Future Concept Lab – Future Vision Workshops: 2010

The Trend’s Structure

The 2010 series of workshops “The Trends’ Structure” analyzed the Natural and energetic field of the trends, that in the first decade of the century constituted the model of marketing and consumption for thousands of managers and millions of consumers, while identifying the developments and future strategic directions. The ability to read the Trend is needed, but in reality those who work seriously on trends knows that there is continuity in the progressive evolution of the those trends that really matter.

The training path developed by Future Concept Lab, therefore had the aim of building a more effective definition of future orientations, to grasp and apply practically in the definition of business, brand and product strategies.

22th April 2010

The Atlas of creativity and the Aesthetics of the “natural” world
The pragmatic power of Nature

Workshop Program

9.30 – 10.00
The evolutionary dynamics on which to build the potential for a new scenario, reasoning on the trends linked to the Natural World, to its aesthetic and power of initiation. Introduction by Francesco Morace
10.00 – 10.20
Blooming Opulence The spontaneous multiplication and exuberance of signals, images and objects
10.20 – 10.40
Avatar’s world «aesthetic» project Paolo Ferrarini, Future Concept Lab
10.40 – 11.00
Joyful Standards The new «excellent» return of commodities
11.00 – 11.20 – coffee break
11.20 – 11.50
Identidad Argentina Hernán Berdichevsky, Founding member of ImagenHB
11.50 – 12.10
Random Extras The energy of attraction of creative chaos
12.10 – 12.30
Fabulous Diversity The variation and possible experimentation of traditional codes
12.30 – 13.00
Questions and Discussion
13.00 – 14.00 – lunch
14.00 – 14.30
Case study: Bonotto Wool Fabrics Giovanni Bonotto, CEO and Creative Director Bonotto
14.30 – 15.00
Mindful Taste Sustainable emotion as an individual choice and project capabilities
15.00 – 15.30
Vibrant Alchemy Aesthetics as a new alchemical imaginary
15.30 – 16.00 – coffee break
16.00 – 16.30
Practical Grace Manual talent and creative actions in the virtuous circle of industry
16.30 – 17.00
The Creativity and Beauty of Natural Scenarios Barbara Trebitsch, Director Fashion Department Domus Academy
17.00 – 17.30
Strategic conclusions by Future Concept Lab

1st July 2010

Vocational Consumption and the illusion of neuro-marketing
Vocations and motivation behind Consumption

Workshop Program

9.30 – 10.15
Critical spirit and the creative stimulus of “new standards” in Consumption Introduction by Francesco Morace, Future Concept Lab
10.15 – 10.45
Elective Democracy Active communities that create “expansive” projects
10.45 – 11.15
Freedom B(i)ytes “Compilations” platforms that facilitate experiences of independence
11.15 – 11.30 – coffee break
11.30 – 12.00
The scenario of motivation and vocations: Volvo, a testimony Marco Lazzoni, CEO Volvo Italia – Andrea Vitullo, President Inspire – Francesco Tomba, Philosophical consultant Inspire
12.00 – 12.30
Pocket Idolatry Hedonism, narcissism and light as “compact Consumption” expressions
12.30 – 13.00
Questions and Discussion
13.00 – 14.00 – lunch
14.00 – 14.30
Diluted Miracles Support and relief applied to “hybrid Consumption” projects
14.30 – 15.00
Makeover Excess The culture of doing as an opportunity for “over the top” renewal
15.00 – 15.30
The case Yoox and Experimental Consumption Massimiliano Benedetti, Marketing Director Yoox
15.30 – 15.45 – coffee break
15.45 – 16.15
Stage Emotion The “seductive” power of the intangible within emotive consumption
16.15 – 16.45
Urban Thrills The ability of imagination that makes up an “fantasy” urban fabric
16.45 – 17.00
Questions and Discussion
17.00 – 17.30
Strategic conclusions by Future Concept Lab

14th October 2010

The Authenticity of Representation
Communication and the paradigm of consumer’s opinion

Workshop Program

9.30 – 10.15
Introduction by Francesco Morace – Future Concept Lab
10.15 – 10.45
Augmented Narration Storytelling and its new dimensions, time-space and educational, in the meeting between real and virtual
10.45 – 11.15
Engaged Consensus Consensus and its construction in the areas of community, social network and micro-blogging, through open dialogue
11.15 – 11.30 – coffee break
11.30 – 12.00
Sony Music: the new music industry between on-line and on-site Lino Prencipe, Head of Digital Sales & Business Development – Sony Music Ent. Italy
12.00 – 12.30
Reloaded Consistency Consistency rethought of on the basis of credible and relevant identity that constitutes the essential background
12.30 – 13.00
The case of Veneta Cucine and the communication of the good life Francesco Dell’Agnello, Product Trade Marketing Manager – Veneta Cucine
13.00 – 14.00 – lunch
14.00 – 14.30
Weaving Authority Authority, above all in the area of the institutions, recognized for their true ability to listen and problem solving at the service of the citizen-consumer
14.30 – 15.00
Passionate Spirits. 2.0 social youth policies by Regione Puglia Annibale d’Elia, staff Bollenti Spiriti – Puglia Region
15.00 – 15.30
Sustainable Revelation Revelation, a category practiced by “cult” brands and products, re-proposed in a sustainable format in relation to the context and the audience
15.30 – 15.45 – coffee break
15.45 – 16.15
The case of “DYou”: the first magazine for girls by Disney Veronica Di Lisio, Editor in Chief – Disney Publishing Worldwide
16.15 – 16.45
Daring Durability Durability as a logic that, in the world of products and industry, is retrieved drawing from the world of craft thought and the workshop
16.45 – 17.15
Enchanting Science Science, the motor of permanent experimentation, and model for the continual regeneration of ones – authentic – quality
17.15 – 17.30
Strategic conclusions by Future Concept Lab

25th November 2010

Commerce and symbolic exchange
The scenario of hybrid shared economies, between the real and the virtual

Workshop Program

9.30 – 10.15
Introduction by Francesco Morace – Future Concept Lab
10.15 – 10.45
Retail and the contemporary: micro changes with plenty of hybridization Luigi Rubinelli, Director MarkUp, Il Sole 24 Ore
10.45 – 11.10
Network Attitudes Shared projects for new urban platforms
11.10 – 11.35
Upgrading Statements Educate for a new responsible vision through food practices
11.35 – 11.50 – coffee break
11.50 – 12.20
Goel and Cangiari: territorial systems, ethics and innovation Vincenzo Linarello, President Goel – Marina Ferrari, Strategic Marketing Goel
12.20 – 12.45
Click & Fun Transform fashion into creative performance
12.45 – 13.00
Questions and Discussion
13.00 – 14.00 – lunch
14.00 – 14.45
Upim Pop: a case of innovation in retail Paolo Landi, COINGroup Marketing Director
14.45 – 15.10
Log-in Feelings Design atmospheres for a new sustainable domesticity
15.10 – 15.40
The case of YOOX Group and experimental consumption Massimiliano Benedetti, YOOX Group Marketing Director
15.40 – 16.00
One-to-One Drivers Propose innovative services as an expression of virtuous relations
16.00 – 16.20 – coffee break
16.20 – 16.40
Emotional Co-sharing Experiment new wellness experience partnerships
16.40 – 17.00
AR Contexts Use technology as an extension of ones life contexts
17.00 – 17.30
Strategic conclusions by Future Concept Lab