InnovAction: Trends, People and Knowledge

The 2017 series of Future Vision Workshop by FCL will be 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 will be 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 will be 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 will be analysed, including for example Food, Fashion, Design, Domesticity, Mobility, Wealth and Care.

During the series of Future Vision Workshops, guest speakers will enrich each day with the support of successful case studies, starting from their own expertise and in relation to the themes of the event, which will be added to the academic point of view of four university professors, and writers.

Aesthetics - Thursday 6th April 2017

ProTasters (35-40 year olds) Young Adults
Pleasure Growers (over 70 year olds) Long-lived

The workshop dedicated to the Aesthetics trends will focus 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
Consumption - Thursday 22nd June 2017
ProActives (25-30 year olds) Young Adults
Singular Women (45-60 year olds) Mature Adults

The Consumption trends will reveal 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.

Communication - Thursday 5th October 2017
CreActives (20-25 year olds) Young Adults
Family Activists (over 65 year olds) Long-lived

To restore the importance of gestures and words, will represent 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.

Retail - Thursday 23rd November 2017
ExperTeens (16-19 year olds) Pre-Adults
ProFamilies (30-35 year olds) Young Adults

The definition of virtuous and proactive alliances between generations, supported by the expansive opportunities of the digital, represent a challenge for the most advanced Retail and will be one of the topics covered during the day dedicated to the Retail trends.

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