A summary of the talks on the first day of SXSW. Interested in an in-depth review? Follow our social media accounts or contact us.

1. EMAKINA
AT SXSW-DAY 1
By Uyen de Tran & Kenny Vermeulen

2. 2Emakina a SXSW / MARcH 2018
THE ANATOMY
OF A TREND
TALK 1

3. Trends are all around us. We see them in what we eat, where we live
and how we connect with each other. They dictate the products we want
and the services we crave - and can even last for decades. By
identifying trends before they reach critical mass, companies can tap
into unlimited growth. To do so, they must connect the dots between
influences to identify macro trends, filter them into their own brand DNA
and innovate at the right time for the customer. So how do you forecast
a trend?
THE ANATOMY OF A TREND --------------- CARLA BUZASI, WORLD’S GLOBAL STYLE
NETWORK

4. “There's a rebel lying deep in my soul. Anytime anybody
tells me the trend is such and such, I go the opposite
direction. I hate the idea of trends. I hate imitation; I
have a reverence for individuality.”
― Clint Eastwood
THE ANATOMY OF A TREND --------------- INTRODUCTION

5. A macro trend forms a collection of micro trends
through people, products, experiences, marketing.
Macro trend: Artisan
Micro trend: food trucks, floral crown workshops at
Anthropologie,...
THE ANATOMY OF A TREND --------------- WHAT ARE TRENDS?

6. How to find trends?
- Go to conferences
- Read the papers
- Talk to people
- Interact with micro-influencers
- Read the data
THE ANATOMY OF A TREND --------------- WHAT ARE TRENDS?

7. 1. The new decade marks a tipping point in the
racial, ethnic and religious profile of popular
majorities.
2. The transformative force of 5G on mobile means
m-commerce will dominate. Its take-up will
accelerate mass adoption for augmented reality
(AR) and virtual reality (VR) experiences, and
further impact future consumer engagement.
3. Crowd-based capitalism will emerge as a force
to be reckoned with, as more consumers use
activism to ensure their money stays local.
THE ANATOMY OF A TREND --------------- CHANGES IN 2020

8. Generation M (Muslim Millennials) will force “soft
cultural change by means of hard economics”,
according to Shelina Janmohamed, author of
Generation M.
For business this means new lifestyle events to
design for and market towards, too.
In the US the Quinceañera is an untapped market for
apparel, food and beverage, and influencer industries.
Other underserved opportunities? The two Eids and
Ramadan celebrations for Muslims.
THE ANATOMY OF A TREND --------------- GENERATION M

9. THE ANATOMY OF A TREND --------------- GENERATION M

10. THE ANATOMY OF A TREND --------------- TOP 9 TRENDS IN 2019

11. THE ANATOMY OF A TREND --------------- TOP 9 TRENDS IN 2019

12. 12Emakina a SXSW / MARcH 2018
HOW TO BREAK
AN INDUSTRY
TALK 2

13. There’s a common thread linking what’s wrong in Congress, in Silicon
Valley, in the media, on Wall Street, and elsewhere. We look at
wrongdoing in these spaces as the faults of individuals, but individuals
respond to the systems they’re part of, and it’s the systems that are
broken.
Vox co-founder and editor-at-large Ezra Klein explains how we've
designed industries with incentives that make even good people act
badly -- and what we can do about it.
HOW TO BREAK AN INDUSTRY --------------- EZRA KLEIN, VOX

14. HOW TO BREAK AN INDUSTRY --------------- ALL IS BROKEN

15. HOW TO BREAK AN INDUSTRY --------------- WHY IT’S BROKEN

16. “According to the company’s chief
executive,
Reed Hastings, Netflix’s biggest
competitor is sleep.”
HOW TO BREAK AN INDUSTRY --------------- WHAT IS WRONG

17. Human beings think in stories about other human beings.
The media tells stories about human beings making choices.
The problem is: “The rider and the elephant”.
The rider doesn’t know what the elephant is thinking but tries to
explain it. Becoming the spokesperson of the elephant.
The more invested we are in a topic, the more we are willing to
believe false news to prove our point.
HOW TO BREAK AN INDUSTRY --------------- THE RIDER AND THE ELEPHANT

18. The world is not at its worst.
Not everything is bad.
So stay positive.
HOW TO BREAK AN INDUSTRY --------------- GOOD NEWS

