Dr Filomeno Martina

Category: Systems

  • Ferrari, Luce, and the noise before the signal

    Ferrari, Luce, and the noise before the signal

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    Dr Filomeno Martina
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    Back in February, when Ferrari showed only the inside of the Luce, I did two things. I put a number on the price, and I deliberately refused to judge the car. The number I was willing to commit to. The verdict I was not, because you cannot judge a car you have only seen from…

  • WAAM S1:E5 What WAAM becomes from here

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    Dr Filomeno Martina
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    From machines to outcomes Wire Arc Additive Manufacturing (WAAM) is often discussed in terms of what it could become, but its more important reality is what it is becoming under pressure. The underlying capability is no longer speculative. WAAM can produce large metallic structures, it can reduce material waste, it can shorten certain routes to…

  • WAAM S1:E4 The business case

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    Dr Filomeno Martina
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    Where it holds, where it doesn’t There is a persistent version of the Wire Arc Additive Manufacturing (WAAM) narrative that centres on efficiency gains: less material wasted, fewer process steps, shorter lead times, and a more direct route from design to part. These claims are not incorrect. Under specific conditions, the process can deliver precisely…

  • WAAM S1:E3 The hidden complexity of making it work

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    Dr Filomeno Martina
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    Why capability is harder than it looks There is usually a point in a Wire Arc Additive Manufacturing (WAAM) programme where the process appears to have stabilised sufficiently for the problem to be framed as one of optimisation rather than understanding, and this moment tends to coincide with the first part that is recognisably acceptable.…

  • WAAM S1:E2 Easy to enter, hard to differentiate

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    Dr Filomeno Martina
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    Wire Arc Additive Manufacturing (WAAM) is often introduced through its accessibility, and this is not a misconception. The core configuration is straightforward: a robotic system provides motion, a welding power source generates the arc, and a wire feed supplies material, with the process controlled through a toolpath that defines how deposition proceeds over time. Each…

  • WAAM S1:E1 What WAAM is, and what it is not

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    Dr Filomeno Martina
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    This article opens a short series on the current state of Wire Arc Additive Manufacturing (WAAM), not by reviewing systems or claims, but by examining how the technology behaves once it is taken beyond controlled demonstrations and into sustained use. The intention is to establish a precise understanding of what WAAM is in practice, because…

  • Brilliant science, fragile ventures: why academic spin-outs struggle

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    Dr Filomeno Martina
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    There is a particular kind of confidence that emerges inside academia. It is built slowly, through years of study, experimentation, publication, and peer recognition. It is well earned. Yet when it is carried into the world of venture creation, it often becomes a liability. Not because it is misplaced, but because it has been shaped…

  • Ferrari, Luce, and the uncomfortable elegance of change

    Ferrari, Luce, and the uncomfortable elegance of change

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    Dr Filomeno Martina
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    Ferrari’s first look at the Luce interior landed quietly, almost cautiously. No theatrical reveal, no overwrought storytelling. And yet, it may turn out to be one of the more consequential design moves Ferrari has made in years. Interiors matter more than we like to admit. They are where brand promises are either upheld or quietly broken. Engines…

  • Designing a home as a system & why I used the chakra model

    Designing a home as a system & why I used the chakra model

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    Dr Filomeno Martina
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    Introduction This is the first property I have ever bought, and with it came a challenge I had never faced before. For the first time, I had to decide not just how a space should function, but how it should be. The flat was handed over to me entirely white. White walls, white ceilings, white…

  • Dynamic pricing and the music industry

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    Dr Filomeno Martina
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    This piece was originally written as part of the “Pricing Strategy and Tactics” elective at London Business School. It is presented here with minimal edits, as an example of how I approach applied economic analysis in real-world cultural contexts. The module was delivered as a block-week by Prof. Oded Koenigsberg. EDIT 2/2/2026: in the wake…