Each year a new seminar is produced
in 2009 Coolhunting and Innovation: Beyond Trends
ELISAVA & Algo Bueno Cultural Management invite you to attend the Coolhunting and Innovation Day: beyond Trends that will take place 6th and 7th March at the School Auditorium (Ample, 11-13). Date: Friday, 6th March. From 15.30 to 21.30 Saturday, 7th March. From 10.00 to 15.00 Venue: ELISAVA Escola Superior de Disseny (Ample, 11-13)
Coolhunting and Innovation Day: Free Registration. It is necessary to confirm sending an e-mail to firstname.lastname@example.org: – Subject: Coolhunting Day – Personal details: name, surname, company or institution and mobile phone.
Registration for the Nike Lab Workshop: Registration CLOSED (OPEN WAITING LIST) If you are interested in attending Nike Lab Workshop is necessary that you us send us an e-mail to email@example.com. Limited to 20 people: – Subject: Nike Lab Workshop – Personal details: name, surname, company or institution and mobile phone
PROGRAMME Friday 6th MARCH
15.30 – 16.00 Credentials
16.00 – 16.30 Opening Jorge Rodríguez, Academic Director Postgraduate Diploma in Coolhunting: Design and Global Trends, ELISAVA.
16.30 – 18.00 Trendhunting for Pronto Moda Gustaf Esters and Paula Delgado, CODE for H&M. How does fashion production currently work? What rhythms and systems do large fashion multinationals have? How does technology affect fashion? What are the new milestones of world production? Presentation of cases such as Converse, Krizia Robustella, Zara and Kardem Textil in Turkey.
18.30 – 19.30 Coolhunting and trend forecasting for large and small companies Christina Bifano. Anecdotes about her assesment work for companies like Marc Jacobs, Michael Kors, H&M and MANGO. A large part of being a Coolhunter for a brand involves bringing together cool people as collaborators. Let’s imagine our client is Nike, which has asked us to develop a new trainer inspired by a twenty-first century cultural icon. Let’s go to the NIke ID studio to develop our ideas.
19.30 – 20.30 Culture and Market Alex Brahim, DiBina. A talk, from his experience as an art curator and culture manager and producer, on the compatibilities and incompatibilities, the synergies and frictions, and the degrees of permeability and impermeableness among innovative creative trends and matters of social and cultural change, the structures and interests of companies, and the strategies they adopt on the market.
20.30 – 21.30 Applying trends: the true key to the market Gemma Requena, Boom Estrategas. Trends, as such, are no longer simply content of a social kind but become a marketing tool when they are applicable to real cases and provide solutions or new channels or starting points. In view of the current economic climate, other circumstances such as the social situation should be observed to detect what new needs must be met and what the important values of the moment are. As a tool, trends encourage new points of view and starting points to prompt creativity and therefore innovation, and are applicable to any of the aspects through which a brand, its marketing, product, price, retailing, branding and advertising and events are communicated.
PROGRAMME Saturday 7TH MARCH
10.00 – 11.00 Product customisation workshop Oriol Moragrega, Nike Lab. A brand (in this case Nike) has asked us to develop some trainers inspired by a cultural icon of our choice. The client and the advertising campaign for this product must therefore be kept in mind. Presentations will feature examples of muses and the collaboration of famous people and the brands that have benefited from them. We shall take a Cradle to Cradle look and visit the Nike ID website. There will be a visit to Nike for a talk about past collaborations, a demonstration of Nike ID software and the design of some trainers inspired by the chosen muse (subject to the limitations of the software allow).
Workshop at Nike Lab. Passeig de Gràcia, 29 (between Diputació and Consell de Cent). Confirmation necessary. Limited to 20 people.
10.00 – 11.00 FAD: an Incubator for new opportunities Nèlida Falcó and Georgina Curto. Nèlida Falcó will present the FAD’s Incubator project of grants for design research and Georgina Curto will explain the MATER project. FAD Materials Centre.
11.00 – 12.00 Opportunities and subsidies for innovation Joan Martí, ACC1Ó CIDEM | COPCA. Although most executives focus their energy on day-to-day management, business success is essentially based on building a winning strategy. In a highly changeable environment, continuing past dynamics (even if they have been successful) is usually a trap that leads to failure. We shall deal with the keys for a proper definition of strategy, which include future vision, differentiation, client purchasing criteria and business segmentation. Examples will also be given of organisations of different types to help highlight the core ideas. There will also be emphasis on the importance of the environment, which is not a neutral factor but conditions an organisation’s competitive development. Clusters therefore emerge as an exceedingly interesting territorial reality.
Coffee Break 12.00 – 13.00 I am an Idea Catalyst! Gustavo Carvajal, TVP * – The Vidal Partnership New York. Idea Catalyst for the marketing and communications agency TVP * – The Vidal Partnership – in the USA. The session entitled “I am an Idea Catalyst!” is a conversational testimony with Gustavo Carvajal about the creative adventure involved in developing a project to explore trends, and in the search for and generation of continuous inspiration from the perspective of a marketing and communications agency in the competitive scenario of the USA. The presentation is a preview of the class: “13 Ideas / CoolTREKKER Edition”, which is specially designed for the Postgraduate Diploma in Coolhunting. Design and Global Trends, offered by ELISAVA and Universitat Pompeu Fabra (UPF) in autumn
2009. 13.00 – 14.00 Coolhunting and Cultural Research as tools for innovation Silvana Ospina and Jorge Rodriguez, Incita and Algo Bueno Management Cultura. Cultural immersion involves interaction with current and potential groups of consumers to reveal first-hand new trends, impressions, opinions, uses, interpretations, prejudices and methods of use of products and services and their place in the daily life and culture of the target group. Cultural research is the best ally of the processes of industrial, technological and service innovation as it provides key information on how to enable new products and services to achieve more sustainable symbiosis on the market and a positive impact on the communities that consume them.
14.00 – 15.00 Networking and presentation of projects and blogs
Alex Ceball Studio. Trends, globalisation and the media. Ethics in the practice of journalism as a guarantee of quality certification, designation of origin and identification of brand cities. Case studies: METAL, FEW, HERCULES, LA MONO.
Open Talent Award of the BBVA Centre for Innovation Fernando Summers. (to be confirmed) Open Talent has been created to support and win business projects that provide for the sustained development of society. The company selected by BBVA Open Talent will have BBVA as a partner and may receive a contribution of up to 100,000 euros. The business initiatives rewarded by BBVA Open Talent are geared to incorporating people in employment and to creating wealth on a sustainable basis.
Elisava Design Thinking Week
One week entirely dedocated to lectures, workshops and conferences about Design Thinking to explore the multiple possibilities of trends research and design applied to new business models based on the user and with the participation of Claro Partes, Design Thinkers Netherlands, Innedit, D.School at Postdam University, Carlitos & Patricia Agency.