Mega trends 2001

Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000

MEGA TRENDS 2000

CONTENTS

1. Reality Check
2. MegaTrends key words

3. Introduction

4. Body Culture (the wave)

5. Mega Trends 2000

6. Soul safari

7. D.I.Y

8. Positive Anarchy

9. Minimalism

10. SPDG
*Sources

By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 1


A MEGA TREND IS?

Popular books on mega trend



1. Reality check

About the future
“A friend has said the future is the present. If you really are curious about the
future, just study the present”. Only those who have learned to perceive the
present can predict the future. They need only predict what has already happened
by being the first to see through pattern recognition. For the future of the future is
the present”.
Marshall Mc Luha

A FAST REALITY CHECK GIVES US A FEW ERA OF
IMPORTANCE

• Choice
• Year 2000



• European Community, EURO Currencies
• Technomania
• Global - Local
• Retromania
• Individuality
• Growing concern of explotation of global resources
• Climate change
• Kyoyo faes problems

2. MEGA TRENDS KEY WORDS

SOULS SAFARI KEY WORDS

• spirituality
• where are you now, Where are we?
• return to nature
• from materialism to spirituality
• seek and find
• reaction of materialism
• There must be ways to do thing better

b) D.I.Y (Do It Yourself) key words

• Single soldier - togetherness
• Individuality
• Αrt scene
• Escape from mainstream
• Consumer take part in production
• Consumer take part in design



c). Positive anarchy
Key Words

• healthy lifestyle
• believe in yourself
• symbols and codes
• sports
• Networking
• Growth of new values
• Growth of organizations to take care of local problems
• Local business starts to ooo
d). Oneism
Key Words

• comfort
• order out of chaos
• simplify
• details in life
• rise of intuition
• Simplisity
• New ways of doing things
• Reduce unnecessary functions

e). SPDG
Key Words

• drug culture
• game culture
• use your body as a experiment
• technology implant
• Technomaina



3. Introduction
KEY WORDS

• Information overload
• Easy access
• innovation culture
• Millennium breakdown
• Global citizen
• Sustainability
• environmental problems
• Growing concerns for
globalwaming
• Growth of local business

We are now moving towards the next century, and there is time for some thoughts
about the way we chase to understand the youth culture, in this rapid changing world of
trends and behaviour.

ELECTRIC INFORMATION GIVES US INFORMATION OVERLOAD

We are living in a world of excess. Access to everything and anything has caused
this excess. This world of information overload has created a youth editing culture.
The networks, cable TV, magazines, fazines, newspapers, Internet is
Communicating to people 24 hours a day 365 days a year.



INFORMATION HIGHWAY – INFORMATION OVERLOAD

ELECTRIC INFORMATION OVERLOAD

“One of the many effects of living in with electric information is that we live habitually in a
state of information overload. There is always more than you can cope with. Now the young
have devised a strategy for dealing with this quite apart from inattention. They devised a
much more potent strategy of mythmaking
Marshall McLuhan

WE ARE A CONSTANT MEDIA

And not only is the communication one way, but the interaction one the Internet is
starting a two-way dialog. Blown away is the traditional mass communication, today
the Net will be used more and more as a 1:1 relationship tool with consumer.
This technology has liberated everything, with portable digital video cameras and
satellites links, teenagers in London knows what New York is doing and visa versa.



Buddha said for 2500 years ago that everything are inter connected & constant change

THE GLOBAL CITIZEN

Marshall Mc Luhan’s vision of the global village is a truth. Network beyond cultural
barriers connecting cultures and cities in a way we never thought would happened.

The global citizen –
Tribalism may replace nati
WE ARE EVERYWHERE AT ANY TIME.

