Spectacles…the new Google Glass? #MontageMashup

Spectacles new Google Glass Header

Is Spectacles the new Google Glass?

Hello…welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing world. In this week’s mashup, we take a look at Snapchat’s rebrand and new ‘Spectacles’, the 2016 cool brands list, the Iceland v Iceland law suit, some upcoming future design trends and more! So, let’s get started…

Snapchat rebrand & ‘Spectacles’

Snapchat has undergone a rebrand recently, with all web domains and social media accounts renamed as Snap Inc. However, this isn’t the biggest news coming out of the company over the past few days…that accolade goes to ‘Spectacles’. ‘Spectacles’ is a pair of sunglasses with built-in video camera which then sends the footage to the memories in the Snapchat app via Bluetooth or Wi-Fi. The company has been working on the project for the past few years, developing one of the smallest wireless cameras in the world to fit neatly into the corner of the lens. The Spectacles are available in three different colours and it is claimed they can run for a full day on one single charge.

Love or hate? Do you like the idea of ‘Spectacles’? Let us know in the comments below.

2016 CoolBrands index

The 2016 CoolBrands Index has now been announced, and despite a troubled year, Apple has retained its number 1 position for the fifth year in a row. The CoolBrands Index is based on authenticity, desirability, innovation and originality. Amongst the brands climbing on the list are Netflix, Spotify and Instagram with new entries into the top 20 including Airbnb and GoPro. Fashion brands appeared to suffer this year, with Alexander McQueen, Chanel and Ray-Ban all falling down the list.

CoolBrands Top 5

  1. Apple
  2. Glastonbury
  3. Netflix
  4. Aston Martin
  5. Nike

You can see the full CoolBrands Index here.

Puma & BMW’s shoe partnership

X-Cat DISCGerman car manufacturer BMW has partnered with sports brand Puma to create a pair of laceless shoes, which incorporate technology from BMW’s GINA Light Visionary Model concept car. The laces have been replaced with a rotating disk (the X-Cat DISC) which has been designed by BMW and integrates the flexible and lightweight GINA material. The shoes can be loosened and tightened via internal wires. The X-Cat DISC has been designed as a cheaper alternative for Nike’s latest HyperAdapt shoe.

Iceland versus Iceland

Iceland Supermarket LogoThe Icelandic government has confirmed that it is considering legal action against the supermarket chain, Iceland. The potential case is in relation to the supermarket’s name, despite it being in business for over 46 years with the same name. Iceland (the supermarket) has a Europe-wide trademark for the name Iceland, but the Icelandic government is looking into filing a ‘cancellation action’ which could nullify this. It has been mentioned that the Icelandic government do not necessarily want Iceland (supermarket) to have to change its name, rather that it does not prevent Icelandic firms from registering the name Iceland across the UK or EU, stating “we are looking for a ‘live and let live’ outcome.

Spring/Summer 2018 trends

Last week the Creative team at Montage team took a trip to 100% Design at Olympia, London to check out the latest trends in homeware and to meet up with some awesome brands! One of the outstanding points from the exhibition was the Spring/Summer trends for 2018! WGSN, experts in trend forecasting, highlighted 4 key trends which we should keep and eye out for in the next couple of years:Montage Design Instagram


This trend will take the concept of nature and branch out to include ‘virtual reality wonderlands, driving a significant increase in brand activations and collaborations.’

Youth Tonic

Youth Tonic is defined by a strong sense of individuality and creativity. It will “emphasize virtual reality and data to allow for new means of creative expressive and self-identity.”


The Kinship trend is based on a “growing sense of community and cultural sharing”. Storytelling will become important along with connecting people around products and projects.

Slow Futures

This trend focuses on “the stripping away of excess” whilst design and technology will work together to create “a rustic minimalism that will combat overconsumption.”

And finally…

Norwegian Airlines BrangelinaWe are ending this week with the news of Norwegian Airlines capitalising on ‘Brangelina’. The news and social media has been awash with stories and memes surrounding the split between Brad Pitt and Angelina Jolie over the past few days, however, Norwegian Airlines has taken it a step further and included references to it in its newspapers print ad and social media. In the newspaper ad, it simply states “Brad is single” and then mentions that a single one-way trip to Los Angeles starts at only £169. On its Twitter account, Norwegian Airlines promoted the same one-way flight offer but with the text “Actor. LA. Newly single. Seeks like-minded partner with GSOH.”

There has been a split of opinion on the ads, with some saying it is a clever way to capitalise on such a situation whilst others are saying it is distasteful. What do you think? Let us know in the comments below!

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.