Le Pieghe

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.

strategylepieghe2

strategylepieghe3

strategylepieghe4

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.

strategylepieghe5

strategylepiegheproduct

strategylepieghe1

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s