“But in fact the, Tokyo, isn’t much further away than the suburbs in point of time.
So the patterns of human association vary enormously with the amount of acceleration
possible. So, I think of now the city as the planet itself, the urban village.
And in fact you could say that with the satellite, the global village has become a global
theatre, witch everybody on the planet simultaneous participant as
actors.So that the student around the globe feel an entire unity among themselves, they feel
homogeneity of interest. They live in an information environment created by electricity. They
share the same information or electric environment of information and they share the same
outlook around the world”.
Marshall Mc Luhan



THE WORD INNOVATION IS STARTING TO ERODE

The multiply choices around us, have changed the society way of looking at products and
services. The society today is celebrating the rapid changes of ideas, newness and
improvement. In fact, owning new and improved products, whether
soft goods or hard goods have been equated with “hipness”.
Innovation is an important word as we moving into the next millennium. We can see the
word in a lot of ads (Hugo Boss, Audi) and slogans, and the word is starting to erode as so
many other words used by clever AD companies
around the world (words like
extreme, trends, urban….)

WHAT IS INNOVATION REALLY?

Innovation world is all about: Go to a new place, mentally or physically develop a
climate and a way of working minimise the real risk so that you can play, have fun,
get it wrong, try again! (If you live in a
climate where your life is constantly under
treat, you will spend much of your time
and energy thinking about self defence
and
how to preserve your life)



“If at first the idea is not absurd, then there is no hope

for it”

Albert Einstein

OVER-INNOVATION

It’s actually so much over-ovation of innovation that products that have
Security/integrity + experience may break trough the clutter.

PRODUCT INNOVATION IS KEY TO SURVIVE & KEEP CREATIVE SOULS IN SHAPE

This means the competition in the future will base a lot more of their effort in
product innovation, in other words more of the recourses will be in invested in the
creative heads and in processes driving innovation; it requires an organisational



culture that constantly guides organisational members to strive for innovation and a
climate that is conductive to creativity. ¨

MIX OF TECHNOLOGIES GIVES US NEW & LESS ENVIRONMENTALLY DAMAGING PRODUCTS

We will see a lot more companies using each others different technology to create hybrid -
products that have different properties that makes them new and interesting.A much
higher demand from organizations to reduce use of non renewable sources of energy and
enviromentally damaging products & service

A LOT OF NEW FABRICS ARE BEEING DEVELOPED

We will see fashion clothes with new fabrics, with technology that
makes them more durable, build in CD players to play music,
earplugs for mobile telephones etc.
The car industry has already developed a lot of new material to be



used in the fashion industry.
So what does this challenge means for us in the next millennium?
We will start to see increase in bio & nano tehnology soon in fabrics



WHAT WILL THE NEXT YEARS BRING?

There is no bible on what is right, definite, exact or precise about tomorrow. But I will
remind you of Marshall McLuhan’s words;



THE FUTURE IS THE PRESENT

(Can’t repeat this enough)
“A friend has said the future is the present. If you really are curious about the
future, just study the present”. Only those who have learned to perceive the
present can predict the future. They need only predict what has already happened
by being the first to see through pattern recognition.
For the future of the future is
the present”.
Marshall Mc Luhan.

SO WHAT WILL WE SEE & HOW CAN WE TRANSLATE IT INTO OUR BUSINESS?

There will be many different directions, but there will always be a unifying theme, a
consistent point of view that spreads throughout youth culture.
If we are able to listen, and we be able to filter - and let the youth show us where to look
and how to look - only then will we get beyond the unknown and surf into this thing called
tomorrow.



• It’s time to raise the important question, what is young? What is the
age of adulthood in the millennium age?
• What defines a young person?

What is the state of our planet? What kind of reaction will come out of anti-
consumerism movements, enviromentalists & consumer slow change in
consumer patterns & demands. We should be very cousious about this.

RETROMANIA
- Love for all things from the last decades.



AND WHEN THE MILLENNIUM LET DOWNS - WHAT HAPPENS WHEN NOTHING HAPPENS,
THE MILLENIMANIA!

The first thing to know about the generation of today is not one or the other thing.
In the earlier days you where either a punk rocker, a mod or a skin head certainly you was
not two styles at the same time.

The word of today is
“YES I WILL HAVE BOTH”.

