Henry Ford's model which introduced the mass production during the industrial revolution made assembly lines, the invention of robots and most of the manufacturing world, focused on this way of approaching production. The purposes are obvious, namely reducing costs thanks to economy of scale and processes repetitions. 

However, at TrackDesign, we work every day with architects, designers or final customers  and we know deeply how exciting is for our customers participating actively into the realization of new products and bespoke projects.

Years ago, fashion sport brands were among the first notable companies to offer to customers the ability to design their own versions of their favourite products online. Since then, we’ve seen a return of artisanal manufacturing goods, along with the comeback of concepts like vintage, gentrification and the rise of different new furniture marketplaces. 

Since then, the trend has been developing continuily towards this direction putting retailers and malls in a difficult position. In the meantime, smaller boutique brands have been able to acquire larger market share in many different sectors, making: Customise your furniture! The pillar of the new era.

In fact, the most sensible age segment to this new trend are identified particularly in young Millennials, which consider more valuable owning something unique and which stand out from the crowd.

Copyrights Foto TrackDesign Srl 

The breaking point in consumers’ behaviour which made this new philosophy so widespread has been surely the internet. 

Nowadays there’s the possibility to access to an incredible amount of data through the web, thus we see and study so many different brands and products on social media and search engines, leading consequently consumers to evolve as well.

For example, we are much more informed about how a good quality product should be and we know whether a product is disruptiveinnovative for real or already seen somewhere else.

Moreover, consumers want to know the stories behind each product, how a brand was born, details behind specific marketing campaigns or enter workshops and see how things are realised.

To sum up, they must be captured by something different from the rest of the crowd. 

But offering more customization means an increase in terms of costs and more effort by brands, so the question is.. is this effort worth ?

If there are too many options this could lead the potential customers to get lost. However, brands can accompany their clients along all the possible choices they could make, helping and supporting them also to understand what they desire themselves.

Copyrights Foto TrackDesign Srl

Information is always the key. Letting people understand reasons and crucial differences between the available options is the successful approach. At TrackDesign, for example, we have an organised structure with engineers and industrial designers who always show who submit new projects to be sold through our catalogue, what structural issues there would be and how an idea could be improved. 

Another example is when we work with final customers, taking care not only of the manufacturing part of a project, but developing an entire work, from the project to the realisation (restructuration, bespoke gazebos etc.). 

Customized gazebo realized by TrackDesign 

In this case, at TrackDesign, we always show an actual photo or a rendering of the proposals we do.

Quality matters over Quantity

Understanding our customers is the first aim at TrackDesign. Perhaps, there will be people more interested in customising a pen and others who will see customisation of a piece of furniture as fundamental.

Bespoke project - Geometric kitchen - realized by TrackDesign 

Personally, we think that when we buy furniture, we want it to be part of our homes for life or maybe to show it to our guests proudly as a unique and limited piece of design.

Design made in Italy has always been synonym of quality, thus making people more involved in creating such a quality items will engage and satisfy them dramatically more, making them understand they can really customise their furniture freely, becoming a big contributing part in the creative and artistic process.