| So What? Future Vision Workshop 13th October 2009 True Storytelling. The collapse of post-modern communication. Tell stories. But only true stories. | |
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 CrossingScapes [City Landscape]The city becomes the media, the channel and the language to define new forms of communication. The urban environment becomes the most advanced laboratory for creative experimentation, true rites of initiation for citizens and ordinary people who would otherwise remain outside the most innovative logic. |
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Identities Bloom [Leisure Landscape] It is becoming ever more clear that in the future the worlds of consumption and communication will adopt a tourism model as their format of reference. In the phase in which the economy of experience and the consumption of intensity clearly emerge, what counts is in fact the surprise of travel in daily life. |
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Blending Stories [Taste Landscape] In the dimension of communication and media there is a need to learn how to creatively mix the passion for food with travel, the culture of territory with the competence in recognizing ingredients. It is necessary to address communication in this sector with eclecticism and a broad and interdisciplinary vision that from Japanese manga is now able to move to the philology of a raw material such as honey. |
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Quick Feature [Technology Landscape] The world of technology and the related communication, suffers the effects of a scenario that they themselves have helped to create: the density of the effects and results that shows a convergence between achieved speed, optimization of resources and credibility of relations. |
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Interiors Tales [Living Landscape] Physical space that supplements our virtual experiences is increasingly characterized by a need for putting one’s inner world on show, which easily finds opportunities to manifest itself through objects, products and flexible and customizable furnishing systems. |
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Visionary Paths [Wealth Landscape] What is likely to save businesses from the recession will be the sense of enterprise. The world of finance – in its most advanced and enlightened position – begins to understand that the only strategy to lead them beyond the crisis is based on vision, the ability to trace new paths on the rough terrain of mature globalization. |
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Nomad Chronicles [Mobility Landscape] The relationship with urban and extra-urban transport is radically changing, adopting new paradigms and behaviors: by air one will be able to travel standing, and the cities of the future will be made to measure for man and the bicycle. Communication in this area will have to construct a credible laboratory for the development of new contexts. |
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Elsewhere Settings [Style Landscape] Today the world of style and fashion registers the need to look elsewhere, to develop new strategies, to rethink their business model. In the phase that we are living it should instead be the area of textiles and clothing that humbly learn from other sectors: technology and body care, the car and above all food. |
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Timeless Muses [Beauty Landscape] The reference to the world of the muse and the star system within the area of communication acquires a new tonality: to be neither based on fame or simple media exposure is enough; but there is a need to work on contents of substance that the world of the stars can convey. |
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Shape Fiction [Body Landscape] In a dimension of communication that combines visionary approach and science, the perception of the body is considered by people (and also by companies) as the thermometer to determine the temperature of the near future. |
So What? Future Vision Workshop 23rd June 2009 Trust Value. Regenerate Value. Virtuous consumption. Respecting the intensity of the experience. |
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Split Benefits [City Landscape] Services and initiatives with the power to change consumption behaviours through virtuous incentives transform the face of the city. These are proposals that revolve around the idea of a reduced cost in view of benefits obtained, where the true appeal is not only linked to economic gains but also to a consumer awareness that he/she is contributing to a virtuous system. |
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Free Plots [Leisure Landscape] In everyday life people are today “in search of authentic stories” in which they want to be the authors or protagonists, tales of real and virtual life that can be passionate, involving, or even simply fun, but anyway that release an emotion and permit for the experimentation of new roads. |
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MicroSpin [Taste Landscape] The new micro-macro dynamics, the relationship between small business owners and large-scale retailers, and between niche products and unexpected sectors, create a new territory for experimentation in the food sector. It's about productive micro-units that are also able to re-launch new ideas in order to guarantee high quality finished products develops further. |
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Hidden Side [Beauty Landscape] Medical properties and holistic approaches mix in a new equilibrium where the protection of the natural resources becomes a priority, and in which all the aspects of the process are important, from the packaging to the use of renewable resources, or the transparent communication. It’s about intelligent and alternative solutions at the service of good cause. |