The second thing to understand is that youth culture has a bipolar personality. As
humans, we all have bipolar brain - one side that drives our reason. Our likes,
dislikes, desires and motivations are all driven by these bipolar forces - what we
consider raw intellect. In other words youth culture is no longer programmed to believe in
one voice or become reliant on one message.

THEY ABSORB EVERYTHING THEY CHOOSE, MAINLY BECAUSE THERE IS SO MUCH OUT
THERE TO CHOOSE FROM.

And at last, every trend and movement has an anti-trend. The more emerging the
trends becomes the more power builds up on an anti-trend



4. BODY CULTURE
KEY WORDS

THE BODY, A GROWING CONCERN

• A growing source of pleasure
• Template for innovation
• Physical
• Spiritual
• Home
• Expression
• sports
Longer human lifecycle



THE BODY OF THE 21ST CENTURY.
MEGATRENDS 2000

It’s the soul of the MegaTrends 2000.
Body culture is very important as we move towards the years to come. In any
aspect. We use the body to get most out of life. And as we live longer, we need to
keep in shape.
In every way it is important. As it is our home, as an expression of you. As an
template for innovation. Especially when it comes to hybrid products including
technology.

We look at the body differently from the south to the north, from east
to west. North has a rugged and close to nature behaviour, while south has a
sensual body and gender. In the east the body is holistic and harmonious, while in
the west, energetic and fit (sports).

NATURAL BODY CHEMISTRY, DANCE, ORGANIC & SMART DRUGS

The mind is no longer only the electric centre for world of thought, but also organic,
this is interesting, because it opens for a hole new world of chemicals, bio
chemicals, brain food etc.

Brain food meditation



This brings us also to more active forms for meditation,
new age culture. We see a growing interest for dance, as we want to feel the body
living as intensively as possible. It’s the pure alliance of body, mind and senses
(there is a reason for techno music that brings the beat of
the rhythm to the level
of the heart beat). Also the cosmetics industry has
discovered to shift of focus from
face to body, with body make-up, tattoo, body paint.
Body art
Another good example is the alliance of Nivea and Philips
with the product Philipshave. In furniture design wecan see
the same trend, furniture build around the body, and
furniture to make iteasier to interact with other people. In
retailing we can see the same trend, for example how G-
shock watches use their shop material to interact with the
body, so its easy to try different watch models.

Sports shopping
“Shopping is hot on the heels of sports, the, cinema and TV. Stores are energised spaces
powered by a life of their own, in full interaction with the consumer’s body and mind”.
Ron Kaal, Store design expert,
1999.



0- 1

prada opening

The body is a part of the experience of mobility, including technology, cars,bportable
computers and we can see that in advertising and products.
So welcome to this new body culture.
*These pictures are added to the orignal presentation as the files was missing ssomewhere

Eco friendlyness & high tech gives us hybrid product



Mix of new and old brings technology makes this shoes form around your
Feet and its also made to attract woman bicycling who isa trend



5A). SOUL SAFARI
KEY WORDS

• spirituality
• where are you now, Where are we?
• return to nature
• from materialism to spirituality
• seek and find
• reaction of materialism
• Demand for the real things, better quality, durable, trusted etc
Return to nature - personal development & higher consciousness.



FROM MATERIALISM TOWARDS SPIRITUALITY

A major shift from materialism to spirituality will start to develop. People all over the world
are abandoning a “have it all” materialistic drive in favour of burgeoning appetite for
spirituality. People around the world are expressing a deep need for things
spiritual. But many aren’t satisfied by the age-old sermonises and moral standards
espoused by traditional religious institutions. A proliferation of night spots with religion
themes, both commercial and as Missions of religious institutions. These have names like
Hallelujahs and Club Jesus
and, while serving up dinner, dancing, comedians and karaoke mikes, tend to shy
away from alcohol and tobacco.
The New age Movement - One third of the earth’s population are member of the
basically monotheistic religions of Islam, Catholicism and Protestant Christianity.

