THE 4 AESTHETICS TRENDS
The new aesthetic territories outline a changing panorama oriented towards the redefinition of forms, the body and materials. If on the one hand we are witnessing experimentation that exceeds the classical concept of functionality, on the other new manufacturing techniques refine the relationship with materials, in the direction of an almost surgical nature, between artisan touch and industrial sophistication. Even the poetics of recovery – both cultural and formal – modulate a subtle “decadent” game, at the same time strong and rebellious. Lastly, the most advanced of project dynamics promote ever more advanced forms of unexpected collaboration, healthy carriers of profound innovation.

THE 4 GENERATIONAL TARGETS
Lively Kids – 5-8 year olds
TechTweens – 9-12 year olds
ExpoTeens – 13-15 year olds
ExperTeens – 16-19 year olds

Workshop Program

• 9.30 – 9.45
  Introduction to the workshop day by Linda Gobbi

• 9.45 – 10.00
  HUMAN CENTRIC INNOVATION IN THE AESTHETICS CULTURE
  by Francesco Morace

• 10.00 – 10.30
  Edgy Margins
  THE BOUNDARIES OF AESTHETIC PROJECTS EXPAND BEYOND FUNCTIONALITY
  by Valentina Ventrelli

• 10.30 – 11.00
  Smooth Substance
  THE SURFACES OF OBJECTS PROPOSE A SHARP AESTHETIC FOR A NEW MATERIC SUBSTANCE
  by Valentina Ventrelli

• 11.00 – 11.15 – coffee break

• 11.15 – 11.45
  Brave Decadence
  PROJECTS THAT QUOTE THE PAST TAKE ON A REBELLIOUS LOOK THAT ALL THE AESTHETIC RULES
  by Valentina Ventrelli

• 11.45 – 12.15
  Collaborative Genius
  THE PROJECT DIALOGUE BECOMES A NEW CREATIVE DYNAMIC THAT FREES AND BOOSTS TALENT
  by Valentina Ventrelli

• 12.15 – 12.45
  TESTIMONY
  of John Dimatos, Senior Director, Design & Technology Communities at Kickstarter

• 12.45 – 13.00
  QUESTIONS AND DISCUSSION

• 13.00 – 14.00 – lunch

• 14.00 – 14.40
  The scenario of teens and pre-teens in Italy
  QUANTITATIVE ANALYSIS OF THE CONTEXT
  by Sara Giannone, CENSIS

• 14.40 – 15.10
  Lively Kids (5-8 year olds)
  THE INTUITIVE TOUCH, BETWEEN SPEED OF REACTION AND SPONTANEOUS INTELLIGENCE
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.10 – 15.40
  TechTweens (9-12 year olds)
  THE FIRST EXPERIMENTS OF GREGARIOUS COMPLICITY, BETWEEN IMITATION AND CREATIVE RE-ELABORATION
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.40 – 16.00 – coffee break

• 16.00 – 16.30
  ExpoTeens (13-15 year olds)
  PERMANENT DIGITAL EXPOSURE, BETWEEN INSTANTANEOUS COMMUNICATION AND RELATIONAL IMMEDIACY
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 16.30 – 17.00
  ExperTeens (16-19 year olds)
  EXPERTISE AS THE BASIS OF IDENTITY, BETWEEN COMPETENCE, KNOWLEDGE AND RESPONSIBILITIES
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 17.00 – 17.30
  QUESTIONS AND DISCUSSION STRATEGIC CONCLUSIONS
  by Linda Gobbi and Francesco Morace
  

THE 4 CONSUMPTION TRENDS
The evolution of consumption is increasingly oriented towards memorable life experiences, with a consumer who is in search of products to purchase not so much to satisfy increasingly sophisticated desires, but rather to ensure a mix of characteristics: their emotional quality, durability and the promise of a better future. It is not the need to own new products or services to show themselves to be a priority in consumption choices, but the possibility to elevate the experience – on a psychological and physical level – towards new existential directions, with products and services in sync with the new feelings and needs of consumers.

THE 4 GENERATIONAL TARGETS
CreActives – 20-25 year olds
ProActives – 25-30 year olds
ProFamilies – 30-35 year olds
ProTasters – 35-40 year olds

Workshop Program

• 9.30 – 9.45
  Introduction to the workshop day by Linda Gobbi

• 9.45 – 10.00
  HUMAN CENTRIC INNOVATION AND POST-CAPITALISM EXPERIMENTATION
  by Francesco Morace

• 10.00 – 10.20
  IDEAS ON NEW TRENDS IN CONSUMPTION
  by Luigi Rubinelli, director of RetailWatch.it

• 10.20 – 10.40
  Touching Science
  BEYOND MAGIC, TO EXPERIENCE NEW FORMS OF PERSONALISATION
  by Lucia Chrometzka

