Aesthetics

Workshop Program

• 9.30 – 10.00
  The Real Trends and the ‘world’ of Aesthetics
  Introduction at the formative cycle and presentation of the Aesthetics map: roles, influences and future development
• 10.00 – 10.30
  Hyper Memorable
  Focuses on the businesses that have an interesting story to tell and that have been successful in expressing their unique experience through their aesthetics, products and brand imagery
• 10.30 – 11.00
  Wonder Simplification
  The concept of ‘simplification’ is a search for the “essence”, an expression of talent that is able to achieve a refined and surprising synthesis, which stands between a new philosophy of life and a wonderful experience
• 11.00 – 11.20 – coffee break
  
• 11.20 – 11.40
  “The Mikroman story… and vision”
  Sam Buxton, Designer
• 11.40 – 12.10
  Extra Rules
  The creative challenge of rules comes into play, in search of traditions of excellence. A guideline that is able to emphasise the vital strength of the ‘rules’ that is invented as a mean to bypass conformism
• 12.10 – 12.40
  Ultra Graphic
  The unexpected richness of creative surfaces and chromatic effect is reconfirmed. The skin of objects becomes an experimental laboratory, able to propose innovative languages and grammar
• 12.40 – 13.00
  “Enlightments by La Rotaliana: ‘light’ between function and mission”
  Giovanni Lauda, Designer
• 13.00 – 14.00 – lunch
  
• 14.00 – 14.30
  Huge Interlace
  The mixing of styles is increasingly lived as a form of personal stimuli that enriches people’s everyday life. The chemistry of the relational dynamics find, in this habitat, its own combined aesthetic
• 14.30 – 15.00
  The project “Do-knit-yourself”
  Nicoletta Morozzi, Designer and la Pina, DJ
• 15.00 – 15.30 – coffee break
  
• 15.30 – 16.00
  Super Material
  The consistency of materials becomes the plot for a story and the aesthetic experimentation that broadens from the natural to the artificial: an expansion and extension of character, of the structure and of their creative possibilities
• 16.00 – 16.30
  Massive Details
  Details conquest the scene through symbolic or iconic significance: a performance in all the senses made possible by vocation and through the creative wrong-footing
• 16.30 – 17.00
  “Design weak and diffused”, introduction at the Exhibition ‘The new Italian Design’
  Andrea Branzi, Architect
• 17.00 – 17.30
  Micromega Luxury
  Luxury meets with the dynamics of the prestige and the out of scale, opening a new dialogue that manifests itself through the ludic expressions of proportions

Workshop Program

• 9.30 – 10.15
  The Real Trends and the Surrealism into the Consumption world
  Introduction to the Consumption’s expressions and their evolution paths. Consumption as subtle phenomenon regarding the set up and the achievement of the individual self: the ex Avant-gard movements, as Surrealism, are trasformed into daily behaviour
• 10.15 – 10.45
  Moving Effect
  Mobility has become a new condition of life that, through its dynamic dimension, creates innovative effects in terms of new domesticity, proximity, reception
• 10.45 – 11.15
  Club Med’ global strategy: ‘discover a new world, discover new people’
  Giorgio Palmucci, General Director Club Med’ Italia
  Gianmaria Mazzei, Marketing and Communication Director Club Med’ Italia
• 11.15 – 11.30 – coffee break
  
• 11.30 – 12.00
  Choice Excitement
  The future of consumption plays on the excitment of choice, that implies the ability to select. An action that expresses an intuitive knowledge, founded on the solid base
  of experience and information
• 12.00 – 12.30
  Pocket Experience
  Products and services of excellence, limited in time and space, that constitute the point of convergence of luxury and commodity, expressing its ‘dense’ experience through dimension, price and quality
• 12.30 – 13.00
  Taste Empowerment
  The consumption authors’ (consum-autore) centrality of taste and his cultural capacity becomes at the centre of his creative growth, expressed through consumption
• 13.00 – 14.00 – lunch
  
• 14.00 – 14.30
  Surprising Endurance
  Consumers’ need for finding surprise and “marvel” in the consumption process leads to the cognitive rediscovery of roots and memory
• 14.30 – 15.00
  The X Generation’s domestic icons and the Moon case history
  Laura Carpani, Marketing Research & Consumer Analysis Manager – Indesit Company
• 15.00 – 15.30
  Fair Extention
  The necessity for responsibility extends to companies, and it is defused within the wider community of consumers according to the values of a new democracy, with sustainable processes that become visible, transparent and understandable to all
• 15.30 – 16.00
  Push-botton Expertise
  The access and control of information, on behalf of an ever expanding band of the population, foster competence and a desire for quality, the development of new talents which encourages the sharing of expertise
• 16.00 – 16.30
  Expanded Environment
  The vital atmosphere is expanded, requiring new care in ecological and narrative terms and supporting, above everything, the exchange and the growth of passions, the sharing of opinions and of networking, online but also on the territory
• 16.30 – 17.00
  Creative Visions inspired by Living Design
  A tale from tomorrow’s family
• 17.00 – 17.30
  Strategic Conclusions

