Francesco Perchiazzi Leads Future Spatial Design Vision

Apple Senior Mentor Spatial Designer Francesco Perchiazzi is guiding the “Il mare come artigianato” (The Sea as Craft) project at the Museo della Moda in Naples, according to the Comune di Napoli. The project applies spatial design principles to a cultural exhibition focused on the intersection of maritime tradition and artisanal craftsmanship.

The initiative focuses on how visitors interact with physical exhibits and the environment within the museum. Perchiazzi’s role involves overseeing the spatial layout and the experiential flow of the installation to enhance the storytelling of Naples’ maritime history.

How does spatial design influence museum exhibitions?

Spatial design is the process of organizing a physical environment to optimize the user’s movement and emotional response to a space. In a museum context, this involves the strategic placement of artifacts, lighting, and pathways to guide a visitor through a narrative without the need for explicit signage.

According to the Comune di Napoli, the “Il mare come artigianato” project seeks to translate the tactile nature of sea-based crafts into a curated spatial experience. This approach moves away from static displays toward an immersive environment where the architecture of the room supports the theme of the exhibit.

Perchiazzi’s involvement brings a methodology often used in high-end consumer electronics and digital interfaces to a physical gallery. This includes focusing on “wayfinding,” which is the practice of using spatial cues to help users navigate a complex environment intuitively.

What is the connection to Apple’s spatial computing strategy?

While the Naples project is a physical installation, it aligns with Apple’s broader corporate pivot toward spatial computing. Apple defines spatial computing as the blending of digital content with the physical world, a concept central to the Apple Vision Pro headset released in 2024.

The role of a Spatial Designer at Apple involves creating interfaces that exist in three-dimensional space rather than on a flat screen. By applying these principles to a physical museum, the project tests how the laws of 3D interaction—such as depth, scale, and proximity—affect human perception in a non-digital setting.

This represents a shift in how technology companies approach design. Rather than focusing solely on hardware, Apple is exporting its design philosophy into the realm of physical architecture and public art to refine how humans interact with their surroundings.

Why is the “Il mare come artigianato” project significant for Naples?

The project serves as a bridge between traditional Neapolitan craftsmanship and modern technological design. By utilizing a mentor from a global technology leader, the Museo della Moda is updating its approach to cultural preservation.

The exhibition focuses on specific elements of maritime craft, including:

• The technical construction of traditional vessels.
• The materials sourced from the Mediterranean.
• The historical evolution of sea-based artisanal tools.

The Comune di Napoli indicates that the goal is to ensure the project continues to evolve, suggesting a long-term commitment to integrating modern design standards into the city’s cultural institutions.

How does this compare to other tech-led cultural projects?

This collaboration differs from typical “smart museum” projects that rely on Augmented Reality (AR) or touchscreens. Instead of adding a digital layer on top of the art, the “Il mare come artigianato” project focuses on the fundamental spatial arrangement of the room itself.

Many museums use technology as a supplement to the exhibit, but the guidance of a spatial designer treats the entire room as the interface. This mirrors a trend in “invisible technology,” where the design is so intuitive that the technical planning becomes unnoticed by the end user.

This approach prioritizes the physical experience over digital distractions, contrasting with the trend of “Instagrammable” museums that prioritize visual spectacle over narrative flow.