Il video che sintetizza gli interventi del Capri Trendwatching Festival 2011, organizzato dalla Fondazione Capri e a cura di Elena Marinoni.

21 maggio 2011 – Intervista a Ross Lovegrove durante la seconda edizione del Capri Trendwatching Festival. Guarda tutti i video della Fondazione Capri sul canale Youtube.

Grand Hotel Quisisana, Capri
Periodo: venerdì 29, sabato 30 aprile e domenica 1 maggio 2011
Ingresso libero

Capri, aprile 2011 – Quale sarà il futuro dei consumi durante e dopo la crisi? A questa e a molte altre domande cercheranno di rispondere imprenditori, economisti, intellettuali e trend forecaster nel corso della seconda edizione del Capri Trendwatching Festival, organizzato dalla Fondazione Capri e a cura di Elena Marinoni. Per tre giorni Capri – luogo per eccellenza della riflessione colta ed erudita, spazio dell’immaginazione e della progettazione intellettuale – sarà l’ideale punto di incontro per tutti coloro che vorranno discutere del presente per delineare i contorni del futuro prossimo.

In programma un ciclo di lectures che avranno come protagonisti grandi nomi del panorama internazionale. Il Capri Trendwatching Festival 2011 prende le mosse dalla nuova edizione dell’osservatorio internazionale Tomorrow Now, basato sul trendwatching. Mentre la prima edizione del 2009 aveva approfondito le tendenze emergenti nell’ambito degli stili di vita, per l’edizione 2011, il CTWF si propone di riflettere secondo una modalità seminariale su un grande interrogativo che accomuna individui, imprese e istituzioni: quale il futuro dei consumi dopo e durante la crisi?

Perché non può esserci una crescita senza ripresa dei consumi. E se è vero che il 2011 sarà l’anno di una ripresa timida ma quanto mai auspicata, come cambieranno la società, i comportamenti di consumo, il modo di fare impresa ma anche gli immaginari della persone in un orizzonte di medio termine? ci dirigiamo verso un superamento dell’attuale stallo nell’ambito dei consumi e della produzione o piuttosto si profila all’orizzonte uno scenario di crisi endemica?

I manifesti del Capri Trendwatching Festival 2011 su Flickr

La seconda edizione del Capri Trendwatching Festival si pone come obiettivo la mappatura dei fenomeni che stanno riconfigurando sostanzialmente il rapporto tra consumo e produzione: in particolare sul fronte dei consumi una dilagante sobrietà, scelta o imposta, e la fioritura di forme evolute di associazionismo tra consumatori, cresciute esponenzialmente nell’ultimo decennio grazie ai social network. Nello specifico si parlerà di:

• Consumi&Lifestyle. Focus on: La dialettica tra lusso e low cost ai tempi della crisi; associazionismo tra consumatori, crowdsourcing & crowdbuying.
• New Business& Marketing. Focus on: La crisi come opportunità per generare nuovi business, Solopreneuning, causebased entrepreneurship, future retail, produzione cooperativa, iEconomia.
• Creatività & Progetto. Focus on: le forme estetiche del futuro
• Immaginari sociali e culturali. Focus on: gli scenari sociali che si profilano all’orizzonte. i neologismi che entreranno nel nostro vocabolario

Le foto del Capri Trendwatching Festival 2011 su Flickr

CTWF Edizione 2011

Dal punto di vista dei contenuti, la seconda edizione del Capri Trendwatching Festival si svilupperà seguendo due direttrici: una verticale e l’altra orizzontale.

La dimensione verticale è quella costituita dagli interventi dei vari relatori, ciascuno dei quali argomenterà i fenomeni che caratterizzeranno in modo significativo il futuro prossimo e relativi al proprio specifico ambito di competenza e formulerà a partire dal proprio punto di vista specialistico una ipotesi previsionale rispetto al tema di discussione, cioè la caratterizzazione degli scenari del futuro prossimo, con particolare riferimento alle condizioni che potrebbero consentire un superamento dell’attuale stato di crisi, e in quale direzione.

La dimensione orizzontale invece metterà in luce le tendenze che trasversalmente accomunano i vari ambiti di discussione e sarà rappresentata graficamente dalla composizione in progress di una mappatura dei concetti chiave emersi dai vari speech, tra di loro messi in relazione. Attraverso questo artificio grafico si avrà modo di sistematizzare le emergenze e le connessioni concettuali via via scaturite e di disporre di un output della manifestazione.

L’evento prevede due pomeriggi e due mattine di lavori suddivisi nell’arco di tre giorni: dal 29 aprile pomeriggio alla mattina di domenica primo maggio.

Il Festival prende le mosse dai risultati dell’osservatorio internazionale Tomorrow Now condotto utilizzando il trendwatching, metodologia di ricerca di matrice etnografica capace di intercettare, prima che diventino fenomeni di massa, le evoluzioni del gusto, i fenomeni e i comportamenti di consumo che domani influenzeranno gli immaginari sociali. L’osservatorio si basa sulle segnalazioni di una rete internazionale di “osservatori” (“urbanwatchers”) che condurranno una ricerca sul campo in 10 città-chiave europee ritenute luoghi di incubazione di nuovi comportamenti sociali.

