news and articles - DESIGN ECOSYSTEMS: LIFESTYLE BEYOND THE PRODUCT

DESIGN ECOSYSTEMS: LIFESTYLE BEYOND THE PRODUCT

Andrey Dalakishvili, 18.05.2021

We are all familiar with the product ecosystems as an Amazon, Apple and other IT giants. But the trend of penetration into all categories of products that are potentially interesting to the target audience is also relevant in more local and niche of b2c / b2b2c markets. For example, a design studios. 2046 Lab has been selling a subscription to the Lot service for two years now – by subscribing, you will receive a monthly set of all the everyday products that surround you – toothbrushes, socks, razors, soap, sneakers, jeans, etc. And everything is designed in the same style and philosophy of Lot.  In fact, you are not buying a set of things – you are subscribing to a lifestyle, joining a community of like-minded people who share your idea of everyday functionality and aesthetics.A similar story with Harry Nuriev’s Crosby – the studio does everything in a row: it launches cafes, co-working, sells furniture, home accessories, develops creatives for Yandex, and designs interiors.

Summarizing all of the above – now you can do anything without limiting your market positioning to the product. Much more important is the manifesto that broadcasts everything you do and sell and a clear understanding of who it is aimed at. If you can find that ephemeral emotional value that resonates and provides virality to the product-sell everything from toilet paper to residential real estate, and even under a single brand.

MEET THE AUTHOR: Andrey Dalakishvili