Welcome to TOMORROW WILL ARRIVE

Our new agency editorial feed, dedicated to creative critique and future thinking

Welcome to TOMORROW WILL ARRIVE, a platform for cultural critique and future thinking; offering perspectives on luxury, brand strategy, identity and design. Created by BIRCH, we are a London-based creative studio, founded in 2009. You can reach us here, or join our Subscriber chat here.

There’s a ticker-tape board near Victoria Station. Our founder sees it on his way into the office every morning.

It displays stock market prices, news headlines and occasionally – for no particular reason – the slogan, ‘tomorrow will arrive in “x” hours’. We love it.

In a world that often feels relentlessly negative, said ticker-tape board reminds us daily that there is so much progress to celebrate in the world.

This Substack is BIRCH’s own commitment to progress, a platform for creative critique and future thinking.

Here, you’ll find short, sharp takes on the luxury and creative industries and the world of brand building. This is BIRCH ‘thinking out loud’ – perspectives on our craft that we hope will intrigue and inspire.

For starters, we examine why luxury is mindset not an aesthetic, and why the hotel industry needs to create a sense of belonging.

You can find out more about what we do here, and follow us on social here and here too.