The paradigms for the market over the next 20 years

The series of workshops presented by Future Concept Lab in 2011 was dedicated in its development to the new paradigms that will define the coming 20 years. Having reasoned in 2010 on the structure of the trends, the Institute moved in 2011 to the sensitive areas of visioning and the future markets, identifying the 4 fundamental paradigms that will guide business in this new era.

Future Concept Lab in 2011 reconsidered the depth and effectiveness of the analysis on Consum-Authors, relaunching the theme with new generational targets and groups of global interest and focused updates on the «genders and generations». Through analyzed scenarios and the trends of each of the four days of workshop, the participants were able to understand and relate to these specific «contexts» – characterized by the dynamic force and the projected impression of the paradigms – with the «knowledge» that each generation carries with them in daily life.

12th April 2011

Crucial & Sustainable

Workshop Program

  • 9.30 – 10.15
    Introduction by Francesco Morace Future Concept Lab
  • 10.15 – 10.45
    Crucial & Sustainable in the vision of Accenture Goffredo Amodio, Senior Manager – Accenture Management Consulting
  • 10.45 – 11.05
    Universal Reprocess Object lifecycles as the source and starting point for creative processes in different design disciplines
  • 11.05 – 11.25
    Fair Extremes Sustainability as a project priority, through the exploration of formal, chromatic, and materic excesses
  • 11.25 – 11.50 – coffee break
  • 11.50 – 12.20
    Case History Melissa: sustainability through the innovative processes of the Brand Edson Matsuo, Head of the Research and Development Department – Grendene
  • 12.20 – 12.40
    Questions and Discussion
  • 12.40 – 13.00
    Pop & Safe The world of childhood as a source of cultural inspiration for an advanced and renewed Pop-style, which also defines new ethical standards
  • 13.00 – 14.00 – lunch
  • 14.00 – 14.30
    Health Path Galbusera: respect for the healthy and the pleasure of taste Chiara Carmignati, Marketing Manager – Galbusera SpA
  • 14.30 – 14.50
    Questions and Discussion
  • 14.50 – 15.10
    Next & Paste The evolution of Copy & Paste: from nostalgia and the past, to an offer of extraordinary visionary aesthetics
  • 15.10 – 15.30
    Majestic Underground Surprising content and a new equilibrium in the play of signs and proposals, between luxury icons and underground culture
  • 15.30 – 15.50 – coffee break
  • 15.50 – 16.20
    Implementing the paradigm through strategic design Anna Pellizzari ed Emilio Genovesi, partners – DARCmilano
  • 16.20 – 16.40
    Questions and Discussion
  • 16.40 – 17.00
    Foolish Shapes Light hearted foolishness in the exploration of geometric shapes and three-dimensional structures, that meet with the extreme spirit of experimentation without constraints
  • 17.00 – 17.30
    Strategic conclusions by Future Concept Lab
30th June 2011

Quick & Deep

Workshop Program

  • 9.30 – 10.00
    Polarisation between timeliness and happiness Introduction by Francesco Morace – Future Concept Lab
  • 10.00 – 10.30
    Quick & Deep in the vision of Accenture Goffredo Amodio, Senior Manager – Accenture Management Consulting
  • 10.30 – 10.50
    Questions and Discussion
  • 10.50 – 11.10
    Sparkling Products Venture out into a landscape of surprising products and their new mix
  • 11.10 – 11.30
    Fun Affinity Launch recreational transitions between the generations
  • 11.30 – 11.50 – coffee break
  • 11.50 – 12.20
    New Aperol Spritz: the aperitifs response to the new trends of domestic consumption Barbara Forlino, Marketing manager Day & Aperitifs – Davide Campari Milano
  • 12.20 – 12.40
    Questions and Discussion
  • 12.40 – 13.00
    Kit Good Experiment with the consumption experience fast good, as an integrated kit
  • 13.00 – 14.00 – lunch
  • 14.00 – 14.30
    Walk Milan: tales from the street Marisa Galbiati, Vice President – School of Design, Politecnico di Milano
  • 14.30 – 14.50
    Questions and Discussion
  • 14.50 – 15.10
    Brico Skipping Spread consumption behaviours in the direction of bricolage
  • 15.10 – 15.50
    JTI Clean City Lab: the evolution of responsible consumer and business practices Ivo Tarantino, Community Relations & Communications Manager – JT International Italia s.r.l.
  • 15.50 – 16.10
    Questions and Discussion
  • 16.10 – 16.30 – coffee break
  • 16.30 – 16.45
    Testimony: «Memorie» Daniela Archiutti e Elisabetta Bauce, Dani-sh Italy
  • 16.45 – 17.00
    Domestic Essais Reinterpret the conditions surrounding domesticity
  • 17.00 – 17.15
    Cooking up Life Projects Devise daily life recipes for a renewed quality of life
  • 17.15 – 17.30
    Strategic conclusions by Future Concept Lab
13th October 2011