Elena Marinoni. Curatrice del Capri Trendwatching Festival e dell’osservatorio Tomorrow Now che ne è alla base. Managing Director di GPF (Milano), istituto di ricerca e consulenza strategica sul cambiamento sociale, i consumi e la comunicazione, si occupa dal 2001 di rilevare le discontinuità del gusto e le tendenze espressive emergenti nell’immaginario contemporaneo attraverso una metodologia di ricerca iperqualitativa di matrice etnografica (Trendwatching). Ha maturato una specifica competenza nei settori del design (stili dell’abitare), del lusso, dei consumi culturali giovanili e delle forme evolute del retailing. E’ docente di Sociologia dei consumi & Trendwatching e di Contemporary Design Trends.

Il sito ufficiale del Capri Trendwatching Festival

Scarica il comunicato stampa in formato PDF (244 Kb)
Scarica la locandina ufficiale dell’evento (975 Kb)

I manifesti del Capri Trendwatching Festival 2011 su Flickr

Le foto del Capri Trendwatching Festival 2011 su Flickr

Con il contributo di

Grand Hotel Quisisana, Capri
Period: Friday April 29, Saturday 30 and Sunday May 1, 2011
Free entrance

Capri, April 2011 – What is the future of consumption going to be like in the aftermath and in times of crisis? This is just one of the many questions a bunch of entrepreneurs, economists, intellectuals and trendforecasters will try to answer on the second edition of Capri Trendwatching Festival, organised by Fondazione Capri and with the art direction of Elena Marinoni. A place traditionally connected with a cultured learned reflection, a place for imagination and intellect, Capri will become the ideal meeting point for all those who want to discuss the present to sketch the outlines of the next future over a three days event.

The agenda of the event features a number of lectures given by some authoritative personalities from the international scene. Capri Trendwatching Festival 2011 is based on the latest edition of international observatory Tomorrow Now, informed by trendwatching researches. While the first edition in 2009 focused on emerging trends in lifestyles, the mission of the 2011 edition is about reflecting in a workshop mode upon a big question shared by individuals, companies and institutions: What is the future of consumption going to be like in the aftermath and in times of crisis? As we all know, no growth can take place unless consumption starts again. If it is true, as somebody says, that 2011 will see the situation picking up, how will society, consumption habits and business-doing change? And how will the imaginary of people change in the middle term? Are we really walking over the present paralysis of consumption and production or shall we just get used to a permanent crisis scenario?

The mission of the second edition of Capri Trendwatching Festival is to chart new phenomena which relevantly impact the relationship between consumers and production: in particular, consumption shows an increasing sobriety, willing or not, and widespread forms of advanced association grouping consumers together, triggered in the last decade by social networks. In particular, we will discuss:

• Consumption&Lifestyle. Focus on: The relationship between luxury and low cost in times of crisis; unions of consumers, crowdsourcing & crowdbuying.
• New Business& Marketing. Focus on: The crisis as an opportunity for new business, iEconomy, Solopreneuring, causebased entrepreneurship, future retail, co-production, iEconomy.
• Creativity & Project. Focus on: The aesthetic forms of the future.
• Social and cultural imagery. Focus on: The social scenarios looming up at a distance. The neologisms into our dictionary.

CTWF Edition 2011

As far as contents are concerned, the second edition of Capri Trendwatching Festival will follow two directories: a vertical one and a horizontal one. The vertical dimension refers to the interventions of the different speakers, each of them backing their point of view with evidence to the phenomena expected to be meaningful in their study field in the next future. Each of them will provide their specialist point of view and a hypothesis of prediction referring to the theme being discussed, with a particular focus on the conditions which could lead our way out of the crisis and the best path to follow.

The horizontal dimension highlights the trends crossing the different discussion areas and will find a graphical representation into an in-progress map charting the key concepts as they emerge from the speeches. This graphic device will allow us to pinpoint evidence of new phenomena popping up and to connect them as well as providing an output of the event. The event will take two afternoons and two mornings over three days: from April, 29 in the afternoon to May, 1 in the morning.

Capri Trendwatching Festival is based on the second edition of the international observatory “Tomorrow, Now”, which works on trendwatching, an ethnographic-based research methodology aimed at intercepting the evolution of taste and aesthetic trends influencing social imagery which will turn into future mass phenomena. The observatory is based on signals captured by an international net of “urbanwatchers” leading a ground research on 10 European key cities considered to be the birthplace for new social behaviours.

Elena Marinoni. Art curator of Capri Trendwatching Festival and the observatory “Tomorrow Now” the festival is based upon. She is Managing Director of GPF (Milano), an institute of research and strategic consultancy on social change, consumption and communication. Since 2001 she has been active in the study of the unevenness of taste and the expression trends emerging from today imagery through hyperquality etnographical-based research techniques. She has developed a significant competence in the areas of design (living lifestyles), youthful cultural goods and advanced retailing. She is lecturer of Sociology of Consumption & Trendwatching and Contemporary Design Trends.

