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Image courtesy of Digital Design Days. PH: Ruggiero Scardigno
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The Gathering of the World’s Brightest Minds in Digital Design.
The Digital Design Days (DDD) brought Milan to the forefront of digital innovation from October 6th to 8th, 2024. The eighth edition of the Digital Design Days (ddd.live) featured three days of talks and workshops, gathering leading figures from the global Digital Design scene. With over 3,400 registered attendees, 56 talks, 6 workshops, 6 installations, and 3 discussion panels, the event, founded and curated by Filippo Spiezia, an award-winning interaction designer, focused on the theme "Renaissance." The goal was to explore the rebirth of the design world and inspire business growth through innovative design.
As the main sponsor of DDD, RIVE presented its groundbreaking tool in a world premiere. This new platform, showcased through sold-out workshops with 186 participants, enables designers and developers to collaborate seamlessly for the first time.
From immersive technologies in the gaming world to the Metaverse, delving into Spatial Computing and exploring how fashion can thrive in the virtual world through AI; and beyond: how art and technology merge, alongside the evolution of behavioral economics for business; perspectives on the future of design, which must inevitably become a fusion of creativity, accessibility, and usability (as emphasized by Eric Jordan and Tony Novak of 2Advanced Studio). Finally, Peter Smart presented the AI Synthetic Humans project: how is AI redefining the way we design and interact with digital products? From personalized interfaces tailored to individual needs to intelligent systems that learn and evolve, all the way to the creation of human-like avatars integrated with AI. These are just some of the Digital Design trends explored during the event.
A central theme was functionality: while companies today have no issues collecting data, the real challenge lies in effectively visualizing it and combining it with compelling storytelling. Another essential aspect for the future of design is Content Automation—enabling clients not only to create content but to update it autonomously, anytime and anywhere. Jonathan Kim of Rare Volume illustrated this through case studies from projects his agency has developed worldwide.
47% of Gen Z Discovers Brands Within Games:
Gaming emerged as a significant topic during the event, highlighting its growing role in the current market. Increasingly viewed as a social platform by users, gaming fosters participation and immersive experiences. The convergence of real-life activities and gaming platforms is leading to what can be described as a transmedia system.
Moreover, 47% of Gen Z discovers brands within games, a statistic that framed the talk by Raffaella Camera, former Head of Brands at Epic Games and a key figure in immersive technologies. Avatars are becoming pivotal across various industries, especially fashion and cosmetics.
"How will this growing focus on gaming impact the advertising industry?" Raffaella Camera pondered. She predicts that media companies will increasingly offer experience-driven platforms, boosting virtual goods sales and extending physical/traditional IP. According to her, 70% of users believe their digital identity is as important as their real one, and 75% of Gen Z has already spent money on virtual products.
The first studio to showcase an AI-driven data painting art installation in space, marked a milestone in the history of new media art. It elevated history and science to new heights, demonstrating that the power of AI combined with human creativity knows no bounds.
Quali sono le nuove frontiere e opportunità offerte dalla dimensione digitale ai brand del lusso? A rispondere, Diana Corp in conversazione con Gloria Maria Cappelletti, editor di Red-Eye. Per Diana E-commerce Corporation, realtà digitale parte della Commerce Hub Celeste, bisogna valutare un approccio olistico alla tecnologia applicandola ai vari touchpoint della comunicazione per preservare non solo i valori e il posizionamento, ma portarli anche a nuovi livelli di sviluppo. Sempre di più si parla infatti di integrazione tra esperienze fisiche, come eventi ed esposizioni culturali, e digitali, utilizzando tecnologie innovative e un approccio al design immaginato per arricchire l'esperienza sensoriale complessiva del cliente, come ad esempio il sound design.
“Secondo le previsioni di Bain & Company, entro il 2030 il 40% dei consumatori di moda sarà costituito dalla Generazione Z e Alpha, che cercano un'interazione personale con i brand, non solo per l'acquisto, ma anche per l'esperienza complessiva. Questo richiede una connessione continua attraverso i canali digitali, umanizzando l'esperienza e facendo leva sui valori del cliente. I brand devono essere in grado di seguirli su ogni piattaforma e in ogni momento, verso un'interazione seamless tra online e offline, coerentemente a ogni punto di contatto con il cliente, al fine di creare quell’“unified commerce” che è l’attuale evoluzione dell’”omnichannel”.” - dichiara Marta Terenzani, Chief Design Officer di Diana.
Spatial Computing, an evolving form of 3D-centered computing that leverages artificial intelligence, computer vision, and XR to merge virtual experiences with the physical world, was extensively discussed by the “Godmother of the Metaverse” herself, Cathy Hackl. A renowned futurist and expert in spatial computing and mixed reality, Hackl joined a panel discussion with Sara Noggler to explore this topic.
According to Hackl, AI must now be developed with the goal of converging into the physical world, which is why companies today are heavily investing in robotics. “AI, being accessible to everyone, will finally allow us to see more diversity in the world of design. I myself don’t fit the typical prototype of a tech expert. This diversity will enable us to develop increasingly inclusive technologies: this is the future that awaits us in the field,” she stated.
For Generation Alpha, AI will be a part of everyday life—they will use it at school as well as at work. For this generation, the virtual is equivalent to the real, unlike Generation Z, which distinguishes between the two worlds. These are critical considerations future designers cannot overlook.
Design as a Driver of Change: The Mastercard Case
Over the past fifteen years, design has established itself as a fundamental ingredient for innovation and organizational success. However, recent years have brought new challenges in a turbulent economic context, a climate crisis, and increasing technological complexity. In response, Cindy Chastain, SVP and Global Head of Customer Experience & Design at Mastercard, asserts that design can and must play a leading role in driving this change. Design is not solely about developing new functionalities; it also shapes behaviors. Therefore, it is crucial to consider all potential behavioral impacts a designer can generate, as well as the eco-friendly aspects of design, fostering a positive culture starting within the company itself.
The digital design days (ddd), in collaboration with Prompt Magazine, launched an international open call for digital artists and ai artists, inviting creators from around the world to express their vision on the theme “renaissance. In contemporary digital design culture, the concept of Renaissance can give rise to new forms of social connection, opening up spaces for interaction, fostering ecological renewal, or generating innovative communication methods. The jury, composed of Filippo Spiezia, founder and creative director of DDD, and Mauricio Tonon, renowned visual artist, selected 21 artists: 4 winners , who will have the opportunity to present their work on stage during the DDD, and 17 , and 17 other artists, for a total of 21 artists on display.