Imprudence
- Company typePrivate
- Founded2015
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Imprudence does
Imprudence is a Paris-based design fiction studio founded in 2015 by Julien Tauvel that helps large enterprises and institutions anticipate and prepare for long-term cultural, consumer, and technological shifts. The studio combines quantitative foresight, cultural and use mapping, weak signal identification, worldbuilding, scenario design, and speculative design prototyping to produce immersive, tangible outputs rather than static consulting reports. Its service portfolio spans bespoke strategic foresight engagements, design fiction workshops, creative technology production (AR/VR/immersive experiences), and pre-built commercial artifacts including macro-culture trend reports and digital exhibitions.
The studio's core commercial offerings include AI Focus Groups — an AI-powered consumer simulation product built in partnership with Adaptiv.AI and grounded in Imprudence's proprietary 10-year foresight database of 50,000+ dated data points — along with the Five Culture Reports bundle (Vitalism, Cultivarianism, Technorealism, Functional Hedonism, Neo-communalism), the 300-page Body 2050 study, monthly Future Drops capsules, and two speculative e-shops (Future Beauty and Future Essentials 2035). Pricing is project-based and premium: individual reports at €5,000, the 10-Year Anniversary Bundle at €15,000, and the Body 2050 premium tier at €10,000.
Imprudence operates a founder-led B2B sales motion targeting enterprise clients across beauty, luxury, fashion, food, health, financial services, entertainment, and consulting — with disclosed engagements for L'Oréal, Disney, Kering, BNP Paribas, Accenture, Danone, Dior, Roland Berger, Pernod Ricard, Virgin Atlantic, Celio, and Total. The studio is bootstrapped, privately held, with 1–10 employees, and markets through thought leadership (Substack), Instagram, founder-led keynotes, and earned media rather than a formal sales organization. Its body of work — 50+ speculative products, 24 speculative fictions, 46 speculative design projects, and 30 science fiction inspirations — functions both as deliverables and as marketing assets.
Imprudence firmographics
Firmographics- Name
- Imprudence
- Legal name
- Imprudence
- Website
- https://imprudence.fr
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Imprudence industry classification
Industry- Product category
- Strategic Foresight & Design Fiction Services
- NAICS
- Graphic Design Services (54143)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Exhibition, Retail & Experiential Design (BPAHAKAL)
- akta.pro secondary industries
- Brand Activations & Experiential Campaign Design (MPAAAGAA), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)
Keywords
Where Imprudence is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Imprudence business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Strategic Foresight Studies and Reports: Proprietary research reports on future lifestyles and consumer cultures sold as individual reports (5,000 euros each) or as bundles. The 5-culture bundle covers Vitalism, Cultivarianism, Technorealism, Functional Hedonism, and Neo-communalism. The 10-Year Anniversary Bundle includes 5 reports plus conference and workshop for 15,000 euros.
- AI Focus Groups: AI-powered focus group simulations sold as part of the 10-Year Anniversary Bundle or potentially standalone. Includes persona spawning, human/automated moderation, and automated insight deck generation.
- Creative Technology and Design Fiction Projects: Custom engagements with enterprise clients (Disney, Dior, Celio, etc.) for immersive experiences, augmented reality, video mapping, and speculative design projects. Billed as project-based professional services.
- Body 2050 Study: A 300-page study on the future of beauty, fashion, and health sold at 5,000 euros (simple package with 5 printed copies, PDF, PPT, and keynote) or 10,000 euros (premium with personalized keynote, workshop, monthly newsletter, and privileged event access).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Single Report - 5,000 euros per report |
| One time/ perpetual license | Pay-as-you-go | 10-Year Anniversary Bundle - 15,000 euros (special rate) |
| One time/ perpetual license | Pay-as-you-go | Simple Package - 5,000 euros |
| One time/ perpetual license | Pay-as-you-go | Premium Package - 10,000 euros |
| Unit Pricing | Monthly | Future Essentials E-Shop - Various price points |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Imprudence product offering
Product offeringCore offering
Imprudence is a design fiction studio that helps brands and institutions anticipate future consumer behaviors and cultural shifts through strategic foresight research reports, AI-powered consumer simulation (AI Focus Groups), speculative design artifacts, and immersive creative technology experiences. The studio produces proprietary macro-culture trend reports, monthly Future Drops, and bespoke foresight/design fiction engagements for enterprise clients across beauty, fashion, food, luxury, and financial services.
