Future Vision Workshops: 2017
InnovAction: Trends, People and Knowledge
The 2017 series of Future Vision Workshop by FCL was dedicated to the exploration and analysis of the main project actions that characterize innovation in different spheres of material and immaterial culture.
A privileged point of view was that of the main actors of change, the new ConsumAuthors, as producers of increasingly decisive strategies and actions for the definition of trends.
Knowledge design therefore, becomes the key for the design of aesthetics, products, communication and relevant formats for the future.
Within each of the workshop days, four trends were analysed with the aid of concepts and case studies, exploring there connections with two generational nuclei selected from the ConsumAuthors Observatory, for which behaviours and attitudes in different areas of consumption were analysed, including for example Food, Fashion, Design, Domesticity, Mobility, Wealth and Care.
During the series of Future Vision Workshops, guest speakers enriched each day with the support of successful case studies, starting from their own expertise and in relation to the themes of the event, which were added to the academic point of view of four university professors, and writers.
ProTasters (35-40 year olds) Young Adults
Pleasure Growers (over 70 year olds) Long-lived
The workshop dedicated to the Aesthetics trends focused on the analysis of design oxymorons that are characterising the most advanced frontiers of creative experimentation. From these contrasts today new languages are born that are redefining the rules and the boundaries of aesthetic perception.
Workshop Program
- 9.30 – 9.45
Introduction to the workshop day
by Linda Gobbi - 9.45 – 10.00
Evolution of the Unique & Universal Paradigm
by Francesco Morace - 10.00 – 10.30
Trend: Usable Reality
When project function goes beyond simple representation
by Valentina Ventrelli - 10.30 – 11.00
Trend: Sweet Grim
When a pretty decoration conceals nuances of design torment
by Valentina Ventrelli - 11.00 – 11.30 – coffee break
- 11.30 – 12.00
Focus on the ConsumAuthors
ProTasters: The more advanced Millennials in terms of aesthetic languages
by Isabella Guaitoli - 12.00 – 12.30
Customer engagement: emerging trends and KPIS
Testimony by Emanuela Prandelli (LVMH Associate Professor of Fashion and Luxury Management) - 12.30 – 13.00
Questions and discussion - 13.00 – 14.00 – lunch
- 14.00 – 14.30
Graffiti 4 Smart City
Testimony by Salvatore Pepe (CEO Mosaico Digitale) - 14.30 – 15.00
Trend: Tricky Gravity
When the concept of lightness permeates the aesthetic project and changes perception
by Valentina Ventrelli - 15.00 – 15.30
Pillole IN-possibili
Testimony by Francesca Appiani (Curator Museo Alessi)
and Chiara Luzzana (Sound Designer and Soundtrack’s Composer) - 15.30 – 16.00 – coffee break
- 16.00 – 16.30
Trend: Madly Perfect
When perfection meets mania and revolutionizes the concept of tailoring and craftsmanship
by Valentina Ventrelli - 16.30 – 17.00
Focus on the ConsumAuthors
Pleasure Growers: the Long-lived most suited to conquer the relevance of aesthetics
by Isabella Guaitoli - 17.00 – 17.30
Questions and discussion
Strategic conclusions
by Linda Gobbi and Francesco Morace
Singular Women (45-60 year olds) Mature Adults
The Consumption trends revealed how it is possible to activate strategies for growth, through the introduction of new systems of interaction between public and private, with the ambition to include in order to innovate. The city will become a laboratory to de ne new dynamics of active citizenship.
Workshop Program
- 9.30 – 9.45
Introduction to the workshop day
by Linda Gobbi - 9.45 – 10.10
Evolution of the Trust & Sharing Paradigm
by Francesco Morace - 10.10 – 10.30
Changes in purchasing are faster than changes in consumption
Testimony by Luigi Rubinelli (Director of RetailWatch.com) - 10.30 – 11.00
Trend: Self Coding
When personal actions create unexpected awareness
by Lucia Chrometzka - 11.00 – 11.30 – coffee break
- 11.30 – 12.00
Trend: We-Big
When social growth attracts big players
by Lucia Chrometzka - 12.00 – 12.30
Focus on the ConsumAuthors
ProActives: Millennials who (more than others) are changing the very meaning of consumption
by Isabella Guaitoli - 12.30 – 13.00
Influencer, who me?
