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TRAINING PACKAGE 3
- Image, Branding and Cultural Heritage
Module 2: Innovative materials and processes

Giuseppe Gori
Solitario Nesti

                                    "DE-SME - Intelligent Furniture - Training for Design,
                                    Environment and New Materials in SMEs"
                                    Agreement n. 2009 - 2196 / 001 – 001

                                    www.IntelligentFurniture.eu

                                    © 2012, not for publication, only for use in direct relation
                                    to the project
Intelligent Furniture
                                                       Project



                Image, Branding and Cultural Heritage
                     Module 2 Innovative materials and processes




           Intelligent Furniture – TP 3: Image,
06/03/12     Branding and Cultural Heritage
                                                               2
Introduction




For a long time Furniture has been a very traditional sector as for
material choices: wood have been almost the unique material for
centuries, apart form some glass, iron hardware and fabric
complements.


Starting from 1950’s plastic materials have progressively come into
use:
 high density laminates, initially for wood imitation or liquid
resistance improvement
 transparent plastics (e.g. PMMA) for glass replacement (with safety
improvement)
 coloured plastics to give a “happier” style, e.g. for kids’ room
furniture



                           Intelligent Furniture – TP 3: Image,
06/03/12                     Branding and Cultural Heritage
                                                                       3
Introduction




In upholstered furniture, fabrics and leather coverings have shared
the market, with some “mix” solution of coated fibres to imitate
leather but granting lower costs and easier maintenance.


Upholstery have progressively found great improvement form the
development of high performance Polyurethane foams, with easier
and more efficient production of long-lasting furniture (apart from
environmental aspects…) is compared to more traditional fillings
(normally of vegetable origin).


Frames have more and more often shifted from wood to wood-
derived materials in the hidden or painted parts (essentially for cost
reduction), with some exceptions of metal and plastic components for
style choice.



                          Intelligent Furniture – TP 3: Image,
06/03/12                    Branding and Cultural Heritage
                                                                         4
Material evolutions and relevant opportunities




Last years (especially since middle of 1990’s) have been very prolific
for material science also at industrial level, following huge
investments for defence and aerospace since 1945 to 1990), and
materials with very special features, just unbelievable some decades
ago, are now available to consumer industries (including furniture) at
affordable prices.
The evolution have not stopped; on the contrary, the gradual opening
of wider markets is continuously stimulating the development of
products and materials addressed to “common” industry (i.e. not
defence, not space, not Formula 1!).


The purpose of this Training Package is to discuss the various
solicitations coming from this innovation effort in order to evaluate
their potential in re-invent products, brands and marketing
approaches, still in line with the cultural heritage every company and
every cluster represents.


                                             Intelligent Furniture – TP 3: Image,
06/03/12                                       Branding and Cultural Heritage
                                                                                    5
Nanotech and functional
                improvement




                  Intelligent Furniture – TP 3: Image,
06/03/12            Branding and Cultural Heritage
                                                         6
Nanotechnology: knowledge background


  The technology of nano-substances or
  nanocomposites or nanostructures
  preparation and use is very complex, but
  the main concept of their use is quite
  simple: by depositing a thin structured
  layer (the order of magnitude is some
  nanometres, i.e. some millionths of a
  millimetre) of atoms with specific
  geometries and patterns onto a surface,
  it is possible to "functionalize" the
  surface itself, i.e. to modify the intrinsic
  behaviour in order to obtain particular
  features and/or to avoid specific defects.




                                                                              ≈25 nm
1 nanometre = 1 nm = 10-9 m = 1 billionth of a metre


                                       Intelligent Furniture – TP 3: Image,
06/03/12                                 Branding and Cultural Heritage
                                                                                       7
Nanotechnology: knowledge background




The technology of nano-substances preparation and use is very
complex, but the main concept of their use is quite simple: by
depositing a thin structured layer (the order of magnitude is some
nanometres, i.e. some millionths of a millimetre) of atoms with
specific geometries and patterns onto a surface, it is possible to
"functionalize" the surface itself, i.e. to modify the intrinsic behaviour
in order to obtain particular features and/or to avoid specific defects.
The functions depend on:
chemical structure deposited: atoms, geometry, chemical activity
base substance
treating process
The treatment can be very selective in some cases, thus obtainig
very specific functions.
Let’s see some examples, among the infinity we can think of…...



