Exploring Possible Futures - Philips (Design) Experince

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Exploring Possible Futures Cases of Strategic Innovation

by Philips (Design) for the TGCI Team March 13, 2012, Trivandrum, Kerala

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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.

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summ Real cases, real lessons

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Le Poème électronique

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Atomium, Brussels, Belgium. 2008

102 m

The World Expo 1958, Brussels

Philips Pavilion

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Philips backgrounder

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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

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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

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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.

(*)

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Philips’ Multimedia Solutions

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Wild-Cat Future Dreaming

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Syd Mead: Illustrating the Future (1970s)

‘Ideal kitchen’ circa1969

‘Future kitchen’ (~ 1972)

Future of the living room (~ 1973)

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Future of the office (~ 1974)

Future of education (~ 1975)

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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).

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Vision of the Future - and of design

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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

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Olivetti Workshop

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Workshop (1993)

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Workshop: Concepts

Workshop: Concepts

Workshop: Exhibition

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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.

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back to the Vision of the Future

Vision of the Future - Process

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Jan Timmer, then CEO Philips

Socio-Cultural Horizons: Future Concept Lab

Francesco Morace Future Concept Lab

Josephine Green

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Six ‘Sociodynamic Forces’: Subjectivity - Sociability - Exploration - Connectivity - Ethics - Holism

Socio-Cultural Horizons, speaking metaphorically

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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

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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.

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Strategic Futures practice

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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:

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Tony Fadell, ???, Jonathan Ive, Steve Jobs, ???

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summ Among many others: Ericcson

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summ Among many others: Vodafone

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LiMe

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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

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LiMe: Ethnographic study of the ‘now’

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LiMe: Understanding collective memory

LiMe: Table in a café

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LiMe: Metaphors of a memory

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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.

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Nebula

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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

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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.

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Next Simplicity

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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

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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.

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Design Probes

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Critical Design: Design Probes

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Wearables (2003): Aim to develop business

Multimedia jacket

Connected jacket

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Wearables: Toward provocative design

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Toward provocative design

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Design Probes: Electronic Dresses

Expressing your own emotions

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Design Probes: Electronic Dresses

Sensing emotions of others

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Toward provocative design

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Design Probes: Electronic Jewelry

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Design Probes: Electronic Tattoo

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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!

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More Design Probes

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More Design Probes: Future Habitat - Living off the Grid

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Presentation in real - and virtual worlds

Presentation in Axis HQ

Presentation in Second Life leading to a co-creative game

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More Design Probes: Food Printer

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More Design Probes: Printed Food

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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.

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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.

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Chulha

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Futures are not all high-tech and fancy

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Chulha: Futures for rural India

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design different trajectories of innovation

business

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Why innovate?

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Exploration of possible futures non-stop

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Thank you! slava.kozlov@summn.com www.summn.com

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summ Thank you!

slava.kozlov@summn.com www.summn.com

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