Addicted Products is a speculation, a question pointing towards our relationships with objects and the implications of designing smart and connected.

In every vision of near future homes, households products are those ones that are connected to each other and always working together in harmony, creating that perfect, modern, and yet somewhat boring scenario.

However connectivity changes not only the way we interact with objects, but also their meaning in our life. From tools they can became agents or companions with their own behaviour, motives and agency.

What could a product do to try to be used? What limits could it break? What would be its ultimate extreme decision? Stop working? Sell itself? Suicide?

Location: Haque design research, London
Role: Graduation project

Built with Arduino Ethernet and Pachube

Check the addicted product map >

Go to the process blog >


Exploring peer pressure

The story of Brad

Testing the service


The point of view of an object

Modeling addictions

Counting its use

Connecting things

Calming down a toaster

Building a set

Build a brand

Build a service

Bring them around


The machine that doesn't really know what it wants but want more, is an exploration in applying behaviours in a product that are not communicated or comprehensible by the person interacting with it.

The machine has 3 inputs, that constantly reads randomly. Every time it is turned on, it sets certain values to be satisfied from each of the 3 inputs. If satisfied a light turns on, but then the value necessary to be happy becomes higher.

In a sort of fight and nonsense set of action the machine seeks for satisfaction of something that the person cannot really understand, if it happens it is just temporary and probably not replicable.

Location: Haque design research, London


The interiors of the machine

The inputs

The scary front


One Seat Away is an exploration of the relationship between the rhythms of a musical performance and the hidden rhythms of a city.

The goal of One Seat Away is to use connectivity and sensing to make more sense of the urban space around us and merge it with music and rhythms of SoĢnar as a way of experiencing data in a tangible way: something that one can feel but not necessarily have to understand in detail or rationally decode.

Location: Sonar 13, Barcelona
with Ken frederick, Marc Pous and Daniel Kluge

Built with Arduino GSMShield, Many massage chairs motors and and Max Msp


From Music to vibrations

Reading and translating real time

Visualizing a city and its Rhytm

The system for Sonar

Sitting on Music

The live sets


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The full redesign of the Alitalia digital experience. Starting from research to full customer journey defintion, all the way to redefining structure and experience with their web touchpoints in details.

We had to design to inspire people, but also to meet the business goals of the company, balancing the editorial and experiential part with the hard requirements of their processes and limitations.

The project had some pretty interesting challenges due to the Big scope ( >70 templates), many parties involved (italian political company with branding agency to deal with) a high ambition and all of this in a short time frame.

Team: Gianluca Brugnoli, Antonio De Pasquale, Ken Frederick, Marina Rachello
Role: Interaction designer
Duration: 6 months


Rethinking search

Fixing the process

Surface information in context


Understanding the space

Understanding the experience

Defining new models

Defining a journey


Sketchonary is a tool for designers approaching the world of interactivity that helps them translating ideas into programming logic.

It functions as a dictionary of the basic components (sensors and actuators) and also as a practical platform for sketching. Sketches can be augmented by logic blocks that mimick relationships between inputs and outputs (tranlation, proximity and rotation). The sketch can be augmented in real time on the table and the result is directly compiled into code for an Arduino

Tangible interfaces and Toolkit for design

Tu Delft and Studiolab

With:Enrica Masi, Sohyun Kim, Karla Rosales, Myengsoo Shin


The main vision

The main vision

The main vision


Translating sketches to code

The system with reactivision

Dictionary mode

Sketching Mode


Newschromia is my own way of answering the question, What is the color of every year? Beside listening to Vogue or some other newspaper, the color is determined by the one that was actually "said" more. By parsing every time Red, Green and Blue was said in a specific year, a color could emerge and not be decided. I guess that in the last years sustainability is pushing towards the green...

Data visualization

Some night in Rotterdam with Processing/RaphaelJS and NY Times API


Ready to Fabrication was a 3-day marathon workshop aimed at the fabrication of a proliferation of parametric architectural components on a big scale. From paper, to lasercut components, to 3d models, to grasshopper proliferation, to RhinoCam for miliing, to a rush in molding and assembling with little sleep and breathing.

The behaviour and the solution emerged from a bottom up experimentation with materials and by the definition of parameters of connections between components.

Digital Fabrication and Generative Modelling

Hyperbody/Tu Delft and Biodelab/Elisava Barcelona

Tutors: Jordi Truco, Marco Verde

With: Andrea Buttarini, Fernando Gorka de Lecea, Belen Torres (ELISAVA), Claudio Saccucci, Yinghao Lin (TUD)


Paper studies

Lasercut components

Study of connections parametres

Proliferation logic

Geometry of the components

Phisycal proliferation with lasercutted components

Proliferation Renderings

Molds for the pieces

Molding with fiber

The first of many

Supports for the structure

The set of parts to create two full components

Connection Logic


Two assembled components


Performative proliferation is an exploration of dynamic architectural structures defined by parametrically designed components and connections between them. The behaviour emerges from the material proporties and a set of parameters that can be variable.

