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About the Course

Cool is usually associated with fads or trends. Sometimes cool equals trendy, but it is always related to originality and innovation. Cool can be all about eye-candy products and surprising elements, products that communicate fresh ideas which inspire consumers. In order to give form to these ideas designers, researchers and managers have to collaborate. Cool hunting is the 360 degree observation of everything that is fresh and interesting that emerges in daily life and which represents a fundamental level of innovation. It concerns fashion, design and technology at street-level, and celebrates all of the uniqueness that inspires consumers and transfers knowledge in all aspects of design.

Course Leader

Future Concept Lab is one of the most advanced research centres specialising in marketing issues and trends in consumption. Future Concept Labs goal is to develop and share new concepts regarding products, communication and distribution. Visit www.futureconceptlab.com.

Topics Covered

Lectures in Cool Hunting as a tool for analysing emerging trends, Global trends and local international consumption behaviours, In-house cool hunting: strategies and case histories, Practical workshops.

Who Should Attend?

Designers and product managers, and students with an appropriate background of studies and interests related to marketing and communication.

Tutors

Future Concept Lab