In the latest episode of Espacios que hablan podcast, Laura Huerta, Interior Design Director at U Interior Design, and Naima Farrouki, expert in visibility strategies for brands, discussed about the importance of maintaining a continuous and close connection between design professionals and brands that offer innovative products. In a sector that demands dynamism and constant creativity, this synergy has become a key factor in boosting both the success of brands and the innovation of interior design projects.
Perseverance and visibility as a continuous reminder
Laura Huerta highlights the importance of constant visibility in a sector saturated with options, where each brand seeks to stand out in the minds of designers.
‘You have so many inputs from so many brands that, if we didn’t have that closeness with them, in the end you would use other brands because you don’t have them in your mind all the time”- Laura Huerta.
Here, constancy in the brand-designer relationship not only ensures that the product is present in the professional’s memory, but also strengthens the relationship, promoting innovation in each project by maintaining freshness in the proposals.
The power of tangible experience
Naima Farrouki highlights the importance of the sensory experience when it comes to designed products. Beyond the technical features, the capability to touch and experience the product in person adds a dimension that only physical interaction can offer:
‘Being able to see the product, to feel it, to play with it, I think that is a very important part too”- Naima Farrouki.
This direct contact with the new products allows designers to fully understand the product’s potential, which in turn facilitates a more creative and effective integration into projects.
Events as a platform to renew relationships
Laura Huerta also emphasises the value of the events that brands organise as spaces for interaction. Thanks to these meetings, designers have the opportunity to reconnect with brands they have previously worked with: ‘Many times we have even reestablished relationships with some of them thanks to some of the events you have organised’. These events not only serve to present new products, but also to strengthen ties and explore new opportunities for collaboration, generating a mutually beneficial relationship.
Naima Farrouki underlines that this is one of the main intentions behind the organisation of these events: ‘To bring the professional closer to the brand… you are impacted by so many brands that are constantly impacting you, but the approach to them is also very important’. Through these meetings, brands can show their essence and differentiation, allowing designers to better understand their value proposition and how it can enrich their projects.
Staying ahead of the curve: the key to innovation
One of the greatest challenges in interior design is to always stay at the forefront of market trends and novelties. Laura Huerta particularly appreciates how brands present products to designers even before they reach the market: ‘Many times you present them to us almost before they come out, so you can innovate because otherwise sometimes it’s all too familiar’. This privileged access to novelties allows professionals to stay one step ahead, offering cutting-edge and exclusive solutions to their clients.
Naima Farrouki reinforces this idea, pointing out that the aim is precisely to provide designers with the necessary tools so that they always have access to what is new and relevant in the sector, whether it is lighting, furniture or any other product that defines the latest trends. This constant flow of innovation allows design studios not only to keep up to date, but also to offer fresh proposals that surprise and delight their most demanding clients.
The relationship between brands and designers, as Laura Huerta and Naima Farrouki explain in this episode of Espacios que hablan, is fundamental for the success of both sides. Constancy in visibility, physical approach to the product and participation in strategic events are pillars that strengthen this synergy, allowing designers to continue to innovate and brands to continue to position themselves as market leaders.
We invite you to listen to this excerpt to discover how these collaborations can transform projects and spaces, keeping them always at the forefront of luxury design.