Seeing the Future by Visualising Culture

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by visualising CultureKnowledge  of  Design  Week  2015  Hong  Kong

seeing the future

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i study culture

i’m an anthropologist

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what is culture?

past present future

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when you take a selfie you are

engaged in culture

identity

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when you take pictures of

your food you are engaged in

culture

ritual

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when you video your shopping hauls you are

engaged in culture

aspiration

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every 60 seconds

50 billion messages

41, 000 photos

120 hours of video

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a kind of cognitive hacking

identity ritual aspiration

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languagetells us how culture is working

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language helps us see the future

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fast & empathetic

research

ideasthe

worldideas

ideas

ideas

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the context of language shapes cultural value

cultural meaning

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we can visualise how meaning migrates through culture

“you need to see things this way”

“i’ll have what she’s having”

“look what i have”

“let me show you how to enjoy that”

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understanding the patterns of cause & effect

“you need to see things this way”

“i’ll have what she’s having”

“look what i have”

“show me how to do that”

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pattern of dissent

pattern of aspiration

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starbucks had a language problem in 2008

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starbucks had become a stale commodity in 2008

collective

progressive

analytic expressiveCOFFEE

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the pattern of aspiration

the pattern of dissent

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a new language had emerged in response

collective

progressive

analytic expressive

LOCAL COFFEE SHOPS

COFFEE

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the pattern of aspiration

the pattern of dissent

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crisis forces a return to fundamentals

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mq coffee institute in shanghai inspires new consumers with relentless technique

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fashion retail has a language problem in china

“Shanghai already has more flagships than the Spanish Armada.”

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Louis vuitton has become the bag of secretaries in china

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lane crawford builds symbolic relevance by cultivating chinese designers

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virtual dressing rooms should be about fit not gimmickry

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21st century design is about more than product

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seeing the future is about cultural literacy

past present future

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connecting with a sense of place

past present future

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check out our book on mapping culture

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thank you.

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Email

@timstock

timstock@scenariodna.com