in collaboration with :

Level: Advanced
Dates: 20 – 30 July 2010
Hours: 10:00am – 4:00pm
Course Language: English
Cost: 967euro + IVA

Who is the course addressed to?
Designers, fashion and product managers, students with an appropriate study background and interests linked to the fields of communication and marketing.
Creative design and manufacturing applied to industrialproducts call for strong attention towards product innovation,in coherence with the evolving taste of mass society:such a process requires the implementation of specificmethodologies suited to grant production innovation, inclose consideration of yet more latent or emerging tendenciesof the social context. Cool Hunting is intended as aninstrument to support the observation skills of the signsinter-related to the Social Imaginary, despite the disparateareas they originate from. It represents the fertile applicationground for an observation aimed at envisioning newproducts and building fruitful suggestions to be transposedin the complex pathways of fashion or design. The courseteaches how to identify phenomena and short-, mediumandlong-term trends, as well as to interpret changes, practicecool-hunting and generate ideas.
Objective
Acquiring knowledge and implementing applicationof the new analysis and observation techniques ofCool Hunting.

Methodoogy
Lectures, external visits, workshops
Contents
Cool hunting as a technique to analyse newemerging tendencies and trends – global trends and localbehaviours in international consumptions through a vastebibliography and case histories.

Course and Project Leader: Future Concept Lab
Future Concept Lab is a Research and strategic ConsultingInstitute specialized in marketing issues and trends in consumption,which stands out on the international landscapeas one of the most advanced centres in the world. Withextensive activities and clients in Europe, North America,South America and Asia, the global project of Future ConceptLab is headquartered in Milan and has correspondentsin twenty-five countries around the world. During the last20 years of research, consulting and education activity, theInstitute has developed an own methodology which allowsthe identification of trends and their development alongtime. More than 200 clients coming from different sectors,10 years of trend seminars (Future Vision Workshops) andover 25 Megatrends, together with hundreds of trendsdocumented in 10 books, all highlight the effectiveness oftheir/our methodology. The constant objective is that of proposing,on an international level, new concepts of products,communication and distribution to tackle advanced as wellemerging markets.