Unexpected Relations: Aesthetic languages and creativity of radical modernity

Workshop Program

• 9.30 – 10.30
  The point of view of Radical Modernity and the renewal scenario of Aesthetics: visions, logics, directions and applications.
• 10.30 – 11.30
  Progressive Process
  Dimension characterised by the generative creativity of production, in which the rigid gap between the industrial and hand-crafted narrows.
  Original Origin
  Crucial is the added value of the path that links traditions to contemporary time, focusing on the originality that resides in the product origin itself.
• 11.30 – 11.45 – coffee break
  
• 11.45 – 13.30
  Materic Matrix
  Renewed contemporanity of the material, recognising an energetic dimension in the structure, depth and tangibility of both objects and vital scenarios.
  An Excellent Guest:
  Alessandro Mendini presents the exhibition: “Pulviscoli. Collection of 2468 drawings by Alessandro Mendini”.
  Fundamental Functions
  Value platforms, between pure and applied creativity, open to formal experimentation and going beyond the fundamentalism of the functional functions.
• 13.30 – 14.30 – Lunch
  
• 14.30 – 16.00
  Partial Paradise
  Rediscovery of the quality of time, of space of the body, in the renewed perspective of a luxury that regenerates its own values concentrating itself on vital occasions of great quality.
  Artistic Articles
  Growing creative and cultural sensitivity, that brings to the request of products and experiences characterised by unique products that give value to everyday life.
  An Excellent Guest:
  Maurizio Galimberti, “Photography and artistic uniqueness”.
  Therapy Technology
  Functionality and aesthetics are of great importance, a relevance expressed in the therapeutic vocation of a soft technology, able to reinforce new requests related to the quality of life.
  An Excellent Guest:
  Denis Santachiara, “Design-therapy and vital aesthetics”.
• 16.00 – 16.30 – coffee break
  
• 16.30 – 17.30
  Chromatic Charge
  Experiences and practices of colour usage in the area of vital energy and charisma.
  Detournement Details
  Opening of new perspectives in the relationship between general and particular, with a key role of ‘detail’.
  An Excellent Guest:
  Maurizio Modica and Pierfrancesco Gigliotti (Frankie Morello), “Silhouettes and details in new Italian fashion”.
  Dimensional Dynamics
  Essentiality in the proportions, in all their variants and applications: from the repetition of the form to the play of mirrors and multidimentional dynamics.

The Surprises of Consumption: Latent consumption and maieutic marketing

Workshop Program

• 9.30 – 10.30
  The radicalisation of experience and the declinations of latent consumption.
• 10.30 – 11.30
  Combo Consumption
  Options of consumption perceived and absorbed with a new knowledge, leaving space for combined commutation.
  Fast Fascination
  The Impulse purchase and the theme of speed and instant fascination as a decisive element in the evolution of the culture of choice and consumption.
  An Excellent Guest:
  Francesca Sarti, Arabeschi di Latte “Quality Shift”.
• 11.30 – 11.45 – coffee break
  
• 11.45 – 13.30
  An Excellent Guest:
  Simona Romani, University of Pisa “An emergent phenomena: the Balancers”.
  Projective Partnership
  The re-launch of communities, as places of intentional ties, and the trend of consumption as a socio-cultural adhesive and as the sharing of values and passions.
  Narrative Nutrition
  The research of a continuous deepening of products and services, through the sharing of history and personal and collectives stories.
  Tailor Territory
  The relevance, in luxury consumption, of the desire to enjoy the most precious products, typical products that the territory can offer, perfected to measure.
• 13.30 – 14.30 – Lunch
  
• 14.30 – 16.00
  Two Excellent Guests:
  Giacomo Mojoli, President of International Slow Food “The territory between tradition and modernity”
  Giuseppe Invernizzi, Director of APA “The experience of production and distribution of raw milk”.
  Me Memory
  Neo-consumption that starts from personal memory and ones own archive of life, a conductor and continual model of existence.
  An Excellent Guest:
  Mirko Pajè, Art Director Mediaset “The Italia 1 TV channel community”
  Experimental Expression
  Instantaneous expressions and creative extemporaneous of ourselves, a scenario of independent management, of fast and creative products and services.
• 16.00 – 16.30 – coffee break
  
• 16.30 – 17.30
  An Excellent Guest:
  Nicoletta Branzi “The project DO IT with atelier Muji”.
  You for You
  Increasing the need for small communities, brought together in a local dimension, in which the consumer is active and part of the creative and pro-positive process.
  Ethic Ethnic
  The consumption of products, services and fruitive ways for Countries different from our own, with a valence on ethics that become part of a commercial logic.
  National Nature
  Consumption that looks on the assets and services of the Country of belonging, for a knowledge towards economic potential, typicality and local specialisation’s.

