rebok Reebok & Cirque du Soleil have joined forces to develop a fitness class which is meant to simulate the feeling of flying and help people deal with that fear.

Jukari Fit to Fly is a group exercise using a new piece of equipment called a FlySet. Rebok explains “You’ll flex and flutter, sweat and stretch, and swing from a FlySet. It’s all about moving your body in a fun new way.”

The programe is available at Pure Fitness in Krakow, Poland and Equinox in NYC. Its soon to open in other countries too. However, how good an idea would this be for airports? Many people spend heaps of time in airports and more than a few people are scared of flying. Perhaps a cut-down version of the programme could do wonders in an airport – maybe even combined with a Reebok store selling their branded clothes & shoes????

Read More ....

When Feasibility Stops Being Feasible

The model is sound. The assumptions have been stress-tested. And the project is still harder to deliver than the numbers suggested. The problem isn’t the modelling. It’s what the model assumes about the world.

Luxury as Signal, Luxury as Sanctuary

Luxury has always communicated something beyond the object or experience itself. Status, taste, access, position within a hierarchy that does not need to be made explicit to be understood. These signals are embedded in brands, materials, locations, and the particular...

Luxury Under Pressure

Luxury has always operated by a different logic than the rest of the market. Where most consumption responds to price, luxury responds to meaning. The relationship between cost and demand runs in directions that conventional economics finds awkward. Price increases...