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Marcelo Alegre fundó hace más de 10 años el estudio Alegre Design, especializándose en el diseño de producto entendido como un concepto global que se aplica a todo el proceso de desarrollo, y donde se tiene en cuenta la sostenibilidad, usabilidad, eficiencia, y compromiso con el medio ambiente en cada uno de los productos diseñados. La huella en el mercado de Alegre Design se puede observar en más de cien productos creados para diferentes clientes, entre los que destacan grandes firmas como Actiu, Fagor, Grosfillex, Hettich, Roca o Punt. La aportación de sus diseños ha sido galardonada por prestigiosos premios internacionales como los Red Dot Design Award, IF Product Design Award, Premios Delta o Designpreis Deutschland. Marcelo Alegre founded the studio of ‘Alegre Design’ over ten years ago. It has specialized in product design understanding it as a global concept that applies to the entire process of development, and which takes into account sustainability, usability, efficiency, and commitment to the environment with each of the designed products. The brand mark of ‘Alegre Design’ can be seen in over a hundred products created for different clients, among which large firms like Actiu, Fagor, Grosfillex, Hettich, Rock and Punt are prominent. The contribution of its designs has been honored by prestigious international awards such as the Red Dot Design Award, the IF Product Design Award, Delta Prizes and Designpreis Deutschland. 23 spaces, is one of the best examples. ‘Alegre Design’ has worked with them for over 10 years creating a strategic collaboration in product design. Originally, they sought designers who knew the industry and enabled them to obtain low costs and minimal environmental impact. They have worked together now on more than 15 products and are continuing to study trends and market niches where products can be developed with a strong distinctive character and that therefore can end up being a best seller. Their latest product is ‘Cron’, a directional armchair which was presented at both ‘Orgatec’ as well as at the last edition of Milan. The ‘Tnk’ chair was the first chair designed by them. And even today it still is a standard for sales within the company. Also ‘Stay,’ a chameleon office chair you can design according to your taste. It was definitely one of the top ten products in terms of sales in 2014. And, of course, the ‘Tnk A500’, awarded a Red Dot Prize in 2012 and one of the most operative and best selling chairs in the Actiu Technology Park and one of the most popular internationally. Because not only can design help sell more products, it can also allow you to position yourself in new market niches. In the case of ‘Actiu’, three products designed by Design Alegre, have allowed them to begin to engage in international competitions for projects and to compete with international “design” brand marks like ‘Steelcase’ and ‘Vitra’: The ‘Plek’ chair (awarded a red dot in 2008), the bench named ‘Transit’ (Delta Award for Best Design 2009) and ‘Tnk A500’ (a Red Dot winner in 2012). These three products won major international awards and positioned the brand as a company in which design is an added value. Katzden. How to convert a traditional Japanese company into a reference for design Product design can also help you remake the image of an entire company. That was the case Katzden, a Japanese company with over 200 years of experience but with dated products, which was looking for a more European design for their products. Specializing in metal processes, the Japanese company needed to convert their products into something much more topical and something that had something to offer Japanese markets over the next 50 years. ‘Alegre Design’ began collaborating with them over the design of a bicycle rack,’ Cesta, which was installed in recent months in the center of Tokyo. From there onwards, they have developed new products that have shocked the Japanese market, with products such as children´s chairs called’ Kidslofty’. In Japan, children’s rooms require stairs in order to access the attics where many children sleep. Kidslofty comes with three different models of stairs, funny, functional and simple, which fulfill perfectly all safety requirements and give a new style to children’s rooms. With these new products, ‘Katden’ has begun to establish itself in new sectors of the Japanese market that are more related to interior design and decoration. These are three examples of the importance of the product in the business strategy of each company, and how, starting from a good product, you can achieve new goals where design is an ally.n Silla Stay Actiu/ Stay Chair Actiu


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