B(u)y Design is an integrated promotion project of high strategic value, aimed at supporting the growth and competitiveness of the Tuscan production system in the furniture-design sector. The initiative takes the form of a set of actions aimed at the international expansion of regional excellence.
An Integrated Promotion Model
The heart of the project lies in its ability to combine the representation of Tuscan design excellence with concrete commercial and training initiatives. B(u)y Design is aimed primarily at Tuscan companies in the furniture sector and, in parallel, at selected foreign operators interested in establishing commercial partnerships.
The internationalization effort focuses on 15 key markets for Made in Italy, with the crucial support of the Ministry of Foreign Affairs (MAE) and the ICE Agency. This partnership guarantees the selection of qualified partners, such as architects, interior designers, and retailers, in strategic geographical areas including the Gulf Area, the former USSR, and Asia.
The operational plan is divided into different modes to maximize interaction between companies and international buyers.
Training and Digital Innovation
To prepare companies for a conscious international approach, B(u)y Design includes a structured training plan:
Training Sessions
Organized periodically (every 1-2 months), these sessions focus on individual target markets and address essential topics:
• Market Situation and Trends: Specific analysis of the furniture-design-interior sectors and the positioning of Made in Italy.
• Approach Strategies: Study of the most effective methods, channels, and tools for penetrating markets, also with reference to the challenges posed by the global context (e.g., COVID/pandemics).
• Institutional Support: Information on the support offered by Italian structures operating in the respective countries.
Web Platforms and Traceability
The project implements advanced digital tools:
• B2B Platform: A profiling area is being developed for foreign operators and for managing business-to-business interaction with Tuscan companies.
• Blockchain Technology (BC): For a selected group of pilot companies, a BC-based traceability platform is being activated. The objective is twofold: to ensure the traceability of processes and to launch awareness campaigns on the issues of circularity in the regional furniture sector, laying the foundations for a more transparent and sustainable production model.
B(u)y Design, co-financed by the Tuscany ERDF Regional Program 2021-2027, is confirmed as the key initiative to consolidate and project Tuscan design onto the international stage, through an effective synthesis of promotion, trade, training, and technological innovation.