Two provocative Design Probes launched at Dutch Design Week

October, 2007

Visitors to the Dutch Design Week* will be able to see two projects from Philips Design's ongoing “Design Probes” program. These projects –SKIN; Tattoo and Off the Grid; Sustainable Habitat 2020 –take a provocative and stimulating look at subjects that could have a profound effect on the way we live 15 years from now. In doing so, they also help improve the chances of innovation success.

The Philips Design Probes program is a unique foresighting initiative which tracks emerging developments in five main areas - politics, economics, environment, technology and culture. The outcomes of this “far-future” research are used to identify systemic shifts that could affect business in years to come and that could lead to new areas in which to develop intellectual property. The main objective of this program is to stimulate the discussion and register the feedback of our stakeholders.

A tattoo that changes

The SKIN; Tattoo project investigates the use of “electronic” ink that would allow people to have dynamic tattoos with an infinite number of display options. In much the same way as make-up is put on and taken off to suit the occasion, a tattoo could alter whenever desired. The tattoos could even change in response to gestures or emotions, which opens up novel ways of communicating and interacting with others.

Business relevance

The purpose of the SKIN; Tattoo Probe, however, is not to discover whether Philips should be involved in high-tech body adornment. "We are interested in the concept of emotional sensing, because this may well have a major influence on the interfaces of the future," says Clive van Heerden, Senior Director of design-led innovation at Philips Design. “We have simply chosen electronic tattoos as a medium for showing our explorations."

Active buildings

The Off the Grid; Sustainable Habitat 2020 Probe looks at scenarios in which the built environment becomes active; the walls, roofs and floors have much more than just a structural function. Outer shells of buildings may be made to trap rainwater so it can be purified on-site for drinking. Sunlight is captured to provide electricity and water heating, while the wind outside could conceivably be harnessed and channeled into the building for air-conditioning.

New approach to energy use

Given the increasing focus on sustainability, this is a very relevant issue. "A Probe like this could lead to a new approach in the use of energy and raw materials," says Van Heerden. "It also shows us that Philips could further explore the development of materials for mass housing which incorporate electronics and offer a whole variety of added functions."

Improving the innovation hit rate

The Design Probe projects carried out by Philips Design are part of a wider strategy aimed at improving the innovation hit rate. Growth through innovation is high on corporate management agendas throughout the world yet, according to figures in Business Week, "up to 96% of all new projects fail to meet the targets for return on investment."

Many companies try to drive innovation by using a “funnel model” in which research results, new technologies or user insights are filtered in a very linear way, with the concepts that are left –those deemed most feasible –being quickly forced into business cases. Given the pitifully low success rate of innovations in general, it is obvious that such a model has its limitations.

Structured exploration

Philips Design proposes an alternative view; that imaginative ideas should be explored on a case-by-case basis, rather than trying to impose a business “straitjacket” too early. The Design Probes are fully in line with this philosophy, because they can produce valuable input for the innovation process through structured exploration of weak cultural signals and non-mainstream topics.

*The Dutch Design week will run from October 20th to 28th in approximately 40 locations throughout Eindhoven, the Netherlands. The probes presentation is part of a Philips Design exhibition in on the 4th floor of the Witte Dame. Daily at 17.00 Philips Design will organize a workshop around a theme of a currently project Philips Design is working on.

You can read more about Philips Design Probes at: www.design.philips.com/probes

For further information please contact:

Ingrid BalPhilips Design/Communications Press Officer

Tel:  + 31 40 27 59 342

Email:  ingrid.bal@philips.com

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a global leader in healthcare, lighting and consumer lifestyle, delivering people-centric, innovative products, services and solutions through the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 123,800 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2007, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, as well as lifestyle solutions for personal wellbeing. News from Philips is located at www.philips.com/newscenter.