19. 19Emakina a SXSW / MARcH 2018
THE BEST IS
YET TO COME
TALK 3

20. We've all heard the dystopian stories of AI destroying the world as we
know it, but what if the best is yet to come? We believe there is an
equally viable outcome for the future where humans are no longer
burdened with menial tasks and are free to live life to the full and get
creative, as was exhibited during the Renaissance in the 14th-17th
century.
Using this positive outlook as a lens, we will provide an analysis of the
most important developments in technology over the last year.
THE BEST IS YET TO COME --------------- BELGRAVE (WIREHIVE), BOWES

21. ● Transportation (Hyperloop, autonomous cars)
● Communication (2022 global internet access, Google
Loon, FB solar power drones, Richard Branson satellite,
Elon Musk’s SpaceX,...)
● Ethics (new citizenship project, The Juvet Agenda, AI)
THE BEST IS YET TO COME --------------- GROWTH AREAS

22. THE BEST IS YET TO COME --------------- ETHICS OF AI (BOSTON TEAM ROBOT)

23. ● Elon Musk
● Simone Grietz, the queen of bad robots
● You! Use technology for the good
THE BEST IS YET TO COME --------------- IMPORTANT PEOPLE

24. THE BEST IS YET TO COME --------------- SIMONE GRIETZ

25. 25Emakina a SXSW / MARcH 2018
LET’S TECH
THE BORDERS DOWN
TALK 4

26. As Emakina’s employees all we had to do to get to Austin was get flight
tickets. In Belgium we can travel to 173 countries just because we have
a passport. For others, being born in one particular country means you
stay in that one country for the rest of your life. Josephine Goube, CEO
of Techfugees, answers the question How can technology help
refugees?
LET’S TECH THE BORDERS DOWN --------------- TECHFUGEES

27. Techfugees is a non-profit that is
catalyzing the technology industry
to find solutions to the refugee
crisis. It started with a Facebook
group after the famous photo of a
lifeless Syrian toddler drowned at
sea, which made the world talk
about refugees… for a month. The
group of social entrepreneurs and
others wanted to find a way to
help, beyond media talks, beyond
just donations.
LET’S TECH THE BORDERS DOWN --------------- TECHFUGEES

28. Examples included sending Whatsapp location to save dozens off a lost
boat, working off excel sheets to give trucks indication on providing food,
giving out free wifi in Serbia, blockchains in Lebanon, refugee
bootcamps to get them into local tech schools, refugees providing Arabic
lessons through Skype…
Go underground, see the real problems, create the product with the
refugees. A product that doesn’t need you to remember your Apple store
password, or that uses up all your battery.
The key to successful initiative is to stay simple, with a hacking
attitude.
LET’S TECH THE BORDERS DOWN --------------- TECHFUGEES

29. 29Emakina a SXSW / MARcH 2018
EXPERIENCE DESIGN,
THE NEW MARKETING ERA
TALK 5

30. True magic happens when brands take people into an immersive design
experience. Unique, emotional and interactive experiences are
remembered far longer and create stronger connections between brands
and its target. We are living in the era where consumers shop for stories
and brands sell connections.
This session discussed why people buy experiences and not things, the
role of interactive media as a marketing solution when designing
experiences, and ways technology can further enhance design
experience.
EXPERIENCE DESIGN --------------- INTRO

31. HBO's Westworld transports viewers to an
immersive theme park where the line between
human and artificial intelligence is blurry. In the
world of the show, Westworld is renowned as the
highest luxury experience available. How could
HBO replicate the look and feel of the park in the
digital space? When approaching this challenge,
HBO and its partners began with a simple
premise: what if Westworld were real?
Steven Cardwell, HBO, explains the launch of an
integrated campaign for season 1, and how they
followed up its huge success by recreating
Seawater at SXSW 2018.
EXPERIENCE DESIGN --------------- CASES

32. Louis Vuitton’s Campbell Bromberg explains
how experiential marketing, promoting a product
without barely seeing the product. They
launched exhibits all over the world (Kyoto,
Paris, New York, Seoul…) with impressive
architecture based on the collection’s respective
creative directors and invited their most
influential customers.
How to measure ROI? The feeling.
EXPERIENCE DESIGN --------------- CASES

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