• 10.40 – 11.00
  ExtrActing Matter
  BEYOND SOPHISTICATION, THE EMERGENCE OF THE NATURE AND SENSE OF THINGS
  by Lucia Chrometzka

• 11.00 – 11.20 – coffee break

• 11.20 – 11.50
  BEYOND EXPENDITURE: BUILDING A RELATIONSHIP BETWEEN PURCHASING PROCESS, CONSUMPTION AND TERRITORY
  Marco Porcaro, CEO – Founder Cortilia

• 11.50 – 12.20
  Urging Control
  BEYOND SIMPLIFICATION, TOWARDS NEW THRESHOLDS OF PLANNING
  by Lucia Chrometzka

• 12.20 – 12.40
  Adapting Formula
  BEYOND SHARING, FOR SYSTEMS THAT SHAPE UNTAPPED POTENTIAL
  by Lucia Chrometzka

• 12.40 – 13.00
  QUESTIONS AND DISCUSSION

• 13.00 – 14.00 – lunch

• 14.00 – 14.30
  QUALI-QUANTITATIVE ANALYSIS OF THE CONTEXT
  by Francesco Maietta, Responsible of Social Affairs CENSIS

• 14.30 – 15.00
  CreActives (20-25 year olds)
  ERASMUS GENERATION: THE NEW FRONTIER OF POST-CAPITALISM
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.00 – 15.30
  ProActives (25-30 year olds)
  YOUNG PROFESSIONALS: THE NEW COMMUNITY OF GLOBAL MULTIPLAYERS
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.30 – 15.45 – coffee break

• 15.45 – 16.15
  MILLENNIALS AND INFORMATION FOR CONSUMERS
  by Massimiliano Dona, Secretary General of the Unione Nazionale Consumatori

• 16.15 – 16.45
  ProFamilies (30-35 year olds)
  COOL TRADITIONALISTS: THE FAMILY NETWORK IN SUPPORT OF PERSONAL SUCCESS
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 16.45 – 17.15
  ProTasters (35-40 year olds)
  THE NEO-AESTHETES: VITAL EXPERIENCES FROM EMOTIONAL INTELLIGENCE
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 17.15 – 17.30
  QUESTIONS AND DISCUSSION STRATEGIC CONCLUSIONS
  by Linda Gobbi and Francesco Morace
  

THE 4 COMMUNICATION TRENDS
In the world of communication the time variable contracts always more, until it condenses in the present, with a view to instantaneity, creating a new relationship between communication, production and product experience. The brands take on a role comparable to that of opinion leaders, proposing advanced forms of communication ever closer to the art of oratory, targeting the digital. Even the more genuinely artistic dimension meets the most classic forms of communication, evolving from the idea of deep convergence between mainstream and niche phenomena. Lastly, we rediscover the value of the “not said”, discrete forms of communication that are whispered and almost hidden.

THE 4 GENERATIONAL TARGETS
New Normals – 40-50 year olds
Singular Women – 40-60 year olds
Mind Builders – 50-60 year olds
Premium Seekers – 50-70 year olds

Workshop Program

• 9.30 – 9.50
  Introduction to the workshop day by Linda Gobbi

• 9.50 – 10.10
  THE ROLE OF GRATITUDE IN COMMUNICATION
  by Francesco Morace

• 10.10 – 10.30
  Unique Diversities
  DIVERSITY MARKS THE TRANSITION FROM PERSONALISATION TO UNIQUENESS
  by Paolo Ferrarini

• 10.30 – 10.50
  Accidental Curiosity
  QUIRKS AND CURIOSITY AS TOOLS TO TEST, EXPERIMENT, AMUSE AND ATTRACT
  by Paolo Ferrarini

• 10.50 – 11.10 – coffee break

• 11.10 – 11.40
  OPERA FOR EVERYBODY: EMOTIONS AND DIGITAL STRATEGY
  Paolo Klun, Head of Press Office, Image and Communication Opera di Firenze and Maggio Musicale Fiorentino

• 11.40 – 12.00
  Algorithmic Touch
  SENSIBILITY AND SENSORIALITY OF ALGORITHMS, NEW PARTNERS OF ADVANCED COMMUNICATION
  by Paolo Ferrarini

• 12.00 – 12.20
  Docu-Lives
  THE OBSERVATION OF REALITY AS THE KEY PASSAGE FROM STORIES TO HISTORY
  by Paolo Ferrarini

• 12.20 – 12.50
  OVS ARTS OF ITALY
  Francesco Sama, General Director OVS

• 12.50 – 13.00
  QUESTIONS AND DISCUSSION

• 13.00 – 14.00 – lunch

• 14.00 – 14.30
  QUALI-QUANTITATIVE ANALYSIS OF THE CONTEXT
  by Francesco Maietta, Responsible of Social Affairs CENSIS