Interrupted Communication: the 10 tendencies and the values of communication after the decadence of the post-modern

Workshop Program

• 9.30 – 11.30
  Communicate the values of radical modernity: analyse the evolution of communication through 22 important ad campaigns.
  Biological Biography
  Today for a company and a brand to be radical, means to recover and to communicate ones own biology, the genetic code, ones own biography.
  An Excellent Guest:
  Mikon van Gastel, AVSO “The IBM project”.
  Affective Affinity
  Brand and product become catalysts of passion, affection and emotional investment, that presuppose confidence and duration of relation.
  Testimonial Taste
  The road to a new conception of Testimonial is opened that gives off from its personality the same energy and sensibility that the brand wants to interpret.
• 11.30 – 11.45 – coffee break
  
• 11.45 – 13.30
  Simple Sense
  The horizon of simplicity conjugates with the density of the experience, strengthening with vigor a communication constructed on essential emotions.
  An Excellent Guest:
  Stefano Cuccoli, Marketing Director illy caffè, illy caffè’s communication
  Artistic Archetype
  In the definition of ones own dynamic identity, the brand can reach out to artistic archetypes strengthening the strategic alliance between commerce and culture.
  An Excellent Guest:
  Augusto Romano, CEO Meltin’Pot “The Lives of the Saints” case by Rankin.
• 13.30 – 14.30 – Lunch
  
• 14.30 – 16.15
  Storytelling Storage
  Starting new processes of brand definition, becomes fundamental to clear and to upgrade languages and the flow of the story.
  An Excellent Guest:
  Patrizio Regis, Internal Communication Responsible Unicredit, The project “Dad works in a bank”. Unicredit through children’s pictures.
  Massage Message
  The Brand’s evolutive strengthening becomes the proximity with the clients community a fundamental point as a guarantee of the space of action that they can stimulate.
  An Excellent Guest:
  Mikon van Gastel, AVSO, The case of BMW and MoMA (N.Y.).
  Generative Gesture
  To give body to the brand, to define the gestures and concrete expressions: essential actions in order to define the kind and the articulations of its imaginary world.
• 16.15 – 16.30 – coffee break
  
• 16.30 – 17.30
  An Excellent Guest:
  Francesca Terragni, Brand Director Veuve Clicquot, The gestures of the lady in yellow….
  Situational Site
  The careful evaluation of potential communication in life occasions, is important in order to strengthen the sensibility towards the context within which the brand wishes to become part of.
  Challenging Change
  The communication strengthens the logics and mechanisms of the challenge and the critical vision of the brand become a motive of interest and sharing.

Wrapping experiences: the 10 Retail trends and the intensity of the selling point in Radical Modernity

Workshop Program

• 9.30 – 11.30
  Proactive Proximity
  The evolution of retail and the idea of “proximity” related to the urban context restores those forms of consumption grounded on boroughs and on a proactive relationship with territory.
  Creative Confidence
  The increasing desire of knowledge and reassurance, stand at the basis of the atmosphere of “creative confidence”, that marks the experience of clients.
  An Excellent Guest:
  Paolo Lucchetta, Architect, Founder of Retail Design, The merchandising spaces for the Football World Championship, Germany 2006.
  Bright Brand
  The overwhelming power of the Extra Brand moves towards new places that become the real ‘home’ for the Brand: in which new products are conceived and can grow.
• 11.30 – 11.45 – coffee break
  
• 11.45 – 13.30
  An Excellent Guest:
  Shubankar Ray, Creative Director Camper – Camper, The Walking Society: the shop-magazine promoting a new idea of Mediterranean.
  Simple Sample
  The aim of creative simplification is to consider the product as a “simple sample”, which functions are continuously and creatively proposed through selling points conceived “ad hoc”.
  Architectural Archetype
  From the cathedrals of luxury to the challenge of design, signed by paramount architects: fashion raises a new nobility through the visions of some creative people, far from the expectations of fashion victims.
• 13.30 – 14.30 – Lunch
  
• 14.30 – 16.15
  Selective Sensitivity
  The new democracy of luxury stands on “selective sensitivity” and on “perceptive selection”, both working as cultural filters in order to create a new idea of elegance.
  An Excellent Guest:
  Federico Marchetti, Founder and CEO YOOX The evolution of yoox.com.
  Convivial Connection
  Technology and connectivity freed themselves from the virtual model of individual isolation, offering crossing experiences in which place, product and service intertwine.
  Magical Market
  The “magical aura of ancient markets” deeply transforms the high streets of big cities and adds a new look to the big malls: sensorial experience, surprise, creative chaos and sense of bargain are its main strengthen points.
• 16.15 – 16.30 – coffee break
  
• 16.30 – 17.30
  An Excellent Guest:
  Paolo Lucchetta, Architect and Founder of Retail Design COOP: the case history.
  Club Cultures
  Affinity groups acquire more relevance, due to the fact that individuals can identify and develop their passions in there, finding new pleasure on sharing. The concept of clubbing therefore becomes an ideal format that sustains the identity of the customer.
  Time Tuning
  Time is the luxury of the future. Following this awareness, retail proposes products and services conceived into “decontractive” spaces: loosing in there the usual time and space reference, people can experience new feelings.