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.

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
Communication - Thursday 5th October 2017
CreActives (20-25 year olds) Young Adults
Premium Seekers (55-70 year olds) Mature Adults

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.

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
Retail - Thursday 23rd November 2017
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.

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
    Trend: Quick Smartness
    The challenges of retail for an always-on consumer
    by Luisa Aschiero

  • 14.50 – 15.20
    How to extract value from retail: MERCATINO case study
    Testimony by Sebastiano Marinaccio (President MERCATINO)

  • 15.20 – 15.50
    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®)

  • 15.50 – 16.10 – coffee break

  • 16.10 – 16.30
    Trend: Open Dimensional Journey
    The multiple paths of distribution that supports socialization
    by Luisa Aschiero

  • 16.30 – 17.00
    About Revolutions, Identity and Beauty
    Conversation with Emilio Casalini (author of the book Rifondata sulla bellezza, Spino Editore)

  • 17.00 – 17.20
    Focus on the ConsumAuthors
    ExperTeens (16-19 year olds)
    by Isabella Guaitoli

  • 17.20 – 17.30
    Questions and discussion
    Strategic conclusions
    by Linda Gobbi and Francesco Morace
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