                                       Intelligent Furniture – TP 3: Image,
06/03/12                                 Branding and Cultural Heritage
                                                                              8
Nanotech effects: examples….




                                       ”
                               “L otus
                                        t
                                 effec




 • Repellence to water and water-based liquids (coffee, alcoholic drinks, etc.)
 • Repellence to oils and dirt (= easier maintenance)


                               Intelligent Furniture – TP 3: Image,
06/03/12                         Branding and Cultural Heritage
                                                                                  9
Nanotech effects: examples….




                                • Capacity to trap and adsorb unpleasant
                                  odours (e.g. smoke, animals)
                                   The deposited nano-structured layer incorporates a
                                   fine pattern of cavities, where volatile molecules are
                                   captured and neutralized, preventing unpleasant
                                   effects.
                                   After a certain time, the treatment can be renewed
                                   (by “emptying” the trapping cavities), normally
                                   through a domestic operation (e.g. washing
                                   machine)




• By a similar mechanism it is also possible to gradually
release a volatile substance (perfume, balsam) which has
been charged in the cavities


                               Intelligent Furniture – TP 3: Image,
06/03/12                         Branding and Cultural Heritage
                                                                                            10
Nanotech effects: examples….




                                                  • Antimicrobial and antifungal
                                                    effects can be obtained, either by
                                                    modifying the surface to make it
                                                    inhospitable for bacteria and fungi,
                                                    or to gradually release antimicrobial
                                                    substances previously incorporated
                                                    in specially structured nano-cells.

                                                 • Anti-insect and anti-parasite
                                                   effects can be achieved with the
                                                   same chemo-physical mechanism,
                                                   e.g. against mosquitoes or dust
                                                   mites (Dermatophagoides)




                               Intelligent Furniture – TP 3: Image,
06/03/12                         Branding and Cultural Heritage
                                                                                            11
Nanotech application to our cluster
Brainstorming….




Open items:
competence of designers and technicians (production, testing)
competence of marketing and sales people (how to transfer value to customers)
new selection of suppliers (including their involvement in product development)
necessary risks and investments
group or cluster strategies to contain risks
qualification and approval of materials and products
instruction to users
…
…
                                      Intelligent Furniture – TP 3: Image,
06/03/12                                Branding and Cultural Heritage
                                                                                  12
Paint-free wood finishing




                  Intelligent Furniture – TP 3: Image,
06/03/12            Branding and Cultural Heritage
                                                         13
Do we really
 touch and see wood ???




                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                        14
Do we really
         touch and see
                                                                 Paint - Lacquer
           wood ???
                                                                    Wood




… or do we get in relation with polyurethane, polyester, acrylic, ….. ?


                          Intelligent Furniture – TP 3: Image,
06/03/12                    Branding and Cultural Heritage
                                                                                   15
14th century furniture: no polymer coatings, .... just beeswax!




                             Intelligent Furniture – TP 3: Image,
06/03/12                       Branding and Cultural Heritage
                                                                             16
Can we recover a more direct relation with wood?

                                                                       Protective
                                                                     impregnated
                                                                       wood layer



           Paint - Lacquer

              Wood                                                  Wood


   How?
   • Waxes, Natural oils, Natural (or at least non toxic) products
   • Impregnating instead of covering


                             Intelligent Furniture – TP 3: Image,
06/03/12                       Branding and Cultural Heritage
                                                                                    17
Natural or eco-compatible products
 are now available in very effective
            formulations…




                                                            … shall we try?




                         Intelligent Furniture – TP 3: Image,
06/03/12                   Branding and Cultural Heritage
                                                                              18
Brainstorming….


