ATMOSPHERE is a seasonal publication by studio jac for founders, creatives, and modern brands.
ATMOSPHERE
VOL 1
SUMMER 2026
I've always been interested in why certain places, brands, and experiences seem to resonate more deeply than others. Why does one restaurant become impossible to get a reservation at? Why do certain trips change the way we see the world? Why do some events leave people talking about them for months, but others are instantly forgettable? Those questions eventually led me to start studio jac, an experiential design studio focused on helping startups and modern brands create meaningful experiences, build community, and bring people together. SOME PLACES STAY WITH YOU LONG AFTER YOU'VE LEFT.
Along the way, I found myself constantly collecting ideas, observing patterns, and researching the shifts shaping business, culture, travel, and events. ATMOSPHERE was created as a place to document those observations. It is a collection of ideas, observations, and trends I've been paying attention to across business, culture, travel, and events. Whenever possible, I've paired those observations with data and research, but I also wanted this to be a source of inspiration, not just information.
Thank you for being here.
— Jac Founder, studio jac
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OBSERVATIONS
THE BACKDROP THE TRENDS BENEATH THE TRENDS.
Before we dive into my observations and predictions featured throughout this issue, its worth acknowledging the broader context shaping nearly all of them.
It doesn’t appear that people are pulling back their expenses dramatically, yet, but the shift is more in terms of what people are choosing to spend their money on. People are becoming more intentional about where their money, time, and energy go. They are still traveling, attending events, and investing in experiences, but they need the comfort of knowing those things will be worthwhile. It is a clear shift towards meaning. Across business, events, travel, and culture, I'm seeing people prioritize experiences that feel more personal, more memorable, and more connected. The trends in this issue are different expressions of that same underlying movement.
We are living through a time of extreme contradiction.
Technology is rapidly advancing, and AI specifically is changing the way we live, work, and communicate. Our need for instant gratification rarely goes unsatisfied, with information more accessible than ever before. We let AI tools make up our minds for us before we even take the time to ponder in our own brains. At the same time, though, we crave situations that are human. We seek genuine connection, community, and conversations in real life and roll our eyes when we can tell our peers used AI to respond to a text about a highly personal topic. Layer on economic and political uncertainty, and another pattern begins to emerge.
Let’s get into it.
OBSERVATIONS INTENTIONAL MAXIMALISM > EXPERIENCE OVER SPECTACLE > NEED FOR NOSTALGIA >
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OBSERVATIONS
INTENTIONAL MAXIMALISM
Since the start of 2026, nearly every signal has pointed towards a move away from minimalism. As someone who has never met a pattern or sequin she didn't like, this was welcome news. One of my favorite places to look for early signals in the experience space is fashion. What shows up on the runway rarely stays there. New creative directors at major fashion houses entered 2026 with bolder prints, richer colors, statement accessories, and a general rejection of the understated aesthetic that has dominated for years. The expectation was that this would trickle down into everyday fashion, based on the quick and dramatic reaction across Google and Pinterest search trends.
At the end of 2025 search terms like “leopard print,” “blue eyeshadow,” and “sequins,” rose, while search terms like “quiet luxury” were on the decline, as reported by @databutmakeitfashion on Instagram. Now, it is June and there really hasn’t been the exaggerated wave of maximalism that we expected. Social media and search trends show otherwise, though. People are still actively looking for inspiration on maximalist inspired fashion, design, and decor. Pinterest’s latest trend report for 2026 shows the steady rise in searches for things like “eccentric makeup,” “chunky belt,” “80s
luxury,” “red marble bathroom,” “circus interior,” and “maximalist accessories.”
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OBSERVATIONS
Then why does the world still feel relatively restrained?
The answer, I think, is that the anti-minimalist movement is very real, but due to all of the uncertainty in the world it is unraveling at a much slower pace than expected. Economic uncertainty has a way of making people pause before making dramatic changes. While people are clearly drawn to color, personality, and self- expression, they're also being more thoughtful about how and where they incorporate those things. They want the fun of maximalism without the wastefulness often associated with it.
The next wave of design won’t be defined by just having more, but it will be defined by having more personality.
