Cool is fast becoming the new frontier in a niche-mad world, which has major implications for all culture and consumer industries, from marketing, advertising and media, right through to retail and hospitality. The Cool Age is here.

Cool has become a concept denoting a kind of elusive X-factor that makes something exceptional. Individual. Covetable. Inspiring. Independent. Thoughtful. Limited. Pioneering. Exclusive. Innovative. Original.

Cool has become shorthand for anything “interesting,” used by everyone - from Boomers through to Generation Y.

Whatever its manifestation, cool gives a brand, person, product, place or service a supernatural power to rise above the noise. To stand out in an ocean of “stuff” and make people remark to themselves:


“I want that.”
“I love that.”
“I’m going to tell my friends about that.”

Step into the Cool Age.

The Hunt For Cool
Culture's newest buzzword