Advanced design as reframing practice: Ethical challenges and anticipation in design issues

Advanced Design (ADD) is a branch of industrial design that directs and uses the tools, practices and knowledge of conventonal industral design in long-term projects, or in projects thata are addressed to a distant future. Recently, ADD has focused its attention on projects that are not governed by a client n order to search for innovation stimuli that come from extreme situations or far from the aim of the project. It also focused oc continuous innovation processes in which the designer is not the only creative actor of the process and often only helps draw the route of innovation, instead of drawing it alone. Although the ethica debate reflection on the concepts of ethics, time and the designer's responsability, is necessary. This paper describes the transformation of the traditional designer considered to be the demiurge of fashion and industrial products into a manufacture of possible futures and co-author of futurist reframing.