3. Getting a Real ID might not have to be a real nightmare
I think I just discovered the best kept secret in NYC.
Have you gotten your Real ID yet? It’s rough out here. I’ve been on the DMV website several times and there’s never any appointments. Then I see this:
UGH.
Starting May 7th, 2025 you will need a Real ID or passport to fly domestically in the U.S. Passed by Congress in 2005, the REAL ID Act establishes minimum security standards for state-issued driver licenses, permits, and ID cards.
A REAL ID is optional. I decided the new normal would just be to bring my passport in lieu of being able to secure a DMV appointment. But then I remembered that I still have AAA from that time when we had my mom’s old car before it died on the streets of Brooklyn (RIP Killer Mike, the best old Saab you could have).
And now, I might have just found the best kept secret in NYC. AAA has their own locations that function as a DMV. Was it still hard to get an appointment - yes. But once we got there it was like a whole different world. Tranquil. A zen Buddhist garden with glossy pictures of smiling catalogue models on the wall.
Our appointment was at 10:15AM. We walked in at 9:45AM because we were stressed about wait times. They called us up to the counter quickly. They let Ben and I do it together. There were truly only ~8 seats in the place and they were not all full. The woman next to us kept telling the person helping her that she "loved AAA." "I just love you guys," she said in her high pitched, but gentle voice. "I've been a member ever since I was 16." The woman behind the desk chuckled awkwardly and said, "thank you so much."
After you do the initial check-in, you move to the other side of the semi-circle and wait for them to call you to the desk. We waited maybe 10 minutes. I went up to the desk and immediately hear the same woman next to me - "I just love you guys!" "OK," the young man behind the counter said. He's probably tired of people gushing over his capitalist overlord employer all day.
And that was it! I am getting a Real ID in the mail any day now.
After, I popped into the Capital One cafe. "Hi!"a woman said cheerily. "Are you talking to me?" I asked, caught off guard. "Yeah!" She said. "Oh sorry, I thought you were talking to him," I said, pointing to a man at the water fountains where I had been staring trying to locate the bathrooms. "Naw, he's my colleague!" she said. Columbus Circle is an alternative universe of NYC. A tranquil DMV; friendly bankers.
If you are following brands, it’s obvious that creating in-person experiences is becoming more and more important. Not necessarily for in-person retail - I don't think those in-person Amazon stores ever really took off - but for creating and keeping brand affinity. I don’t know if it’s a leap to call a AAA DMV a brand experience but Capital One cafe definitely is, so bear with me.
Cadillac House was one of the earlier versions of this. Cadillac worked with Gensler on the space, creating an open-to-the-public, third-space with programming. The project was open for 3 years. No one was actually buying a Cadillac there (though they were on display for you to inspect and even sit in), but I do think it succeeded in helping Cadillac build some "cool" equity and brand affinity with a younger audience. But at what cost?
Cadillac House was more akin to a traditional brand pop up (just a really long one) and provided a completely free experience, which isn't sustainable long-term. It's interesting to watch brands find new ways of creating permanent experiential touch points that are sustainable. For example, if you've been reading along, you've probably also noticed how many luxury fashion brands are opening restaurants. Customers have to pay to be there but restaurant margins are tight, so they most likely make only a little money. This works for luxury brands because while you might not be able to buy a Louis Vuitton bag, you can probably afford to have a coffee at their cafe (and post on social media about it).
But I think Capital One's version is great and utilitarian. They've made it a normal business (anyone can buy coffee there) but with a huge perk if you're a customer. If you have a Capital One account, the coffee is an unbeatable price. I ordered an oat milk cortado. When he asked if I was paying with Capital One and I said yes the price went from $6.50 to - I kid you not - $2.86. Having a cafe at the bank branch also makes the whole space feel much more casual and cool.
What are some physical brand manifestations you like?
Today’s letter includes: A lot of examples of world building from TV shows, brands, and musical artists; a cringey video of Katy Perry talking about how she prepared for her Space trip; an incredible weeknight donburi you can make; and how Miley Cyrus is making me second guess my opinion that the 80’s were the worst fashion era.
American Workers are not feeling confident. LinkedIn’s Workforce Confidence survey found that worker financial confidence has hit a new low. The Financial Confidence Index (a scale from -100 to +100), which measures belief in one’s ability to improve their financial situation in the next six months, dropped to +15 in February 2025. That's even lower than during the height of the pandemic. We can thank new economic policies, a slowing job market, and AI’s uncertain impact on jobs. Probably more of a recession indicator than a Kardashian being spotted in Bushwick.
Katy Perry went to space. Perry was one of six in an all-female crew that launched and landed safely on Monday morning aboard a rocket operated by Jeff Bezos' Blue Origin company alongside Gayle King and Bezos' fiancé, Lauren Sánchez, who put the group together. I know it’s supposed to be inspirational since it was the first all-female spaceflight since 1963, and I do have to admit, there was good representation in the group in terms of diversity of both race and purpose (ie. STEM vs. celebrity). But timing wise - it feels out of touch to spend millions of dollars going to space for 10 minutes when a carton of eggs is becoming inaccessible for many Americans. Watch this clip to hear how Perry is “really excited about the engineering of it all” and “listening to Cosmos by Carl Sagan” lol.
Loewe is showing off in Tokyo. Loewe’s first major brand exhibition is now open in Tokyo. It highlights Loewe’s history and is open until May 11th. From a recreation of Loewe’s atelier and a flower garden that sways in the air, to some of the brand’s iconic designs, archival photographs, textiles, apparel, sculptures, and contemporary design objects on display. It sounds like they went heavy on interactive elements such as audiovisual storytelling, spatial installations, and live demonstration stations of master weavers and ceramicists performing their craft.
