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Cold plunge, then last drinks. The counter-mood in wellness, Hyundai’s back-seat restaurant, Prada behind the bar, tennis rethinking the whites, and space-savvy storytelling.

Cold plunges, sauna raves, performance gyms on every corner…they’re all pushing us to become our most optimised selves. And while it feels good to chase each metric and work for every kilo (up or down), eventually some people began to realise life had become one giant dashboard. Optimisation was high, but actual wellness was coming in last.

With that realisation, a different mood has begun moving through the industry, a counter-movement gathering pace. Enter the Wellness Anarchists. They train hard, make the right choices, hit every metric, then order another round. They track recovery scores, then leave the watch at home. They take wellness seriously, without letting it swallow the weekend.

And that’s the rub, culture never sits still. One minute we’re chasing longevity, the next we’re remembering to actually live. Trends loop, collide, and contradict, and that’s the point. The Wellness Anarchist is a reminder that even the most disciplined movements eventually break their own rules.

For brands, that’s the lesson: never lock in so tightly that your own audience moves on without you. Every ideal breeds its opposite. Stay open to the turn.

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Hyundai has turned the back seat of a car into a restaurant. Armani is building villas on the sand. Prada is pouring cocktails in Shanghai.

Everywhere you look, brands are learning how to play host.

Experience marketing has evolved into something broader, a growing play for big and luxury brands looking to heighten their allure. Brand status is no longer measured by what you buy, but by how you interact with it. It’s a tangible IRL funnel in action.

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Tennis is booming, but its branding is stuck in the clubhouse

The strongest stories leave room for us to step inside

01 Nostalgia you can wear
To mark Tamagotchi’s 30th anniversary, Bandai and Uniqlo UT are releasing a capsule of tees and a limited-edition Tamagotchi shell. Proof that the 90s still have lives left to spare.

02 Eat your feelings (Whole Foods 2026)
Whole Foods’ 2026 forecast tips beef tallow, all-female farmers, and freezer-to-table luxury as next year’s defining food trends.

03 Butter goes rogue
From steak frites to Spam and kimchi, bakeries are turning croissants into full meals (proof there’s no such thing as peak pastry).

04 Gen Z rewires fashion
A BCG × WWD study finds Gen Z and Alpha will drive 40% of fashion spending by 2035, blending AI, micro-influencers and fluid brand loyalty.

The Old Commodore Hotel returns to North Sydney as a tribute to its namesake Billy Blue - the spirited entrepreneur and local legend who once defined the area’s character.

We were tasked with developing a bold new place concept and visual identity for The Old Commodore Hotel, a venue by Epochal Hotels. Example led the end-to-end placemaking vision, from concept and story through to design, experience, and cultural launch. We built the strategic foundation, creative direction, and sensory identity that shaped the venue’s interiors, menu, drinks, uniforms, music, and brand world.

Our team also delivered the brand identity, styling, content, and PR that reintroduced the Commodore to the city making it not just a reopening, but a revival of North Sydney’s soul.

Digital Content Creator

I'm Tara! I'm a full-time fashion, hair, travel & lifestyle content creator from Sydney. My sister and I have been creating a beauty brand for sensitive skin over the couple years. I am a major homebody and introvert, and you can probably see that through my hobbies, which are reading, junk journalling/ scrapbooking, and doom scrolling.

Brushing my teeth... sounds boring, but it's how I need to start and end my day. It's purposely my no-phone/ no-distractions time, and makes me feel fresh and ready for the day, or to wind down at night.  

My Instagram explore. The algorithm knows that I love trinkets, anything crafty and/or maximalist and cool edits. 

Conform - an incredible small jewellery business from Sydney's south. Durgas - a beautiful Indian dessert shop that just opened in Sydney's Bella Vista (they also have branches also in Harris Park & Lakemba). 

Creating a scrapbook/junk journal spread that turns out exactly how you envisioned it to. That random piece of packaging I ripped off my burrito bag 2 weeks really came in clutch...

We are an earned-led culture agency. We create and amplify the world’s most talked-about brands, destinations and experiences.