Talk at the Mass Customization and Design Democratization (MCDD) Symposium in Philadelphia May 12-13th 2017

Posted by assaonline

Very happy to be giving a talk titled ‘Learning as it grows’ at the 2017 Mass Customization and Design Democratization (MCDD) Symposium in Philadelphia this May 12-13th followed by a nice panel with Philippe Stark and Greg Lynn. This conference is one of the early ones to open the discussion around mass customisation and open innovation and with a great lijne of speakers this year. More at
Hope to see some of you there.

“Making a Difference / A Difference in Making” – 3D Printing exhibition at the Red Dot Design Museum Essen

Posted by assa

The Red Dot Design Museum Essen in Germany presents the exhibition “Making a Difference / A Difference in Making”. The collection brings together pioneering 3D-printed works of art, design, engineering and science. The exhibition was curated by Marta Malé-Alemany, architect and recognized researcher in the field of digital fabrication technologies, and produced by Materialise, a 3D printing company based in Belgium.

Open Until 30 October 2016. For more details please visit the Red Dot Award website at

The Ai stool was designed and produced in 2005/6 and was one of the first objects to be produced using a combination of Artificial intelligence and AM tools (3D printing)


Helix Rings & bracelets

Posted by assa

The Helix Bracelets and Rings are now produced in a range of colours and materials, a collection of objects designed and manufactured in London by Assa Ashuach Studio and production partners.

All objects are made using SLS and DMLS technology – Selective laser sintering, widely known as 3D printing.

For more information about wholesale please email us to

For personal buying prices, click the link BUY on the top right of the screen

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FUTURO INMEDIATO. IMPRESIÓN 3D exhibition at Centro Centro Madrid, March 23th – June 26th

Posted by assa

Now Open at the beautiful Centro Centro in Madrid, FUTURO INMEDIATO. IMPRESIÓN 3D  a show curated by Ana Domínguez Siemens.

The show explores early and contemporary scenarios in 3D design, manufacturing and 3D printing.

If you are in Madrid, visit the show within March 23th – June 26th 2016

Show link:

Address: Plaza Cibeles, 1, 28014 Madrid, Spain

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Hi vs Ai – Human intelligence versus AI, design automation and machine learning

Posted by assa

I was Invited to join the debate at the Foundry, the cool design and CGI software house to write about some of my design thinking and workflows.
See the post at the foundry blog

Here is the uncut version:

I would like to thank The Foundry for inviting me to join the conversation around ‘creativity vs automation’.

This topic is at the centre of my research. I feel as if automation is almost equal to freedom.

It frees us from certain elements that can be done in a better, faster way. It is also a form of magic; we look at an automated process and we get a sense of pleasure, a sense of achievement.

It mimics human behaviours and sometimes replaces human skills. As we step into an era of complex social hierarchies, it is our responsibility to design technologies and mechanisms that unlock and enhance human capacities rather than merely replacing them.

We are designing all sorts of automated processes within our digital design and co design workflows. Below I hope to illustrate some principles that guide us in that process.


Tool-making is a human instinct

We are very busy with improving our tools, a bit like the shoemaker who is always thinking about improving his working bench and sharpening his blade. Or perhaps the hunter, going out hunting and the trapper designing his trap mechanics, planning and speculating.


Repetition can be automated

When you are repeatedly designing and producing things, you start identifying elements with shared identities. Patterns, behaviours and elements that repeat themselves are maybe the first opportunity for automation in design.


Need for automated sense of materiality

Working with 3D virtual workflows, we need a sense of physicality and scale. Designing objects on a flat screen without any real life sense of load and materiality, we often struggle to perceive the true nature, durability and characteristics of the virtual object. This is another domain that needs some form of automation that can be in turn efficiently associated with human decision making and judgment mechanisms.


Signs, symbols and applied beauty

Designing, shaping and sculpting are perhaps the most advanced forms of human visual expression. A bit like sketching, these are strokes of intuitive imagination. We are consumers of forms and functions, therefore designing for usability and are experts in the application of perceptual signs and symbols that makes an object readable, projecting its nature and functions.

Aesthetics is the joy in perception. We are controlling the outlines and contours of a surface by manually conforming, restraining and enhancing its continuity and flow. These are challenging tasks to automate as we design the object perceptual system, symbolic impact and aesthetic value.


Technology to unlock and amplify human capacity

We are the consumers at the end of this industrial cycle. We design and manufacture objects for a better life, sustainability, survival but also comfort and beauty. It is clearly about efficiency, energy reduction, and better use of resources, while keeping people working and happy. As industrial designers, we have the responsibility to innovate inclusively. AI, machine learning and automated digital processes will replace some of the existing human professions in the near future, and while this is a natural progress, is seems that there is a great opportunity to design technologies that will intelligently unlock and amplify human way of doing things instead of merely replacing them.

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User informed objects – Hi vs Ai, Assa’s talk at Victoria & Albert museum orgenised by RCA reaseach

Posted by assa

We should own less but with more value – Objects we own need to perform better for usI will discuss:

1, A technology to enable user input into objects. online at the virtual phase, where objects are ‘alive’ and can be reconfigured and personalised to achieve a better value and fit.

2, Retail workflow, design freedoms Vs cost optimisations. local manufacturing horison, logistics and supply chain within this digital environment

3, Hi Vs Ai – Human intelligence Vs software automation, where can design process be automated and wear do we must have human check points or creative intervetions

Join us February Saturday 23rd 2016 at the victoria & Albert Museum LondonRedistributed Manufacturing research at the RCA

V&A Event link

Images of Support Sitting – working progress by Assa Ashuach





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