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OBSERVATIONS
@PIEDRADEFUEGOTULUM
EXPERIENCE OVER SPECTACLE
We already know that people are craving connection, so this prediction shouldn’t come as much of a surprise. The key shift I’ve seen is the move from creating events to creating experiences. That isn’t necessarily done through styling and decor. Don’t get me wrong. I am one to appreciate unique design choices, but they don’t appear to be the primary driver of a memorable event in the way they may have been in the past. Today, the priority leans heavily on the actual flow of an event and the things that evoke emotion from guests.
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OBSERVATIONS
The location can make all the difference. Whether we are talking about an intimate dinner party or a week-long trip abroad, the location can make or break an experience if it isn’t well aligned. A trend gaining momentum is the search for interesting, unexpected locations and venues. Rather than looking for somewhere that screams extravagance just for the sake of extravagance, this is more about finding a place that adds value to the experience in and of itself. Rather than inviting guests to a bougie resort, companies are looking for locations that will offer cultural experiences or something that leaves their guests with new perspectives. Of course, these choices only work when they're aligned with the goals of the event and the identity of the brand behind it. Otherwise, they're just expensive distractions. Increasingly, food isn't just part of the event, it's becoming the event. We're seeing chefs introduce dishes tableside, meals served family-style to encourage conversation, and cooking experiences that unfold in front of guests. Food gives people something immediate to connect over. It sparks conversation, creates shared moments, and naturally brings people together. Activities are also becoming more intentional. Rather than packing agendas just to fill time, hosts are creating opportunities for guests to participate in and maybe even leave with something meaningful. Often, that means incorporating an element of personalization. I’ve seen footwear events done by brands like Puma, for example, where guests were invited to customize their shoelaces. It's a simple concept, but it encouraged people to interact in a way that felt natural rather than forced. As an added bonus, guests left with something unique to them that they would continue to use long after the event ended.
That's the common thread running through many of today's most successful experiences. They're designed to be participated in, not simply observed.
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OBSERVATIONS
OOOOOOLF (PINTEREST)
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OBSERVATIONS
I expect this will be super relevant this summer specifically. For some reason summer seems to have very identifiable characteristics that remind us of when we were young. Some of my predictions:
One of the strongest themes I have noticed, specifically in the last month, is companies leaning hard on the feeling of nostalgia. Given the state of the world with economic uncertainty and rapid technology change, this starts to make a lot of sense. Nostalgia offers a temporary escape. It reminds us of simpler times, or at least the version of those times we've chosen to remember. As humans, we have a tendency to romanticize the past. We remember how things felt more than how they actually were. That's what makes nostalgia such a powerful tool for companies to lean in on. The moment something reminds us of childhood, summer break, or a specific period of our lives, it creates an emotional connection that is difficult to replicate through traditional marketing. We are already starting to see this everywhere, even in our personal lives. Pokemon cards are cool again for Gen Z and Millennials, apparently. Why are all my friends eating ice pops lately? These are nostalgic. NEED FOR NOSTALGIA
ICE CREAM + POPSICLES
I expect to see companies bringing ice cream trucks to events for guests to order their favorite treat that they haven’t had in years.
SPRINKLERS
If the setting is right, I wouldn't be surprised to see sprinklers make some appearances as well. In a world where so many experiences feel curated and optimized, there's something refreshing about doing something that feels a little silly.
BUBBLES
I’m bullish on bubbles. Not champagne, actual bubbles. Whether they are handed out as favors or given as “toys” during events, I think this will make a comeback. Plus they make for great photo ops.
People love to be entertained, but right now entertainment alone is not enough. They are looking for experiences that make them feel something, and nostalgia happens to be one of the fastest ways to get there.
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ATMOS
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PHERE
FEATURED ARTICLESS SOCIAL STATUS > BRAND EXPERIENCES ARE THE NEW R&D > SPEAKING OF UNCERTAINTY (A BONUS STORY FROM MY WEDDING) >
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FEATURED ARTICLE
SOCIAL STATUS THE STATE OF SOCIAL MEDIA MARKETING
For years, companies angled their social media marketing efforts at creating polished, curated, and more optimized content. In many cases, though, that means making it less human and as we know, that isn’t going to fly anymore.