Product overview
Imprudence is a design fiction studio that creates speculative futures content, research, and experiences. Its core offerings include: (1) AI Focus Groups — an AI-powered simulator of future consumer personas (2030/2035) using a proprietary database of 50,000+ foresight signals and Adaptiv.AI technology; (2) Five Culture Reports — a bundle of five macro-culture trend reports covering Vitalism, Cultivarianism, Technorealism, Functional Hedonism, and Neo-communalism for the next decade; (3) Future Drops — monthly speculative content capsules (e.g., Climatic Endurance) with timelines, products, and future shapers; (4) Future Beauty — a speculative beauty e-shop of 14 fictional products for 2035; (5) Future Essentials 2035 — a second speculative e-shop of 5 products (clothing, housing, accessories) with brand collaborations; (6) In Gut We Trust — a digital exhibition on future microbial tribes; and (7) client services in strategic foresight, design fiction, and creative technology (AR/VR/immersive).
Differentiator
Problem solved
Functional benefit
Brands
- Future of Beauty: A speculative e-shop exploring beauty products of the future.
- In Gut We Trust
- Climatic Endurance
- 2035 Essentials
Products and services
- AI Focus Groups AI-powered focus group simulator that generates conversational consumer personas from 2030 or 2035 using Imprudence's proprietary foresight database and Adaptiv.AI technology. Spawns persona agents by localization, generation, consumer patterns, or cultural background; supports automated or human moderation; delivers insights as decks and mind maps within one day. Sold as part of the 10-Year Anniversary Bundle to enterprise clients.
- Five Culture Reports (5 Cultures Bundle) Five proprietary research reports on macro-cultures defining the next decade: Vitalism, Cultivarianism, Technorealism, Functional Hedonism, and Neo-communalism. Each report includes a grand narrative, 5 key behavioral transformations, 3 emerging consumer communities, and lifestyle opportunity territories across 6 industries. Individual reports priced at €5,000; bundle of 5 at €15,000 (10-Year Anniversary Bundle).
- Future Drops Monthly speculative content capsules exploring how daily life will look in 2035. Each drop includes a speculative timeline of events (2025–2035), speculative products, and a selection of future shapers—young talents shaping lifestyles over the next 10 years. Sold individually or as part of the 10-Year Anniversary Bundle.
- Future Beauty (Speculative Beauty E-Shop) Speculative beauty e-shop presenting 14 fictional products envisioning beauty in 2035 across anti-heatwave protection, anti-surveillance, genomic care, augmented intimacy, and post-space travel regeneration categories (e.g., Biome Health Kit, Black Bacteria soap, Gravity oil, Public Veil).
- Future Essentials 2035 Speculative e-shop curating 5 fictional future products for 2035 across climate resilience, wearables, and biotech living, including Havenstrøm floating home (with Oceanix), Meta-Wastewear Jacket (with Coperni), ÆTHER Palette (with Municipality of Athens), Tasty Grillz (with PZAZ), and Climatic Puffer Jacket (with Vollebak).
- In Gut We Trust Speculative digital exhibition exploring three future microbial tribes envisioned for 2030—Eveology, Microhack, and Liberbio—created with speculative designer Marion Lasserre. Part of Imprudence's residency program for speculative design.
- Le Corps en 2050 (Body in 2050 Study) 300-page foresight study exploring the future of beauty, fashion, and health through 22 prospective scenarios, 70 cross-cutting innovations, 22 personas, 46 speculative design projects, 30 sci-fi inspirations, and 24 original speculative fictions. Priced at €5,000 (Simple) or €10,000 (Premium with personalized workshop, monthly newsletter, and event access).
- Creative Technology Services Client-facing creative technology services spanning augmented reality (Snapchat, Instagram, Facebook, Spark AR), immersive experiences, haptics, video mapping, CGI retail, 3D rendering, and extended reality. Notable projects include Art in a Box with The Dubai Mall (2018), Digital Lab with Disney France (4-day immersion), and Dior Parfum workshops.
- Design Fiction & Strategic Foresight Services Bespoke strategic foresight and design fiction engagements for enterprise clients including Roland Berger, Total, BNP Paribas, L'Oréal, Kering, Danone, Accenture, Pernod Ricard, and Celio. Deliverables include 120-page foresight magazines, keynotes, workshops, scenario development, and speculative product concepts.
Quantifiable outcome
- Over 100 industry explorations across 10 sectors completed in 10 years
- +2 more outcomes
Companies that use Imprudence
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles2 records
Imprudence technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Imprudence partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, key and minor.
- Adaptiv.AIcoreImprudence uses Adaptiv.AI's technology to power their AI-powered consumer simulation/focus groups. This partnership merges Adaptiv.AI's artificial intelligence technology with Imprudence's proprietary 10-year foresight database to create interactive focus groups that simulate 2030/2035 consumers.
- Virgin AtlantickeyCo-developed the Gravity post-space travel oil product — a speculative beauty product for skin regeneration after space travel. Also available at Virgin in-flight store.
- Oceanix TechnologiesminorHavenstrom floating modular home developed in partnership with Oceanix technologies, designed for flood-prone environments with self-replenishing water systems and tidal-powered energy grid.