Testimony by Paola Sucato (Food specialist) - 13.00 – 14.00 – lunch
- 14.00 – 14.30
Nudge: gentle pushes that motivate us to change
Testimony by Luciano Canova (Professor at Scuola Enrico Mattei) - 14.30 – 15.00
Trend: Life Wrapping
When everyday life is caressed by truth
by Lucia Chrometzka - 15.00 – 15.30
The Brand in support of the Artist and Artist in support of the Brand: new creative dialogues
Testimony by Chiara Luzzana (Sound Designer, creator of THE SOUND OF CITY ®) - 15.30 – 16.00 – coffee break
- 16.00 – 16.30
Trend: Engaging Issues
When diversity requires original solutions
by Lucia Chrometzka - 16.30 – 17.00
Focus on the ConsumAuthors
Singular Women: mature women who accept and support the challenges of smart consumption
by Isabella Guaitoli - 17.00 – 17.30
Questions and discussion
Strategic conclusions
by Linda Gobbi and Francesco Morace
Premium Seekers (55-70 year olds) Mature Adults
To restore the importance of gestures and words, represents the starting point for the workshop day dedicated to Communication, the ultimate goal being that of offering new possible tools to meet the challenge of truthfulness of the message.
Workshop Program
- 9.30 – 9.45
Introduction to the workshop day
by Linda Gobbi - 9.45 – 10.00
Evolution of the Crucial & Sustainable Paradigm
by Francesco Morace - 10.00 – 10.20
The emerging drivers of digital communication
Testimony by Alessandro Mandelli (Co-founder Good Move) - 10.20 – 10.40
Trend: Privacy By Design
The value of personal integrity will pass through the defence of communication
by Francesco Morace - 10.40 – 11.10
Influencer, between the web and occult advertising
Testimony by Massimiliano Dona (lawyer, President of the Unione Nazionale Consumatori) - 11.10 – 11.30 – coffee break
- 11.30 – 12.00
Trend: Onlife Expansion
The gap between online and offline has definitely been overcome: life comes first
by Francesco Morace - 12.00 – 12.30
Focus on the ConsumAuthors
CreActives: the more social Millennials, between independence and communicative naivety
by Isabella Guaitoli - 12.30 – 13.00
The seductiveness of hatred. Reflections on hostile words
Testimony by Vera Gheno (Lecturer at the Università di Firenze and member of the Scientific Committee Parole O_Stili) - 13.00 – 14.00 – lunch
- 14.00 – 14.30
Trend: Absolute Knowledge
Information and intelligence are distinguished through knowledge and awareness
by Francesco Morace - 14.30 – 15.00
The web between truth and knowledge: how to deal with Fake News
Testimony by Stefano Moriggi (Philosopher of Science, Università di Milano Bicocca) - 15.00 – 15.30
Focus on the ConsumAuthors
Premium Seekers: mature adults demanding in terms of cognitive completeness, poised between truthfulness of information and elite fascination
by Isabella Guaitoli - 15.30 – 16.00 – coffee break
- 16.00 – 16.30
When the Brand becomes Music
Testimony by Chiara Luzzana (Sound Designer, Soundtrack’s Composer, creator of THE SOUND OF CITY®) - 16.30 – 17.00
Trend: Permanent Storydoing
Storytelling gives way to the story of what we do in real time
by Francesco Morace - 17.00 – 17.30
Questions and discussion
Strategic conclusions
by Linda Gobbi and Francesco Morace
Workshop Program
- 9.30 – 9.45
Introduction to the workshop day
by Linda Gobbi - 9.45 – 10.10
Evolution of the Quick & Deep Paradigm
by Francesco Morace - 10.10 – 10.30
The path to simplification with Small Data
by Luigi Rubinelli (Director of RetailWatch.it) - 10.30 – 11.00
Trend: Concrete Engagement
Retail between convocation and personal growth
by Luisa Aschiero - 11.00 – 11.30 – coffee break
- 11.30 – 12.00
Trend: Decisive Signature
Retail as a guide for important choices
by Luisa Aschiero - 12.00 – 12.30
Focus on the ConsumAuthors
ProFamilies (30-35 year olds)
by Isabella Guaitoli - 12.30 – 13.00
II Viaggiator Goloso case study
Testimony by Mario Gasbarrino (President and CEO UNES) - 13.00 – 14.00 – lunch
- 14.00 – 14.30
From certification to stars rating: the promises and the risks of peer evaluation
by Ivana Pais (Professor at Università Cattolica del Sacro Cuore di Milano) - 14.30 – 14.50
The speed of sound: time with emotion and resonance with spaces
by Chiara Luzzana (Sound Designer, Soundtrack’s Composer, creator of THE SOUND OF CITY®) - 14.50 – 15.20
Trend: Quick Smartness
The challenges of retail for an always-on consumer
by Luisa Aschiero - 15.20 – 15.50
How to extract value from retail: MERCATINO case study
Testimony by Sebastiano Marinaccio (President MERCATINO) - 15.50 – 16.10 – coffee break
- 16.10 – 16.40
Trend: Open Dimensional Journey
The multiple paths of distribution that supports socialization
by Luisa Aschiero - 16.40 – 17.10
Focus on the ConsumAuthors
ExperTeens (16-19 year olds)
by Isabella Guaitoli - 17.10 – 17.30
Questions and discussion
Strategic conclusions
by Linda Gobbi and Francesco Morace