The objective of Morpheos is to create in EU a centralized open ecosystem based on consumer morphology where creative industries can have access to knowledge about customers expectations and need (“customization knowledge” in the following) to enhance their creativity and design processes. This ecosystem will exploit the synergy expected by EC between actual KETs in consumer morphology and needs collection and application to break the silos and fragmentation of customization  knowledge database

Morpheos will challenge the domination of US web players who are able to manage consumer preferences and behaviors with databases at big data level, by the creation of a living ecosystem based on standardized morphology where SMEs can participate and exploit a centralized customisation knowledge, without renouncing to their peculiarity and cultural business model.   

It will address the needs of EU creative manufacturers, consumers and creative web developers and entrepreneurs.

Morpheos platform is designed to support design process of EU fashion and interior design SME industries as well as web developers and entrepreneurs by providing the integration of IT technology in morphological definition of human body with design and selling process in creative industries. The synergy provided by this integration will be flexible and open to almost infinite way to exploit morphological information and preferences (lifestyle) about consumers to satisfy customization market needs from creative manufacturing. at the implementation of the Morpheos concept and of the customization knowledge will offer 3 main benefits to the application scenario.

1. to exploit the customisation information to indicate to each consumer the best design and product already available from e-commerce and retail channels that offers the best matching between body morphology and preferences of the consumer and physical goods.. Consumer profiling can be common to many sectorsand is the source of the basic information while there could be many product profiling flows from many different sources (clothing, furniture, seats, etc…). This is the first basic concept of the ecosystem.
2. to adapt goods (only the ones which can be somehow modified in shape – for ex car seats) on the basis of specific consumer morphology. It’s the specific case of sharing economy model. If the product can be regulated it could be possible to customize its shape, in the case of car sharing to name one, on the basis of the specific needs of the consumer. Or you can do it for a chair of a shared office space, or the seat of the aircraft, and in general all the applications where you can find the interaction between the body and a customizable product.
3. to design goods on the basis of the information about consumer morphology, habits and lifestyle. This is the case when the product cannot be object of regulation (for ex clothing). For example, it is possible to produce a specific made to measure clothing (or chair, or seat, etc…) for the specific consumer (preferences, needs, disabilities, etc…) and, at aggregated level, to design the products which better fit for a certain group of population (age, use habits, safety, etc…).

The concept will be demonstrated in 3 leading creative sectors, fashion, interior design and architecture, by its implementation in 3 SMEs commercial activity