Understanding the past while planning the future: Times and ambitions about advancedesign

Abstract

This contribution wants to explore design transformations into the age of complexity and globalisation, when design should aim to restore the balance between consumption and society. Advance design is a technique, a cognitive tool to better control probabilities and to create new relationships into a sociocultural vision. Five elements have to be considered: time bandwidth, ambitions, experimentation, authorship and principles like epigenetics, fertilisation, venture, virginity, storytelling and sensoriality. Some case histories and some tools are provided. A strong interdisciplinarial approach is required, as well as a whole understanding of socio-economical dynamics: Advance design is about transformation, but there is no transformation without the sense of both challenge and awareness.