In this workshop, L+W will guide participants to look at how Phygital Experience can reconcile the gap between the Physical and the Digital in the domains of Work, Healthcare, Fitness and Hospitality. What new valuable experiences can the User have in-context? What new data sets can be captured as an intended result, for the Business? To articulate these intents, the workshop vehicle will be Seating and its rituals, and imagining its Future. Through new archetypes of “Chairs”, L+W will help participants write stories of the Products, Services and Experiences of the Phygital tomorrow.

1. I t a l y & S i n g a p o r e

2. #LanzavecchiaWai

4. Our clients and commissioners have included Herman Miller, Cappellini, AgustaWestland,
Mirage, Antolini, Nodus, Bosa and Alcantara.
Design Explorations
for Experiential
Paediatric Waiting
Room Systems
Presented to H.Miller
design leadership end
2014. Project to be
published in 2016.
TACO service table
for the nomadic
living space
In production, launched
at Salone de Mobile
2015
VIP Interior for AW169
helicopter
Available for client
specification 2015
Who we’ve worked with
Brand + Material
Conceptual
Explorations
Commissions
Curated by Giulio Cappellini &
Domitilla Dardi
Produced & exhibited at
the MAXXI museum in
Rome 2012 & 2015
Exquisite Ceramic
Wall-pieces
In production, launched
at Salone de Mobile
2015
Artisanal Hand-
Knotted Carpets
/ Edition of 5 per
model
In production, launched
at Salone de Mobile
2013 & 2015
“AGORÀ” marble
expo stand
+ installation
Produced & launched
at Rho Fiera, Salone de
Mobile 2015
"TRANSITION"
porcelain stoneware
tile system
In production, launched
at Cersaie 2015
#LanzavecchiaWai

5. Aviation,
Healthcare,
Childcare,
Furniture Collections,
Industrial Design,
Limited Editions,
Artisanal Objects,
Lifestyle Fast-moving Goods,
Interior Finishing Products,
Tradeshow Stands,
Wearables
...
Domains we have entered
#LanzavecchiaWai

6. PHYSICAL DIGITAL+
#LanzavecchiaWai

7. PHYGITAL
#LanzavecchiaWai

8. PHYGITAL
To blend digital experiences with physical ones
To embed digital experiences into physical objects
to inject intelligence and humanity into them
Give physicality a new meaningful experiential layer
What can objects around us do for & with us?
What data can these objects collect?
#LanzavecchiaWai

9. 1. Introduce yourselves
2. Why are you interested in physical design/
Phygital design?
3. Which is your favourite chair and why?
Domains we have entered
#LanzavecchiaWai

10. office chair
high stool
chaise longue
dining chair
lounge chair
rocking chair
massage chair
wheelchair
auditorium chair
sofa
recliner chair
bench
pouf
sun lounger
power
wheelchair
stool
exercise ball
kneeling chair
#LanzavecchiaWai

11. 50%
of employed people in developed economies
of the world works at a desk.
And what does that mean?
They all need a CHAIR
#LanzavecchiaWai

12. SEATING WORKING+
#LanzavecchiaWai

13. Desk
Waiting room
Open office
Home
Cubicles
Public
transport
Meeting
room
Hotel lobby
Co-working
Cafe
Seating + Working Contexts
#LanzavecchiaWai

14. Physical office needs to support the digital
workspace that is where the real work happens.
The idea of office is changing very fast;
today 62% of people work from home or at offsite locations.
But there’s still this sense that when you really need to get things done,
you go to an office.
#LanzavecchiaWai

15. HEALTH &
WELLBEING
PRIVACY PRODUCTIVITY NETWORKING
WORKING
REMOTELY
Pain-points, issues and opportunities
Efficiency
Bring more focus
Task manager
Noise
Visual noise
Interruptions
...
Connecting people
to the environment
Connecting people
to each other
Enhance
communication
Facilitate learning
...
Need for social
interaction
Enhance virtual
communication
Flexibilty
Work together
“in the same room”
Support video
conferencing
Battery life span
...
Immobility
Back pain
Stress
Germs
Safety
Healthy vs.
Unhealthy habits
...
Introvert
vs.
Extrovert
Relaxation
Power nap
Private calls
...
#LanzavecchiaWai

16. PERSONIFICATION
The attribution of human nature or character to animals, inanimate objects,
or abstract notions.
Personifying the seating object can help us expand and define its
new attributes and behaviours.
#LanzavecchiaWai

17. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
#LanzavecchiaWai

18. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
Motivate
Foster
Care for
Concern
Push
Remember
Listen
Pamper
Teach
...
#LanzavecchiaWai

19. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
Relax with
Hang out
Trust
Rely on
Confide in
Experience together
Horsing around
Share opinions
...
#LanzavecchiaWai

20. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
Analyze
Examine
Provide insights
Suggests
Prescribe
Correct
Heal
Inform
...
#LanzavecchiaWai

21. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
Disturb
Wake people up
Revolutionary
Reactionary
Anti
Enchanter
Witch
....
#LanzavecchiaWai

22. DISRUPTORBUDDY SERVANTMOTHER SCIENTIST/
DOCTOR
Personification: a seat with a character
Assist
Remind
Minion Job
Silent serving
Massage
...
#LanzavecchiaWai

23. Workshop Deliverables
1. Mission statement that describes
your idea for a seating solution
(a product, an add-on or a service.)
2. Short play to act out your idea “A day of life of
the chair”
one of the group members should act as The Chair…
#LanzavecchiaWai

24. Phase 1
1. Split into groups of 3 persons
- Hand out/select theme
(pain point or opportunity)
2. Analyze the theme and solve it through the
different chair personifications acting as The Chair.
3. Bodystorm (test ideas on existing chairs) or draw
them out on the given templates
4. Selection of one project concept
(30/45 min.)
(10/15 min.)
#LanzavecchiaWai

25. 1. Mission Statement
FOR (target audience) WHO (need/opportunity)
OUR PRODUCT/SERVICE IS (define what it is) THAT (benefits)
UNLIKE (alternatives) OUR PRODUCT/SERVICE (differentiator)
2. Storyboard “A day in the life of project name”
3. Mock-up/Props production:
bi-dimensional or tri-dimensional rough model of the chair or produce the
add-ons to size and clarify the project in the play.
Phase 2 (60 min.)
#LanzavecchiaWai

26. 1. Share the Mission Statement
2. Short play to act out your idea “A day of life of
the chair”
Phase 4: Sharing Session (30 min.)
#LanzavecchiaWai

27. THANK YOU!
#LanzavecchiaWai

28. A little help: possible implementations
Sensors
Privacy panels/ears
Tables
Wheels
Motors
Lights
Massage gears
Screens
Projector
Physical interfaces
Scent diffusers
...
#LanzavecchiaWai