each client right in the salon based on the gathered data - at the simple touch of a button.


Mood food


Aeroplane food has a reputation for leaving passengers feeling bloated and groggy, but all that could be set to change.

Leading food psychologist Professor Charles Spence has teamed up with the airline Monarch to create a food menu designed to settle the stomachs of flyers.

The Oxford professor, who’s worked with Heston Blumenthal and his team at The Fat Duck Research Kitchen, also claims his unique menu has mood-enhancing properties that will help to relax travellers.

The experimental ‘Monarch Mood Food’ box includes dishes such as black echinacea and liquorice ice cream followed by green tea and lavender mochi rice cakes.

The dishes themselves were developed by top chef Jozef Youssef and his team at Kitchen Theory, based on the research conducted by Professor Spence. 

The scent palette



The scent palette

The project aims to visualise fragrance, particularly in relation to how colour and shape is used as a method of communication in the process of making customised perfume. Fragrances are invisible, so it is hard to remember when smelling a lot of fragrances at once. If there is specific colour or shape to each bottled fragrance, it will be easier to remember and it will help people arrive at a choice.

In terms of the process of making perfume, it mainly depends on numeric quantification such as ratio or formulation. Transforming the numeric information to something experienced more intuitively and emotionally is the one of the main parts of this project.



Coloni, is a Swedish based gardening house founded in 2010. In collaboration with a horticulturist, Coloni has developed an approach to a new kind of indoor gardening based on seed mixtures composed from a conceptual point of view. The mixtures consist of seeds from desert and arid Mediterranean climates and include both annual and perennial species.


Their philosophy is to make indoor gardening an engaging part of one´s everyday life; an activity to create a relationship to and to follow in its different stages of development.