DSC01098As usually every Friday we had a talk given by a professional from Art Industry. On 4th of December we were given a talk by Matteo Loglio.

Matteo Loglio and Filippo Yacob are the principal designers and co-founders of Primo. Matteo Loglio is also an Award winning interaction designer, and creative technologist which was previously worked at Arduino and FabLab Torino. Matteo is passionate about interaction design with a wealth of knowledge in physical computing and product design.
In early 2013 Matteo and Filippo decided to create a company with the intention of designing and producing products to help children and novices learn, create with technology and play. This is how Primo as a company came to be.

The first product he worked on is the Cubetto Playset, a tangible interface designed to introduce programming logic to little children and without the need for literacy. The goal of the game is to drive a little robot called Cubetto back to his house. Children have to program the little robot using a limited set of physical instructions – to accomplish the goal.The games loved by children are all made out of wood. They also choose a wood as a material because of the stark contrast it creates with technology.The robot is called Cubetto – little cube in Italian. Inside of Cubetto there’s a circuit board, but they wanted to create a ‘magical’ experience and hiding the complexity of the play set. They limited the instructions, to their purest form, avoiding any kind of textual or numerical language.




‘First is a technology and design for educational founded by two guys from Bergamo resident in London, Philip and Matthew Yacob ryegrass. The purpose of First is to facilitate the learning of technology and science in childhood. It opened its doors in November 2013, when their first product, “Cube”, obtained a great success in raising campaign funds Kickstarter.com, US platform that allows developers of projects with potential to raise funds to start ‘ activities. Only through Kickstarter, the company has managed to collect more than 56,000 pounds (equivalent to more than 70 thousand euro) in front of their goal of 35 thousand pounds. Over the last year, the company has collected 750 thousand dollars through IBIS Capital (investment group), EdTech Europe (conference with investors of e-learning most important in Europe) and some fund investors as MTS San Francisco and Emerge Education in London. With Cube, Prime has finished on the pages of many of the leading technology magazine in the world, as well as of important publications, including:Wired,Gizmodo, Tech Crunch, the BBC and the Daily Mail and, in Italy, the daily and Republic.

The founders

Philip and Matthew are both Bergamo. Philip moved to London to study at the age of 12, and there he founded Stag Stations, a chain of co-working for technology companies. Matthew has worked on Arduino with Massimo Banzi, who became one of the first shareholders and company advisor.Philip and Matthew have known each other 15 years, because of small played on the same hockey team, the Hornets.
Initially, the two have had no luck in raising funds, but in 2013 decided to launch the first product in the line, Cube, with a fundraising campaign Kickstarter. From there, thanks to the funding and visibility obtained, their product is made known to the public and groups of international lenders, who see the project of great potential. Among them is also the GenoeseMarco Marinucci, former Google engineer and founder of Mind the Bridge and MTS, investment funds for start-up (mainly technological) in Silicon Valley.

Prime Product: Cube

The “Cube” is composed of three separate elements: a wooden toy robot called Cube, a keyboard with physical interface used to control the movements of the robot and a set of “blocks” of instructions coloured.

It is designed for children aged between 3 and 8 years, with the aim of allowing them to learn the basic principles of programming. The objective of Cube, Philip explained to us that “Children do not understand the program as it is. Making process with colored cubes there we set at their level. We are entering a world ruled by very different dynamics than in the past. If we prepare children to a world of the past wrong; we must prepare for a future world. ”
The instruction blocks are four different forward (red), right (yellow), left (blue) and “function” (green). The first three, placed in sequence on the keyboard, allowing the robot to move in the direction that the child wants to impress. The fourth, the green button allows you to create a routine of movements. Keyboard is a red button: When you press, the robot begins to execute the instructions. Creating a sequence of basic instructions, children begin to generate elementary algorithms since very young, learning the programming principle of the “tail” computer. First it was created with wood and material ecologically sustainable.
Most importantly, Cube is also what is called an “open software”. It means that the set of software, hardware and design will be available and editable by anyone. Philip told us a fine example of this: “A teacher wanted to adapt the experience of the Cube to a class of autistic children, and to make the experience more adaptive wanted to insert a sound, that is, whenever Cube received an order He turned was able to produce a different sound. Could attack his cube in the PC, open a program easy and free, and in less than five minutes could customize the game experience that he wanted to give the children. ” It’s about making the consumer an active participant of the product. “Using technology” open “and connected as Arduino allows today to create digital toys that do not confine children to a screen.”
On the official site, you can pre-order the game Cube set at a fixed price on € 206, and a set of game package format (which compende also the environmental elements between which the robot must move as fences, trees and faces interchangeable Cube) to 242 €. The product will be available for delivery in the global market next year. The first 500 units of the game produced went sold out in a matter of months.
Prime also offers a workshop bringing Cube in schools around the world and spending a day to teach children to use it. In the video below, moments of a workshop at the LAB 121 in Milan.’


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