“Experience of the Future”, Anthony LoGrande, FITCH

“EXPERIENCE OF THE FUTURE “, OCT 23-24, LJUBLJANA
Anthony LoGrande, FITCH, New York, USA

The world has become a global community, and each person a global citizen. As the pace of communication accelerates, and new ideas are shared across populations and social groups, the future races toward the design world faster than ever before. What experiences might people want a few years from now? Who or what is influencing the way we choose, use, shop and consume? What should we be doing now to prepare?
Discussions around crude oil, volatility in financial markets, and unstable relationships between countries have challenged our assumptions in the Western world around consumers and consumption. Where capricious acquisition is booming in countries like China and the U.A.E., there is a rise in counterconsumerism in other areas like the United States. Global climate change, overextended households, and too much choice are but a few of the many triggers that are shifting consumer attitudes in the United States back toward self-assessment and awareness of others.
Fitch looks at three areas of consumerism: work life, home life, and retail experiences. The possibilities are surprising: medicine as retailing, the elimination of the traditional work space, and the return of centers of worship, libraries, and outdoor spaces as community centers. Consumers are demanding that the lines between media, marketing and sales channels continue to blur. This will require greater coordination between retailers, brands, and consumers themselves for the benefit of all.
Fitch will use examples from our work with companies such as Mattel, Dell, Humana, Microsoft, Target, Macy’s, Calvin Klein, Hon, Nintendo and others to provide support and contrast to our observations.

ABOUT ANTHONY LOGRANDE
As Managing Director, New York for FITCH, Anthony LoGrande runs the environmental design and consulting studio. With more than 30 years of design, architecture, retail consulting, brand consulting and management experience, Anthony regularly serves as a keynote speaker at industry events that focus on brand marketing, its impact on the retail environment and the importance of consumer-centric experiences.
Prior to FITCH, he held several executive positions both client-side and agency including the VP of Visual Merchandising for Victoria’s Secret Beauty, VP of Global Store Design & Merchandising for Aveda, VP of Architecture, Store Design, Visual Merchandising & Events for Calvin Klein, Global VP Visual Merchandising for Estee Lauder and Partner for several years at WalkerGroup.

ABOUT FITCH
FITCH is an international, multi-disciplinary design and consulting firm with more than 550 associates in 18 studios and 10 countries around the world. FITCH is a member of WPP, the world’s largest marketing services company. FITCH designs consumer experiences that enhance people’s lives at multiple points of interaction through 7 practice areas including: Insights & Strategy, Brand Communications, Interactive, Live, Product Development, Environments and Architecture & Implementation services. Over the past 35 years, FITCH has worked with more than 2,200 of the world’s leading brands in over 100 countries. For more information,
please visit www.fitch.com.

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