We are turning pixels into atoms, creating extra-ordinary and sustainable objects designed by humans and manufactured by robotic arms.
We are humanizing technology through (re)generative design and artificial intelligence, connecting matter, material, materialization, materiality, and dematerialization in a conscious and innovative way.
As we move towards an increasingly technological future, it is imperative that we do not lose sight of the ultimate goal: improving human comfort and well-being. Technology is not an end in itself, but rather a powerful tool for creating more welcoming, efficient, and personalized environments.
By seamlessly integrating computational design, robotics, and artificial intelligence, we are paving the way for a world where human comfort is a central priority. Together, we are shaping a future where technology works in harmony to elevate the human experience to new heights of excellence.
The Principles of Our (Re)Generative Design
Holistic
The practice of regenerative design is not disconnected from time and space. The development of a concept should consider the inheritance and context of cultural, geographic, scientific, sociological, philosophical, and anthropological practices.
Beuseful
The object should seek a balance between aesthetics and functionality, maximizing user experience and appealing to the senses. In short, it should be both beautiful and useful – beuseful.
Exploratory
Research is the key to differentiation. Form finding, trial and error, top-down, and bottom-up are exploratory strategies that shape human curiosity. Explore the unknown to achieve the unexpected.
Intelligent
Human natural intelligence should balance with artificial intelligence in a co-creative relationship, exploring the universes of software (computation, machine learning), hardware (robot arms, CNC, 3D printing, laser cutter), and humanware (user experience).
Computational
Computation should supersede computerization, thus expanding the creative spectrum. It can develop in its algorithmic, parametric, performative, and interactive approach.
Human
The humanization of technology is a primary objective for a better balance between the physical and digital universe – Phygital, making it more understandable, empathetic, human, and tangible (pixels to atoms).
Creative
The digital component is more than a technical and deterministic tool. Instead, it maximizes exploratory processes that embrace areas of geometry, mathematics, computer science, and biomimicry. The goal is to create extra-ordinary ideas.
Naturologic
The design process should be based on naturology, the convergence between nature and technology, highlighting matter, material, materialization, materiality, and dematerialization.
Sustainable
Each concept should be dsigned and articulated considering resources, lifecycle, raw material origin, CO2 emissions, ecological footprint, and durability. Timelessness is the greatest commitment to sustainability.
Innovative
Innovation is the ultimate goal that rewards the human capacity to reinvent and adapt to sociocultural changes, ensuring constant updating in how we interact with the world.
