Often called Li, Dutch creative Lidewij Edelkoort is one of the world’s most famous trend forecasters. She considers herself as an intuitive thinker, who travels the world studying the evolution of socio-cultural trends before sharing this information with her clients in industries as diverse as fashion, textiles, interiors, cars, cosmetics, retail and food. Under her Paris based company Trend Union, Edelkoort creates trend books two or more years ahead that are used as tools by strategists, designers and marketers at international brands. She has worked for some of the world’s best-known companies, for example; advising CocaCola how Sprite should communicate with emerging youth archetypes; forecasting new consumer archetypes for Esprit as far forward as 2068 and many more. Having directed the celebrated Design Academy Eindhoven from 1998–2008 and establishing the Designhuis (a cultural centre for the promotion of design), Edelkoort has proven that both a city and a region can benefit from placing design at its core. She has subsequently advised the region of Wallonia and the cities of Genk in Belgium and Como in Italy on the benefits of creativity and innovation. In 2011, Edelkoort helped to establish the School of Form, a design school in Poznan, Poland, that especially caters to students from Eastern Europe, with a curriculum merging design and humanities studies.