This email may not display properly if your device is in dark mode.

Hooked on a feeling: What gives a space or a brand, real cultural gravity?

From catnip-scented cologne to $10K wellness retreats, culture is getting weird and we’re here for it. This edition dives into what really makes a space matter, why Gen Z is rediscovering print and how the humble pub became sacred again.

After work knock-offs, the big game, or family dinner…what have they all got in common? The pub.

This week we’re putting the humble Aussie watering hole on a pedestal and examining its place in community and culture.

A good pub gives you the feeling you’ve been there before, even if you haven’t. The layout might shift, the coasters might change, but something in the walls stays the same, a quiet sense of déjà vu. When you walk in, something lights up, the part of us wired to gather, share and belong.

And yet, so many new venues today chase the opposite. They hunt reinvention, and constant change, convinced that newness alone means relevance. But in the rush to reinvent, how often do brands and venues lose exactly what made them matter in the first place?

At its core, a pub is the evolution of the campfire. A place where weary travellers still pull up a stool and find comfort in hospitality that doesn’t need explaining. The pubs that become more than venues, the ones that turn into cultural institutions, do so with patience and time. They build history into the walls until they’re no longer just a space, but an archive – of birthdays, breakups, footy finals and farewells. They collect little fragments of life and hold onto them like the objects that turn a house into a home. Then, quietly, they reflect it all back on their communities.

You don’t design cultural value with million-dollar fit-outs or avant-garde menus. You unearth it from the bones of your venue. You brush away the fluff and look for the one thing that matters: the story.

What is it?

Every good pub, bar, or venue has one. It doesn’t need to be complex but it does need to be tangible. Then you design around it, letting that story weave through the space (don’t be afraid of imperfection, it adds charm.)

Let rituals guide how you operate. We’re creatures of habit, and ritual feeds our sense of meaning and community. With all that in place, the final step is to stay open to evolution. Move with your village. Change as they do. If you do it right, your relevance only grows stronger.

So next time you knock the top off a frothy, take a second to look at the walls, the floors and the faces around you. If done right, you’ll see more than just a room – you’ll see a story worth coming back to.

Read how some pubs are doing exactly that in The Australian Hotelier article “How pubs can reclaim their role as cultural institutions” written by our very own cultural guru, co-founder and CEO, Andy El-Bayeh.

The revival of a fashion icon

Just as a good pub holds memory in its walls, i-D, the iconic fashion and culture magazine, is being rediscovered by a new generation. Gen Z are reviving i-D as a physical archive, turning away from trend cycles and towards collectibility.

As Thom Bettridge, i-D’s new editor puts it: “No one wants to be trendy. Everyone wants to be unique.” Awash with content, they’re reaching for something that feels real. Cultural value, once again, is being found in the things we can hold, keep, and return to – not just something we can bookmark and forget.

Prada opens its latest restaurant, and it’s nowhere near Milan.

Lynx’s latest scent is catnip. Literally.

AI is stealing your travel blog…and everything else.

A $10K health makeover? At this place, that’s just the check-in fee.

A shot of insight

01
Aussies are feeling the travel bug again
Overseas travel is up, especially among younger Australians. But it’s less about the checklist, more about the connection.

02
Tinder wants to slow the scroll
With poet and model Sami Mir fronting its latest campaign, the app is leaning into honesty, softness, and your ex’s finest threads.

03
Check-in, work out, lie down
A Dubai hotel has partnered with a gym to create a world-first in-gym accommodation (hint: you won’t be taking a load off on this trip).

Last month was a big one for Example, here’s a little taste of what we got up to:

1. Marked 75 years of stunning aquamarine vistas at InterContinental Hayman Great Barrier Reef.

2. Left our heads in the clouds with Florida-based artist, Papou.

3. Brought a taste of NYC to Sydney with Francesca as part of the Maybe Cocktail Festival.

4. Soaked up the last of summer with a weekend-long lunch at Hacienda.

5. Said ciao for now to the Southern Hemisphere’s oldest working lift bar.

6. Wrapped the QT Hotels and Resorts x Black Star Pastry collab with a sweet send-off.

7. Announced the return of L’Hotel – coming to Foundry Theatre this May.

And we’re just getting started.

We’re also looking for a PR Account Director to join the team. If you love fast thinking, bold ideas and smart execution click here.

Shauna Barham

Digital Marketing & Communications Manager, InterContinental Hayman Great Barrier Reef

Born and raised in Sydney, I’ve loved city life from a young age. As a natural planner, I’m always mapping out my next adventure, whether it’s a weekend getaway, an overseas holiday, date night, or a girls’ night out. My passion for travel and enriching experiences fuels my role as Digital Marketing and Communications Manager at InterContinental Hayman Great Barrier Reef.

Outside of work, I stay energised through an active lifestyle, with reformer Pilates and boxing as my go-to workouts. While a homebody at heart, I thrive on connection and discovering something new every day.

A ritual that resonates

I love The Daily Aus for bite-sized snippets of current news. It's perfect for keeping up to date while scrolling on Instagram and always helps bring me back to reality.

Culture that moves you

I’m a sucker for love stories, so naturally, I loved Love Stories by Trent Dalton. His knack for storytelling, combined with real-life tales of love (both beautiful and heartbreaking) makes for a captivating read. It’s a powerful reminder of the deep human connections we share and how even the simplest interactions can leave a lasting impact.

Undiscovered Gems

I recently discovered LISA after hearing her song Born again feat. Doja Cat and RAYE on the radio. Little did I know she is a member of Blackpink and plays Mook in The White Lotus season 3 in her acting debut.

Need help shaping your brand, place or experience?

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