Gen Z is a digital-native generation, shaped by a world of fast scrolling and ever-refreshing feeds. For Gen Z, heritage resonates when it’s expressed through a contemporary lens. As Gen Z are primarily digital natives, why would you say it’s important for brands to create and maintain physical brand homes? With the travel market surging and Gen Z leading the charge, the time to innovate in the brand home space is now. The campaign brought together actors, icons, musicians and it-girls, perfectly capturing the spirit of modern British culture.