summ
Exploring Possible Futures Cases of Strategic Innovation by Philips (Design) for the TGCI Team March 13, 2012, Trivandrum, Kerala
n
summ
The slides present a compilation of the cases of various ‘strategic innovation’ projects conducted by Philips Design over the last 50+ years. By no means complete, the range nevertheless illustrates a wide diversity of projects and concepts, in terms of domains, content, the future scopes and business models. The selection was presented to the TGCI (Trivandrum Gloval City of Innovation, www.tgci.in) team in the campus of the International Institute of Social Entrepreneurship in Trvandrum, Kerala, to both inform and inspire their social and technological innovation programs.
n
summ Real cases, real lessons
n
summ
Le Poème électronique
n
Atomium, Brussels, Belgium. 2008
102 m
The World Expo 1958, Brussels
Philips Pavilion
summ
Philips backgrounder
n
Philips. 1891
Gerard Philips
Anton Philips
Philips Lamp
From a simple bulb to‌
NatLab: Science as a foundation of business
The first NatLab building at the Kastanjelaan, 1923
Technology made beautiful
Chapel, 1931
Royal Philips, 1951
summ
n
back to Le Poème électronique
Back to the future: Le Poème électronique
Luis Kallf, Le Corbusier, Edgar Varèse
Ideas and sketches
Development and testing
Yean Xenakis
Construction and installation
Making new (electronic) music
Story: Reflection of the past, vision of the future
Visitors of Philips Pavilion
Experiencing Philips Pavilion
summ
FUTURE:
Complex metaphorical message, both reflection of the past and an optimistic scenario of the future for the humanity, expressed through a blend of art and technology
DESIGN:
An active facilitator between the worlds of art and business.
BUSINESS:
Ticket to history - and a profitable business too!
(*) - soon after Brussels Expo Philips established a special division to develop and sell the solutions similar to Poeme electronique, to illuminate various historical monuments all over the world.
(*)
n
Philips’ Multimedia Solutions
summ
Wild-Cat Future Dreaming
n
Syd Mead: Illustrating the Future (1970s)
‘Ideal kitchen’ circa1969
‘Future kitchen’ (~ 1972)
Future of the living room (~ 1973)
QuickTime™ and a decompressor are needed to see this picture.
Future of the office (~ 1974)
Future of education (~ 1975)
summ
FUTURE:
Visual scenarios illustrating possible futures of various domains and institutions (e.g., home, office, university).
DESIGN:
Mediator and increasingly a participant of the future scenario development, in dialogue with business.
BUSINESS:
Beautiful and convincing illustrations of the possible strategic developments of business (relatively quick and cheap to make).
n
summ
Vision of the Future - and of design
n
Vision of the Future (1995)
Product-scape of the 1990s
Design as a facilitator - and integrator - of innovation
Stefano Marzano
A Renaissance model of design
‘High Design’ is
…human-focused … research-based … multi-disciplinary … business integrated
summ
Olivetti Workshop
n
Workshop (1993)
+
=
Workshop: Concepts
Workshop: Concepts
Workshop: Exhibition
summ
FUTURE:
The future of office and office technologies but also the future of possible of collaboration between the companies.
DESIGN:
Facilitator of the dialogue between different companies and a co-creator of the concepts, creator of the communication strategy (use of 3D mock-ups and an exhibition as carriers).
BUSINESS:
Exploration and visualization of the possibilities of business collaboration, together with a rapid development of new product concepts.
n
summ
n
back to the Vision of the Future
Vision of the Future - Process
QuickTime™ and a decompressor are needed to see this picture.
Jan Timmer, then CEO Philips
Socio-Cultural Horizons: Future Concept Lab
Francesco Morace Future Concept Lab
Josephine Green
QuickTime™ and a decompressor are needed to see this picture.
QuickTime™ and a decompressor are needed to see this picture.
QuickTime™ and a decompressor are needed to see this picture.
QuickTime™ and a decompressor are needed to see this picture.
Six ‘Sociodynamic Forces’: Subjectivity - Sociability - Exploration - Connectivity - Ethics - Holism
Socio-Cultural Horizons, speaking metaphorically
t
mainstream
avant-garde
Creative Sessions
Sketches and Storyboards
Model making
Photography, films, exhibition design…
…even a web-site!
Concepts: Shiva, personal communicator
Concepts: Future living room
Interactive Family Tree
Concepts: Kids’ room
Hybrid Playground (analogue + digital)
Concepts: Multimedia kiosk
summ
FUTURE:
A broad range, not only of the possible future devices and gadgets, but more importantly, new types of human activities and practices. All scenarios are grounded in the dedicated study of the social developments and trends.
DESIGN:
Design acted as an integrator of the different disciplines and practices, a creative agent both producing new concepts and demonstrating their possible usage, using diverse formats of communication.
