Mega-Trend 8 Inside Outside

1. What is mega-trend? MEGA-TREND© is a trend report, co-created by leading creative agencies and trend experts from around the world including: Ana Goalabré (Douarnenez), designboom (Milan), Copenhagen Institute for Future Studies (Copenhagen), Funky Business (Bucharest), Onio Design (Mubai), Trico (Deft), The Mageborn Company (New York), Brand DNA (Paris), Imageneer (São Paulo, Brazil), Y Studios (San Francisco and Shanghai) and Style-Vision (Nice). Client of the mega-trend report : Gap, Volkswagen, TWA, Burberry, Adidas, Swarovski, France Telecom, Sony, Virgin, LVMH services, Leo Burnett etc.. Each report contains approximately 25 pages of creative scenarios on a consumption trend (a MegaTrend). Each scenario is illustrating a concept with words and images. In each scenario you can find description, analysis and examples, keywords. Mega-Trend n°8 inner outer worlds The limits between the outside and the inside are blurring. Private spaces and intimate attitudes engulf the public arena and social behaviours: rest rooms in supermarkets are decorated like private homes, a car becomes an office place, we go shopping on highway boutiques, people share their most intimate secrets with the whole world via blogs, reality TV and chat shows. Between these borders of ‘inside and outside’ we tend to create an imaginary zone around us to protect, comfort and assure us; not only through the purchasing, and use of goods, but also by the relationships that we form with the communities around us. This dichotomy of fading borders between ‘inside and outside’ raises two important questions: Question 1. If the consumer continues to live as a nomad, who wants to experience 100% comfort, 0% effort , 0% risk environment how can we respond to the expectation of this all-comfort consumer? Question 2. The consumer is an individual. From within their world they can see the larger outside community, they are capable of selected co-operation with their community. How can we design for the notion of the collective citizen?

Additional Information

The agenda and themes to be covered in year 2005/2006 are:

1 DOUBLE EDITION Maverick Report (Against the establishment + Acceptance of complexity + Let's become an individual) November 2005
2 Inside Outside April /May 2006
3 Attraction July /August 2006
4 Theme to be defined September/ October 2006
6 Theme to be defined December 2006