In the third episode of Espacios que hablan, Laura Huerta, Interior Design Director at U Interior Design, talked to Pablo Gironés, a marketing expert with a focus on industrial design, about the development of a collection that marked a turning point in the market. Without knowing it, Pablo Gironés and his team found a blue ocean in the world of industrial design, a concept that has changed the way many companies approach innovation.
The blue ocean concept, popularised by authors W. Chan Kim and Renée Mauborgne, describes the creation of a new market without competition, where the rules are not yet written. According to him, this is exactly what happened with his team’s first collection, Na Xamena, although they were not familiar with the term at the time. What they discovered was an opportunity in a completely new space, with no competition, but with great challenges.
Na Xamena was a pioneering collection, with a very architectural and minimalist approach, which used aluminium structures originally intended for windows and plates production that were originally used to cut meat in butcher’s shops. These materials were transformed into pieces of furniture that were initially difficult for the market to understand. ‘The market was not ready,’ recalls Pablo Gironés, pointing out that although it was an innovative proposal, acceptance was slow, as often happens with products that are ahead of their time.
From misunderstood to iconic
Although the collection was not well received at first, Pablo Gironés and his team did not give up. What prompted the change was a strategic shift in the way the products were presented. The key was its location: Ibiza, and more specifically, a terrace in Josés´house, one of his collaborators. It was there that the pieces found their ideal setting. By photographing the collection in a Mediterranean setting, Na Xamena came to life and began to connect with the public in a meaningful way:
‘We appropriated Ibiza and therefore the Mediterranean’. – Pablo Gironés.
By placing the collection in this context, they not only created an emotional link to the space, but also established a connection between the product and an aspirational lifestyle. By integrating the products into an environment that represented the Mediterranean essence, the furniture was no longer misunderstood but became a classic that defined the modern Mediterranean lifestyle.
From innovation to bestseller
The strategy worked: the collection, which at first seemed like a commercial failure, became a resounding success. ‘The collection grew 100-fold,’ he said, explaining how a change in perception and presentation transformed the destiny of the product line. Na Xamena went from being a marginal collection to becoming a bestseller, and is now a benchmark in contemporary furniture design.
This case demonstrates that innovation in design is not only about creating something new, but also about finding the right context for that product to resonate with the market. Na Xamena was a collection ahead of its time, and the key to its success was not changing the design, but adjusting the way it was presented and the context in which it was perceived.
Pablo Gironés’ experience with Na Xamena offers several valuable lessons for designers, entrepreneurs and anyone working in a creative field:
- Innovation is not always immediately accepted: Products that are ahead of their time can take time to be understood. Do not be discouraged by a lukewarm initial reception.
- Context matters: The way a product is presented and the environment in which it is displayed can be as important as the design itself. Finding a setting that resonates with the target audience can be the turning point for a product.
- Appropriating a lifestyle: Linking a product to an aspirational lifestyle can transform its perception. In the case of Na Xamena, the Mediterranean became the ideal backdrop to communicate the spirit of the collection.
The journey of the Na Xamena collection, from its initial incomprehension to its consolidation as a bestseller, is a perfect example of how industrial design can open new horizons when the right balance between innovation and strategy is found.
You can watch this excerpt from the episode here.