Inside looking out

Date of publication: September 4, 2017


Every time we try to predict the future, we naively try to imagine it from our point of view: with a lineal understanding of time as past-present-future. However, we've found out that sometimes our future is not within our own timeline but in someone else's, and even in the present or past of other brands and categories. That's why we worked with both research inputs and outputs in order to move from guessing the future to designing it. Our objective? To stop hoping that we are going to find an oracle or magic ball that can guess the future, and instead build tools and processes that foster the kind of thinking that led Verne and Da Vinci to design the future.

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