"The pandemic paradigm of “social distancing,” which isolates us physically from each other, disrupts and stops our lifestyles."
Sporting matches cancelled, beauty routines unnecessary, travel banned and skateparks and beaches closed.
Items we once used every day for these activities seem to have become obsolete and sit dormant in cupboards and drawers, signalling a "rupture to the flow of every day life." However, with time, we adapt. This adaptation has been explored through the lens of business, showing how companies will innovate and find new pathways to maintain their success. In this digital magazine, drastic rebranding through advertising shows products which seem destined for obsolescence, now emerging in new contexts suitable to a world in isolation. Cricket bats become charcuterie boards, soccer boots become planters and a beach umbrella is now being used to shade all those online deliveries.