Las Mobili is an Italian furniture brand, primarily selling to an B2B audience.
The brief to us was to create a B2C brand, complete with a product strategy, product CMF(Colour Material and Finishes) Redesign, marketing and brand strategy as well as brand design and and e-commerce website for selling the Las Product under the new B2C brand.
After the studying the trends of the evolution of workspaces, we realised that Office spaces were becoming more people centric. Modern offices are decentralised to cater to new needs - spaces to co-create, spaces to contemplate individually etc. Start ups and co-working spaces have led to the domestication of the office space.
The concept was based on the professional evolution of millennials, the next generation of leaders and the future buyers of office furniture. We created a person, who begins as a freelancer, who then opens his start up which eventually evolves into a small business.
We wanted LAS, to be part of this evolution and remain in the minds of our clientele throughout their professional journey as they Create - Activate - Elevate
To create moods in the workspace we combined colour with sensory material (fabric). we created a strategy where we can test new fabrics, while providing enough variety for a permanent collection.
This colour and material palette, shows the range of fabrics from the recommended supplier - Febrik. Each bright colour would be paired with a neutral and dark to create moods that would be pre-set available for purchase on the website
The emergent B2C brand was called 'genus' - Genus is the start of something new, the place where innovation happens and new ideas take birth.
