The Turkish company VitrA, manufacturer of ceramic materials, is one of the most interesting creative laboratories within this emerging country. VitrA has been promoting the link between industry and the world of design for years. For some years now VitrA has been organizing a series of talks dedicated to future trends, in an attempt to broaden the design culture within their community. Francesco Morace was invited to Istanbul on October 19, 2012 to offer his vision on the Future Paradigms of Design. The conference was followed by a lively strategic discussion with the company’s managers and designers.