                  Results                      Importance           Advant.      Disadvant.    Appeal
                                                 (1 to 5)           (+1 to +5)    (-1 to -5)


• Direct wood touch
• More natural and healthy solutions
• No plastering allowed
• Longer finishing times
• Change in product look and touch
• “Back to the future” effect
• Need of periodic maintenance by users
• New experience in design
• New technical competence needed
• New suppliers needed
•…
•…
•…



                                  Intelligent Furniture – TP 3: Image,
06/03/12                            Branding and Cultural Heritage
                                                                                                        19
Composite materials
           for furniture frames




                Intelligent Furniture – TP 3: Image,
06/03/12          Branding and Cultural Heritage
                                                       20
Introduction




Beginning from 1950’s, also some “composite” (even if still rather
traditional) materials have more and more widely come into use; in
evidence we can cite:
- plywood: this wood layers cross-superimposed and glued to form
a uniform-thickness panel with more uniform bending behaviour if
compared with wood, with the benefit of easy modelling into
cylindrical or conical shapes




                       From: www.danish-furniture.com           From: www.momoy.com


 - plymetal: a variation of plywood where one or both the external layers
 (skins) are made of metal, typically stainless steel or light alloy



                               Intelligent Furniture – TP 3: Image,
06/03/12                         Branding and Cultural Heritage
                                                                                      21
Introduction




-fibreglass, or GFRP (Glass Fibre Reinforced Polymer): in a
matrix of polymeric material glass fibres are “sunk” in order to
increase stiffness and resistance. Common matrices are
thermosetting resins, eg. epoxy). The process is normally performed
in a “shell”, which gives the shape to the object. Threaded metallic
inserts can be placed in the GFRP to facilitate assembly with other
parts.




               http://www.eitrade.com


                                                              From: http://www.vam.ac.uk



                              Intelligent Furniture – TP 3: Image,
06/03/12                        Branding and Cultural Heritage
                                                                                           22
Advanced composites



New, more advanced composite materials are arriving from
high-tech sectors (defence, aerospace), like Carbon Fiber, or
Kevlar, offering new features:




                                  HIGH-TECH ASPECT which
  HIGH STIFFNESS
                                  is ITSELF INNOVATIVE
  HIGH                            DESIGN
  RESISTANCE




                        Intelligent Furniture – TP 3: Image,
 06/03/12                 Branding and Cultural Heritage
                                                                23
Design Process change




Traditional Materials:                        Composite Materials:
- from raw material to                        - material and product are
  finished product                              contemporary
- machining process                           - product and process are
                                                designed together




                                             From: www.shoponline2011.com



                         Intelligent Furniture – TP 3: Image,
 06/03/12                  Branding and Cultural Heritage
                                                                            24
Brainstorming…




From: www.shoponline2011.com




                               Intelligent Furniture – TP 3: Image,
06/03/12                         Branding and Cultural Heritage
                                                                      25
Brainstorming…




                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                        26
Brainstorming…




                              From: www.shoponline2011.com



                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                             27
Brainstorming…




                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                        28
Brainstorming…




                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                        29
Brainstorming…




                 Intelligent Furniture – TP 3: Image,
06/03/12           Branding and Cultural Heritage
                                                        30
SWOT Analysis



                          Strenghts                                                         Opportunities




                         Weaknesses                                                         Threats / Risks




     SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.)



                                               Intelligent Furniture – TP 3: Image,
06/03/12                                         Branding and Cultural Heritage
                                                                                                                               31
SWOT Analysis



     HIGH
        Market appeal




     LOW                                                                                                            HIGH
                                                        Innovation
    SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.)

                                               Intelligent Furniture – TP 3: Image,
06/03/12                                         Branding and Cultural Heritage
                                                                                                                              32
SWOT Analysis



     HIGH
        Producibility (feasibility)




     LOW                                                                                                            HIGH
                                                  Efficiency (costs)
    SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.)

                                               Intelligent Furniture – TP 3: Image,
06/03/12                                         Branding and Cultural Heritage
                                                                                                                              33
This project has been funded with support from the European
   Commission. This publication reflects the views only of the
   author, and the Commission cannot be held responsible for
   any use which may be made of the information contained
   therein.


