CREATIVE FUEL 2014

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What is COUNSEL? COUNSEL methodology What is a Future Sign? Counsel is Lowe and Partners’ cultural insight and analysis consultancy. Counsel is dedicated to identifying and understanding global and local emerging shifts in consumer attitudes and behaviour. By identifying key cultural and behavioural foresights (Future Signs) we help frame and shape the development of our clients’ brand and communication strategies. Our data analysis capabilities enable us to also help clients predict and evaluate the effectiveness of those strategies. Extensive experience working with many of the world’s leading brands is augmented by our network of over 3000 leading edge and mainstream consumers in over 55 key cities around the world. Accessing our global Thought Leader network helps clients to navigate and prepare in the everchanging business and consumer landscape. Coupled with research, econometric and quantitative analysis skills, Counsel is uniquely placed to help our clients understand their target consumers and markets. The marketing industry now accepts the significance of leading-edge intelligence in determining future consumer tastes and behaviour. Globalisation has created an environment where new ideas and behaviours are generated and adopted on a global level. Certain cities and countries act as leaders of emerging trends and can provide insight into those yet to enter the mainstream. A combination of these forces and the reality that most product development and marketing planning processes are timed in years rather than months means brands and marketers need to be in touch with emerging Future Signs in popular culture. Finding a way of seeing into the future has become the aim of brands wanting to build successful consumer relationships. Being able to provide consumers with what they want, when they want it, communicated to them in a way that is relevant to them is one of the key challenges for contemporary brands. To do this successfully they need tobe one step ahead. Lowe Counsel Future Signs provide a window onto the future direction of the mainstream, six months to two years ahead. These can represent macro shifts in consumer behaviour and attitudes or micro shifts relating to a specific category, territory or target audience group. Our Future Signs series of publications provides colleagues and clients with implications of how a specific ‘Future Sign’ will impact consumer and category behaviour. Counsel monitors these changes as they emerge and charts their evolution and impact on the mainstream. Not only do Counsel ‘Future Signs’ represent the evolution of existing macro trends, but they also represent the seeds of future mainstream attitudes and behaviour. In a world of information overload, access to accurate and concise trend information and the new ideas contained within offer valuable insight, which can create a business advantage. Being able to respond appropriately to emerging trends can enable brands to gain relevance, build connection and ultimately become part of the contemporary culture context. All Counsel Future Signs are supported by statistical and other quantifiable data, which provide additional evidence of how the influence of individual trends is manifested by consumer attitudes and purchase decisions. 3 LOWE COUNSEL / FUTURE SIGNS 2014 4
CREATIVE FUEL Editor’s Note Welcome to Creative Fuel 2014. In this section of our Future Signs report we preview the next batch of emerging visual trends from around the world. The creation and adoption of new creative styles is closely linked to broader cultural trends and can be seen to be reflective of changing societal values and preoccupations. What is particularly interesting about this year’s batch of trends is that they represent a turning point in the evolution and direction of contemporary culture. After almost ten years when retro influences have dominated creative culture, we now see the world’s leading creative pioneers (artists, designers and creative technologists) turning their attention towards imagining the future. This new creative flowering is in part due to embracing new relationships with technology, but is also part of a desire to create work that is both timeless and of the time. We hope you enjoy reading about them as much as we have enjoyed researching and compiling them. What is Creative Fuel? Lowe Counsel Creative Fuel provides a window onto the future direction of mainstream visual culture, six months to two years ahead. While by no means prescriptive, it is intended to provide fuel, inspiration and creative stimulus for those interested in the development of visual culture. Creative Fuel will be updated annually to provide an overview of the freshest, most innovative and influential aesthetic styles being used by leading edge artists and creatives around the world. We have taken every effort to credit and attribute all work featured in this section and thank all artists for their inspiring contribution to the ongoing contemporary aesthetic. Contents 1. Neo Futurism page 7 2. Dark Matter page 13 3. Grid page 17 4. Glitch page 21 5. Techno Tribal pagE 25 6. Mineral World pagE 29 7. Baroque page 33 8. WaterColour pagE 37 5 LOWE COUNSEL / FUTURE SIGNS 2014 / CREATIVE FUEL 6
Page 1: CREATIVE FUEL 2014 1 2
Page 5 and 6: Top: [7] 3D scanning and motion cap
Page 7 and 8: DARK MATTER Dark matter represents
Page 9 and 10: grid Grid represents a visual langu
Page 11 and 12: GLITCH The glitch has emerged as on
Page 13 and 14: Below: [58] Pedro Friedeberg “Rec
Page 15 and 16: MINERAL WORLD Mineral World can be
Page 17 and 18: BAROQUE BAROQUE describes a period
Page 19 and 20: WATERCOLOUR Watercolour is both an
Page 21: CREATIVE FUEL CREDITS 1. Futurism e

CREATIVE FUEL 2014

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