To be or not to be: the cool phenomenon.
An estimation. An explanation. A bet.

The “cool” phenomenon that has become a word “on everybody’s lips". Brands and designers, products, companies and entrepreneurs want to be cool to get ahead on the market.  Amid the frenzy for a phenomenon –trivialized at times, limited to seasonal trends in the majority of cases, and analysed from the most in depth points of view by schools specialising in cool hunting-, success is considered to be really accepting the cool phenomenon, and all the features that make a brand, a designer or a product something really “cool”.

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