Future Concept Lab – Future Vision Workshops: 2012

2012. The end of one world… and the maps shaping the new global market

The 2012 cycle of Future Concept Lab’s Future Vision Workshops was marked by the passage to a “new world“, in order to effectively enter into a dimension of regeneration within the global scenario. Future Concept Lab developed a New Scenario, creating cognitive maps and activating a new (intellectual) compass needed to follow the possible routes.
In the 2012 series this scenario was told, starting with the new book by Francesco Morace, Paradigms of the Future. A Trend exploration.

In each seminar in the 2012 cycle the characteristics, orientations and experiences generated by each paradigm were reflected upon, including their relevance as concepts and stimuli for future projects. Evidence from society and from within the global market were highlightes, as signalling shifts stimulated by the 4 paradigms.

The analysis was enriched by the presentation of original materials coming from 40 cities that Future Concept Lab continually observes through its correspondents who live in them. The most innovative cities were selected (from São Paulo to San Francisco, and Shanghai to London) and from them the freshest signals and most significant case histories were exposed, helping the “navigate” the changes taking place within different sectors worldwide.

19th April 2012

Aesthetics map

Workshop Program

9.30 – 10.00
Regenerating the global landscape and the possible aesthetic resources Francesco Morace
10.00 – 10.30
Divine Pandemonium the systematic delirium of aesthetic messages stimulates deeper levels of perception
10.30 – 11.00
Priceless Set participating in an aesthetic project defines the new boundaries of exclusivity, proposing the concept of preciousness
11.00 – 11.30
The international art market and its relationship with the design: the success of «Modernism» Giovanna Bertazzoni,International Director Impressionist and Modern Art Department Christie’s
11.30 – 11.45 – coffee break
11.45 – 12.15
Tiny Flora «minimal» aesthetics propose an organic rhythm for everyday life
12.15 – 12.45
Lateral Nostalgia the paradox between exception and recognizability feeds a nostalgic aesthetic that is constantly evolving
12.45 – 14.00 – lunch
14.00 – 14.30
Venture Design: a sustainable road infrastructure project Giulio Ceppi,architect and founder of Total Tool
14.30 – 15.00
Euphoric Template energizing models and standards are transformed into new amplifiers of happiness
15.00 – 15.30
The creative territory of Moleskine between analog and digital Maria Sebregondi, Vice President Brand
Equity Moleskine
15.30 – 16.00
Reliable Fake creative debunking of the «original» becomes an exercise in diversifying repetition
16.00 – 16.15 – coffee break
16.15 – 16.45
Virtuous Re-form the projectual gap between waste and virtuousness regenerates the aesthetic experience
16.45 – 17.15
Freak & Science aesthetic experimentation forms an alliance with science in defining the creative territories between repulsion and enchantment
17.15 – 17.30
Strategic Conclusions by Future Concept Lab

28th June 2012

Consumption map

Workshop Program

9.30 – 10.15
Explorations, strategies and the shift from personal consumption to public goods Francesco Morace
10.15 – 10.45
Self Vintage consumption as a collection and biographical path
10.45 – 11.15
Poetry Consumption consumption as a poetic intervention
11.15 – 11.30 – coffee break
11.30 – 12.00
The case of Stone Island:a project of shared pathos Carlo Rivetti,President of Sportswear Company S.p.A, Creative Director of Stone Island
12.00 – 12.30
Fair Creativity consumption as sustainable creativity
12.30 – 13.00
Sharing Pathos consumption as sustainable creativity
13.00 – 14.15 – lunch
14.15 – 14.45
Collective Making consumption as self-production and project sharing
14.45 – 15.15
The case of Amadori:the New Deal with the market Elena Aniello,Director of Strategic Marketing
15.15 – 15.45
Excellent Honesty consumption of excellence as an emancipated experience
15.45 – 16.00 – coffee break
16.00 – 16.30
Unit Satisfaction happy consumption as a new measure of reality
16.30 – 17.00
Personal Present Continuous consumption in the continuous present as radical gratification
17.00 – 17.30
Strategic Conclusions by Future Concept Lab

11th October 2012

Communications map

Workshop Program

9.30 – 10.15
Communication and growth, between narration and the educational dimension Introduction & conversation with Francesco Morace and Franco Bolelli, writer and philosopher
10.15 – 10.45
Fictionable Heritage communication as a fun rewriting of the past
10.45 – 11.15
Life Tracking communication as a biographical map
11.15 – 11.30 – coffee break
11.30 – 12.00
Case presentation of Trussardi My Land: the creation of a new fragrance for men Giorgia Martone,Marketing Director ICR-ITF
12.00 – 12.30
Thrilling Bursts communication as a flash of enthusiasm
12.30 – 13.00
Real Time Memory communication as a spontaneous tale
13.00 – 14.00 – lunch
14.00 – 14.30
Eminent Conversation communication as a sharing of opinions on quality
14.30 – 15.00
New Panorama: from “events separated by opinions” to “your opinion is an event” Filippo Gramigna,Publisher Panorama, Icon, Flair, Epoca and Ciak – Arnoldo Mondadori Editore
15.00 – 15.30
2D Dialogue communication as a conversation between devices
15.30 – 16.00
New forms of communication between production and evocation: the case of Foscarini Carlo Urbinati, CEO Foscarini
16.00 – 16.15 – coffee break
16.15 – 16.45
Supreme Trust communication as a shared truth
16.45 – 17.15
Learning Infrastructures communication as an educational and intelligent mindframe
1715 – 17.30
Strategic Conclusions by Future Concept Lab

29th November 2012

Retail map

Workshop Program

9.30 – 10.00
For a Retail that spans multiple dimensions Introduction and conversation with Francesco Morace
and Luigi Rubinelli, journalist and director of RetailWatch
10.00 – 10.30
Nostalgic Allure competition as a form of seduction: individual memory and storytelling
10.30 – 11.00
Unconventional Promotions competition as a creative mix: technology and new forms for interacting
11.00 – 11.15 – coffee break
11.15 – 11.45
(Ad)vocational Training competition as an educational project
11.45 – 12.30
Autogrill Villoresi East: the design of a building that breathes between earth and sky
Gloria Bagdadli, retail manager Italy Autogrill
Giulio Ceppi, architect and founder of Total Tool
12.30 – 13.00
Talented Endorsement competition as the pursuit of excellence
13.00 – 14.00 – lunch
14.00 – 14.30
Enabling Connections competition as a way of supporting and creating bonds
14.30 – 15.15
Con-temporary markets, urban re-generation and the case of Coop.Fi in Florence Novoli
Giovanni De Nitto, sales director Unicoop Florence
Luca Braccesi, director Unicoop Florence Novoli
Paolo Lucchetta, architect and founder of RetailDesign
15.15 – 15.45
Wow Strategies competition as a way of surprising and searching for alternatives
15.45 – 16.00 – coffee break
16.00 – 16.30
Blitz Effect competition as an immediate conquest
16.30 – 17.00
RiskApproach competition as a form of progressive expansion
17.00 – 17.30
Strategic Conclusions by Future Concept Lab