14 March 2025 Gaia Lapomarda
Journal of Experiences
Welcoming and modular spaces designed to listen to people: this is how a permanent research observatory creates the ideal context for continuous innovation
There is something as simple as it is extraordinary that happens when people feel truly welcomed. Their stories flow naturally, experiences come to life through tales and glances light up when sharing authentic experiences. It is from this awareness that the spaces of TSW are born: not simple offices, but real laboratories of experience where every day we welcome those who choose to donate their time and their stories, precious for understanding how products and services evolve in real life.
An ever-living research observatory
Our research observatory pulsates with life every day. It is a place where people come and immediately feel at home, where they can freely talk about themselves and help shape the future of what they will use. Here, our researchers listen carefully to every nuance of these precious “experience donations”, transforming them into insights that guide every area of TSW. From SEO to Content, from Digital Analytics to UX Design, every project is born from these moments of authentic listening, from these encounters that enrich both those who donate their experience and those who carefully collect it.
Spaces that embrace and welcome
There is a special magic in the spaces of TSW, an atmosphere that naturally invites sharing. It is not just a question of comfort or design: it is the sensation of entering a place where every detail has been designed to make people feel like protagonists. The spaces breathe and transform, adapting naturally to whoever lives there at that moment. They are living places, that change and grow together with the people who pass through them, just like the stories that take shape here.
The beauty of transformation
Our main laboratory is a theater of infinite possibilities. The walls move as if by magic, transforming the space into what it needs to be: today a supermarket to explore how people interact with the products on the shelves, tomorrow a welcoming kitchen to discover how an appliance enters into the daily life of a family.
Upstairs, a special room with a large table in the center perfectly embodies this philosophy of versatility: at times it becomes a privileged observatory, where managers and designers follow live, via monitors, the interactions that take place in the laboratory below. At others, that same table transforms into a precious co-design space, like when it welcomed mothers and children to rethink together the future of Pampers products.
It is precisely this fluidity of spaces that allows a natural transition from observation to action, from research to participatory design, in a continuous dialogue with the people who experience products and services on a daily basis.
Places of meeting and creativity
In every corner of TSW, round tables become natural meeting points where ideas circulate freely. They are spaces that invite conversation, where different teams mix and contaminate each other with intuitions and perspectives. Here, the results of research do not remain cold data on a sheet of paper, but become living stories that inspire new design directions.
The warmth of wood, the soul of spaces
Wood is the common thread that unites all our spaces, an element that speaks of authenticity and hospitality. It is not a random choice: its natural warmth embraces those who enter, invites them to stop, to take the time necessary to tell their story. It is as if each grain of the wood tells a different story, just like the infinite experiences that people share with us.
At TSW, every detail, from the arrangement of the tables to the choice of materials, tells of our passion for listening and co-creation. Because we deeply believe that only through authentic dialogue, in places that make you feel at home, can innovations be born that can truly improve people’s lives.