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Our full story.

A pioneer in design fiction.

In 2013, Speculative Everything from Anthony Dunne and Fiona Raby laid the foundations of what we call today design fiction. This discipline emerged as a way to explore possible futures in a world which directions seemed already defined.

This approach particularly resonated with our practices back then. We were a bunch of designers, storytellers, researchers and creative people eager to create worlds we would want to live in.

That is how Imprudence started - with the will to show future is not predetermined.

A deep focus on how we will live in the future.

For us, showing possible futures could only mean showing how we would really live in these futures. We are not creating Grand Futures. We are creating futures we could live in.

We started to merge methodologies from different origins: MIT Media Lab's future sandbox, Hollywood's Worldbuilding, RCA's speculative design.

We gathered anthropologists, sociologists, innovators, researchers and all kind of visionaries.

We did all that for one goal and one goal only: being able to make our future daily lives better, and imagine their coolest features - whether it is something to eat, to wear or to put on our face.

Reframing desirability.

We do not build utopia. We build protopia.

We methodically and pragmatically analyze the structural dynamics of the world to come. We map its social tensions. We uncover its technological myths. We create a plausible, acceptable and feasible decor for our futures to exist.

We know we are entering what we call the era of Radical Adaptation. We need to face our world new extremes to be able to overcome them, to make innovation relevant again.

This is why many companies and institutions have entrusted us to build their futures. And we deeply thank them.

Some of the futures we have explored.

The Future of Beauty.

The Future of Health.

The Future of Extreme Cities.

The Future of Clothing.

The Future of Food, Drink and Pleasure.

The Future of Work, Money and Trust.

Some of our clients.

Client

L'Oréal

Client

Disney

Client

Kering

Client

BNP Paribas

Client

Accenture

Client

Danone

Some of our client best cases.

Accenture Labs.

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Accenture Labs.

We need to envision futures, not just endure them.

Strategic foresight.

Innovation future-proofing.

Design fiction and speculative design.

Imprudence

91 Avenue de la République, 75011 Paris

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Visual credits

Daniella Meroz

Fanette Guilloud

Haoan Huang

a pioneer in design fiction

Explore bold and exclusive futures.

Living in 2035 under an extreme climate.

The perfect gifts for 2030 Christmas.

The beauty products of the future.

Hacking microbiota in 2030.

Our full story.

A pioneer in design fiction.

A deep focus on how we will live in the future.

Reframing desirability.

Some of the futures we have explored.

Some of our clients.

Some of our client best cases.

Accenture Labs.