The world of R&D moves between two apparently opposing forces:
• the need to intercept the desires of the market
• the need to work on identity issues that allow brands to fuel their competitive advantage.
Hydrodesign, a historic company in the surfaces’ cutting and engraving, offers technical-design services to ceramic brands.
My task as creative director has been to prepare Hydrodesign to be a strong support partner for those companies which are moving from the mere concept of product to that of Collection.