MORE FACES
At a time when AI can generate content in seconds and feeds are flooded with information, the content that stands out tends to have a real person in it. The companies that are doing well, have already realized this, and the companies that aren’t doing this, know they need to. A lot of modern companies have built up their reputation by way of their founder. People love to hear founder origin stories, the wins, the losses, and everything in between. It feels real, and that is how communities get built. The Alix Earle effect, for example, was undeniable for her company, Reale Actives. She has put in the hard work to build a community around her personal brand. She creates raw, genuine, unfiltered content that is easy for her followers to connect to, and ultimately builds trust. That trust in Alix Earle, makes the conversion from follower to customer almost frictionless. I don’t believe that this trend stops with founders, though. I expect we will start seeing more brands showcase the people behind the scenes as well. The intern’s quirky personality could be what makes people keep coming back to your profile, and eventually to buy your products or services.
@REALEACTIVES
LESS UGC
The concept of having more faces and more personalities on display in social media marketing is what also leads me to believe we are at an inflection point with UGC. While the UGC strategy worked well for a period of time, in some industries more than others, I can’t see a world where that continues. So much of the content is interchangeable. AI has advanced so much that many of the generic UGC videos we’ve seen over the years are already being replicated. The only way to differentiate is by pairing that content with the unique personality of a relevant creator or an employee.
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@CAIT_CAVELL
The Fall of LinkedIn While most of my thoughts on social media marketing revolve around platforms like Instagram and TikTok (largely because that's where I spend most of my time), I know many businesses rely heavily on LinkedIn as well. I respect and acknowledge the power of LinkedIn, but I find myself increasingly exhausted by the content there. And judging by the number of conversations I've had about it recently, I'm not alone. In a sea of AI-generated posts, you'll find a few performative stories sprinkled in with someone sharing the least useful lesson they've ever learned, or maybe a "5 tips to make your first million dollars" post that's guaranteed to do nothing except make you feel bad about yourself. The bigger issue, though, is that so much of the content sounds the same. It feels optimized rather than thoughtful and it’s almost as if the goal is simply to publish something rather than to share a perspective worth hearing. The posts don't require much from the writer, and they require even less from the reader. I expect that we will start to see people seeking new platforms for thought leadership and to hear actually unique perspectives. One place I have already seen growing is Substack. I’m biased because I recently started my own Substack, but I am constantly seeing notes from other writers about how they recently started using the platform as a substitution for LinkedIn, often citing the need for more mental stimulation.
People want to see content from real people, with real stories, and real personalities. Humans are the most valuable differentiator of all.
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PROMO
FOLLOW @BYSTUDIOJAC ON INSTAGRAM FOR MORE
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FEATURED ARTICLE FEATURED ARTICLE
BRAND EXPERIENCES ARE THE NEW R&D
Brand events and trips have become increasingly popular in recent years, mirroring the upward trend of influencer marketing. The experiences are designed to generate content, create buzz, and build relationships with their customers. While those goals still matter tremendously, I believe we are entering a new era of brand experiences and, with that, some additional goals may be relevant for more than just the marketing team. My guess is that companies will begin to use these events as a means of sharpening insights on their target customers. Brands are constantly fighting for attention in increasingly crowded markets, making the understanding of their customers one of the most valuable competitive advantages available. The best companies aren't just hosting events for their communities, but they are using those events to learn from them. While there is certainly opportunity to learn from your customers online via social media commentary, surveys, reviews, etc, nuance can get lost very easily online. Oftentimes people don't really know exactly what they want until they start talking it through. In person, conversations flow much more naturally. Something one of your customers mentions over dinner is likely to be more unfiltered, unexpected, and genuine than something they would have rushed through in an email thread.
It is less about getting the content creators with the highest engagement, and more about getting the ones that fit your niche best. A great example of a company putting this to the test is Rella, a collaboration content management platform. Rella founder, Natalie Barbu, mentioned in an Instagram reel that the company hosted a trip in Miami this past May,
and instead of making it a traditional influencer trip or a bland customer
appreciation event, they invited a group of social media managers who already actively use their platform. Through a mix of fun activities, group discussions, presentations, and time for informal conversations, this trip was hugely (and mutually) beneficial for the Rella team and their guests.