• 14.30 – 15.00
  New Normals (40-50 year olds)
  GENERATION X: EXCEPTION AS THE NORM IN EVERYDAY LIFE
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.00 – 15.30
  Singular Women (40-60 year olds)
  MATURE WOMEN: PRAGMATIC THOUGHT AS THE KEY TO MANAGING MULTIPLICITY
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.30 – 15.45 – coffee break

• 15.45 – 16.15
  SOFIDEL AND 50 YEARS OF HAPPY GROWTH
  Susanna Bellandi, Global Creative & Communication Director So del Mariarosa Musto, Managing Director Saatchi & Saatchi

• 16.15 – 16.45
  Mind Builders (50-60 year olds)
  MALE BABY BOOMERS: CULTURAL COSMOPOLITANISM AS EXISTENTIAL ATTITUDE
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 16.45 – 17.15
  Premium Seekers (55-70 year olds)
  THE ÉLITE OF LUXURY: THE CONSTANT SEARCH FOR MATERIAL EXCELLENCE AS A VALUE
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 17.15 – 17.30
  QUESTIONS AND DISCUSSION STRATEGIC CONCLUSIONS
  by Linda Gobbi and Francesco Morace
  

THE 4 RETAIL TRENDS
In the multitude of choices of an ever increasing number of purchase sources, consumers are proving to be increasingly
eclectic: experts, curious and attentive in choosing the sales channel that best matches the specific shopping experience. Between everyday pragmatism and constant emotional excitement, are increasingly searching for consumption occasions that enhance the uniqueness, they themselves promoters of new forms of personalization, where technology plays a decisive role. In a rapidly changing market, suspended between on and offline, where new players appear on the horizon with innovative proposals sometimes unsettling, the responses of the mainstream is immediate.

THE 4 GENERATIONAL TARGETS
Job Players – 65-75 year olds
Pleasure Growers – 65-80 year olds
Family Activists – 65-80 year olds
Health Challengers – 75-90 year olds

Workshop Program

• 9.30 – 9.45
  Introduction to the workshop day by Linda Gobbi

• 9.45 – 10.00
  THE POWER OF PEOPLE IN RETAIL
  by Francesco Morace

• 10.00 – 10.30
  RETAIL SUFFERS MORE ACCELERATIONS
  Luigi Rubinelli, Director of RetailWatch.it

• 10.30 – 10.50
  Format Escalation
  THE EVOLVED DYNAMICS OF RETAIL SPACES BETWEEN CONTINUITY AND PROGRESSION
  by Luisa Aschiero

• 10.50 – 11.10
  Tiny Revolution
  TECHNOLOGICAL MICRO-SOLUTIONS FOR SUBSTANTIAL CHANGES
  by Luisa Aschiero

• 11.10 – 11.30 – coffee break

• 11.30 – 12.00
  THE VISION OF UNES: THE WORLD DOES NOT STOP AT EDLP
  Mario Gasbarrino, President and CEO Unes

• 12.00 – 12.20
  Magical Keys
  ARTICULATED SERVICES FOR IMPULSE PURCHASES AND IMMEDIATE RESPONSES
  by Luisa Aschiero

• 12.20 – 12.40
  Irregular Price
  THE DEFINITION OF PURCHASE VALUE STARTING FROM PRICE TESTS
  by Luisa Aschiero

• 12.40 – 13.00
  QUESTIONS AND DISCUSSION

• 13.00 – 14.00 – lunch

• 14.00 – 14.30
  QUALI-QUANTITATIVE ANALYSIS OF THE CONTEXT
  by Francesco Maietta, Responsible of Social Affairs CENSIS

• 14.30 – 15.00
  Job Players (65-75 year olds)
  THE ”KNIGHTS” OF WORK, STILL ABLE TO PLAY A ROLE IN THE WORLD OF PROFESSIONS
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.00 – 15.30
  Family Activists (over 65 year olds)
  THE LONG LIVED ALTRUISTS, IN FREE SUPPORT OF FAMILY AND COMMUNITY
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 15.30 – 15.45 – coffee break

• 15.45 – 16.15
  FORMATS AND RELATIONAL EVENTS FOR SUSTAINABLE PROMOTION
  Daniele Pario Perra, Relational artist, Researcher and Designer

• 16.15 – 16.45
  Pleasure Growers (over 70 year olds)
  THE MATURE HEDONISTS, WITH A FULL LIFE BETWEEN PLANNING AND GRATIFICATION
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 16.45 – 17.15
  Health Challengers (75-90 year olds)
  THE HEALTH CHALLENGERS, IN SEARCH OF ASSISTANCE AND CARE IN HUMAN AND RELATIONAL ASPECTS
  by Linda Gobbi, Francesco Morace and Isabella Guaitoli

• 17.15 – 17.30
  QUESTIONS AND DISCUSSION STRATEGIC CONCLUSIONS
  by Linda Gobbi and Francesco Morace