They both have “buddha nature”



SAVE GLOBAL RESOURCES

This will open up for new ways of producing products and services that will do less harm to
the environment. As in the mega trend Oneism this is an identification that consumers want
better & longer lasting products and that they are willing to pay a bit more if its clearly
improving quality and are eco friendly

Green thinking geeeting a better grip

SUSTAINABLE PRODUCT DESIGN

There seems to be a clear shift towards product design that is build on new method and
feaseable technoloy that does les harm to the environemts and reduce use of non-renewable
sources of energy to create the increasing demands for consumer consume products.
When it comes to fashion and sustainability there seems to be in opposition, but in fact it
can attract. There are endless possibilities to exstend product lifecycle without taking away
the newness factor that is fashion.



LONGVITIVITY OR FADS

Fashion is equal time but as you know styles comes ad go. There are for jeans business to
establish certain fits and models that is generating enough volume and sale so systems for
recycling, remaking or swap. But the most interesting part is to see how new technologies
over the next years can reduce chemical and use of water. We also believe that there will
become a massive trend to keep track on quality products and hold on the fewer products
but rather upgrade and in many cases invest a bit more when purchacse brands.

A short fad last maybe six months nano tech water proof, breathing, drying

INCREASE LOCAL LEVEL BUSINESS

And also at local level it’s possible to involve a larger part of local business in recycling,
remaking, repair and redo products and increase local economy. We must also learn to
usewhat we got, inseed of constantly chase for material newness (please take time to read
Stuart Walker, “The Attraction of Opposites)



5B). D.I.Y
KEY WORDS

• single soldier
• individuality
• Art scene
• escape from mainstream
• The consumer becomes more and more a producer. A prosumer



DIY
- Do it yourself or desire it yourself. Enter into partnership with with others on a collective
base.
Keywords: Alliances, coalitions, collectives.

It’s easier than ever to create your own stuff
There is so many things that can easily be redone
An old jean – turn into bag – mking own patterns by computers etc

WE GET A NEW CONSUMER – A PROSUMER

“ In fact we have moved out of the mechanised world into the electric world
without especially understand the new dimensions of the new world. It is one of
involvement in the scene that people no longer merely spectators of processes,
they are very much now involved in processes, and therefore children love to get
involved in making their own films and making their own programmes. This is the
kind of involvement is very natural to people in an electric world because an electric
world is one of circuits, of internal loopings and feedback”
Marshall Mc Luhan.



STREET MARKETING

The streets are pushing people to become individualistic. Street promoters are a
good example of modern-day do it yourself. And a good example of how modern
marketing is working today; To sell a brand to this generation is to get the product
into their hands, then they’ll drive it wear it, or taste it - if they accept it.

Street art moves away from traditional freestyle to stencil art Banksy will become a star

CONTROL THE STREETS BY WORD OF MOUTH
It’s all about control the brands impression on the street, street promoting will survive as
the only true means of personally “spreading the word” to the niche market.
The traditional ways of present your products might change as the social
playground is also changing.

By word of mouth is’t possile especially for products as books, media, electronics & movies
to get popular exstremly fast as the electric world has made the digital technology



NEW PLAYGROUNDS

Art galleries moves into “houses” and the new “in”
places to socialise are the house, offer home made food, music, local artists…. But in
touch with the global world, with links on the Net. This is just an example of the inter
connections and indivituality

INDIVIDUALITY

that characterises the DIY. Is
a silent escape from
mainstream culture, from
everything that is mass
produced and mass
advertised?
The new generation of
consumers will be more
straight ahead in their
communication, ads that are
direct, without ironic or empty
phrase will cut trough.