BUSINESS:
Business powerfully demonstrated its capacity to create new conceptual solutions, based not only on the new technologies, but also taking into account new emerging social and personal needs.
n
summ
Strategic Futures practice
n
summ
n
Strategic Futures practice established in Philips Design
Josephine Green, Director, Strategic Innovation, Philips Design
contextual people research latest cultural manifestations new societal developments changes of world-views
effective tools to translate the insights into design and development
and yet another project‌
summ Vision of the Future revisited (2005)
85% 15% (of those 85%)
of the concepts are on market, in one form or another
are produced by Philips
Source:
QuickTime™ and a decompressor are needed to see this picture.
n
summ Only one case‌
Tony Fadell, ???, Jonathan Ive, Steve Jobs, ???
n
summ Among many others: Ericcson
n
summ Among many others: Microsoft QuickTime™ and a decompressor are needed to see this picture.
n
summ Among many others: Vodafone
QuickTime™ and a decompressor are needed to see this picture.
n
summ
LiMe
n
LiMe (Living Memory) 1997
Joint research project, supported by EU/ Cordis Programme. • Philips Design • Queen Margaret University College • Domus Academy • Imperial College of Science • Universite Rene Descartes
QuickTime™ and a decompressor are needed to see this picture.
LiMe: Ethnographic study of the ‘now’
QuickTime™ and a decompressor are needed to see this picture.
QuickTime™ and a decompressor are needed to see this picture.
LiMe: Understanding collective memory
LiMe: Table in a café
QuickTime™ and a decompressor are needed to see this picture.
LiMe: Metaphors of a memory
summ
FUTURE:
Ground-breaking scenarios of how new digital, networked technologies can impact multiple aspects of our lives (e.g., new possibilities for ‘collective memory’).
DESIGN:
Leading participant of a research consortium, partner in research and development of the concepts, the interfaces, and a working prototype.
BUSINESS:
Hmm.. (*)
(*) I often say that if Philips would endorse the LiMe concept and didn’t react with such a disbelief and resistance, the world now wouldn’t know the word ‘blogging’; we would all be ‘liming’ these days.
n
summ
Nebula
n
Experience Design: Case of internal design research
Nebula: Rethinking a waking-up experience
Š Jeremy Hall
Wake-up experience: Research insights
Experience Design: Theoretical framework
Nebula: Sensorial experience
Nebula: Multimedia experience
Nebula: Personal and emotional experience
What is Nebula now?
Is Wake-up Light a ‘Nebula Now’? Ambient Experience Hospital
Future horizons
summ
FUTURE:
Exploration of new possible scenarios of an activity, guided by a novel design framework (experience design).
DESIGN:
New method of design was explored, leading to a few new concepts…
BUSINESS:
… that were not immediately applied in business, but impacted other business developments over time and eventually resulted in a very original and successful! - products/solutions.
n
summ
Next Simplicity
n
Next Simplicity (2006/08)
Next Simplicity anno 2006
Chameleon
Next Simplicity: Innovation in interfaces
Next Simplicity
HerbArium
Next Simplicity
SoftTherapy
Next Simplicity
Momento
Next Simplicity: Event 2006
Next Simplicity: Concepts enacted
Next Simplicity: Lifestyle change assistance
Next Simplicity: Medical diagnostics humanized
Next Simplicity anno 2008
summ
FUTURE:
A range of scenarios and concepts endorsing one desirable, preferable future, based on research data and a system of brand-driven beliefs (e.g., Sense and Simplicity).
DESIGN:
Creative design and development of the concepts, in close cooperation with business, supervised by the brand and management boards.
BUSINESS:
Large-scale communication program to support both strategic brand goals and current business targets, stimulating R&D and innovation.
n
summ
Design Probes
n
summ
Critical Design: Design Probes
QuickTime™ and a decompressor are needed to see this picture.
n
Wearables (2003): Aim to develop business
Multimedia jacket
Connected jacket
summ
n
Wearables: Toward provocative design
summ
n
Toward provocative design
summ
n
Design Probes: Electronic Dresses
Expressing your own emotions
summ
n
Design Probes: Electronic Dresses
Sensing emotions of others
summ
n
Toward provocative design
summ
n
Design Probes: Electronic Jewelry
summ
n
Design Probes: Electronic Tattoo
summ
n
summ
FUTURE:
Diverse scenarios of how new technologies can be used in the near-body, on-body and in-body ranges, and how they can impact many human activities.
DESIGN:
Development and communication of the highly provocative concepts, dialogues with, and feedback from from the multiple audiences.
BUSINESS:
Provocation it was!
n
summ
More Design Probes
n
More Design Probes: Future Habitat - Living off the Grid
summ
n
Presentation in real - and virtual worlds
Presentation in Axis HQ
Presentation in Second Life leading to a co-creative game
summ
n
More Design Probes: Food Printer
summ
n
More Design Probes: Printed Food
summ
n
summ Design Probes: Printed Food
n
summ Design Probes: Microbial Home
n
summ Design Probes: BioLight & Urban Hive
n
summ
FUTURE:
Design Probes may deal not only with the latest, cutting-edge technologies and gadgets, but address important social problems, and inspire the search for new solutions and approaches.
only
DESIGN:
Development of the novel and socially relevant concepts that provoke debates and create new thinking.
BUSINESS:
Albeit indirectly, triggered a range of initiatives in the areas of sustainability and corporate social responsibility.
n
summ
Chulha
n
Futures are not all high-tech and fancy
QuickTime™ and a decompressor are needed to see this picture.
summ
n
Chulha: Futures for rural India
summ
n
design different trajectories of innovation
business
summ
n
summ
Why innovate?
n
summ
?
n
summ
?
?
?
n
summ
Exploration of possible futures non-stop
n
summ
Thank you! slava.kozlov@summn.com www.summn.com
n
summ Thank you!
slava.kozlov@summn.com www.summn.com
n