The new strategies of Societing

Entrepreneurs, managers and companies can no longer take on business risks without a credible interaction with reality, observed at 360 degrees.

The 2018 Future Vision Workshops series will present the scenario of trends in which all ConsumAuthor, of any age, tend to navigate at 360 degrees in an intensely renewed life dimension. The themes of Onlife, Extramedia and Storydoing, become the key to understanding the metamorphosis in act, for all those who deal with innovation, marketing and communication within a business environment.

We will dedicate each day to the deepening of two distinct areas, connected to each other by the theme of strategic innovation.

TREND SCENARIOS [morning]
We will present the evolved Aesthetics, Consumption, Communication and Retail scenarios, through the presentation of the more innovative trends, enriched through the description of international case studies.

EVOLUTION LAB [afternoon]
We will propose the activity of the Evolution Lab, a practical insight highlighting the application of Future Concept Lab research and analysis tools, following the thread of #coolhunting evolution, to which the latest publication by Franco Angeli is dedicated, curated by Future Concept Lab’s group of researchers, who, led by Francesco Morace and Linda Gobbi, intervene during the different workshop days: Luisa Aschiero, Lucia Chrometzka, Isabella Guaitoli and Valentina Ventrelli.

The contribution of external speakers from companies in different sectors, will enrich each workshop day.

Aesthetics - Thursday 19th April 2018
Workshop Program
  • 9.30 – 10.10
    Introduction to the workshop day
    by Linda Gobbi and Francesco Morace

  • 10.10 – 10.40
    Onlife. Millennials at Home
    by Livia Peraldo (Director Elle Decor Italia), Alberto Artesani and Frederik De Wachter (DWA Design Studio)

  • 10.40 – 11.00
    Trend: Stranger Garden
    Opulence and mystery as a new imaginative landscape
    by Valentina Ventrelli

  • 11.00 – 11.30 – coffee break

  • 11.30 – 12.00
    Meaningful Solutions: Driven by design, technology enabled
    by Eric Quint (Vice President and Chief Design Officer 3M)

  • 12.00 – 12.30
    Trend: Sacral Now
    Contemporaneity as a new aesthetic religion
    by Valentina Ventrelli

  • 12.30 – 13.00
    Trend: Sentimental Punk
    The cultural fracture as a nostalgic metabolism
    by Valentina Ventrelli

  • 13.00 – 14.00 – lunch

  • 14.00 – 15.00
    ConsumAuthors
    CreActives (20-25 year olds)
    New Normals (40-50 year olds)
    by Linda Gobbi, Isabella Guaitoli and Francesco Morace

  • 15.00 – 16.00
    The research and analysis tools of Future Concept Lab: MIDO Observatory
    introduction by Valentina Ventrelli with Cinzia Ronchi (Market Research Manager MIDO) and Federica Andreoli (Communication Manager MIDO)

  • 16.00 – 16.30 – coffee break

  • 16.30 – 17.15
    Evolution Lab: shared insights
    by Future Concept Lab

  • 17.15 – 17.30
    Strategic conclusions
Consumption - Thursday 28th June 2018
Workshop Program
  • 9.30 – 10.00
    Introduction to the workshop day
    by Linda Gobbi and Francesco Morace

  • 10.00 – 10.30
    Consumers love consumers.
    A little less brands

    by Luigi Rubinelli (Director of RetailWatch.it)

  • 10.30 – 11.00
    Trend: Intelligent Symbiosis
    Intimate and natural symbiosis with Artificial Intelligence, always and everywhere
    by Lucia Chrometzka

  • 11.00 – 11.30 – coffee break

  • 11.30 – 12.00
    Trend: Rational Delights
    Perceptual immersion through the search for daily, rational and planned gratification
    by Lucia Chrometzka

  • 12.00 – 12.30
    Dialogue on BioMarketing
    with Giuliano Noci (Professor of Strategy & Marketing, Politecnico di Milano and author of the book BioMarketing published by Egea) and Francesco Morace

  • 12.30 – 13.00
    Trend: All-Embracing Evolution
    Inclusive and pro-active change inspired by social innovation
    by Lucia Chrometzka

  • 13.00 – 14.00 – lunch

  • 14.00 – 15.15
    ConsumAuthors
    ProTasters (35-40 year olds)
    Pleasure Growers (over 70 year olds)
    by Linda Gobbi, Isabella Guaitoli and Francesco Morace

  • 15.15 – 16.00
    The research and analysis tools of Future Concept Lab: The Consumption Observatory, starting from Moleskine
    with Maria Sebregondi (Moleskine Foundation)

  • 16.00 – 16.30 – coffee break

  • 16.30 – 17.15
    Evolution Lab: shared insights
    by Future Concept Lab

  • 17.15 – 17.30
    Strategic conclusions
Communication - Thursday 4th October 2018
Workshop Program
  • 9.30 – 10.00
    Introduction to the workshop day
    by Linda Gobbi and Francesco Morace

  • 10.00 – 10.30
    Ignoring boundaries between art and advertising
    by Stefania Siani (Vice President, Executive Creative Director DLVBBDO)
    and Federico Pepe (Founder and Partner Le Dictateur)

  • 10.30 – 11.00
    Trend: SocioLogical Curiosity
    The experimental opening up to the use and rejection of social networks
    by Future Concept Lab

  • 11.00 – 11.30 – coffee break

  • 11.30 – 12.00
    Trend: Trust Chains
    The “maintenance” of the new chains of trust
    by Future Concept Lab

  • 12.00 – 12.30
    @Caffeina case study
    by Tiziano Tassi (CEO @Caffeina)

  • 12.30 – 13.00
    Trend: Mood Jump
    The intensity and radicality of individual feeling as a shared pathos
    by Future Concept Lab

  • 13.00 – 14.00 – lunch

  • 14.00 – 15.00
    The research and analysis tools of Future Concept Lab: The Inglesina Observatory
    with Luca Tomasi (CEO at L’Inglesina Baby spa) by Valentina Ventrelli

    The design evolution: To communicate the brand values in retail
    by Mario Trimarchi (Studio Fragile)

  • 15.00 – 16.15
    ConsumAuthors: the evolution of the generational nuclei through socio-dynamic forces
    ExpoTeens & ExperTeens (13-19 years old)
    ProFamilies (30-35 years old)
    by Linda Gobbi, Isabella Guaitoli and Francesco Morace

  • 16.15 – 16.30 – coffee break

  • 16.30 – 17.00
    ConsumAuthors: the emblematic cases
    ExpoTeens & ExperTeens (13-19 years old)
    ProFamilies (30-35 years old)
    by Linda Gobbi, Isabella Guaitoli and Francesco Morace

  • 17.00 – 17.30
    Evolution Lab: shared insights
    by Future Concept Lab
Retail - Thursday 29th November 2018
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