PDF press release Capri TrendWatching Festival 2011 (508 kb)

With the support of

Technical sponsors

Capri, September 1st, 2009 – How are future lifestyles gong to be? How much of what is taking place today in the world of fashion, design, urban projects, technology will change our life and consumption behaviours? These are some of the answers a number of businessmen, architects, fashion designers, artists, intellectuals and trend forecasters will try to answer at the first edition of Capri Trendwatching Festival which will be held in Capri from October 15th to 17th 2009.

From the trend guru Li Edelkoort to the sci-fi author Bruce Sterling, from the avant-garde designer Walter Van Beirendonck to the ethical entrepreneur Marco Roveda, from the sustainably committed architect Mario Cucinella to the photographer and film director Francesco Jodice, to the streetstyle anthropologist Ted Polhemus: for three days, Capri – a place par excellence for a learned and erudite reflexion, a space for imagination and intellectual design – will be the ideal meeting point for anybody who will want to discuss the present to sketch the outlines of the future.

With the support of the Capri Foundation, this year’s edition of the Festival will be devoted to emergent trends in lifestyles and will be developing over a syllabus of round tables, meetings and lectures. Among the others, the festival will deal with the following issues: “Supergreen”, that is how the “green thought” and the sustainability concept are redefining behaviours and lifestyles; “Daily Aesthetics”- taste and aesthetics as everyday activities leading to a recursive hybridization between arts, fashion and goods, adjusting to a new definition of high and low cultures – and “Urban Signs”, an overview on signals and creative behaviours which are conveying a new meaning to urban areas as places for social expression.

The photos of the events on Flickr | Slideshow

The Capri Trendwatching Festival sets out from the results of the international observatory “Tomorrow Now”, carried out through trendwatching, an ethnographic-based research method aimed at intercepting the evolution of taste and aesthetic next trends influencing social imagery which tomorrow will turn into mass phenomena. The observatory is based on the signals captured by an international field of “urbanwatchers” who have led a ground research in 20 key-cities around the world: Amsterdam, Antwerp, Bangalore, Beijing, Beirut, Berlin, Bogotá, Buenos Aires, London, Johannesburg, Madrid, Milan, Moscow, Naples, New York, Paris, Santiago de Chile, Seoul, Shanghai, Stockholm, Tokyo.

At the Capri Trendwatching Festival the results of the observatory will be on a preview display for the visitors to see by a multimedia map desk with the most innovative life style and consumption habits breaking at international level. The main evidence resulting from the observatory, shown by ways of multimedia supports, is meant as the ideal train of thought linking the different stages of the event and the outset for the Festival keyplayers to introduce their idea of future lifestyles.

Participation is free of charge and can be registered on line at the following address:  info@fondazionecapri.org

Logistics and Accommodation: Capri Eventi

Fondazione Capri
The Capri Foundation, constituted in March 2009, sets itself as primary targets: the preservation and the promotion of the artistic, historic and landscape heritage of the island; the production and the circulation of culture across the Capri area and the education and the support of local excellence in different fields. In the will of its Founders, entrepreneurs, businessmen, hoteliers and professionals operating in Capri and Anacapri, chaired by Gianfranco Morgano and Antonio Cacace, with the patronage of Città di Capri and Comune di Anacapri and with the support of Regione Campania, the Capri Foundation’s particular mission is to involve the area and the local people as an active participant in the realization of these activities, with a view to increasing the national and international visibility of the area. What the Foundation intends to do is promote, enhance, and foster the growth of local intellectual and artistic excellence and support them by way of festivals, awards, study grants, foreign study, all standing beside local young people down their path. At the same time, the Foundation aims to promote Capri’s historic and environmental heritage towards a cultural tourism, responding to cultural offers aimed at a collaboration with both public and private, national and international bodies sharing the same objectives. The Island of Capri has been host to a number of personalities from the art, politics, economics and finance world, thus becoming a place for cultural exchange. The Capri Foundation was also born to reconfirm the Island’s vocation as an artistic and cultural workshop and a place for comparison based on the inseparable connection of tourism and culture.

Elena Marinoni
Art curator of the Capri Trendwatching Festival and of “Tomorrow Now”, the observatory the festival is based upon. As a researcher, in 2001 along with Patrizia Martello and Alessia Zampano, she founded Memi, an International Trendwatching Observatory aimed at detecting the unevenness of taste and the expression trends emerging from today imagery through hyperquality etnographical-based research techniques. As a Senior Research Consultant for GPF (Milan), a research institute and strategic consultant on social change, consumption and communication, she has developed a significant experience in the areas of design (home styles), luxury goods, teen cultural goods and advanced retailing. She collaborates in the radio show “Essere e Avere” (=”To be and to have”) on Radio 24. She is a lecturer in Sociology of Consumption and Trendwatching and in Contemporary Design.

The Web Site of Capri Trendwatching Festival

PDF press release Capri Trendwatching Festival (612 kb)