A successful internationalisation experience
“Basque Design Industries. Milan 2016”
Through the project “Basque Design Industries. Milan 2016”, promoted by EIDE (Association of Designers of the Basque Country/Euskadi), a group of Design teams and industrial companies attended the 55th edition of the International Furniture Fair of Milan (Salone Internazionale del Mobile) and the Design Week (Milan Design Week), from 12 through 17 April, 2016. Material ConneXion Bilbao collaborated with the initiative, and it was supported by the sponsorship of the Regional Government of Biscay, the Etxepare Basque Institute and Estudios Durero. The experience received a positive rating by Basque representatives. EIDE’s management has seen how their internationalisation programme’s objectives were met at Lombardy’s capital. ■
The initiative “Basque Design Industries. Milan 2016,” fomented by EIDE, took shape in the form of a stand located in the Materials Village space at Superstudio Più, managed by Material ConneXion Italia.
Four Design studies exhibited their products: Abad Design, dr.Minsky, MADEINBI, Muka Design Lab, and three industrial companies: Estudios Durero, Nueva Línea/Surco and Textia.
Along with these teams and companies, another five Design studies participated: ADN Design, AGVestudio, ITEM designworks, Smotion and TXB Diseño de Producto.
The experience led to private meetings with top managers from four leading companies in the interiors sector: (B&B Italia, Cassina, MAGIS and Moroso), with the Associazione per il Disegno Industriale, with the Cervantes Institute of Milan and with ICEX (Spain, Exportation and Investments).
Furthermore, the main spaces in Milan were visited, outside the fair, that formed part of the collective event Fuorisalone, besides visiting the Salone del Mobile itself and making individual contact with companies from all over the world.
Coverage in local and international media was noteworthy, thanks also to EIDE’s presence at Materials Village.
Strategic initiative
“Basque Design Industries” is an EIDE strategic initiative that encourages all players participating in the Design industry in the Basque Country to interweave with one another. It is oriented toward internationalisation, and works toward making the industry more visible: Open to cooperation between companies that provide Design services, those seeking out said services, educational centres and organisations in the field.
As Benicio Aguerrea, manager at EIDE explains: “The idea is to take advantage of the strong industrial roots in the Basque Country and reactivate these activities, with the talent and experience of Design professionals […]. We seek to help traditional industries to transform, and to provide added value for their products and services, drawing support from Design, new materials, creativity and innovation.” ■