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Conference Shopping Map 2021

Rethinking experience design according to new social consumer trends

Thursday 21st October 2021 | h. 6:00pm
Triennale Milano, Viale A. Alemagna 6 and live streaming

Also this year the conference, organised together with the Specializign Master of POLI.design in Strategic Design, Shopping Map, will be held. The event investigates how to rethink the design of the experience according to the new social trends of consumption.

The 2021 edition will focus on the profound change in consumption habits in the post-COVID19 era, in which everything has changed and guessing the direction and scope of change requires great vision. The desire for sociality clashes with the fear of it, which often paralyses the ability of companies to decide which paths to take to talk to consumers.

In this scenario the “product” is at the heart of the change and shopping places must become unique: the driver is the brand identity and the way it is present on different channels, safeguarding the experience and memorability.

The main themes will therefore be:

  • society’s sentiment and the implications for consumption, between forward momentum and search for security;
  • the new mix of old and new, contemporary and vintage, innovation and volatile purchasing behaviour, and
    volatility of purchasing behaviour;
  • the new shopping territories and the false dichotomy between real and virtual;
  • the design of shopping experiences starting from brand identity and its memorability.

Accompanying us through these topics will be:
Alice Lucchi | Marketing Manager Innovation & New Business – Spirits Division – Group Montenegro
Mauro Odolini | Director of Freschissimi and Catering – Italmark
Gianmarco Venuto | Founder – Filippo Sironi | Founder & CEO – Il Mannarino
Fabrizio Ferrero | Founder & CEO – Busket
Cabirio Cautela | Director Master in Strategic Design – Politecnico Di Milano
Daniela Ostidich | CEO – Marketing&Trade
Francesco Zurlo | Deputy Headmaster School of Design – Politecnico Di Milano

Moderator: Rossella De Stefano | Editor-in-Chief – Bargiornale


Registration is required to take part in the event. It will be held both in person with a limited number of participants, at the Triennale di Milano, and in live streaming upon registration at info@marketingtrade.it .

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