Copenhagen Trenz®Walk: A Revolutionary Approach to Predict the Future
*This is limited to 20 participants on a first come first serve basis.
Steven van der Kruit, Creative Director & Visionary, Firmenich Perfumery
Mikel Cirkus, Global Director, Conceptual Design, Firmenich Flavors
11:30 - 12:45 → Monitoring Global Trends: A Revolutionary Approach to Predict the Future
12:45 - 13:30 → Luncheon for Tuesday Participants
13:30 - 15:45 → Copenhagen Trenz®Walking Excursion
15:45 - 16:15 → Round Up & Trend Implementation Summary
WHAT: The power of trends is in the application of deep cultural insights to real business challenges and solutions. To succeed in today's consumer landscape, we must blend art and science to spot the trends and quickly translate the trends into actionable strategic opportunities. "Cool Hunting" to identify these trends results in culturally relevant business opportunities, from branding to product development to delivery.
WHERE: As "cultural anthropologists", we'll go on a voyage of discovery into the latest. Exploring various retail environments from restaurants to unique boutiques while incorporating our tracking skills of slowing, looking down, and expanding perceptions to generate new insights and creative thinking.
WHY: Most information, in whatever form, is reaching us with a delay (and transformed) of half a year. But we live in a world where the 'speed of change' is ever accelerating. In order to signal change or trends, one has to detect them in their embryonic state. Most of us in the decision-making field are disconnected with the outside world and are visually 'handicapped'…
HOW: Firmenich's 'Trenz®Walking' is an unique system to detect trends in their infancy (mostly 3-4 years before they globally manifest themselves). It allows not only to signal the new early, but also to reveal the process of change/trends.
WHO: Learn how to see differently, while observing 'things you have never seen before'. It trains you to signal change in an early stage allowing ample time to anticipate and implement time in winning business propositions. Mikel Cirkus and Steven van der Kruit are said to be among the top 10 global Trend Visionaries- and are involved in hundreds of Innovation projects around the globe.
BACK BY POPULAR DEMAND - REGISTER EARLY: Steven and Mikel have led a Trenz(R)Walk at FEI 2011 in Berlin as well as FEI 2012 in Zurich. Both Trenz(R)Walking sessions were among the participants most-memorable experiences, and the session WILL sell out. So if you'd like to participate, please register early.