PHYGITAL FOR DESIGN BETWEEN THE RETURN TO THE PHYSICAL AND THE OPPORTUNITIES OFFERED BY THE DIGITAL WORLD

An exclusive talk organised by PHYD for the Fuorisalone and Brera Design District community with the contribution of Giuseppe Mayer, former Chief Innovation Officer of Armando Testa, and today Managing Partner of Antifragile, investor and entrepreneur, will explain the deep meaning of the term phygital, its implications and potential. What does it really mean to hybridise physical and digital? Why do we talk more and more about phygital? What is the real perimeter of this new dimension? And what do we find within it? It is a fact that we can no longer clearly distinguish the relationship between the digital and the physical. But it is not easy to imagine how the relationship with customers and stakeholders will evolve in a scenario of strong transformation like the one we are experiencing. This is why it is necessary to investigate the profile of the phygital paradigm in depth. The world of design, during the pandemic, has had to interpret a change that has suddenly excluded space, both from a work and a social perspective. In a world that will have to recover its relationship with space and find a balance with technology and digital, phygital represents both a resource and a criticality. Thanks to this Workshop you will be able to prepare yourself for the challenges of the next Milano Design Week, perfectly integrating the two realities, creating value for the client and for the brand.