Mauro Porcini

A couple of televisions that were going into that.

Yes, Roxanne wants one.

We can talk after the show.

But, you know, already there, we launched television with the same technology, but different designs.

That sounds kind of obvious, but it's not at all in the industry where usually you have a specific technology and you have this frameless design and it is what it is.

So the idea that you can have different kind of designs because your living room is different than mine.

is somehow, you know, innovative in that industry.

But again, this is the very, very first step in that direction.

In Milan Design Week, we shared a series of concepts that visualize the kind of aesthetic, this idea of

variety and diversity in the portfolio so that you can have different kind of languages attached to different kind of products.

Now, one of the key challenges of doing something like this is how you build your design identity with a portfolio where products look different from one another.

And this is something I've been wondering for a while, you know, and

The answer is that if I really want to be human-centered, and if, for instance, Debbie, your needs are different than mine, if your living room is different than mine, why do I need to force on you one aesthetic?

Why can't I give choice to people?

Why can't I build, therefore, a portfolio that gives choice to people, either because there is flexibility in the product,

As an example, I mentioned earlier, AI is going to totally customize user interfaces of people or because there is flexibility in the hardware, so customization of products.

We have

This new TV where you can customize the frame.

And we used to have it also in the past, the frame TV.

So we are launching a new model with a different approach.