The aesthetic signals interpret the new balance between creative mass, multiplication of signs and elective qualities.

Workshop Program

• MORNING

• 9.30 – 10.15
  Introduction to the workshop day
  By Francesco Morace and Linda Gobbi

• 10.15 – 10.45
  Trend – PhotoGraphic Quality
  By Valentina Ventrelli, FCL
  Colour, light, sharpness and contrast as essential parameters of design quality in widespread aesthetic languages.

• 10.45 – 11.15
  See the music
  By Paolo De Francesco, Art director
  The view of a creative in the field of graphics and photography on the subject of disciplines in relation to contemporary languages.

• 11.15 – 11.45 – Coffee break

• 11.45 – 12.15
  Trend – Symmetric Hypnosis
  By Valentina Ventrelli, FCL
  Symmetrical suggestion and kaleidoscopic repetition as creative vertigo.

• 12.15 – 12.45
  The Human Tipe
  By Andrea Incontri, Designer
  The vision and inspiration of an artist between analogue and digital.

• 12.45 – 13.00
  Questions and discussion

• 13.00 – 14.00 – Lunch break

• AFTERNOON

• 14.00 – 14.45
  Labo Matter: the solid side of innovation
  By Christian Tubito, Project Manager, Innovation & Research, Material ConneXion Italia e Filippo Servalli, Marketing & Sustainability Corporate Director – RadiciGroup
  How engineering the development of matter launches us towards more advanced project opportunities and unexpected products.

• 14.45 – 15.30
  Trend – Augmented Illusion
  By Valentina Ventrelli, FCL
  New technologies define landscapes of pure and conscious illusion, fuelling the desire to go beyond reality.

• 15.30 – 16.00 – Coffee break

• 16.00 – 16.30
  Greenrail-Sustainability and Innovation in the railway sector
  By Giovanni De Lisi, CEO and Founder Greenrail
  The experience of a start-up in sustainable technological development.

• 16.30 – 17.15
  Trend – MateriaLens
  By Valentina Ventrelli, FCL
  Scientific observation of materials as a creative imprint, between function and decorum, aesthetic language and structural innovation.

• 17.15 – 17.30
  Strategic conclusions
  

The new world of consumption is qualified through an in nite series of specificities: special occasions, unique processes, radical personalization.

Workshop Program

• MORNING

• 9.30 – 10.15
  Introduction: Detail/Particular Consumption
  By Francesco Morace and Linda Gobbi

• 10.15 – 10.45
  Is the consumer ahead of companies?
  By Luigi Rubinelli, Director of RetailWatch.it

• 10.45 – 11.15
  Trend – CorpoNation
  By Lucia Chrometzka, FCL
  From declarations of intent to innovative solutions in an increasingly responsible business world, which today takes on the new role of social facilitator.

• 11.15 – 11.45 – Coffee break

• 11.45 – 12.15
  Trend – WellSense
  By Lucia Chrometzka, FCL
  From an ego referenced aesthetic personalization to the search for empowerment and personal growth, in a constant balance between sensoriality and wellness.

• 12.15 – 12.45
  LabSolue, the perfumes and its olfactory library
  By Giorgia Martone, Founder Labsolue and Adviser for ICR Cosmetics

• 12.45 – 13.00
  The disappearance of prices
  By Massimiliano Dona, lawyer, President of the Unione Nazionale Consumatori

• 13.00 – 14.00 – Lunch break

• AFTERNOON

• 14.00 – 14.45
  New social gyms: how digital entertainment becomes a bridge to physical relationships
  By Geoffrey M. Davis, General Manager & Co-Founder Digital Bros Game Academy

• 14.45 – 15.30
  Trend – GeniusPath
  By Lucia Chrometzka, FCL
  From the materiality of products to the innovation of processes, for new business models that have a radical impact on the collective imaginary.

• 15.30 – 16.00 – Coffee break

• 16.00 – 16.30
  My Cooking Box occasions: between gourmet passion and simplification of excellence
  By Chiara Rota, Co-founder My Cooking Box

• 16.30 – 17.15
  Trend – InSmartWeTrust
  By Lucia Chrometzka, FCL
  From the simplification of the everyday to the amplification of empathic experiences even in domesticity, through increasingly sensitive and chameleon-like technology.

