Lago has established an interesting marketing strategy to promote their company identity and products. In 2009 they introduced a pilot project to create a living showroom showcased at the Milan Design Week. Lago completely furnished an apartment with their products. Realizing their concept of living and working in one social space with visitors, employees and journalists, all interacting within an enclosed environment. The project was a success and they continue to expanding on this concept. Currently, with several apartments located in Europe and at each location, a different tenant occupies the apartment.
The tenant could be anyone. If you are an enthusiastic individual that likes to organize events, has a flexible schedule and is sociable. You could be a possible tenant to have your apartment furnished with Lago products with a 38% discount if your join the appartamento project. In addition, for every new referral to implement Lago furnishing that you have designed, you could gain a commission. There is also an online community where current tenants or visitors can post about their events or opinions regarding Lago.
With this new economically model, this has help Lago to communicate and globalize their brand at an efficient cost. By incorporating a showroom in a tenant’s apartment means there are no operational costs to the company and providing incentives for the tenant to promote Lago products. Therefore, both participating parties benefit from this project.
The link below: Bergamo Apartment, Italy
http://bergamo.appartamentolago.com/panoramica/
Jessica Yiu, Laura Moor, Kelvin Chow
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