A single component is proliferated with a set of rules and explored in behaviour both physically and virtually. As a result of the process we achieved a mechanized segment of the proliferation that is connected to the virtual model in grasshoper and a an architectural proposal that show the potential of the components in the space.

Digital Fabrication and Generative Modelling

Hyperbody/Tu Delft

Tutors: Marco Verde

With: Claudio Saccucci


Digital model




Colors of recycling is an exploration to find new materials from scraps of digital fabrication and try to feed them back in the fabrication system

It is a DIY solution for creating a new material from dust: Bioplastic and incremental percentage of particles of MDF dust from a C&C milling machine. Color and tactile palette are defined by the incremental quantity of recycled dust in a bioplastic mix (0 to 40%)

Somewhere in the docks in Rotterdam

Material Exploration

With Hironori Yoshida and Yoann Rouillac


Scraps from a CNC Mill

The cooking set

The semi-scientific approach


I've been at frog for 2 years now, based in Munich. Working for clients like @@@@ or XYZXYZ.

I've been dealing dealing with a pretty various set of clients, markets and type of projects, from digital customer journeys of airlines to tangible prototypes of desk phones to fully go to market agile development of huge enterprise communication softwares.


Designing complex software

Playing with Tools and Connectivity

Being involved in social impact workshops


I'm Simo(ne) i'm Italian, but i've been working around in Germany

I did a mix of things like product design

I'm most likely around Munich, but you can find me in London aswell, but anyway

DROP ME A LINE ON or with fewer characters @fishandchipsing


IXDA Award Best in show and Best in category engaging with Addicted Products

Core77 Design Awards , Honoree, Category Speculative Design: Addicted Products, a collaboration with TU Delft and Haque design research


I'm Interaction designer at Frog in Munich where I design digital, tangible and behavioral interfaces and torture many objects. I'm fascinated by products and services that change, grow, behave and that are smart enough to take their own decisions and show a point of view, but not more. My actual research is focused in the exploring relationships between networked objects and the consequences that can emerge in the interaction with people.

Born in Turin, Italy in 1986, I started as product designer to then realize that I preferred sensors to chairs. I moved to Sweden where I've been a researcher at Mobile Life Institute, designing Pervasive Gaming experiences. I then graduated at the Delft University of Technology in the Netherlands, focusing on tangible interfaces, interactive spaces and playing with generative architecture.

In 2011 during a collaboration with Usman Haque and Pachube, one of the first internet of things platform, I tried to install an "addicted toaster" in the office of the british prime minister. Since then i've been talking about it at TEDx, UX London, soon at Dconstruct and was awarded for Speculative design at core77 awards.


June 2012-Now Interaction designer @ Frog , Munich

April 2012-Now Affiliate @ Cosm Urban Initiative , London

October 2011-April 2012 Toaster torturer, IoT thinkerer and Graduating @ Haque Design Reaserch and Pachube (COSM), London

March-September 2011 Interaction design Intern @Frog

October 2007-March 2008 Design research and Interaction Intern @ Mobile Life Centre, Stockholm


MSc in Design for Interaction @ TU Delft, Netherlands

Courses at Hyperbody TU Delft, Netherlands

BSc in Product Design @ Politecnico di Torino, Italy


Prototyping, Errors and Connected Products @ SUPSI Master of Advanced Studies in Interaction Design, December 2013, Lugano

Secret Lives of Connected Products @ Dconstruct
6 September 2013, Brighton, UK

UN Human Rights IT Innovation Summit, WEF, Geneva, 2013

Addictions and Networks of Things @ Next, Repubblica delle Idee
8 June 2013, Firenze, Italy

Designing Behaviors @ UX London
11 April 2013

Addicted Products
@ Tedx Firenze
26 October 2012, Firenze Italy

Skype on Art Lecture @ Rutgers University
15 October 2012, (i wish US but i was on Skype)

Addicted Products
@ Design and emotion conference
12 September 2012, London UK

Plants as displays
@ NCKU Young Designer Forum
May 2011, Taipei, Taiwan


" Addicted Products, a scenario of future interactions where products are addicted to being used" S.Rebaudengo, W.Aprile, P.Hekkert, Design and Emotion conference, 2012


1-2 October Addicted Toasters @ Strata Conference, London

6th-17th July 2012 Addicted Toasters @ Open IoT Assembly, London

13 October 2010 Sketchonary @ Design By Fire, Amsterdam