• 17.15 – 17.30
  Strategic conclusions
  

Communication lives the paradox of the free circulation of stimuli that is self-organizing through increasingly powerful mediation and filters.

Workshop Program

• MORNING

• 9.30 – 10.15
  Introduction: continuous partial attention and ultramediate communication
  By Francesco Morace and Linda Gobbi.

• 10.15 – 10.45
  From marketing positioning to taking a stand
  Testimony of Paolo Iabichino, Advertising expert.

• 10.45 – 11.15
  Trend – UltraVision
  by Francesco Morace and Linda Gobbi, FCL
  In line with the consumption trend of CorpoNation, corporate communication must be structured on a powerful and distinctive Vision, beyond CSR.

• 11.15 – 11.45 – Coffee break

• 11.45 – 12.15
  The sustainable vision of Crédit Agricole
  Testimony of Francesca Dellegrazie, Crédit Agricole Head of Communications.

• 12.15 – 12.45
  Trend – UltraSound
  by Francesco Morace and Isabella Guaitoli, FCL
  Brand Experience must measure itself with the new challenges of listening, training the ear to the world of ultrasound.

• 12.45 – 13.00
  Question and discusison

• 13.00 – 14.00 – Lunch break

• AFTERNOON

• 14.00 – 14.30
  Trend – UltraMessage
  by Francesco Morace and Isabella Guaitoli, FCL
  In the market of continuous partial attention, radicalization, simplification and pervasiveness win.

• 14.30 – 15.00
  Big Data. How to govern it, how to protect ourselves
  Testimony of Antonio Nicita, AGCOM.

• 15.00 – 15.30
  Narrative relationship design: each story proposes a relationship.
  Cases of business applications.
  Testimony of Alessandra Cosso, business consultant, Storytelling Observatory.

• 15.30 – 16.00 – Coffee break

• 16.00 – 16.30
  Trend – UltraMirror
  by Francesco Morace and Linda Gobbi, FCL
  The continuous mirroring between local beats and global breath mark the strategies for future communication.

• 16.30 – 17.00
  The virtuous circle of knowledge. The case of Academia Berlucchi
  Testimony of Romina Castelletti, Berlucchi Marketing and Communication Manager.

• 17.00 – 18.00
  The beauty of the world. Just do it … but think it through!
  Insight track and conclusions by Linda Gobbi and Francesco Morace.

  Presentation of the book “Il bello del mondo – Tra battiti locali e respiro globale”.
  

In a global system shaped by a 4.0 industry and multinational strategies, trade is strengthened only if it has the ability to regenerate through interpersonal relationships.

Workshop Program

• MORNING

• 9.30 – 10.15
  Introduction to the workshop day
  By Francesco Morace and Linda Gobbi

• 10.15 – 10.45
  The deconstruction of time, place and space in retail
  by Luigi Rubinelli, Director of RetailWatch.it

• 10.45 – 11.15
  Trend – SurRetail Occasions
  by Luisa Aschiero, FCL
  Sales points as attractive spaces to both amplify and radicalize the normality of everyday life.

• 11.15 – 11.45 – Coffee break

• 11.45 – 12.15
  Trend – Masters House
  by Luisa Aschiero, FCL
  Retail spaces as arenas for talent competition.

• 12.15 – 12.45
  Le nuove piazze
  by Angelo Micheli, Architect studio Amdl Circle

• 12.45 – 13.00
  Conversation with Giorgio Santambrogio, CEO of the VéGé Group – President of ADM

• 13.00 – 14.00 – Lunch break

• AFTERNOON

• 14.00 – 14.45
  Trend – mAppRetail
  by Luisa Aschiero, FCL
  Retail maps through forms of relations, trade and service, expressions of the local beat.

• 14.45 – 15.30
  Behavioural sciences and NeuroMarketing to create brain-friendly shopping experiences
  by Luca Florentino, CEO Ottosunove

• 15.30 – 16.00 – Coffee break

• 16.00 – 16.30
  Trend – Activating Platforms
  by Luisa Aschiero, FCL
  Places, opportunities and services that embody new forms of activism for and with the consumer.

• 16.30 – 17.15
  Digitally produced in the city, the case of TheFabLab
  by Massimo Temporelli, President and Co-Founder TheFabLab

• 17.15 – 17.30
  Conclusions