Monday, June 30, 2008

Digging Deeper Panelists Announced!

Francoise Serralta – Stategic Research and Planning
Director, Peclers Paris

Leads the study of lifestyle evolution and consumer trends, translating them into strategic orientations. She is co-responsible for the conceptualization and direction of PeclersParis’ audio-visual presentations and publications and spearheads the development of the most transversal and prospective publication: Futur(8). Francoise Serralta’s expertise is seminal in assisting leaders in their research and development for materials, color and surface effects, textiles, automotive design, industrial design, lifestyle marketing and entertainment. She is an internationally renowned speaker and organizes and conducts training sessions at a variety of schools. Once a year, Francoise travels to the West Coast to offer PeclersParis’ clients the opportunity to interact with her about Futur(8) and engage in an exchange, focused on inspiration and the in-depth analysis of consumer attitudes.

Alexander Rose – Executive Director, The Long Now

Hired as the first employee of The Foundation in February of 01997. Alexander has been an artist in residence at Silicon Graphics Inc., a project manager for Shamrock Communications, and a founding partner of Inertia Labs. Alexander has attended the Art Center College of Design and graduated with a bachelor of arts honors degree from Carnegie Mellon University in Industrial Design in 01995. As the director of Long Now, Alexander has facilitated projects such as the 10,000 Year Clock with Danny Hillis, The Rosetta Project, Long Bets, Seminars About Long Term Thinking, Long Server and others. Alexander shares several design patents on the 10,000 Year Clock with Danny Hillis, the first prototype of which is in the
Science Museum of London. Alexander’s personal interests include rock climbing, snowboarding, mountaineering, mountain
bike riding, Bio Diesel vehicles, and travel. Alexander’s combat robots have won over six world championship titles
appearing in the TV show BattleBots. Alexander has also built large pyrotechnic displays for the Burning Man festival and
other dangerous machines. Alexander is a nominating judge at the Webby’s, and founded the Robot Fighting League. In his
past he was also a world champion paintball player holding multiple world titles with his team the Ironmen from 1990
through 1995. At Carnegie Mellon University Alexander was the lead designer for a record setting human power vehicle team.

Travis Lee, Sustainable Engineering Lead, LUNAR

As Sustainable Engineering Lead, Travis is responsible for coordinating sustainable engineering efforts within LUNAR Elements,
LUNAR’s internal sustainability initiative. This responsibility includes driving the creation of guidelines and tools for designers and engineers, advancing the sustainability dialogue with clients, and continuously making LUNAR a more sustainable company in its day to day operations. He is a co-author of LUNAR’s “Designer’s Field Guide to Sustainability” and author of LUNAR’s daily sustainability inspiration series “365 Ways.” While at LUNAR he has contributed to designs for commercial photovoltaic systems, medical diagnostics equipment, and consumer electronics including the recently launched HP MediaSmart Server, which received a CES Innovations Design and Engineering Award and an iF Hannover Product Design Award. Travis holds a bachelor’s degree in mechanical engineering from the University of California, Berkeley.

Joep Meijer graduated from the University of Nijmegen in the Netherlands with a degree in environmental chemistry in 1996 and has been working in the construction industry since 1997. Joep specializes in quantifying environmental performances and has been recognized by industry and government allowing him to draft national standards for environmental product declarations and certifying over 60 industries. He developed tailored tools for governmental design for road and construction works, for industries ranging from individual producers to national associations. In 2006 he founded theRightenvironment in Austin Texas, an independent consultancy assisting clients with baselining, footprinting and improvement strategies. He is creative, flexible, is a solution finder and a good communicator. Joep Meijer has over 10 years of project management background.

Nathan Shedroff is the chair of the ground-breaking MBA in Design Strategy at California College of the Arts (CCA) in San Francisco, CA. This program melds the unique principles that design offers business strategy with a vision of the future of business as sustainable, meaningful, and truly innovative—as well as profitable. Nathan earned an MBA in Sustainable Management from Presidio School of Management in San Francisco, where he currently teaches. He also has a BS in Industrial Design, with an emphasis on Automobile Design from the Art Center College of Design in Pasadena. He is one of the pioneers in Experience Design, an approach to design that encompasses multiple senses and requirements and explores common characteristics in all media that make experiences successful, as well as related fields, Interaction Design and Information Design. He speaks and teaches internationally and has written extensively on design and business issues, including, Experience Design 1 and maintains a website with resources on Experience Design at He’s a serial entrepreneur, works in several media, and consults strategically for companies to build better, more meaningful experiences for their customers. He lives in San Francisco where the climate, culture, and industry make it easy to have an esoteric and amorphous title like Experience Strategist and actually make a living. His latest book, Making Meaning, co-written with two members of Cheskin, a Silicon Valley-based strategy consultancy, explores how companies can specifically create products and services to evoke meaning in their audiences and customers. His latest book, on sustainable design, will be available later this year.


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