Aesthetics and new generational performance

Workshop Program

• 9.30 – 11.15
  The challenge of age: introduction to the topic of 2006. The role of aesthetics.
  by Future Concept Lab
  Posh Tweens
  Adolescents, lovers of all that is new: perhaps the last and the only followers of fashion in a traditional logic.
• 11.15 – 11.30 – coffee break
  
• 11.30 – 11.45
  STRATEGIC VISIONS ON NEW TARGETS
  Stephane Scheyven – Business Development Manager – Xtreme Information
• 11.45 – 13.30
  Expo Teens
  Teenagers that live their identity as “exposure” (as exhibition, but also exposure to technologies and use of tribal codes and sensibilities towards various languages) through which create their own aesthetic world.
  Sense Girls
  Refined and sensitive, propose a innovative aesthetic, very close to the Asian sensibility and sensoriality.
• 13.30 – 14.30 – lunch
  
• 14.30 – 16.15
  Singular Women
  Female singularity that express their authenticity decisively: more audacious and knowledgeable.
  “CHINESE” EXPERIENCES
  Aldo Cibic – Architect and Designer
  DeLuxe Men
  The witnesses of a “real new luxury” that represents a must, above all in the emerging countries.
  Tripping Seniors
  The “boomers” that don’t accept the typical old age values and behaviours, and re-launch the values of their utopian youth, filtered by their experience and maturity.
  NEW LUXURY IN INTERNATIONAL HOTELS
  Marco Piva – Architect
• 16.15 – 16.30 – coffee break
  
• 16.30 – 17.30 (Event open to the public)
  24 HOURS SET
  Performance as a condition of life, before artistic gesture – The generational performances: THE IMAGE
  Curated by Franco Bolelli, philosopher and writer with the participation of: Andrea Zingoni · Barbara Corti, Mauro Bevacqua · Elio Fiorucci, Andrea Branzi · Brunella Caccaviello, Joseph Forakis · Kazuyo Komoda, Harry & Camila · Alessandro Mendini, Pol!femo Fotografia, Paula Junchen & Ruy Teixeira, Armin, Linke · Francisco Gomez

Age through the mirror of consumption

Workshop Program

• 9.30 – 11.15
  The game of consumption between age and generations.
  by Future Concept Lab
  Frantic Teens
  Phrenetic and compulsive teenagers, thirsty for experience and consumption.
• 11.15 – 11.30 – coffee break
  
• 11.30 – 13.30
  LES ETATS DU MARKETING
  Bernard Cova – Marketing lecturer at Euromed University, Marseille
  Linkers Boys
  The sons of the new social democracy – subjects and tribe multiplayers – open to unexpected combinations between mediated phenomena and personal experience, in order to create and re-launch “common codes”.
  Unique Sons
  The only child generation: individualists, egocentric, narcissists, consumers. Alone and they feel “unique”.
• 13.30 – 14.30 – lunch
  
• 14.30 – 16.15
  Mind Builders
  Expression of the new intellectual bourgeoisie in Asia and the world: software engineers and programmers, cosmopolitan, with a vocation for services and technology.
  Normal Breakers
  The new rebels, with a critical and creative vision of reality, for who technology is an irreplaceable life companion: in the form of file sharing, blogging and all the technological sharing strategies.
  Pleasure Growers
  Of older age, experience pleasure and the sensorial world as a horizon of hedonistic experience and intelligence.
• 16.15 – 16.30 – coffee break
  
• 16.30 – 17.30 (Event open to the public)
  24 HOURS SET
  Performance as a condition of life, before artistic gesture – The generational performances: MUSIC
  Curated by Franco Bolelli, philosopher and writer
  Participants included musicians, performers and creatives of different genres, age and cultures.

The New Media Scenario and TV Trends

Workshop Program

• Techno Playing
  Learning from the Posh Tweens: how to manage speed and the spreading energy of the message
• Tribal Fluidity
  Combining the two Expo Teens’ dimensions: fluidity and constant connection
• Surfing Boundaries
  Crossing new boundaries with the Linkers Boys’ applied experience
• Powerful Testimonials
  Enhancing the charismatic force of testimonials: the Unique Sons’ Tale
• Knowledge Expansion
  Connecting Mind Builders’ experience and expertise within the digital world
• Learning Landscapes
  Giving value to exchange and difference through communication: the Tripping Seniors challenge

• The presentation of trends by Future Concept Lab was highlighted by the experience of renowned new media players:
  Paul Kemp Robertson, Chief Editor of the Contagious Magazine, published by the X-treme Group (London, UK)
  Sara de Dios, VP Business Insights, Mediaplanning Group (Madrid, Spain)

• The workshop closed with the performance entitled “On the side of evolution” by Franco Bolelli (philosopher and writer), who presented instructions for the use of blogs, Playlist, MySpace and other intriguing technologies.

The New Retail Scenario: Gift Economy and Experimentation

Workshop Program

• 9.30 – 11.45
  Retail as new visions and relationship’s Lab.
  by Future Concept Lab
  Square & Share
  Frantic Teens’ expressive language and the shop as a tribal place
  “The Puma case history” – Paolo Lucchetta, Retail Design.
  Emotional Crossense
  Sense Girls’ refined sensorial touch and the emotional experience within the shop
  “illy Gallery” – Linda Gobbi, Future Concept Lab.
• 11.45 – 12.00 – coffee break
  
• 12.00 – 13.00
  Essential & Existential
  Singular Women’s critical and constructive ability to enlarge the retail concepts
  “The profile of Coop bookseller” – Paolo Lucchetta, Retail Design.
• 13.00 – 14.00 – lunch
  
• 14.00 – 17.00
  Crucial & Correct
  Normal Breakers’ ongoing revolution on the everyday purchasing experience
  “The new reality of Community Retail” – Cristina Favini, Logotel Retail Director
  Creativision
  DeLuxe Men’s visionary ability applied to the luxury shops
  “New Technologies for service excellence” – Marco Zamperini, Vice President Etnoteam
  Deep & Daily
  Pleasure Growers’ cultivate taste on the expanding of the day by day retail
  “The display project of Boticário in Italy” – Paolo Lucchetta, Retail Design
  
• 17.00 – 17.30
  “Living Simplicity”
  with: Sergio Tonfi – Brand Communication & Media Relations Manager – Philips Italy
  Franco Bolelli – Event coordinator
  Andrea Zingoni – Event director