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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
scenarioDNA connecting ideas to culture 3
what is culture?
past present future
scenarioDNA connecting ideas to culture 4
when you take a selfie you are
engaged in culture
identity
scenarioDNA connecting ideas to culture 5
when you take pictures of
your food you are engaged in
culture
ritual
scenarioDNA connecting ideas to culture 6
when you video your shopping hauls you are
engaged in culture
aspiration
scenarioDNA connecting ideas to culture 7
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
scenarioDNA connecting ideas to culture 9
languagetells us how culture is working
scenarioDNA connecting ideas to culture 10
language helps us see the future
scenarioDNA connecting ideas to culture 11
fast & empathetic
research
ideasthe
worldideas
ideas
ideas
scenarioDNA connecting ideas to culture 12
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
symbol
zeitgeist badge
action
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
1 2
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scenarioDNA connecting ideas to culture
starbucks had a language problem in 2008
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zeitgeist
scenarioDNA connecting ideas to culture 16
starbucks had become a stale commodity in 2008
collective
progressive
analytic expressiveCOFFEE
zeitgeist badge
actionsymbol
the pattern of aspiration
the pattern of dissent
scenarioDNA connecting ideas to culture 17
a new language had emerged in response
collective
progressive
analytic expressive
LOCAL COFFEE SHOPS
COFFEE
zeitgeist badge
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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
scenarioDNA connecting ideas to culture
action
mq coffee institute in shanghai inspires new consumers with relentless technique
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symbol
scenarioDNA connecting ideas to culture 20
fashion retail has a language problem in china
“Shanghai already has more flagships than the Spanish Armada.”
zeitgeist badge
scenarioDNA connecting ideas to culture
Louis vuitton has become the bag of secretaries in china
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zeitgeist badge
scenarioDNA connecting ideas to culture 22
lane crawford builds symbolic relevance by cultivating chinese designers
symbol
scenarioDNA connecting ideas to culture 23
virtual dressing rooms should be about fit not gimmickry
action
badge
scenarioDNA connecting ideas to culture 24
21st century design is about more than product
scenarioDNA connecting ideas to culture 25
seeing the future is about cultural literacy
past present future
scenarioDNA connecting ideas to culture 26
connecting with a sense of place
past present future
scenarioDNA connecting ideas to culture 27
check out our book on mapping culture