Questo testo è responsive

Phygital open innovation for Zamperla, Biffi and Sigmatek

Fostering innovation through experimentation in a network perspective

Tipic italian gestures Open innovation project


Entertainement, Fashion Retail, Supply chain & automation


  • Analysis of market and key industry trends
  • Analysis of sales, purchasing and configuration processes
  • Defining innovative strategies and new value propositions
  • Designing coherent storytelling
  • Industrial design and project management

Tipic italian gestures Open innovation project

The need

We live in a world where digital and technologies are enabling deep transformations in the experiences of all of us. Is it possible to join forces to explore uncharted lands thanks to the integration of different points of view and know–how? After the Offmat project, with the creation of the first responsive kitchen ever presented to the world, we at Tipic felt the need to investigate how those technologies could involve the user in other areas, creating a bridge between the digital experience and the value of physicality, between Low Touch businesses and High Touch collective physical experiences.

The insight

During our preliminary investigations, we discovered that in our network we weren't the only ones sharing curiosity and the desire to experiment using technologies to create engaging cross-channel experiences that involve the user and give value to often overlooked moments of the customer journey. We have outlined a project that, through the dynamics of Open Innovation, brought the sum of the individuals to an innovative result that they could not have achieved alone.

The solution

Watch Italian Gestures interactive machines in action!


An Open Innovation case study powered by Design thinking


The Zamperla group is a global player in the world of amusement parks. They wanted to investigate the paradoxically most relevant but least planned moment of the amusement park experience, the waiting in line to access the attractions.


Biffi Boutiques is one of the main European talents scouts and re-sellers in independent fashion. They wanted to investigate the use of technology as a connection tool between the interior of its stores and the city.


Sigmatek is one of the leading manufacturers of industrial automation systems in the world. In the figure of its Italian distributor Sigma Motion, they was interested in new applications of its control systems so as to test its unexpressed potential.


Tipic, after the OFFMAT experience, wanted to promote a research project on cross and omni-channel customer journey design, using technology as a tool to activate new interactions between users, brands, places and the digital context.

Tipic Italiangestures, Indiscreto


Italian Gestures was created for the purpose of enhancing the role of the human being in the customer experience by emphasizing interaction. Therefore, we connected the concept of expressive gestures with technological interaction, so as to enhance the user experience by converting their actions into emotions and communication into a physical language dedicated to discovery.

To do this, we conceived three different mechanical installations that could translate users' actions into emotional reactions and connected them to an artificial intelligence in order to analyze emotion metrics.

Involving people in an horizontal experience
between physical and digital, based on discovery and interaction.

planning, prototiping, test

A multi-company team that shared know-how, reflections and planning, creating integrated solutions together.

Tipic Italiangestures engenireeng
In order to realize the 3 installations we have set up several units of study, programming, prototyping and installation, with phases of vertical development and continuous integrations and cross–check.

We were able in this way to research and develop a complex project in a very fast period (4 months). Over 40 people including engineers, programmers, designers, blacksmiths, mechanics, experts of plastics, managers and other professionals have been involved into the project.


We started from a common base, the use of gestures in body language. Indeed, who in the world is more famous than we Italians for expressing our thoughts through codified gestures?

Through this common key, the gesture that communicates emotion, we accordingly designed the project narrative. 

Tipic Italiangestures compendium

Key learnings

Open Innovation projects accelerate
individual experimentations and know–how adoption by amplifying their potential and meaning.


Zamperla experimented with the use of new command and user interaction interfaces. It later transferred these technologies into its products. This process also accelerated the integration between its innovation and production departments.


Biffi Boutiques experimented with breaking down the boundaries between the physical and digital dimensions in the study phase of its ecommerce. In this way, it affirmed the centrality of resellers as the meeting point between luxury brands and research in the fashion world.


Sigmatek found an agile experimentation platform to field its automation technologies. In fact, the company has created new communication interfaces between unusual command platforms, such as gesture recognition tools.


We at Tipic coordinated a research project with a group of leading partners, connecting different expertise and experimenting with connecting the physical space to the digital space, so as to produce innovation through collaboration.

The first live testing & emotional analytics of #tipic #Italiangestures in Milano

Italiangestures, Vittoria
Italiangestures, What Do You Want?
surprised people
Italiangestures, Very Good
smiles collected

We integrated physical interaction with social networks and artificial intelligence libraries, increasing people's involvement in an omni-channel experience.


Tipic Italian gestures is a project designed by Tipic and realized thanks to Zamperla, Sigmatek Italia, Biffi Boutiques, Fusina Lab, 45 Enrineering, Ferappi Industria Serigrafica.

Alessio Albertini (texts), Alberto Speggiorin (coding), Twin Pixel Studio (video), Andrea Manticò di Caratti e Poletto (video trailer), Marco Dal Maso (photo), Stefano Bertapelle (blacksmith) participated in the project.


Zamperla, Biffi, Sigmatek


Entertainement, Fashion Retail, Supply chain & automation


Innovate, Design Experience


Open Innovation

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