PROSUMER
“Add the overall changes is that the consumer insists on a lager role, creatively,
and wants to become more and more a producer, at all levels. This means that we
are increasingly, insisting upon a do-it-yourself world, whether in decision-making,
or in consumer goods”.
Marshall McLuhan

ART

The future of art, or art futura is the new “Rock’n & Roll, replacing well know
idols as pop stars, film makers, writers. . We will see a merging of arts, nature,
science. The underground art scene is one of the last fields that is still not
overexposed by sponsors. And in fact the young new scene of artist is basically
doing what ever they want, with no pressure of what is right or wrong, what the
media, sponsors or audience like or not like. It’s just to take a look at all those new
artist who choose to show their work away from the traditional art galleries, and
instead show their work in trendy fashion stores etc



WATCH OUT AS ART WILL BECOME THE NEXT BIG THING

Not only with use of traditional materials, but with use of modern technology, new media.
“The art movement is going to be important, because the art world is unique and personal.
Globalisation makes people want that. When a product is launched here, you can get it
everywhere thenext day; a movie opens here and the next week it’s in Europe. But that
sameness is something the art world has rebelled against.

SINGLE SOLDIER

The individuality and the strong need for self consciousness in life is growing strong.
The anxiety of become as the parents divorce generation.
Food for one person (how difficult isn’t it to buy food for one person), restaurants
for one person, meeting places, holidays for single person places. Clothes to
express, more money for self - marketing in life. High fashion, prestige brands and
expensive products will gain (absolute modernists). Because of later settlement in



life, more money will be used on personal consumer goods, travelling, selfmarketing
etc.

5C). POSITIVE ANARCHYWORDS

• healthy lifestyle
• believe in yourself
• symbols and codes
• sports
• Networking

SYMBOLS WILL BE MORE AND MORE IMPORTANT AS FASTER THE MEDIA WORKS

symbols of unity (peace, circles, yin and yang) are mixed with
positive message like “seek the truth” and “one love”. This movement is import regarding
the way we choose to live our lives, the way we choose products (nature, hemp,
material),travel, and services.
S.H.A.R.P movement. Vegans, against -animal based food.
To become straight, disciplined, conservative and spiritual.



SYMBOLS

To feel special, to be separated from the tribe. The brand E. Play from jeans label
Reply has a very shamantistic philosophy, gathering images and design from all
over the world, collecting the design exclusively trough e-mail. To encrypt symbols
for logos are creeping into the mainstream. Company like Nike use the swoosh, but
it’s few companies who have no other name than a symbol. The symbol of the artist
formerly know as Prince is one of the first example in
youth culture. The tags of the future will belong to the people on the streets who
creates a coded language, look for symbols and images that are representative of
strength, unity, peace, sharing, collective consciousness, intellectual celebration.
The word out -diic (“do it in code”).

SPORTS

- sport will remain the dominant cultural form of the coming years. Sport is
driven by fundamentals trends of our time:
• Body and fitness
• The new aspirations of women
• Fashion, leisure prosperity
• The growing power of TV -people wants to belong to big events, to share
something in common. Like the World Cup in football. Or like belonging to a
team, clan, it’s not any longer pure nationalism, is tribal globalism.
• The new values of business



The range of sport is exploding, today choice, differentiation, self-expression,
creativity, fitness, health and body is the emphasis. Rather individual than the
team influenced. As rock stars where the idols of the 60, 70, 80 and 90’s, It’s now
the turn for Sports stars to become role models for the young generation. And not
in the traditional way, but in a new, fresh and funky way. Look at sport stars like
Dennis Rodman, Terje Haakonsen, Daniel Frank, Tony Hawk, Danny Way…… We can
refer to these funky athletes as modern Adrenaline Junkies or free sports. Free sports
are good for television, and a good alternative to endless rock videos. For the
Adrenaline junkies is all about absolute overkill - to break the barriers, to
experiment. To use your body to feel li

“If at all possible, I would like to live my life to the fullest, with the biggest
arenaline rush possible. When you feel a surge of endorphins running trough your
blood, trough your head - I don’t think anything can top it. Life should be just one
big adrenaline rush. I don’t ever want to be in my fifties saying, Gee, I should have
- I want to say, Yeah, I did that and I had a damn good time doing it. I want to say
I did most everything - and did it with pursuit of adrenaline -natural, untainted
adrenaline”. Kenny, Twenty, New York.



