What is “new” for you?
go beyond
In a crowded market, standing out is the key to evolution: it means redefining your identity in harmony with today’s values.
Instant Competition Conscious Expansion
Globalization eliminates distances and makes every market accessible to everyone: competition is global, and speed leaves no room for listening. Globalization opens up new opportunities, but seizing them requires ideas and products that resonate with today’s values.
Fatal Disconnection Authentic Connection
In an effort to respond to the market, many companies end up looking alike, losing the power of their distinctive values. To avoid blending in, it’s essential to rediscover your distinctive values and choose those that resonate with the people you want to reach.
Ineffective Innovation Concrete Innovation
Innovating without listening breeds indifference: what doesn’t respond to
real needs remains invisible, drowned out by the noise. To innovate means to listen: to engage with people, understand their needs, and turn them into concrete and meaningful solutions.
WATER‑SAVING SMART FAUCET
PRODUCT
THE BEYOND DESIGN PROGRAM
21AM offers a program designed to reveal what “new” truly means for your market, shaped by your needs, your context, your audience, and the ever‑changing world around you.
essential
For entrepreneurs, start‑ups, and small businesses seeking clarity on what type of product or service is worth creating. This program explores your context through design strategy and early concept thinking, helping you understand what “new” should mean for your market.
complete
For companies ready to turn insight into a real concept. This program develops a defined product or service concept: a meaningful, innovation‑driven foundation ready to move into development.
certified
For organizations that need scientific validation behind their proposals. This program includes the involvement of an academic research institute, providing certified insights that strengthen and validate the concept’s meaningfulness and market relevance.
HAND-CHARGE POWER BANK
PRODUCT
THE BEYOND DESIGN STRUCTURE
21AM Beyond Design program is structured in three phases, whose duration and depth vary according to the objectives and expected outcomes.
CONTEXT ANALYSIS AND BEHAVIORAL INSIGHTS
We combine strategic analysis and human observation to drive meaningful innovation. Using a range of research tools and methodologies, including Desk Research and Trend Radar, we interpret cultural signals and the competitive landscape; by integrating qualitative and quantitative approaches, from interviews to Facial Action Coding, we uncover emotions and behaviors, transforming insights into effective design concepts.
VISION AND OPPORTUNITY MAPPING
We synthesize insights into clear design opportunities and propose future‑oriented scenarios that guide real innovation paths. With co‑creation workshops, insight synthesis, opportunity mapping, and future scenario building, we outline meaningful directions ready to evolve into product or service concepts.
DESIGN REFINEMENT AND VALIDATION
We transform concepts into concrete products and services ready for production and market launch. Additionally, we apply scientific validation tools and techniques - such as Usability Testing and heuristic evaluation - by engaging directly with end users. This final step allows us to assign a clear and truly impactful value to the product in its intended context.
HIGH‑END AUDIOPHILE DAC
PRODUCT
latest projects
Vimar View Touch
PRODUCT, +1
A smart home touchscreen anticipating everyday needs with timely information and intuitive controls.
EQUA Smart Home Care
BRAND, +1
An Alexa-based care service connecting older people with everyday support in their own homes.
Musei di Capri
BRAND, +2
A shared identity, physical signage and digital experiences opening up Capri's cultural heritage.
Unico Armonico
PRODUCT, +1
Robotic knee and ankle prostheses designed around mobility and the acceptance of a prosthetic limb.
Fastweb NeXXt One
PRODUCT
A distinctive Wi-Fi 6 router balancing brand identity with efficient design across hardware platforms.
