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scenarioDNA connecting ideas to culture 1
by visualising CultureKnowledge of Design Week 2015 Hong Kong
seeing the future
scenarioDNA connecting ideas to culture 2
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
scenarioDNA connecting ideas to culture
symbol
zeitgeist badge
action
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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scenarioDNA connecting ideas to culture
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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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scenarioDNA connecting ideas to culture
starbucks had a language problem in 2008
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zeitgeist
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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
scenarioDNA connecting ideas to culture
crisis forces a return to fundamentals
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actionsymbol
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mq coffee institute in shanghai inspires new consumers with relentless technique
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symbol
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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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scenarioDNA connecting ideas to culture
Louis vuitton has become the bag of secretaries in china
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zeitgeist badge
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lane crawford builds symbolic relevance by cultivating chinese designers
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scenarioDNA connecting ideas to culture 23
virtual dressing rooms should be about fit not gimmickry
action
badge
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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
