Quantum computers could be a reality soon, as #Google’s #Sycamore demonstrated.

Quantum mechanics is the base of physics and its the field that discover what happens as well in situations of really small scale, the reign of #uncertainty and surely not of binary system, as normal computers process the world.

This possibility opens a range of existentialist question and scenarios, that sort of #scenarios that Asimov and others depicted. These new computers could open us a new world, will we be able to understand what quantum computers have to teach us?

Coronavirus: fears and solutions

Coronavirus is spreading and this emergency is a trigger for human intelligence to activate new resources.

Both charity and ingenuity occur, side by side with irrationality, too, as it is predictable within severe situation as this is.

Maybe Max Siedentopf intends to point at that irrationality with its provocative photos “How-to survive a deadly global virus”.



For MilanFW the Gucci’s creative director Alessandro Michele has contacted the guests of his catwalk in a totally unusual way: through a vocal message on Whastapp. An idea so simple to seem almost banal, but actually nobody had ever thought of. Even if we send dozens of Whatsapps everyday. Michele has surely succeeded in amazing who has received the message.

He has succeeded in being 100% sustainable too. What can be the impact of a vocal on Whatsapp compared to the print of an invitation for every single guest?

Should  be simplicity, sustainability and fashionability the winning combination?



From January the 13th to May the 3rd at Palazzo del Governatore in Parma will take place the exhibition “Time Machine. Vedere e sperimentare il tempo”. The theme will be the relationship between time and media and how the media have changed the time perception.

In fact, media have the potentiality to show us time in all its shapes:  #NOW, #NEVER, either #BACKWARD or #FORWARD. Media can create a time that does not exist as for time-lapse and rallenting; they make us able to have extraordinary trips fixing what went wrong in the past and foreseeing what will be our future.

“Time Machine” will offer an immersive journey with photos and film extracts, thanks to an idea of Michele Guerra curated by Antonio Somaini, with Eline Grignard and Marie Rebecchi.

So are you ready to start this time travel?


To discover more:



Now or never: we have to decide how we want to exit the match. Climate change, political issues, new technologies and prosumers are all questioning us. Do we want to be inside or out? #Trend Monitor® yearly Forecast is the special occasion to understand how to face the urgency of this moment.

The #ENDGAME presentation will be in Milan, on Feb 12th, 5 pm, corso Magenta. 12 countries, 9 business industries, one only #GAME. How do you want to #END it?

Stay tuned and be ready to play!



Registration (mandatory):


The event will be in partnership with #GloriousCrew.

The hologram: a mutation paradigm?

Giulia Ceriani –baba ceo- is going to give a lecture about Holograms in Bilbao, at the  XVIII International Congress of the Asociación Española de Semiótica: “The Other, the Same. Figures and Discourses of Alterity” is the congress’ subject (LINK).

The holograms represent the next frontier of the interaction between real and virtual environments. Much more than a mere digital interface, they show the possibility of presence effects that put into discussion the modalities of the discourse construction, their perception, their effects of truth. At the moment still experimental exercices (Marina Abramovic on one side and Mélenchon at French presidential elections on another side…among many others), the holograms are going to be the symbolic node of a society in mutation, where a fluid way of existence is the main issue.


Launching our Fly High! campaign, we would like to encourage to disrupt the rules of the game and think outside the box. Questioning traditional business’ approaches, changing perspective, applying your imagination without any limit….Being different from the others, just like Rihanna did. While the overall trend is having influencers sat in the front rows uploading contents during the most important shows of fashion week, for her Savage X Fenty show, she chose to ban smartphones and cameras and to display it on Prime Video. Turning a fashion show into a fully immersive experience, made of entertainment and performance, she got to catalyze the media attention and prove the benefits to the business of fresh ideas. What are you waiting for, to #DARE a little bit and wreck conventions…?


Raising the bar is both a matter of pushing our thoughts beyond what is banal and stereotypical and imagining future scenarios that may radically impact our lives. Trying to reflect on profound questions and find creative answers that overcome what is taken for granted, may stimulate human intelligence. This is the purpose of Ermenegildo Zegna, whose last campaign encourages people to rethink the idea of masculinity and reflect on the true sense of mankind. Dreaming about life on a new planet is a way to keep flying high too: a dream made more concrete by Warith Zaki, a Malaysian designer, who proposed a sustainable way to allow life on Mars, by using local bamboo to construct buildings. After reading about these innovative examples, do you feel more inspired to leave a mark and anticipate the latest market trends?

QUESTION #4 Shall we really abandon our deep&real doubts for light&virtual beliefs?

Sustainability has no univocal meaning: we would like to suggest to read disrupting  stereotypes. So, as far as high fashion is constantly trying to propose the unexpected-designers are more and more socially involved, let just think about Gucci Cruise’s collection, reflecting on abortion and women’s freedom. This year’s Paris Couture Week is a great source of examples. Sustainability becomes the possibility to give women more space, by Maria Grazia Chiuri, Dior’s creative director, that reflects on the concept of dress as primary architectural space occupied by our body and closes her fashion show with a model wearing a dollhouse dress.

But also, sustainability as change: more than half of the models who walked the runway for Valentino were not white colored, making it one of the most diverse shows and proving the steps that  some brands are doing towards a better inclusivity. Furthermore, sustainability as unconventionality: in “Hypnosis”, Iris van Herpen uses unusual materials and technology to create kinetic works of art that vibrate and sparkle.

Under this perspective, the endpoint is the denial of fashion in the name of sustainability: Laura Kraup Frandsen refused to present a collection at her graduate show at Royal College of Art as a protest against overconsumption, claiming that “there is no fashion on a dead planet”.

QUESTION #3 Why do not try to build a future empowered by human intelligence?

Human intelligence has to negotiate with #AI every day. If we reflect on artificial intelligence, anyway, can we escape from the most obvious deterministic options (a way to become immortal? a proxy in favor of robots? etc.)… In fact, we can analyze the #AI issue from 4 alternative and strategic viewpoints: the 4 scenarios figured on the basis of  2019-20 TREND MONITOR FORECAST will help.

So, #AI can be read as a mean to #FACE reality (scenario 1) and the #DARK! we live in: see for example Ai-Da, a humanoid robot that has presented her own original artworks at a University of Oxford’s exhibition, with its audacious modalities to perform, lighting up what is ordinary.

Artificial intelligence offers a solution to #RETREAT perspective too (scenario 2): Triton2, giving indications to swimmers while they practice in order to improve their performance, reduces the involvement required by integrating coaches’ suggestions.  Besides, Baidu #DARES (scenario 3) with his AI system, able to clone human voice in less than 4 seconds, setting the limits a bit further.  And #AI can be intended as a solution to #REJECT  (scenario 4) the beauty standards imposed by society, as people,  thanks to an Adobe research project in collaboration with scientists from UC Berkeley, will be able to detect edited media and discover if a picture was manipulated using Photoshop.