Content and structure

Course content.

Exploration of future developments open up space for new thought and action processes. And it also makes it possible to detect and contribute to shaping societal changes early on. The Major reacts to the increasing need for a knowledge society characterized by uncertainty. A society that has to explore socio-economic, political, ecological and technological change processes and the dynamics that they cause.  

Students examine the resulting environments, living environments and identities, and explore new, speculative and untamed phenomena. This also includes the systematization of existing knowledge and current perceptions of the future.  

Explore methods and behavioural fields of applied design, trend and future research that are becoming more relevant in an increasingly more complex post-modern world. Design pioneering projects, orchestrate innovation processes and run mediations on alternative futures. Students will learn to think beyond disciplinary borders. And they will be able to run, curate, manage, and design interdisciplinary and transdisciplinary collaborations.  

Key terms 

Visionary design of products, services, platforms, actions and interventions, visual, cultural and strategic trend and future research, empirical social research, qualitative consumer research, applied and speculative design methods, identification of new aesthetics, phenomena, trends and drivers, analysis of references, convergences and divergences of social design, orchestration and mediation of social change and innovation processes. 

Course structure.

Development of the thesis 

In this module area, students focus on the Master’s project which is developed through a range of modules from specialization-specific practice and theory. They reflect on their project in regular mentoring sessions – with a view to its future and societal relevance and strategic design potential. Individual questions and an overarching insight into the entire research and project design are just as much a focus as issues of design, aesthetics, positioning, cooperation, implementation and marketing. They are discussed in the Design Research Studio – and supported, developed and transferred to design products through continually selective input and workshops.  

Practice (forecaster’s tool set) 

The Forecaster's Toolset module is the core of the programme:: it teaches skills in visionary design, innovations, materialities and aesthetics, digital visual and strategic trend and future research, scouting and forecasting, identity analyses as well as applied and speculative design methods. Students undertake research trips, learn systematic methods which they can transfer to their own Master’s project – either in independent study or in projects with practice partners from research and the creative industry.  

Theory of change  

The course includes two further modules that continually support your studies. In two-hour theory talks, texts are read from the fields of lifeworld, consumer and identity theory, design theory, speculation and fiction, summarized in excerpts, and discussed in a whole-class format. The talks explore relevant and specific literature of the Trends and Identity subject area – and they impart epistemological context knowledge. They also offer insights into current debates and enable students to transfer theoretical concepts to their own research and design practice.  

The Trend Table module is designed for students in different year groups. They discuss future concepts, technological developments and socio-economic change with experts from the broad field of trend, future and design research. They invite (inter)national experts and future avant-gardists from the cultural, design, art, economy and social sectors. They also organize the process and develop joint dialogue settings. This generates inspiring discussions which address the opportunities and risks of future developments as well as international networks from which students can benefit in the future. 

Skills acquired in the course.

When you graduate, you will be able to: 

  • Conduct debates on desirable and undesirable futures by systematically exploring, analyzing and communicating social and technological developments as well as weak signals of change;

  • Discern, critically question and analyze the different interests and logics of action of traditional structures in business and science by combining research-related, creative and strategic knowledge;

  • Shape design, strategy, change and innovation processes and conduct futures and trend debates, as well as initiate, conceptualize, execute and sustainably manage complex inter- and transdisciplinary (research) projects;

  • Apply your hard and soft skills in empirical social, consumer, trend and futures research also to other fields such as politics, economics and science in a future-oriented way by applying applied and speculative design methods;

  • Apply your keen sense of how to shape the future in larger cultural and social contexts in a convincing and practical way based on your robust knowledge of trends and target group-oriented communication;

  • Use digital tools, your craft, technical and conceptual skills, as well as your strategic and organizational skills flexibly and purposefully depending on the research, design or conceptual assignment;

  • Develop, frame and implement experimental and visionary design concepts in line with strategic visions and economic frameworks independently as well as in inter- and transdisciplinary teams;

  • Assume leadership in the (creative) economy and science by innovating what exists and by implementing change management processes in a people-, community-, and environment-centred way.

Admissions requirements.

The Master’s Major in Trends and Identity is suitable for designers with initiative who think in an open-minded, transdisciplinary manner. They have a Bachelor’s degree in design or a design-relevant discipline. They have the confidence to define a future-oriented and socially relevant project or to find their own creative approach in suggested cooperation projects, and to manage it themselves throughout their studies. Prospective students are expected to engage in proactive dialogue with mentors, peers and researchers, and to draw upon the expertise and workshops offered by the Department of Design. 

Benefits of studying at ZHdK.

This Major is unique because of its combination of research-related and strategic design methods. This enables it to transfer current knowledge directly into future design. The course closes the gaps between research and design – and between science and the creative industry. 

Designers and future thinkers from related design disciplines receive in-depth insights into visionary design, visual and strategic trend and future research, empirical social research, qualitative and AI-based consumer research as well as applied and speculative design methods.  

Studying at ZHdK offers you a wealth of benefits.

  • Great opportunities to actively shape your future: ZHdK offers state-of-the-art, interdisciplinary and yet highly specialized training.  

  • Our campus (Toni-Areal) is an educational and cultural hub that unites all creative disciplines under one roof and is unique across Europe. 

  • ZHdK is home to vanguard projects and events. 

  • You will benefit from a wide range of professional networks and collaborations with the creative industries, as well as with other national and international educational institutions.