Project: Strategic Marketing | NSW, Australia.

How A Strategic Marketing Approach Created
Competitive Advantage

CUBE: MULTIFUNCTIONAL FURNITURE FOR STUDENTS

THE CHALLENGE

Procrastination is an issue that is impacting the academic performance of many students. Through market research primarily observation, it was possible to identify that beds are the epicentre of this issue. This piece of furniture has influenced students to adopt postures incompatible with study while completing their academic tasks. Besides, many students worldwide have to deal with a handful of furniture in a limited space (beds, desks, night tables and lamps), creating cluttered spaces for studying. These detractors are not encouraging students to adopt a proactive attitude towards their work.

THE SOLUTION

Leo Santos designed ”Cube”, the multifunctional furniture based on a minimalist approach. Cube encouraged students to change harmful behaviours related to procrastination. This furniture enabled users to transform its function friendly and intuitively. As a result, students had the opportunity to write papers and surf the internet on a desk, sleep on a comfy air mattress or use its translucent faces as an alarm clock through colourful visual cues to accomplish their academic tasks on time. These activities were possible in a minimal amount of space, a cube of 60 cm X 60 cm.

Tomato Travel

Rocksports

TOMS

Ergosleep

Per La Casa