PHYD Hub – Milan

  • Client The Adecco Group,
  • size 10,495 sqft
  • Year 2020
  • Location Milan, Italy,
  • Industry Technology,
  • Il Prisma recently designed PHYD, a digital venture hub of The Adecco Group, located in Milan, Italy.

    A phygital space for life-long professional growth – in the cultural heart of Milan‍
    PHYD, the digital venture of The Adecco Group born from the technological collaboration with Microsoft, which combines a digital platform and a physical space, aims to improve the human capital and showcase it over time. The company turned to Il Prisma team in order to create a phygital place that would focus on people, in order to make them more competitive and future-proof. The final result is a space – located inside a two-story building in Via Tortona 31, Milan – digital and physical alike, first and only in Italy, where you can train your talents and enhance your potential. ‍

    Rooted in the physical world, pervaded by artificial intelligence‍
    Conceived as the natural evolution of the platform, PHYD is structured into a gamified journey, in order to increase the engagement and user experience. A pervasive artificial intelligence invades physical spaces, generating an alternate reality environment dedicated to professional growth and continuous learning. Perforated sheet metal surfaces, copper, concrete and polycarbonate, they all root the experience in the physical world, while the digital layer engages users and enhances the experience with dynamics of self-quantification, rewards and human connections.‍

    An experiential journey for building the best possible future ‍
    Called The Greatest Adventure. You, the design concept is inspired by alternate reality games and develops into an experiential journey that is divided in four moments-areas: Start PHYD, Training, Connection and Food.

    The entrance, Edge, is the immersive Limbo that marks the transition from the external physical world to the phygital world of PHYD; through light and sound effects, this impactful place communicates to the visitor-player what PHYD is and amplifies the immersive experience.

    The training area hosts 5 spaces, Capsules, dedicated to individual use of heterogeneous contents and experiences, where the user relates to PHYD through technology (self-interview, professional self-portrait, 3D assessment with 360-degree glasses); while Forge is designed as a place for activating networking, sharing, dialogue, learning as well as vertical training for small groups.‍

    Arena is the space dedicated to connectivity and hosts courses, workshops, talks and events. It is adjacent to the Restaurant&Cafè, from which the nutrition culture spreads.

    Design: Il Prisma
    Photography: Vito Corvasce