For my MSc thesis in Product Design for Innovation, I developed a design strategy for repositioning a Russian furniture company Svoboda on the local market.

The first research and analysis phase included an in-depth research of Russian furniture market, European trends and wood panel technologies and the company’s profile, range of products and coBased on 70% furniture cases and investigation of user’s needs and expectations, including financial and social status, a hypothetical future female customer was defined, whose tastes are particularly charmed by Italian fashion. The company wanted to reposition itself from the low to medium economy market sector.

Based on 70% furniture cases and investigation of user’s needs and expectations, including financial and social status, a hypothetical future female customer was defined, whose tastes are particularly charmed by Italian fashion. The company wanted to reposition itself from the low to medium economy market sector.

The second phase addressed women and their choices with a line of furniture where the surface contains an impression of a precious Italian textile and allows for easy modularity in living rooms. The final strategy included: the product, communication and brand identity, launch and positioning on the Russian market.