Trust & Sharing

Workshop Program

  • 9.30 – 9.50
    Credibility and Sharing: parameters of value for the brand of the future Introduction by Francesco Morace – Future Concept Lab
  • 9.50 – 10.20
    Trust & Sharing in the vision of Accenture Goffredo Amodio, Senior Manager – Accenture Management Consulting
  • 10.20 – 10.30
    Questions and Discussion
  • 10.30 – 10.50
    Amplified Fiction The story becomes fiction and uses hyperbolic and imaginative languages
  • 10.50 – 11.10
    Social Extremism The social dimension of the Web becomes extreme so to create involvement
  • 11.10 – 11.30 – coffee break
  • 11.30 – 12.00
    From web listening to social engagement: the art of listening, learning and sharing the web Cristiano Toni, Chief Operating Officer, Freedata Labs
  • 12.00 – 12.10
    Questions and Discussion
  • 12.10 – 12.30
    Gorgeous Info Information management is simplified through aesthetics
  • 12.30 – 12.50
    Environmental Makeover Communication radically intervenes on spaces
  • 12.50 – 13.50 – lunch
  • 13.50 – 14.20
    «Il Sole sui tetti»: Italian terraces with views and visions. A cultural project for Il Sole 24 Ore Felice Limosani, cross-media storyteller
  • 14.20 – 14.30
    Questions and Discussion
  • 14.30 – 15.00
    Narrative communication: «l’eleganza del riccio» and the bringing to stage of companies in Bari Ettore Chiurazzi, founder of CaruccieChiurazzi, organizer of the project «Impresa d’autore»
  • 15.00 – 15.10
    Questions and Discussion
  • 15.10 – 15.30
    Sentimental Futurism The visions of a distant future tell reassuring stories
  • 15.30 – 15.50 – coffee break
  • 15.50 – 16.20
    Petrobras: a case of Trust & Sharing in the Brazilian context Eraldo Carneiro da Silva, Head of Planning & Management, Corporate Communications, Petrobras
  • 16.20 – 16.30
    Questions and Discussion
  • 16.30 – 16.50
    Flag Factor Flags and new symbols call for relations through belonging
  • 16.50 – 17.30
    Strategic conclusions by Future Concept Lab
1st December 2011

Unique & Universal

Workshop Program

  • 9.30 – 9.50
    Intensity and uniqueness in the experience of sales “Places” and relations with Brands Introduction by Francesco Morace – Future Concept Lab
  • 9.50 – 10.20
    Unique & Universal in the vision of Accenture Goffredo Amodio, Senior Manager – Accenture Management Consulting
  • 10.20 – 10.30
    Questions and Discussion
  • 10.30 – 11.00
    Performance Courtyards Localism and cosmopolitan culture are the generative forces of the new creative reserves applied in the territory: from creative enclaves to experimental shorts-circuits
  • 11.00 – 11.20 – coffee break
  • 11.20 – 11.50
    Dissolving Walls The culture of the project and “Nomadism”make the physical barriers of the store unnecessary: from temporary store to permanent breakthrough
  • 11.50 – 12.20
    Analyze with a new approach Retail and Brand Luigi Rubinelli, Director Retail Watch
  • 12.20 – 12.30
    Questions and Discussion
  • 12.30 – 13.00
    Baits and Bites The complex world of low cost has led to the standardization of taste: from “Life Simplification” to creative “hit and run”
  • 13.00 – 14.00 – lunch
  • 14.00 – 14.30
    Fizzy Addiction Havens of wellbeing and glamour become parallel worlds that create new dependencies: from daydreaming to “Wonderland”
  • 14.30 – 15.00
    The first Concept Store in the world: twenty years of history Carla Sozzani, Founder 10 Corso Como
  • 15.00 – 15.10
    Questions and Discussion
  • 15.10 – 15.40
    Caring Excess The Company Vision combines social communication with a new philanthropic ventures: from individual celebration to gifts for the community
  • 15.40 – 16.00 – coffee break
  • 16.00 – 16.30
    Excelsior, the most advanced model of Concept Store in Milan Stefano Beraldo, CEO Gruppo Coin
  • 16.30 – 16.40
    Questions and Discussion
  • 16.40 – 17.10
    Intentional Breeding A personal vision of the future gives life to new leading edge businesses, that introduce pioneering projects: from local qualities to excellent prototypes
  • 17.10 – 17.30
    Strategic conclusions by Future Concept Lab