06/03/12                                                         34

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Tp3 Image, Branding and Cultural Heritage part2

  • 1. TRAINING PACKAGE 3 - Image, Branding and Cultural Heritage Module 2: Innovative materials and processes Giuseppe Gori Solitario Nesti "DE-SME - Intelligent Furniture - Training for Design, Environment and New Materials in SMEs" Agreement n. 2009 - 2196 / 001 – 001 www.IntelligentFurniture.eu © 2012, not for publication, only for use in direct relation to the project
  • 2. Intelligent Furniture Project Image, Branding and Cultural Heritage Module 2 Innovative materials and processes Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 2
  • 3. Introduction For a long time Furniture has been a very traditional sector as for material choices: wood have been almost the unique material for centuries, apart form some glass, iron hardware and fabric complements. Starting from 1950’s plastic materials have progressively come into use: high density laminates, initially for wood imitation or liquid resistance improvement transparent plastics (e.g. PMMA) for glass replacement (with safety improvement) coloured plastics to give a “happier” style, e.g. for kids’ room furniture Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 3
  • 4. Introduction In upholstered furniture, fabrics and leather coverings have shared the market, with some “mix” solution of coated fibres to imitate leather but granting lower costs and easier maintenance. Upholstery have progressively found great improvement form the development of high performance Polyurethane foams, with easier and more efficient production of long-lasting furniture (apart from environmental aspects…) is compared to more traditional fillings (normally of vegetable origin). Frames have more and more often shifted from wood to wood- derived materials in the hidden or painted parts (essentially for cost reduction), with some exceptions of metal and plastic components for style choice. Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 4
  • 5. Material evolutions and relevant opportunities Last years (especially since middle of 1990’s) have been very prolific for material science also at industrial level, following huge investments for defence and aerospace since 1945 to 1990), and materials with very special features, just unbelievable some decades ago, are now available to consumer industries (including furniture) at affordable prices. The evolution have not stopped; on the contrary, the gradual opening of wider markets is continuously stimulating the development of products and materials addressed to “common” industry (i.e. not defence, not space, not Formula 1!). The purpose of this Training Package is to discuss the various solicitations coming from this innovation effort in order to evaluate their potential in re-invent products, brands and marketing approaches, still in line with the cultural heritage every company and every cluster represents. Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 5
  • 6. Nanotech and functional improvement Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 6
  • 7. Nanotechnology: knowledge background The technology of nano-substances or nanocomposites or nanostructures preparation and use is very complex, but the main concept of their use is quite simple: by depositing a thin structured layer (the order of magnitude is some nanometres, i.e. some millionths of a millimetre) of atoms with specific geometries and patterns onto a surface, it is possible to "functionalize" the surface itself, i.e. to modify the intrinsic behaviour in order to obtain particular features and/or to avoid specific defects. ≈25 nm 1 nanometre = 1 nm = 10-9 m = 1 billionth of a metre Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 7
  • 8. Nanotechnology: knowledge background The technology of nano-substances preparation and use is very complex, but the main concept of their use is quite simple: by depositing a thin structured layer (the order of magnitude is some nanometres, i.e. some millionths of a millimetre) of atoms with specific geometries and patterns onto a surface, it is possible to "functionalize" the surface itself, i.e. to modify the intrinsic behaviour in order to obtain particular features and/or to avoid specific defects. The functions depend on: chemical structure deposited: atoms, geometry, chemical activity base substance treating process The treatment can be very selective in some cases, thus obtainig very specific functions. Let’s see some examples, among the infinity we can think of…... Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 8
  • 9. Nanotech effects: examples…. ” “L otus t effec • Repellence to water and water-based liquids (coffee, alcoholic drinks, etc.) • Repellence to oils and dirt (= easier maintenance) Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 9
  • 10. Nanotech effects: examples…. • Capacity to trap and adsorb unpleasant odours (e.g. smoke, animals) The deposited nano-structured layer incorporates a fine pattern of cavities, where volatile molecules are captured and neutralized, preventing unpleasant effects. After a certain time, the treatment can be renewed (by “emptying” the trapping cavities), normally through a domestic operation (e.g. washing machine) • By a similar mechanism it is also possible to gradually release a volatile substance (perfume, balsam) which has been charged in the cavities Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 10
