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imprudence

a pioneer in design fiction

Explore bold and exclusive futures.

At Imprudence, we love envisioning and bringing to life what our daily lives could look like in 5 to 10 years. From an IKEA's flood-proof floating cabin to an immunity-enhancing bacterial diffuzer, discover the bestsellers of an adapted world.
Envisioned in 2025

Living in 2035 under an extreme climate.

Explore all our exclusive content.
The content
01
Events from 2025 to 2035
02
Essentials from 2035
03
The visionaries that will shape these futures

The perfect gifts for 2030 Christmas.

Discover our speculative wishlist.

The beauty products of the future.

Wander our speculative e-shop.

Hacking microbiota in 2030.

Explore the hacker tribes and devices.
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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.

01
The Future of Beauty.
02
The Future of Health.
03
The Future of Extreme Cities.
04
The Future of Clothing.
05
The Future of Food, Drink and Pleasure.
06
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.

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Accenture Labs.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Accenture Labs.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Visual credits
Daniella Meroz
Fanette Guilloud
Haoan Huang
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