The most successful events of the next few years won't be the ones with the biggest budgets or the most impressive venues. They'll be the ones that create genuine exchanges between brands and the people they serve. The smartest companies won't leave an event with just photos and social content. Instead, they'll leave with a deeper understanding of their customers and a clearer vision for what to build next. 16
This puts a lot of pressure on making sure the invite list is carefully curated.
BONUS ARTICLE BONUS ARTICLE
SPEAKING OF UNCERTAINTY... A fun, bonus article about my own wedding! It was the time of my life (as you can see from the photos). I wouldn’t change a thing, but rather than talking through the little details, a more interesting story to share is one about the biggest, unexpected struggle we faced along the way.
We did everything right.
With less than two weeks to go, I was getting my hair done and telling my stylist how oddly calm I felt about it all. Then, on my walk home, I got a text from my dad. "Did you see this?" Attached was an article about the Mexican Army capturing El Mencho, one of the most wanted people in Mexico and the United States. I stopped walking and read the article twice. The events had taken place nowhere near Tulum, and Mexico is a very large country, so my initial reaction wasn't panic. I knew enough to understand this wasn't an ordinary news story, though, and that there would be ripple effects.
We built what was quite possibly the world's most detailed wedding website. Looking back, I think writing it was almost therapeutic. Every question I could possibly
think of, I answered. We even included a taxi negotiation
simulator (shoutout to my web app developer husband), where guests could practice their Spanish and pretend they were haggling with taxi drivers in Tulum. We created a WhatsApp group with all 60 guests so we could share updates and answer questions in real time. We arranged transportation throughout the entire weekend. We overcommunicated. We planned backup plans. We thought through every detail we could think of.
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BONUS ARTICLE
And there were. Over the following days, demonstrations began breaking out across different parts of the country. U.S. media outlets ran with the story, of course, and the questions from our guests started rolling in. For the next week, I felt like I was on a press tour. I was constantly speaking with guests, sharing updates, providing context, and trying to separate what was actually happening from what was being amplified online. I was also in regular contact with our planner in Mexico and friends in the area who could give us real-time updates on conditions in Tulum. Fortunately, things returned to normal in Tulum within a day. The problem wasn't the reality on the ground, though. It was the uncertainty. I was so upset because that was the one thing I had spent a year trying to eliminate. My biggest goal throughout the planning process wasn't perfection. It was just making sure our guests felt excited, comfortable, informed, and taken care of from the moment they booked their flights. The experience taught me that no amount of planning can eliminate uncertainty. The best event planners, hosts, and experience designers aren't the ones who prevent every problem. They're the ones who adapt when things don't go according to plan.
We had to work for our wedding weekend in ways I never expected, but once we were standing there surrounded by 60 of our favorite people in one of our favorite places in the world, it was worth every second. Once we were there, everything went off without a hitch and still was, without question, the best weekend of our lives.
@CONIE.WEDDINGS
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As Seen In This Issue
IN Pattern mixing Blue Nostalgic foods & toys Family-style dinners “Weird” venues Substack
OUT
Beige Quiet luxury Corporate jargon UGC LinkedIn
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UNTIL NEXT TIME
If you've made it this far, thank you for reading.
My hope is that you leave with a few new perspectives, a few new ideas, and perhaps a renewed appreciation for the experiences and communities shaping the world around us. ATMOSPHERE is published by studio jac, an experiential design studio that plans and produces experiences for modern brands and startups. Whether it's a founder dinner, customer retreat, brand activation, or multi- day gathering, my goal is always to make your brand felt. To follow along with what I'm building, the experiences I'm designing, and future issues of ATMOSPHERE, find studio jac on Instagram.
See you in the next issue. — Jac
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CONTACT Website: bystudiojac.com Email: info@bystudiojac.com Instagram: @bystudiojac
If you enjoyed my writing, it would be greatly appreciated if you could subscribe to my Substack where I post new articles every week.
studiojac.substack.com
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ATMOSPHERE
A SEASONAL PUBLICATION FOR FOUNDERS, CREATIVES, & MODERN BRANDS
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