Communication

Workshop Program

• 9.30 – 10.00
  “Music and Voice as Drivers of New Communication Channels”
  Introduction by Francesco Morace followed by the film director Toni Brunetti’s presentation
• 10.00 – 10.30
  Posh Tweens (8-12 year old)
  Young teenagers’ communication strategies
• 10.30 – 11.00
  Expo-Teens (13-19 year old)
  “CoCo syndrome”: teenagers’ unbridled consumption and communication patterns
• 11.00 – 11.30
  Linker Boys (20-25 year old)
  Creative communication, connection and conviviality through new technologies
• 11.30 – 11.45 – coffee break
  
• 11.45 – 12.15
  Open forum: “Teenagers’ new challenge”
  By Francesco Morace, Linda Gobbi and Aldo Cernuto, Creative Director Young & Rubicam Italia
• 12.15 – 12.45
  Sense Girls (25-35 year old)
  A feminine world of values that move towards the dimension of the young adults and of the Unique Sons
• 12.45 – 13.15
  The question of the “X generation”: Young & Rubicam’s selected campaigns
• 13.15 – 14.15 – lunch
  
• 14.15 – 14.35
  A Broadcaster’s digital metamorphosis: from ubiquity to relevance. The MTV case
  Gian Paolo Tagliavia, VP Multimedia and DTT – Telecom Italia Media
• 14.35 – 15.00
  Mind Builders (35-45 year old)
  The escalation of cultural creative people and their communication channels
• 15.00 – 15.25
  Normal Breakers (40-50 year old)
  Alternatives of the new critical communication
• 15.25 – 15.50
  DeLuxe Guys (45-60 year old)
  Luxury communication for baby boomers
• 15.50 – 16.15
  Pleasure Growers (60 year old +)
  Communication for the mature hedonists
• 16.15 – 16.30 – coffee break
  
• 16.30 – 17.00
  Genre, Generations and Families
  Young & Rubicam’s vocation for “Familiar & Family” brands
• 17.00 – 17.30
  Self-portrait Performance
  The photographer Cristina Nuñez presents the Self-portrait’s of the workshop’s participants

Retail

Workshop Program

• 9.30 – 10.00
  The New Architectures and Commercial Venues of retail
  Introduction by Francesco Morace
• 10.00 – 10.20
  Brand Expression
  Between the home brand and the code of the territory
• 10.20 – 10.40
  Unexpected Link
  Between the territory of surprise and the surprise of the territory
• 10.40 – 11.10
  Nivea’s first Temporary Store
  Giuseppe Berardi, Marketing Director, Beiersdorf Italia
• 11.10 – 11.30
  Simple Sample
  New Basic between accessible creativity and fast fascination
• 11.30 – 11.45 – coffee break
  
• 11.45 – 12.10
  Case Study: New Autogrill’s projects
  Egidio Eugenio Maria Miti, Director A-future Project, Autogrill S.p.a.
• 12.10 – 12.30
  Selective Sensitivities
  New Luxury between creative selections and personal sensitivities
• 12.30 – 13.00
  Coin’s new project with the national team of young Italian designers
  Cecilia Chizzoli, Category Manager Home Decoration, Coin
• 13.00 – 14.00 – lunch
  
• 14.00 – 14.20
  Convivial Connection
  Between convivial reality and virtual connections
• 14.20 – 14.50
  The Eataly case study
  Luca Baffigo Filangieri, Co-founder, Eataly
• 14.50 – 15.10
  Proactive Proximity
  Malls as markets and markets as brands
• 15.10 – 15.30
  Club Cultures
  Clubs become commerce and the commerce becomes club
• 15.30 – 15.45 – coffee break
  
• 15.45 – 16.15
  Agenzia Tu by UniCredit Banca: Communication and layout of a new agency’s model
  Sara Pagliuca, Marketing communications assistant, UniCredit Banca
• 16.15 – 16.45
  Experimental & Archetypical
  Consumers as producers and shops as new creative editors
• 16.45 – 17.30
  Strategic Conclusions