NETWORKING & RELATIONSHIP WITH ALTERNATIVE RETAIL

- When it comes to gain respect
and get entry into alternative distribution ( as where the adrenaline junkies shops)
you have to participate local if you are a big brand, otherwise they will reject you. If
you on the other hand does activities to gain, help the culture, you will soon
become a hero. As one of the best street skaters in the world, Christian Brox has
pointed this important message out to Levi’s in Norden. A good example of this
was the sponsoring from Levi’s, of a video for a young skater in Norden to help
him promote himself as a pro skater. The investment was 500 dollars, now he is a
pro skater, with respect for the brand and they now work together.
11
The media is still reluctant to cover women’s sport, but there are signs of change
around the world. As the number of woman involved in sports rapidly increases,
media attitudes will change. Woman are boxing, men practising yoga. The
traditional boundaries of sport are changing. In terms of design, there is a move
away from traditional ideas of what is constitutes “feminine” wear. Function is all.
Thongs and patterned leotards are out; unisex leggings and vest tops are in.

Mind sports will gain and gain impotance I a fast world



ONEISM

Key Words
• comfort
• order out of chaos
• simplify
• details in life
• rise of intuition
• Less objects
• Increase qualitiy



MINIMALISM

-Just to take a look at magazines like for
example Wallpaper, where you
can read and see pictures of minimalist
mostly cold Nordic architecture,
furniture
and clothing design. This design have
for a long time invaded the world of
restaurants and bars around the world.
We might see the top of the peak
coming
when it comes to minimalism as a trend today. It’s all about function. We might see
this minimalism trend in the light of a world ruled by chaos. There will be a shift

FROM REASON - BASED TO CHAOS - BASED LOGIC

. Based on the movement away from
consumption to stealth wealth and “downward nobility”, with it’s demand not for
many things but a few good things. This is a signal of function and minimalism.
Art moving into minimalism. Maximising - minimalism. A reaction to the endless choice
wgot.



THE RISE OF INTUITION
…..”In the real world, if you study all the information
available to you that might help illuminate a single decision, you will go blind from
reading. There is too much of it, and thanks to connectivity, it is too
instantaneously accessible. In the real world, if you ponder all the contingencies
that might bear on a single decision, you will go mad from planning. The process is
too compressed. The variables could fill the Milky Way”…..” If you are going to
succeed in chaos, you must connect with chaos. What does that mean? It means
that you must trust in intuition, trust in self”).

MINIMALISM IS MOVING MORE AND

more into comfort. Comfort is the millenniums newest code word, whether it
means staying in for dinner, clothes made from fabrics that can be packed and
unpacked without looking like it or tossing away conventions. Lee Edelkoort, a trend
forecaster and consultant to many fashion houses, says no one has yet zeroed in on
what she calls “softwear”. “Comfort is the biggest concern for people” agrees Dee
Dee Gordon, who serves up her predictions quarterly in The L Report. Gordon cites
the popularity of sports clothing and renewed chic of Birckenstock as examples of
the trend. “People want comfort not only in terms of what they wear, but what they
eat, how they smell and where they live”. Hip restaurants have also gone into
comfort mode. New York’s Babbo take its style cues from an old Italian country
trattoria, while Les Deux in L.A. boast bohemian touches like mismatched antique
silverware.



Chinos from G-Star

DETAILS IN LIFE

- or slow is beautiful. As an opposite of the 24 hours 365 days a year
shoppingmaina, there will be an alternative view on life. We live in a zap culture,
zapping between TV channels, meetings, pressure deadlines and the twin demands
of personal and professional life.
We need to fight against the BURN OUT syndrome by slowing down. To pay
attention to details in life, but also to details in everything we want to wear, buy,
travel…..

The Italian academic Ezio Manzini is favour of “selective slowness”: When I am
working, I’m the machine and there is no way I can move slowly. But when I leave
work, I try to switch off, slow down and do things that make me feel good, like go
out to the country and relax”.



