Workshop Program

• MORNING

• 9.30 – 10.15
  Introduction to the workshop series: Augmented Ethics 2020
  By Francesco Morace and Linda Gobbi

• 10.15 – 10.45
  The landscape and the paradigms 2020
  By Francesco Morace

• 10.45 – 11.15
  Trend – Crafting Sense
  The ethics of craftsmanship as an aesthetic of products and processes
  By Sabrina Donzelli, FCL

• 11.15 – 11.45 – Break

• 11.45 – 12.15
  Trend – Plan(t) ReGeneration
  Plant grammar as the fulcrum of permanent aesthetic regeneration
  By Sabrina Donzelli, FCL

• 12.15 – 12.45
  Living Now, by BTicino
  Milka Eskola, Director art & design, Legrand group

• 12.45 – 13.00
  Questions and discussion

• 13.00 – 14.00 – Lunch break

• AFTERNOON

• 14.00 – 14.45
  Trend – Dissonant Portraits
  Aesthetic wealth, human and creative, of plural singularities
  By Sabrina Donzelli, FCL

• 14.45 – 15.30
  Paradigm – Smart & Sustainable
  The values and dimensions of Smart & Sustainable
  By Linda Gobbi, Francesco Morace, FCL

• 15.30 – 16.00
  The Assisi Manifesto
  Ermete Realacci, President of Symbola Fondazione per le Qualità Italiane

• 16.00 – 16.30
  La Rinascita dell’Italia
  Presentation of the book by Francesco Morace in a dialogue with Luigi De Vecchi, Chairman of EMEA Banking
  

Workshop Program

• MORNING

• 9.30 – 9.45
  Introduction to the workshop day
  By Linda Gobbi, FCL

• 9.45 – 10.15
  The breath of consumption A.C. (After Covid)
  By Francesco Morace, FCL

• 10.15 – 10.45
  The future of large scale consumption
  By Luigi Rubinelli, Director of RetailWatch.it

• 10.45 – 11.15
  Trend – Deep Living
  Living the consumer experience for a new quality of life
  By Sabrina Donzelli, FCL

• 11.15 – 11.45 – Break

• 11.45 – 12.15
  Trend – Body Breath
  The body’s breath as a measure of the right rhythm in consumption
  By Luisa Aschiero, FCL

• 12.15 – 12.45
  Questions and discussion

• 12.45 – 14.30 – Lunch break

• AFTERNOON

• 14.30 – 15.00
  Trend – UpRight Good
  The recognition of mutual and shared values in consumption
  By Isabella Guaitoli, FCL

• 15.00 – 15.30
  GenZ and Millennials between Ethics and Consumption
  By Linda Gobbi and Isabella Guaitoli, FCL

• 15.30 – 16.00
  Paradigm – Serve & Share
  By Francesco Morace

• 16.00 – 16.30
  Responsabili. Come civilizzare il mercato.
  Dialogue with Stefano Zamagni, Professor of Political Economy at the Università di Bologna
  

Workshop Program

• MORNING

• 9.30 – 9.45
  Introduction to the workshop day
  By Linda Gobbi, FCL

• 9.45 – 10.15
  Trend – Civil Servant Brand
  The brand at the service of rights.
  By Lucia Chrometzka, FCL

• 10.15 – 11.15
  Black Lives Matter
  Militant marketing between business and civil rights
  Dialogue between Andrea Cabrini (Class and CNBC) and Francesco Morace who introduce the deferred Convivio by Class Editori and CNBC with Stefania Spatti (ClassCNBC), Americus Reed II (Wharton School University of Pennsylvania) and Oliviero Toscani (Photographer).

• 11.15 – 11.45 – Break

• 11.45 – 12.30
  Trend – EXP⁴
  Experience to the fourth power. Expansion, Expression, Exploration, Experimentation: the new paths of experience beyond the event.
  By Lucia Chrometzka, FCL

• 12.30 – 13.00
  Questions and comments from the audience

• 13.00 – 14.30 – Lunch break

• AFTERNOON

• 14.30 – 15.00
  Trend – Weaving Voices
  From Resonance to Consonance.
  By Sabrina Donzelli, FCL

• 15.00 – 15.40
  Lavazza e ¡Tierra!: Rejuvenation of the brand, between resonance and consonance
  Dialogue with Eleonora Coffaro, (Brand Promotion Manager Marketing Department Lavazza) and Patrizia Gilberti (Head of External Relations and Coordination of the Master in Integrated Communication Strategies in the digital age, UPA)

• 15.40 – 16.00
  Paradigm – Trust & Truth
  The defeat of opinions and the recovery of facts.
  By Francesco Morace and Linda Gobbi, FCL

• 16.00 – 16.30
  Return to Utopia
  Speech by Roberto Mordacci, Dean of the Faculty of Philosophy of the Università Vita-Salute San Raffaele in Milan

• 16.30 – 17.00
  Questions and conclusions
  

Workshop Program

• MORNING

• 9.30 – 9.45
  Introduction to the workshop day
  By Linda Gobbi, FCL

• 9.45 – 10.15
  Introduction and chronogram
  Retail on the frontline.
  By Francesco Morace and Luisa Aschiero, FCL

• 10.15 – 10.45
  The pandemic and large-scale distribution
  By Luigi Rubinelli, RetailWatch

• 10.45 – 11.15
  Trend – P⁴
  The tension between Proximity, Price, Promotion and Payment.
  By Luisa Aschiero and Francesco Morace, FCL

• 11.15 – 11.45 – Break

• 11.45 – 12.30
  The scenario of large-scale distribution and the choices of VeGè
  Testimony of Giorgio Santambrogio, CEO VeGè

• 12.30 – 13.00
  Conversation
  between Francesco Morace and Luigi Rubinelli with Giorgio Santambrogio and questions from the audience

• 13.00 – 14.30 – Lunch break

• AFTERNOON

• 14.30 – 15.00
  Trend – Precision retail
  Accuracy of services and surgical choices.
  By Luisa Aschiero and Francesco Morace, FCL

• 15.00 – 15.30
  Trend – Common Genius
  Retail shaped by passions and communities.
  By Luisa Aschiero and Francesco Morace, FCL

• 15.30 – 16.00
  Paradigm – Deep & Deal
  Reconfigure the future through new alliances.
  Speech by Enrico Giovannini, author of the book Quel mondo diverso (That different world)

• 16.00 – 16.30
  Ensure trust
  The intersected visions of two large insurance groups: The projects Generali Italia Live and Change by Unipol.
  Dialogue between Francesco Morace with Marco Oddone, Chief Marketing & Distribution Officer Generali Italia and Fernando Vacarini, Responsabile for the Media Relations of Gruppo Unipol.

• 16.30 – 17.00
  Questions and conclusions