Sizing the prize: which destinations will capture displaced US tourism demand? Living Lab’s displacement model shows US$10.6bn of the US Tourism decline is contestable by five economies Back to Part 1 Fifty billion dollars is a headline, not a strategy Part 2 of 3. Living Lab’s displacement model shows US$10.6bn Read More
Winners and losers in the $50 Billion US Tourism decline As America Turns Inward, Five Economies Are Capturing the Shift HOW THE WORLD’S FASTEST-GROWING VISITOR ECONOMIES ARE ABSORBING US$50 BILLION US TOURISM DECLINE International visitors to the United States fell 4.2% in 2025 (the first annual decline since the pandemic) Read More
Loyalty is evolving. Discover how brands like Emirates are shaping cultural ecosystems—and how Living Lab is turning engagement into lasting impact.
How Jacquemus built a €200M brand with founder-led storytelling, sensory retail, and Provence-rooted authenticity. A masterclass in modern brand strategy.
TAG Heuer F1 Partnership. TAG returns as F1’s timekeeper - $1B deal. Can it sustain growth in a slowing market? We analyse the brand’s F1 strategy and impact.
Discover how luxury watchmaker Vanguart is redefining haute horology through scarcity, innovation, and cultural relevance.
Luxury sports hospitality is evolving. Discover how Living Lab crafts immersive experiences that fuse emotion, identity, and prestige at elite global events.
Major event economics can be dry. The big numbers don’t convince us. Stories do. This playbook is a "how to" on creating narratives that win over communities.
Discover Manchester United's ground-breaking New Man U Arena. A £2 billion, 100,000-seater landmark, setting new standards in British football by 2030.
Barry Keoghan Jaguar - Jaguar’s Type 00 Concept at Paris Fashion Week was an electrifying blend of futuristic design, luxury, and modern performance.
Ferrari fashion - Discover how Rocco Iannone is redefining Ferrari's fashion journey—fusing art, heritage, and craftsmanship to shape luxury's next frontier.
Living Lab champions Players Magazine—the new frontier of luxury sports media. A fusion of elite sport, fashion, and storytelling.
TAG Heuer F1 Partnership. TAG returns as F1’s timekeeper - $1B deal. Can it sustain growth in a slowing market? We analyse the brand’s F1 strategy and impact.
Esports and Luxury - How luxury brands are levelling up in gaming—ditching one-off drops for deep esports integration. From Gucci to Burberry...
Kendrick Lamar’s 2025 controversial performance showcased how the NFL transforms cultural moments into commercial success and expands the league’s global influence.
The NBA’s $1B investment portfolio spans sports tech, media, and betting. Here’s how the league is shaping the future of sports investment.
On’s LightSpray trainers are changing the game—literally. Produced in just three minutes using a spray-on robotic process, these ultra-light 170g sneakers redefine performance, sustainability, and innovation. Worn by Olympic medallist Hellen Obiri, LightSpray marks a new era in athletic footwear—zero waste, high speed, and race-ready. 🚀 #OnRunning #LightSpray #FutureOfFootwear
Gamechanger – Saudi Esports Strategy Laying the groundwork laid for a globally significant digital ecosystem By Living.Lab CEO Mark Alexander The last time I devoted serious time to gaming, I was broke, and financially housebound after buying my first flat in London and a Saudi Esports Strategy was a pipe Read More
Discover Oman’s Omani Mountain Destination at Jabal al Akhdar: A sustainable high-altitude haven for sports, wellness, and tourism at 2,400m.
The Gamechangers. Learn how Run DMC adidas created an unstoppable $325bn sportswear revolution
From Bad Bunny to Yohji Yamamoto, these are the collabs that earned adidas its stripes.
The mid market auto industry is at a crossroads and Jaguar are making moves...
Jaguar, recently launched their "Copy Nothing" rebranding campaign. And, people have thoughts!
From Travis Scott to Cynthia Lu. From flea market to record breaking innovations to design aesthetics, these are @LivingLab top picks for Nike's top collaborations.
Chicago's 1901 Project is set to transform the West Side with a $7 billion investment in a 55-acre mixed-use development surrounding the United Centre....more
Jacquemus has built a brand story that’s nothing short of remarkable. In 2018, they posted €11.8 million in revenue. They are aiming for €500 million by 2025.
In the same way, major sports events are a beacon for positive change, they risk being a rallying point for protest. Effective storytelling that connects the economic impact of the events directly to residents' lives would go a long way to heading off concerns.
Whether it is a race track, an NBA Arena or a soccer stadium the gap between peak and off-peak operational needs means sport infrastructures face a fundamental commercial challenge.