  • 11. Nanotech effects: examples…. • Antimicrobial and antifungal effects can be obtained, either by modifying the surface to make it inhospitable for bacteria and fungi, or to gradually release antimicrobial substances previously incorporated in specially structured nano-cells. • Anti-insect and anti-parasite effects can be achieved with the same chemo-physical mechanism, e.g. against mosquitoes or dust mites (Dermatophagoides) Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 11
  • 12. Nanotech application to our cluster Brainstorming…. Open items: competence of designers and technicians (production, testing) competence of marketing and sales people (how to transfer value to customers) new selection of suppliers (including their involvement in product development) necessary risks and investments group or cluster strategies to contain risks qualification and approval of materials and products instruction to users … … Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 12
  • 13. Paint-free wood finishing Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 13
  • 14. Do we really touch and see wood ??? Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 14
  • 15. Do we really touch and see Paint - Lacquer wood ??? Wood … or do we get in relation with polyurethane, polyester, acrylic, ….. ? Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 15
  • 16. 14th century furniture: no polymer coatings, .... just beeswax! Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 16
  • 17. Can we recover a more direct relation with wood? Protective impregnated wood layer Paint - Lacquer Wood Wood How? • Waxes, Natural oils, Natural (or at least non toxic) products • Impregnating instead of covering Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 17
  • 18. Natural or eco-compatible products are now available in very effective formulations… … shall we try? Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 18
  • 19. Brainstorming…. Results Importance Advant. Disadvant. Appeal (1 to 5) (+1 to +5) (-1 to -5) • Direct wood touch • More natural and healthy solutions • No plastering allowed • Longer finishing times • Change in product look and touch • “Back to the future” effect • Need of periodic maintenance by users • New experience in design • New technical competence needed • New suppliers needed •… •… •… Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 19
  • 20. Composite materials for furniture frames Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 20
  • 21. Introduction Beginning from 1950’s, also some “composite” (even if still rather traditional) materials have more and more widely come into use; in evidence we can cite: - plywood: this wood layers cross-superimposed and glued to form a uniform-thickness panel with more uniform bending behaviour if compared with wood, with the benefit of easy modelling into cylindrical or conical shapes From: www.danish-furniture.com From: www.momoy.com - plymetal: a variation of plywood where one or both the external layers (skins) are made of metal, typically stainless steel or light alloy Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 21
  • 22. Introduction -fibreglass, or GFRP (Glass Fibre Reinforced Polymer): in a matrix of polymeric material glass fibres are “sunk” in order to increase stiffness and resistance. Common matrices are thermosetting resins, eg. epoxy). The process is normally performed in a “shell”, which gives the shape to the object. Threaded metallic inserts can be placed in the GFRP to facilitate assembly with other parts. http://www.eitrade.com From: http://www.vam.ac.uk Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 22
  • 23. Advanced composites New, more advanced composite materials are arriving from high-tech sectors (defence, aerospace), like Carbon Fiber, or Kevlar, offering new features: HIGH-TECH ASPECT which HIGH STIFFNESS is ITSELF INNOVATIVE HIGH DESIGN RESISTANCE Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 23
  • 24. Design Process change Traditional Materials: Composite Materials: - from raw material to - material and product are finished product contemporary - machining process - product and process are designed together From: www.shoponline2011.com Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 24
  • 25. Brainstorming… From: www.shoponline2011.com Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 25
  • 26. Brainstorming… Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 26
  • 27. Brainstorming… From: www.shoponline2011.com Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 27
  • 28. Brainstorming… Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 28
  • 29. Brainstorming… Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 29
  • 30. Brainstorming… Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 30
  • 31. SWOT Analysis Strenghts Opportunities Weaknesses Threats / Risks SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.) Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 31
  • 32. SWOT Analysis HIGH Market appeal LOW HIGH Innovation SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.) Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 32
  • 33. SWOT Analysis HIGH Producibility (feasibility) LOW HIGH Efficiency (costs) SWOT Analysis shall be carried out with specific focus onto LOCAL situation (companies, cluster, infrastructures, etc.) Intelligent Furniture – TP 3: Image, 06/03/12 Branding and Cultural Heritage 33
  • 34. This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 06/03/12 34