Last week’s certified underrated actress Carrie Coon made an appearance.
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Step Curry and Michelle Obama teamed up to launch a new sports drink. It's called Plezi. The sports drink category is largely dominated by three main players: PepsiCo’s Gatorade has 61% market share, followed by Coca-Cola’s Powerade at 14.5% and BodyArmor at 11.8%. So you might be wondering, why? Who is this even for? Well, it's for me. Plezi has no added sugar or artificial sweeteners, less sodium than leading rivals and a full daily dose of vitamin C. I often feel dehydrated, pick up a Gatorade and think, "how much sugar am I consuming?" It's only available in California and on Amazon, so I'm not sure when I'll be having one. Cali friends try it out and circle back!
Bumble is trying to engage Gen-Z in new campaign. The “Find me on Bumble” campaign plastered across the NYC MTA caught my eye. Mostly because it felt like someone my age dressing models up in what they think Gen-Z looks like. The campaign brief was: “Engage Gen-Z and younger millennials to believe in the experience of dating online (again) by showcasing the interesting people they can meet on Bumble – right in their city.” My first reaction was literally: “those can’t be real people.” Am I just old? It’s ok, you can tell me. Word on the street is that Whitney Wolfe Herd doesn’t like it either and she’s taking new pitches.
Lacoste is opening a summer cafe in Monte Carlo. Someone should do a full round up of luxury fashion brands and their restaurants. This one is just a pop-up though. Located at Le Méridien Beach Plaza Hotel, it will offer all-day dining with “elegant desserts inspired by tennis heritage and cocktails that reinterpret René Lacoste’s favourite recipes.”
On a whim, I made vegetarian unagi donburi. That just means the eel is actually eggplant. It was really easy and delicious! I didn’t have sake on hand, so I used Chinese cooking wine and it worked just fine. I used a regular eggplant, vs. the thinner Chinese/Japanese eggplant that the recipe called for and once again, it worked well. We always have sushi rice on hand and prefer it with a recipe like this.
The next day, I ate the leftover rice with a gooey fried egg, Gim (Korean salted seaweed) and these cucumbers that I’m obsessed with making lately. So easy and tasty.
I slice the cucumbers, put them in a mason jar and then freehand add in soy sauce, sesame oil, chili oil, rice vinegar, garlic powder (lazy version), and sesame seeds - then shake! I store it in the fridge after and use with a bunch of other meals as a snack/palate cleanser.
Listening
I have a real soft spot for well-written and executed pop music. So mostly that.
Miley Cyrus really leans into the “Boom Boom” aesthetic/80’s in the album art and music videos for her new album ‘Something Beautiful’ which I suppose isn’t surprising after her much discussed look at The Grammys where she won for ‘Flowers.’ She looks incredible, which surprised me because I have long thought the 80’s were the worst time for fashion and I think a lot of people agree. I’m not sure how I feel about the music itself, but the art direction/styling is *chef’s kiss*
Bon Iver’s new album is out and its called “SABLE, fABLE.” My friend Adam texted me: “Breaking news: the new bon iver album is great. You should be proud of the this great midwesterner.” I guess I am, but also is Bon Iver cheugy? It’s not looking good when the first playlist that comes up is “The 2000s" Indie Scene.”
What’s really interesting about this album release though is the marketing. It’s taking the BRAT ethos and applying it to a very different artist with a strong personal brand. The album released along side various brand collabs that help do some world building around the album - a “salmon-colored world.”
If you like how SABLE, fABLE sounds then you can also wear Bon Iver’s limited edition luxe cashmere sweater hoodie created with Todd Snyder. Perhaps enjoy some fancy smoked salmon from his collab with Fishwife while smelling like “sound and springtime” courtesy of London fragrance brand Earl of East and journaling in your Field Notes SABLE, fABLE pair of notebooks with salmon grid paper while sipping WI-based Ruby Coffee Roasters limited edition SABLE, decaf blend.
Straight from the press release: "Bon Iver would like to thank its esteemed national partners who are bringing to life the salmon-colored world of SABLE, fABLE.”
They’ve also created release day, in-person experiences to build out the world further like a Sable, fABLE Listening Lounge at the Floyd store in Detroit. Or on the other side of the world, a special release day “Speyside Smoothie Bowl” which you can get at Old Maids in Australia. The extremely trendy Panadería Rosetta in Mexico City had a “SABLE, fABLE Berlinesa de mamey y pixtle” pastry.
This is a really smart tactic. It’s curating spots that align with the artist, and then acting as a way to share audiences. It drives traffic from Bon Iver fans to get the special item, and business regulars see the Bon Iver special item and become aware of his new album. Because it’s basically just releasing an off-menu item and slapping the album name on it, it costs the business very little to participate. Win, win.
There was so much happening, Vulture ranked some of them by “beard scratchiness.”
Honestly, the marketing team nailed it.
Watching
Prestige TV is my love language.
I finished Dying for Sex and it was really funny and poignant. Jenny Slate kinda steals the show.
Severance is a master class in world building. The graphic design of the show plays a huge role. Anyone interested in brand/marketing will find this 6 minute and 50 seconds video breaking down the typography and graphic design of Lumon interesting despite its very “Youtube-y” delivery.
Giggle break. If you didn’t see SNL’s little animated short on building NYC you should.
Wearing
Here lies my OOTW (outfits of the week).
Brooks Brothers has a vintage shop for their 125 year anniversary. Ben once got a gift from Brooks Brothers and we exchanged it for men’s pajamas in a small. Highly recommend.
I got a bob and I’m obsessed.
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You heard it here first, the AAA DMV is a brand experience!