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Philips and Rivers Run Red have teamed up to claim virtual territory on the digital make-believe world better known as Second Life.

Philips Design intends to use its presence in Second Life to gain feedback on innovation concepts, engage residents in co-creation and gain a deeper understanding of potential opportunities in this virtual environment.

This will allow Philips Design to find new ways of relating to end users. Having such direct feedback can significantly enrich the design process and lead to innovative and surprising end results. This fits with the Philips Design philosophy that design should be based around people and grounded in research. It also corresponds to Philips Design's firm belief that the future of design lies in the co-creation of products.