RINASCIMENTO Emerging Industries: a New Engine for Growth

1. From Rinascimento to Emerging
Industries
Francesco Morace – Future Concept Lab – November 2014 – Milan

2. The Paradigms of the
Future
How can we identify the emerging
industries?
Trends are constantly evolving. They
change much quicker than the industry
wishes to think. The present and future
transformation of trends is ruled by a
higher dimension, which we define as a
“paradigm”.
Paradigms are such widespread
phenomena that they literally define
the way we think and behave.
Paradigms are everywhere in our daily
lives.
Unique & Universal
Crucial & Sustainable
Trust & Sharing
Quick & Deep

3. Unique & Universal
 Uniqueness and Universality are
not in opposition, but in continuity.
 The value of local products will be
recognized and transformed in
global terms
 The distinctive character of origins
and processes will be made much
clearer
 Think globally, act locally will
transform into think locally, act
globally
 The genius loci will be recognized
as the root of global success,
through the universal logic of the
Net

4. Crucial & Sustainable
 Move beyond ideological eco-movements,
implement ways of
thinking that minimize the impact of
our behavior on the environment
 Understanding of which are our
crucial resources
 We are all connected: what’s better
for me is better for you
 Truth = Beautiful + Sustainable
 Collective consciousness that is
related to the environment and its
being a priority

5. Trust & Sharing
 Sharing of ideas and projects, as well
as feelings and impressions
 From value chain to the chain of trust
 The “socially” networked planet
 The power of reciprocity: doing
something together with someone
strengthens the motivation and leads
to greater talent
 The sharing of happiness becomes
the main driver, even in everyday
experiences

6. Quick & Deep
 Speed can not sacrifice the depth of
the experience
 Quality first and foremost: effective
products and services
 From “fast food” to “fast good”: fulfill
requests in less time and with greater
knowledge
 Satisfy demands in ways that are
precise and direct, assertive and
above all, rapid
 Build on experiences to be repeated,
using entertainment and culture

7. Emerging Consumer Scenario
7
Crucial &
Sustainable
Unique &
Universal
Quick &
Deep
Trust &
Sharing
 Products with natural
“rhythms” and
transparent processes
 Services that support
virtuous behaviours and
improve existing
systems, models
(political, economical
and social)
 Projects that respect the
planet’s resources and
have a long term vision
 Products with unique
characteristics and
strong origins
 Services that allow for
flexibility of use,
accessibility and
essentialness
 Projects that enable
cultural and personal
growth
 Products that enhance
the quality of life and
happiness
 Projects that enable
timeliness and wellbeing
 Services alternating
between slow and quick
and that address
different occasions and
desires
From
Ecological Approach
to Quality of Life
From Status Symbol
to Distinctiveness of
Origin
From Fast Actions
to
Happy Experiences
 Projects that enable the
sharing of passions and
experiences
 Physical or virtual
contexts for exchanges
of opinions and
expertise
 Products that allow
consumers to become
the protagonists and
build social
relationships in both
digital and physical
territories
From
Personal Taste
to Empathy for Many
Drivers of Change
New Paradigms
Decision making
drivers
People are in
search of […]
Paradigm Shift

8. Scenario of Emerging Industries
Paradigms Unique & Universal Quick & Deep Trust & Sharing Crucial & Sustainable
Emerging Values
Industry’s added value
Key Characteristics
Key Drivers
Talent &
Co-operation
Tech &
Touch
Innovation &
Sustainability
Attraction &
Distinctiveness
Social Innovation
Relations with context and use
of collaborative protocols
Quick Solutions
Focus on results/immediate
benefits of creative activity
Quality & Wellbeing
The centrality of materials,
energy and sustainable
processes
Global Gratification
Manufacture excellence and
provide top of the line
Propose an alliance with the
territory and with the world of
shared creativity, for alliances
at different levels:
‐ empathy: identifying creativity
through contests and
competitions
‐ affinity: opening up to project
sharing
‐ emotional: discovering
talents, through those of
others
‐ professional: help to hone
skills in a collaborative way
Ensure products tailored to
specific needs and
opportunities.
Define clear creative content
and expand quality through:
‐ training/education targeted to
very specific needs
‐ simplification of teaching
lengths and procedures, with a
central role for experts
‐ interpretation of coolness in
terms of professional
development/updates
Study environmentally
sustainable processes,
aiming for new frontiers of
innovation.
Carefully consider:
-nature of materials and related
benefits and performance
- relationship with quality logics
‐ timely reflections on
environmental issues
‐ production processes and
optimization of waste
‐ the lifecycle and disposal of
products
Design “high-quality”
projects around attractive
experiences and products:
‐ introduction to Made in
Europe quality and the culture
of excellence
‐ deepen knowledge on the
themes of luxury, high-tech,
and gourmet food and wine
‐ consider communication that
places value on the distinctive
uniqueness
So What? Open Innovation: social
design, co-operating in
creative terms
Improving professions and
proposing new factors of
competence
Basic knowledge foundation,
sustainably driven
Smart specialization

9. Emerging Industries Scenario
Unique &
Universal
Quick &
Deep
Trust &
Sharing
Crucial &
Sustainable
Design
Visions
Fashion
Dimension
Art &
Craft value
Urban
Experience
Media &
Performance
Hospitality &
Culture
Amplify
Interaction
Glam
Occasions
Quick
Visual Art
Wearable
Design
Infographics &
Web Analytics
Pocket
Journey
Design
for all
Fair Fashion
Process
Bio Architecture
& Construction
Energy &
Transport
System
Sense &
Sound
Care &
Wellness
Maestro’s
Camp
Made for
Luxuries
Prototyping of
Made in Europe
Wheels &
Motion
Digital
Storytelling
Food
Design
Social
Design
Talent
Incubator
3D &
Makers
City
Scanning
Pop-up
Contexts
Horeca’s
New services

10. Book
I Paradigmi del Futuro
Lo Scenario dei Trend
www.amazon.it
E-book
Paradigms of the Future
A Trends Exploration
itunes.apple.com
OnlineTraining
TrendsGymnasium
Coolhunting Course
www.trendsgymnasium.com
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