Be part of your fully personalized Audi community
A symbiosis for the future?
Welcome to the world of continual change and the fast-moving society. Countless new trends are on the way. They are exciting, promising, daring. But who does the future belong to? We are on the move in cities in both Europe and around the world, tracking down new developments for you. For us as a design company, this is both a necessity and a stimulation. Our platform “in the meantime” is a visionary outlook and virtual trend scout. You can look forward to exciting reports about trend themes which reflect our collective experiences, impressions and know-how. With “in the meantime” we want to introduce you to new ideas in regular installments and also offer our own perspective. Anyone who wants to join is more than welcome.
Let us inspire you!
hy-virtue. What is it? What might it be? What should it be? hy-virtue-design is a new trend comprising features of analogue and digital products. A hy-virtue-product emerges from a well-balanced fusion and integration of two different worlds. It is a symbiosis, a dovetailing of online and offline, of virtual and real. The concept “hy-virtue” can be explained easily. “hy” stands for hybrid and means “composite”, “of two kinds” and “mixed”. “Virtue” stands for “benefit”, “value” and “ethical”. It is with this visionary approach, “hy-virtue”, that we have brought about a new product category, one which requires a shift in thinking but one which will also create new opportunities and challenges.
Our interconnected world turns quickly and creates new values. Rigid systems that are behind the times suddenly stop functioning effectively. Social change is taking place and this is already evident. “Sharing, not buying” (e.g. cars, apartments, clothes) is the catchcry of the booming Sharing Economy. Private property is losing its importance while environmental awareness is increasing. hy-virtue-products adapt flexibly to these far reaching social changes. The reason why: digitalized products provide people with more information so that they can more quickly adjust to continually changing processes. The organic milk in the fridge which would otherwise go to waste will find a grateful recipient. But remember: “Big Data is watching you”. Too much data contains risks, especially to personal privacy. But not just that: issues such as “digital dementia” and the “changing of our identity” are hot topics at the moment.
Be part of your fully personalized Audi community
Big belly for a cleaner city.
Big Belly Solar is a technological innovation in the area of environment and waste disposal and is an asset to any city. The intelligent waste bin is solar powered and automatically compresses waste to a mere seventh of its original size. In order to make needs-based emptying possible whilst at the same time avoiding over-filling, Big Belly independently transmits information about current waste levels.bigbellysolar-deutschland.de
Throw away your bicycle key.
Follow the true taste
Followfish is Germany’s most sustainable fish market and the first one world wide in which fish products fulfill 100% the strict requirements of the WWF. In 2007 followfish introduced a worldwide innovation; a tracking code on each of its products which reveals information about suppliers and sourcing. Followfish is the winner of organic brand of the year 2015.followfish.de
Rain brings people closer together
Who hasn’t experienced rain coming down in buckets and no umbrella to be had for love nor money? With this product you can offer the space under your umbrella and make it possible for a soon-to-be-friend to get home nice and dry. Uber for pedestrians? Why not?umbrellahere.com
The world is a not a sphere but a net. Welcome to the age of “Industry 4.0”. Is everything really becoming digital or hy-virtue? The fact is, businesses have to get used to rapid change and must become aware of the values of their products. Traditional hand-made products will continue to retain their high value - the Swiss watch doesn’t need to be digitalized. Some products on the other hand will find themselves at a crossroads. They must be digitalized in part or in whole, either they are reinvented or they will disappear form the market sooner or later. We can look forward to seeing where the hy-virtue-journey is heading. With all this rapid change however we should not lose sight of what real pleasure is. Real pleasure, which we experience with all of our senses, has always been an analogue experience. And that’s good too.
Give your ideas space
The first portable camera that can fly!
