Often we use the word creativity and we think to use it in our designs but before imagining and creating an object, we must surely know the contemporary and its rules. What does it mean to live in 2021? Who are the people who live in our cities? Understanding what is happening now in the world of art, fashion, photography, design, advertising...makes us more competitive and credible when communicating a project or a product. Semiotics is the word that brings all this together because learning to read a shape, a color or a material helps us make sense of our work. Today we will try to understand what it means to look at things from another point of view trying to give an answer to many questions that may seem simple: what is design? What is an icon? What is a dress? We will also ask you to tell your story through a mood board that is a synthesis of yourself. You in the future. But what future?