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Optimum Volume [Living Landscape] The absolute priority becomes the optimization of volume in relation to the main function of the object and the space. It is here always more often that we find proposals that “develop” horizontally and vertically. A new project coherence and concreteness allows the consumer to imagine a face for his/her home, compact and, at the same time, flexible. |
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Quick Value [Wealth Landscape] The new products in the finance sector, fruit of the market crisis and of the slump in the credibility of the operators in the sector, now have the necessity of showing a “friendly face”. The speed, the immediacy and the simplicity are at the base of the new services, which no longer direct their attention only to the privileged range of users but are always more close to the needs of the so called “weak subjects”: women and the young in search of work, immigrants, poor nations development. |
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Green Soul [Technology Landscape] There is a growing appreciation for intelligent systems that reduce energy consumption while proposing the magical side of technology, capable of opening the doors to new worlds and to stimulate the imagination of the consumer without the use of special effects, but thanks to visionary projects that restore a virtuous relationship between consumer, nature and innovation. |
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Smart Actions [Mobility Landscape] Mobility, travel and nomadism, all play an integral part in peoples’ life choices, transforming into true and proper mindstyles that are not put into discussion. The changes are in solutions that people adopt in there “travel strategies”, and that require true and proper body “training” (the triumphant return of the bike and walking) and the mind. |
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Mindful Layers [Style Landscape] Without a doubt the interest of the consumer for the genesis of the fashion-product has increased. Products with a virtuous history to tell are appreciated, through a new model of consumption that puts into light alternative thoughts. In this way the demand for ethical products that respect the environment and have a greater responsibility towards society grows. |
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Bright Health [Body Landscape] Alleviate and lighten the daily experience through simple solutions that people can easily learn how to self administer, whose sum constitutes a complex experience in the end. Simplicity and deepness, micro-recipes and philosophies of life that live together in a smart balance with the trend Bright Health. |
So What? Future Vision Workshop 28th April 2009 Design Thinking by the consum-author. The victory of innovation over fads. Imagine the fruition of the market. But also the context in which it develops. |
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Creative Surround [City Landscape] Creative resonance brings widened contexts to the centre of the project, forgetting the traditional subdivisions between the central and peripheral. |
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Native Codes [Taste Landscape] The codes of representation of the sphere of taste work on the imaginary of pleasure and gratification in a way that is always more explicit, pure, real, rejecting the sophistications that move away from the material world, in search of a native authenticity. |
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Primary Marks [Leisure Landscape] The iconography of origins and the primordial traits are the testimony of a decisive return to the deepest roots of aesthetic experience, from taste to sound. |
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Color Slap [Beauty Landscape] With force colour reclaims a materic presence, which becomes a kind of “fourth dimension” and cannot be renounced in any chromatic project. |
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Easy Enlightened [Living Landscape] Design thinking expresses itself in a privileged way in enlightened projects, or rather the choice of a lightness of ideas, of form and of contents, which first of all is expressed for its “smartness”, and for the ability to produce direct and efficient solutions. |
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Micro Tailored [Wealth Landscape] Even the path for the recovery of trust (put into act by the companies of each sector) passes by aesthetics, in particular with the choice of underlining new small steps through concreteness and the human dimension of the “made to measure”, from the communication to the product. |
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Content Framing [Technology Landscape] The content as the protagonist always takes the upper hand in respect to cold and invading technology: this phenomenon is expressed in all sectors, sectors in search for a sense of things that is able to privilege concreteness. |
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Techno Morphic [Mobility Landscape] In parallel we see the rise of a technological animism, of clear oriental origin, in search of friendly new forms and structures, equipped with an environmental sensibility and a heart that is able to guarantee sustainability on all levels. |
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Artistry Substance [Style Landscape] The aesthetic of the “made to perfection” shows itself to be a guarantee for disorientated consumers, who always more appreciate the craft dimension, almost artistic, distant from the rigidity and the flattening of mass production. |
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Slow Performative [Body Landscape] The slow performance is in search of a time that is accomplice to the body, a body that is always less passive and that confirms itself as the protagonist of every experience be it aesthetic or sensorial. |