Best tool for the job
Data collection with every step
Eat slowly – it’s good for your health
A new type of health checkup
There are companies who have successfully adapted to the digital age by means of an innovative product strategy, but that alone isn’t enough. The two elements of “Digital” and “Analogue” of a hy-virtue-product must then be communicated to boost sales regardless of where the emphasis is placed. Some companies design their digital services so attractively that the buyer accepts the high price tag for the hardware, take for example Apple. Other companies offer lower-priced hardware and back strong sales of their digital offering, an example here would be Amazon’s Kindle. The digital revolution is opening up many new possibilities for marketing. Those companies which have the courage to make a change will profit from hy-virtue in the future.
Where is the hy-virtue-journey heading? Will there be a well-balanced symbiosis of digital and physical worlds, one inseparable unity? Or will virtual overrun analogue? It has always been difficult to make predictions about the future. Bill Gates for example reportedly said in 1981 that: “640 Kb (memory) ought to be enough for anybody”. hy-virtue is still in its infancy; suitable interfaces and automation are still being developed. The digital revolution contains lots of potential however – and of course some drawbacks. Let the controversial discussion begin.
It’s well known that the digital transformation has had an effect on markets, their power structures and entire business models. Another innovation which contains the potential for conflict has recently been introduced by the multimedia giant Mediamarkt and the retail chain Rewe. The so-called “Price Tag Revolution“ will see the classic printed labels on shelves […]
Technology, sofware and data networks have continually changed the music business and recording possibilities for musicians. Though the transition from vinyl to CD was only a change of medium, it did make degradation-free copying of music possible for the first time. The MP3 download and then later Streaming freed music from the necessity of having […]
At eight o’clock in the morning the world is still in order. The branch manager opens the doors, staff stand at the ready behind counters and in consultation rooms. The good old banking world is (still) in order. But what happens during lunch, between twelve and one o’clock. And after the branch closes at five […]
Advanced technology is first developed in the US or Europe, it catches on in these countries and then slowly, if at all, it is introduced into developing countries – this is the order we have come to expect. It is Africa, however, of all places, which is emerging as a pioneer in the development of […]
Heading off to Munich without any skis: there are very few reasons why someone born and bred in Hamburg would do such a thing. One reason though, is of course the ISPO. The ISPO once again confirmed its status as the leading exhibition in the sporting industry and remains the most important platform worldwide with […]
Amazon, Zalando, Ebay – they’ve all permanently changed our purchasing behavior, especially our expectations as regards the speed of delivery. Few years ago I would have been happy if my purchase landed in my post box within a week. Now, however, I look nervously at the online tracking information after only one day and then […]
The first car sharing organization, the Owner Drivers Cooperative (die Selbstfahrergenossenschaft), was established in the 1950s in Zurich. Intended journeys were recorded beforehand in a notebook that was kept in a lockable box located near the car park. The first small car sharing groups were established in Germany at the beginning of the 1990s. At […]
The still young month bestows us with beautiful, sunny September days, but the Berlin exhibition halls offer something even more interesting. The IFA had masses of novelties on hand again this year. In fields where one could hardly imagine further innovations, the producers were vying amongst themselves on a grand scale. The gap between innovators […]
Why the control of the actual data is important in the era of all pervasive data collection. Big data has moved from being a catchword for the technically savvy early-adopter to becoming a trend which effects all of us. It basically concerns the collection and analysis of huge amounts of data, from which conclusions are […]
We’re connected – with the whole world. We can share the newest holiday photos on social networks. We communicate with friends all around the world. We listen to music from the cloud. We shop online. We allow ourselves to be guided by our smartphones. 2,800,000,000,000,000,000,000 bytes of data. That’s enough to fill 660 billion DVDs. […]
The bicycle market is very much on the move. The E Trend is relentless, demand is rising ceaselessly, more and more people are discovering for themselves the E-Bike as a form of transport. This trend is enormous, but it has also become well known. More interesting, however, are the trends that will be triggered as […]
Scientists argue about the exact number, summed up there are roughly seven basic forms any story can be led back to, no matter from when or where. Those schemes are enough to reflect the thoughts which happen equally in all of us. How interesting or fascinating a story is, of course depends ona vast […]