The overarching theme for our new Macro trendbook, highlighting how new approaches to technology, identity, wellbeing and sustainability are creating positive change for today's consumers and future generations.
A better today than yesterday, but possibly only a little better. Protopia encompasses a realist's idea of progression.
ONE OVERARCHING IDEA
EIGHT INSPIRING TRANSLATIONS
INFLUENTIAL CASE STUDIES
COLOUR & DESIGN INSPIRATION
PROMPTS FOR FURTHER READING
MACRO BOOK SERIES
A consumer first approach to trend forecasting, designed to support complete brand processes, from product design to marketing strategy.
WHAT, WHY & HOW?
Our macro book combines the what, the how, and the why of the season. Anchored in changing consumer preferences, emerging design, and innovation, creating a solid basis for exciting new product and brand offerings.
We highlight the key drivers informing our opinions, including
• Socio-economic developments
• Shifts in consumer behaviour
• Relevant cultural references
• Influential conceptual projects
• Key innovations across markets
FOCUSED, TANGIBLE & INSPIRATIONAL
One overarching idea paves
the way for a series of clear, informative and inspirational translations, illustrated through key contextual case studies, and brought to life with our top line view on colour, texture and form.
[INFLUENCES & CASE STUDIES]
We analyse what’s happening in the world, and highlight key influential brands, creatives and cultural references to showcase how we’ve formed our ideas and opinions.
THE LOOK & FEEL
We bring our ideas to life with our highly visual top line view of how they’ll translate to product through colour, texture and form.
What do these ideas mean to your brand? How can you integrate these ideas or concepts in a way that is relevant to your customer? We provide a summary of each theme that pinpoints tangible opportunities.
THE SEASON'S NARRATIVE
ONE OVERARCHING IDEA
We identify the unifying thread that runs throughout the latest evolutions
in consumer behaviour and design innovation. The central idea, to which each of our subthemes relate to.