Nostalgia of the Future: Fast-forwarding the past

Innovation has always been of utmost importance when competing within the crowd of marketers who create new consumer needs as quickly as they feed established ones.

Nostalgia of the Future: Fast-forwarding the past

Auro Trini Castelli Draftfcb Milan

Innovation has always been of utmost importance when competing within the crowd of marketers who create new consumer needs as quickly as they feed established ones.

Yet, moving forward single-mindedly without looking back is a journey with few followers: the destination being meaningless innovation and generating premature consumers' needs.

It's also worth considering that whilst innovative products might possess the 'cool-factor' they rarely share the comforting feeling that familiar products evoke.

Some of today's most advanced home products are bringing together the yin and the yang, sepia...

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