11 andriani - lift
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    11 andriani - lift 11 andriani - lift Presentation Transcript

    • Makers, design and exaptation Pierpaolo Andriani Kedge Business School Marseille, France
    • What is a horse?
    • What is a chair?
    • Biology Technology machinery Data (genome) machinery Unfolding history Organism Information (file) Unfolding history Product/service
    • The evolution of form Form (bits) Form as Form information embedded in (atoms) atoms Atom/form becomes the instantiation of the bit/form Like in biology, the evolution of form proceeds on two levels We can separate the design of a product from its manufacture for the first time in history, because all the information necessary to print that object is built into the design Bass: The past present and future of 3-D printing http://www.washingtonpost.com/national/on-innovations/the-past-present-and-future-of-3-d printing/2011/08/21/gIQAg4fJZJ_story.html
    • From bits to atoms: 3D printers Brook Drumm Form 1 ORDbot Pwdr 3D Printer Solidoodle Reprap Reprap – Rostock Design Makerbot – Replicator 2X Tinkerine Ditto
    • From atoms to bits: 3D scanners http://www.soyacincau.com/2011/01/08/trimensionalturn-your-iphone-4-into-a-3d-scanner/ Go!SCAN 3D http://www.bitrebels.com/technology/lego-3d-scannerbringing-real-objects-into-a-3d-world/ SCENECT: scanning with Kinect Viuscan Laser Scanner Zcorp Photosimile 5000 Makerbot scanner
    • The Maker Design Cycle (MDC) 3D design 3D scanning Form (bits) Form (atoms) 3D printing
    • What does it mean for design?
    • but … can we have a proliferation of forms without limits? What drives forms? 3D design 3D scanning Form (bits) Form (atoms) 3D printing Function
    • The synthesis of artificial form Design is ‘the process of inventing physical things which display new physical order, form, in response to function’ (Alexander, 1964, page 1)
    • But then what drives function? 3D design 3D scanning Form (bits) Form (atoms) 3D printing Function
    • Well … it turns out that form controls function Through the process of Exaptation!
    • The “invention” of the microwave oven From a radar system To the microwave industry http://www.youtube.com/watch?v =4h1ESUz2H3E&feature=player_det ailpage http://en.wikipedia.org/wi ki/Mr._Goodbar
    • Solar bottles
    • The very first synthetic drug was a dye used in the textile industry
    • The first antidepressant If we open Life Magazine at page 20 …
    • Life Magazine, page 20
    • Life Magazine, page 21
    • Gould’s tyre to sandal principle
    • Lift Marseille
    • Production and design under (literally) the same roof (or garage)? 3D design Form (bits) 3D scanning Users 3D printing Form (atoms)
    • Canalising attention toward integrated experience? Traditional 3D design scanning 3D scanning bits Atoms Bits Designer Producer User 3D printing 3D printing Exaptive design atoms Function
    • Adaptive design, production and exaptive design Traditional design 3D design 3D design 3D 3D scanning scanning FormForm (bits)(bits) Function Form Form (atoms) (atoms) 3D 3D printing printing Production Exaptive design
    • • ...thank you for your attention… Courtesy: Giuseppe Carignani 2001 a space odyssey: this is not a bone… Toward the experience economy?
    • The space of potential applications of product/service is not pre-statable