Conversations Around New Materials not yet on the Market: Design roadmaps to predict the adoption of innovative transparent composites

Transparent wood-based composites, realised by removing lignin from wood, have emerged as an innovative material in the last 15 years (Mariani & Malucelli, 2022). While the scientific community has proved this material’s potential, its acceptance by stakeholders is still under analysis. Typically, adopting new materials takes about 20 years (Karana et al., 2015), making it crucial to establish a pathway for proper education and encouragement in its utilisation during this remaining period. The research conducted as part of the three-year Horizon Europe project AI-TranspWood aims to predict and facilitate the adoption of transparent wood-based composites in the coming years. The workshop aims to facilitate university-stakeholder dialogue: using material-driven design as a methodological base (Karana et al., 2015), participants work on two different time planes, the present and the future. Indeed, they empirically analyse the state of the art of various woods and transparent materials (from different material families, from glass to plastics) through sensory testing (colour-finishing-material) and then, through speculative design actions, design new ways of adopting transparent wood-based composite through creative, and strategic techniques. Sensory analysis involves examining material samples through handling, observation, and listening, following a specific procedure to ensure consistent results. Speculative design action involves using the worldbuilding method (Zaidi, 2019) or describing a world where transparent wood is the most widely used material. Finally, it involves creating design roadmaps to define strategies for the adoption of transparent wood-based composites for two different time frames: the near future and the distant future. The expected results are categorised into two levels: at the knowledge level, there are guidelines concerning adopting new innovative materials, with a specific focus on transparent wood-based composites but designed to be applicable to other material types; at the operational level, a practice framework for implementing the guidelines in the field of digital communication.