Students from the Bachelor’s Degree in Design at Eina have developed a strategic project in collaboration with the international lighting company iGuzzini to explore new ways of connecting the brand with future generations of architects and designers who work with light as a spatial experience. The project was led by Professor Jorge Rodríguez Nieto.
iGuzzini, a company with a well-established presence in international markets, focuses its activity on the experience of light applied to architecture and public space. Its high-end lighting systems, supported by advanced technological development, are designed to create luminous atmospheres in which the light source remains invisible and the user’s perception is directed towards the sensory dimension of space.
After more than three decades collaborating with some of the most influential architects and lighting designers on the international scene, the company now faces a new strategic challenge: how to connect with new generations of professionals who design spatial experiences through light, within a market context where fast, low-cost solutions compete against high-quality, design-driven proposals.
To address this challenge, the students applied methodologies from Strategic Design, Service Design, Systems Thinking and Consumer Intelligence. Through these approaches, they analysed the emerging professional ecosystem and identified opportunities to strengthen the relationship between the brand and young architects and designers.
As a result of the process, six student teams developed different strategic proposals aimed at fostering programmes for engagement, loyalty and co-creation with new generations of professionals dedicated to the design of spatial experiences through lighting.
The initiatives propose short-, medium- and long-term actions designed to make iGuzzini’s technological innovation and quality more accessible and relevant to emerging professionals, while also generating new spaces for collaboration between the company and young talent.
The project is part of Eina’s pedagogical model, based on working with real-world challenges in collaboration with leading companies, enabling students to develop strategic solutions with impact in contemporary professional contexts.