5 SDGP

Key Words
• drug culture
• game culture
• use your body as a experiment
• technology implant
• Technomaina
Salvador Dalis Garden Party - the world of surrealism. The fantasy world we create
and we want to live in. Role play games & real role play games. In the UK and in
Sweden they're having playground for real rolegames, where they play for up to a
week totally in their own world. The clubbers in clubland is an example of the
modern day surrealist. When their penchant for fun, they live out their fantasies in
the clubs, the parties, and shows, dressing like cartoon characters, or whatever
they wish. Underground parties have become galleries, galleries of fantasy. Other



Salvador Dali was a surrealist but he is actually making the image Meta psycis and indeed not just a funny character

groups of urban surrealist escaping into other forms of art, using a platform of new
technology and traditional form (tattoo) to create new form of visual hybrids
between graffiti and futuristic graphics. Sim City. Hello and welcome to Sim City.
Congratulations on your election as Mayor of the finest Sim Cities in the entire Sim
Nation. I’m sure you are eager to get your city started,
but there is a few things you need to know before you dive in. As a Mayor, your job
is twofold. You are charged with creating a city that brings your dreams to life, but
you also have to provide a good life for your Sims. “What’s a a Sim”, you ask. All of
the people that live in all of the little Sim Cities is that huge Sim nation, they’re all
Sims and you are they’re new Mayor. But………



There are all kind of cities that Sims are willing to live in. There are Sims who’d like
to live in an metropolis, or maybe an industrial town is more their thing. Since
you’re the Mayor, you can build anything you desire and you can count on the
being some Sims that wants to move in. If you want, you can even put together a
little island out in the middle of nowhere and, if you set up the place right, Sims will
move to your city in their hundreds. What’s most interesting is that if you try to
turn of the game, you are still in the game playing.

TECHNOMAINA

- a community progressive in technology.

THE ELECTRIC WORLD.

‘“In fact we have moved out of the merchandised world into the electric world without
especially understanding the new dimensions of the electric world”.
Marshall McLuhan.



The development we gonna see in technology is gonna chance the way we interact
with product s and services in the near future. The “bluetooth” technology means
for example a hole new way of communicating trough other objects than usual. The
business of shades might chance dramatically, if we see the glasses as screens, the
new technology will bee hidden in the FRAMES AS HEADPHONES, AND THE
GLASSES WILL BE USED AS SCREENS.

Think about the information with mobilephones + Internet. It will be possible to scroll any
web pages you want across the inner eyepiece in your latest Okley sunglasses. This is the
future of the way to communicate, when images, maps etc.is important. The question is no
longer the technology, but the way we choose to deliver our communication. By now
technology is far above communication models.
The future is how technology choose to interact with communication, the software
to provide easy communication, and the comfort of use the material.

Hope this will give you a few guidelines & focus where we should use our energy

With best regards

Kenneth Lyngaas
Trend Specialist
Levi Strauss Europe Middle East & Africa



Sources
Kenneth Lyngaas Trend Specialist Levi Strauss Europe Middle East & Africa

Stuart Walker -

Innovation & Creativity Jonne Ceserrani & Peter Greatwood
Year Delta Watt Wacker & Jim Taylor
Innovation overview and - future challenges Brian S. Cumming
CDT Brussels Trend & directions Fall 99
Trend Letter February 4, 99
Trend Letter December 99
Infosamfunnet barn - en ny logikk for vår tid Paal Fure & Gaute Askheim
Bengal Consulting Brand Management & Trend consulting
Street trends Janine - Misdom & Joanne De Luca
Youth culture Identify in a post-modern world
The Quickening Art Bell
Trend Souts Europe
Wallpaper March 99
Viewpoint issue number 5
Sim City 3000
RISC presentation of Levi’s Typology
RISC seminar spring 99
The Added Value Company The Kids we called the consumers
VW does 2000 March 1999
Understanding Mc Luhan Southam Interactive
Bengal Trend letter March 1999
Marshall Mcluhan – The medium is the message. The Gutenberg
Caroline Parent Creative Director LSEMA


Mega trends 2001

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