What if an AI-led totalitarian regime banned analogue technology? What if we were forced to live underwater due to climate catastrophes? And what if our emotions were no longer private but visible to everyone?
These are just some of the provocative questions that fuel speculative design—a discipline that dares to imagine alternative futures by blending creativity with research. It challenges conventional thinking, moving beyond aesthetics and functionality to turn design into a powerful tool for critical reflection.
At IED Firenze, students of the Master’s in Graphic Design explored this forward-thinking approach in depth as part of their Research and Trend Forecasting course. Guided by professor and course coordinator Isabella Ahmadzadeh, they embraced the role of future thinkers, creating individual “what if” scenarios rooted in emerging trends.
Located in the heart of Florence, IED Firenze is a hub for innovation, culture, and creativity. It offers an international environment where students from around the world come together to push the boundaries of design. The school blends traditional Italian craftsmanship with contemporary visions, fostering bold experimentation across disciplines.
Each student developed a unique and thought-provoking premise—ranging from dystopian projections to critiques of current societal issues—as the conceptual foundation for a 32-page visual essay. These essays became immersive spaces for experimentation, where collage, personal artwork, typography, and AI-generated imagery converged to visualize speculative futures.
The result is a collection of visual narratives that go beyond showcasing design skills. They question the trajectory of our world, examine the cultural and technological shifts ahead, and ultimately remind us of the power of design—not just to reflect reality but to reimagine it.
To learn more about the Master’s Course in Graphic Design at IED Firenze, visit ied.edu.
