Right from the very beginning, Kristalia has used a communication format different to other furniture companies, choosing to invest in an in-house communication studio. The company has a team of creative professionals from the graphics and marketing sector, specialised in using cutting-edge tools.
Kristalia has an in-house studio to convey the values that distinguish each individual product in the best possible way. These values can only be transmitted through a perfect knowledge of products and using the right channels.
The in-house studio has always been involved in all the development stages of a product; from the arrival of the first sketch to the first tests, prototypes and the first end series.
For Kristalia, it is an investment with results that show the effectiveness of the strategy.
The in-house studio autonomously develops a strategy to describe the company’s products or values, making use of external partners for the technologically advanced part that requires certain channels.
Not by chance, during regular company activities, may we see the filming of a video or the setting up of a photo shoot. At the same time, for example, when designers come to propose their new design projects, they become a means of promoting a future product. In fact, they are filmed on video or photographed. How else could an external agency have the concrete materials for the first meeting between a designer and Kristalia technicians?
With its in-house studio, Kristalia is able to communicate experiences, new features and strategies in real time on the Web.
Poetic inspiration, enthusiasm at seeing a design project develop day by day, meeting the design experts (or young up-and-coming designers), or a passion for new technologies and a curiosity for everything that happens in the world. These sensations can only be described by those who personally experience them.
All this goes hand-in-hand with the owners’ complete confidence in such creative professionals, who are able to freely express themselves. The videos are proof of this: boys sliding down a ski slope on a chair structure, chair cushions thrown and tested by elusive scientists, and professional skateboarders who use the products for their developments and so on.
The same passion for new technologies, the distinguishing feature of Kristalia products, is also applied to communication, as Kristalia tries to be a pioneer in the market for using cutting-edge promotional tools.