NEW INTIMACITY MAP
A new exploration guide
Work: Trend Research, Graphic Design
Year 2022
When you enter New Intimacity, it quickly becomes clear: there is no room for boredom here. It's loud, colourful and diverse. Built on cornerstones like the desire for closeness and the need for trust, New Intimacity evolves every day. The days of purely private intimacy are long gone. With the increasing influence of megatrends such as digitalisation, individualisation, gender shift and not least the "volcanic eruption" COVID-19, closeness and connectedness are being redefined.
Central to this is the change in our civil society. In the past, market, state, public and private spheres were structurally rather separate. Now we are developing into an intimate society in which these demarcations are softened or in some cases have already been completely abolished. The private becomes public and often also political. People are becoming brands, while brands are searching for more humanity and meaning.
If we look at New Intimacity from a gender perspective, we see changing role patterns and stereotypes. These influence and change virtually all areas of life. The radical nature of this change - further accelerated by the Corona pandemic - offers many opportunities, but also creates new challenges.We are questioning established structures, rediscovering the importance of emotional bonds and trying to live them in new, creative ways - analogue and digital.
Concept, Research & Text:
1. Semester MA Trends & Identity: Christoph Bohne,
Jacqueline Brantschen, Ludovica Galleani d’Agliano, Laura Kaufmann, Matea Lukic, Katherine Mazzei, Juliana Schneider, Grit Wolany
Type & layout: Ludovica Galleani d’Agliano
Illustrations: Juliana Schneider
Supervision: Xenia Elsässer (Sturm & Drang Hamburg), Dr. Martina Kühne (Kühne Wicki Future Stuff, Zürich), Prof. Bitten Stetter, Larissa Holaschke
MA Trends & Identity
(ZHdK) 2021