- Marion LasserreminorSpeculative designer and futures researcher based between Paris and London (MA Material Futures at Central Saint Martins). Created the 'In Gut We Trust' speculative digital exhibition on microbiota with Imprudence. Recent graduate of Parsons and MA Material Futures; work exhibited at Design Museum London, Milan, and Dutch Design Week.
- Leo CaillardminorFrench photographer and plastic artist. Imprudence created the first Snapchat augmented reality exhibition for his 'Hispters in Stone' show at Bercy Village.
- Aurélien FacheminorAPI artist and AR developer. Collaborated with Imprudence on the Berceau Humain project — the first Facebook camera effect for a media outlet (Envoyé Spécial on France 2).
- Municipality of AthensminorÆTHER Palette is freely distributed by the Municipality of Athens as a waterless survival care solution for the age of water scarcity and extreme heat.
- VollebakminorClimatic Puffer Jacket created in partnership with Vollebak — a bacteria and graphene-infused second-skin jacket for extreme climate conditions.
- CoperniminorMeta-Wastewear Jacket crafted by Coperni from upcycled NFT servers, e-waste, and decommissioned WiFi routers with embedded NFC chips.
- PzazminorTasty Grillz — first-ever oral neuro-jewelry that hacks taste buds, created at the intersection of biohacking, haute joaillerie, and neuroscience.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Imprudence competitors and assessment
Company assessmentBroad incumbents
- WGSN: Largest subscription trend forecasting platform for fashion, beauty, food, and lifestyle. Directly comparable to Imprudence in serving beauty/luxury/fashion brand foresight needs, but operates at global scale with a data-driven subscription model rather than bespoke design fiction.
- IDEO: Global design and innovation consultancy with deep expertise in human-centered design, speculative design, and corporate innovation programs. Overlaps Imprudence's speculative design and innovation territory but operates at vastly greater scale across broader sectors.
- Frog Design: Design and innovation consultancy (now part of Capgemini Invent) that combines product design, brand, and futures thinking for enterprise clients. Comparable in creative technology and design-forward innovation but with far greater scale and a different cost structure.
- Kantar (Added Value): Global insights and consulting group whose Added Value and Foresight practices deliver cultural and consumer foresight to enterprise brands. Overlaps Imprudence's strategic foresight and consumer simulation work but is part of a much larger research infrastructure.
Direct peers
- The Future Today Institute: Amy Webb's strategic foresight firm producing annual tech and societal trend reports for enterprise clients. Closely comparable methodology (signals, scenarios, decade-ahead forecasting) and B2B consulting model; positioned as a thought-leadership-driven foresight boutique.
- TrendWatching: Global trend intelligence agency publishing consumer trend reports and bespoke trend consultancy for enterprise brands. Comparable in methodology (trend spotting, weak signals) and B2B go-to-market, with a more content-subscription-oriented business model.
- Space10: IKEA's research and design lab producing speculative design projects, exhibitions, and futures research on urban living, food, and sustainability. Highly comparable in methodology (design fiction, speculative products, exhibitions) and the kind of speculative drop outputs Imprudence produces, but backed by IKEA.
- Future Laboratory: London-based foresight and trend agency serving fashion, beauty, luxury, and lifestyle brands. Closely comparable target customer base (L'Oréal-style clients) and product (macro-trend reports + consulting), making it the most directly competing peer for Imprudence's core segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Imprudence social profiles
Digital presenceImprudence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Imprudence leadership team
Management profileNumber of profiles
Profiles1 record
Imprudence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Imprudence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Imprudence
What does Imprudence do?
Imprudence is a design fiction studio that helps brands and institutions anticipate future consumer behaviors and cultural shifts through strategic foresight research reports, AI-powered consumer simulation (AI Focus Groups), speculative design artifacts, and immersive creative technology experiences. The studio produces proprietary macro-culture trend reports, monthly Future Drops, and bespoke foresight/design fiction engagements for enterprise clients across beauty, fashion, food, luxury, and financial services.
Is Imprudence a public or private company?
Imprudence is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Imprudence founded?
Imprudence was founded in 2015. It employs 1 to 10 people.
Where is Imprudence based?
Imprudence is headquartered in Paris, France, in the Europe region.
How does Imprudence make money?
Four revenue lines are on record. Strategic Foresight Studies and Reports are the primary driver. The others are AI Focus Groups, creative Technology and Design Fiction Projects and body 2050 Study.
Who are Imprudence's main competitors?
Broad incumbents on record are WGSN, IDEO, Frog Design and Kantar (Added Value). Direct peers are The Future Today Institute, TrendWatching, Space10 and Future Laboratory.
Does Imprudence have an API?
No public API is recorded for Imprudence.
What industry is Imprudence in?
Imprudence's product category is Strategic Foresight & Design Fiction Services. Its primary akta.pro industry code is BPAHAKAL, Exhibition, Retail & Experiential Design, with a secondary code of MPAAAGAA, Brand Activations & Experiential Campaign Design. Its NAICS code is 54143 and its SIC code is 7311.