To turn a technological development into a great international brand capable of transforming innovation into relevance for the user.
To position in the global market the leading brand in the category of high-tech porcelain surfaces.
To attain the maximum prestige: today Dekton is the aspirational benchmark for international designers and architects.
To generate a new frame of motivation, a new typology of demand, in a growing volume of final clients.
To promote Cosentino’s global growth and innovative leadership.
In the growth process of leading industrial companies, the generation of innovation milestones plays a fundamental role. But in order to transfer a new material to the market, the result of a new technology, and to achieve a significant impact, it is necessary to provide it with a universe of relevant meanings and connections for its users. Enrich it to integrate its new value in the human dimension where it will display all its attributes. In this transition, Nadie’s vision has demonstrated a determining capacity: to translate a technological leap into a sustainable leadership position.
Extend technology to a higher level of connection with its key audiences and release all its potential, articulating it in a long term Brand Culture. A paradigmatic example of this process is undoubtedly the Dekton project by Cosentino.
GUNNI & TRENTINO
A world leader in the marketing of quartz surfaces through its Silestone brand, with Dekton, Cosentino is tackling an evolutionary leap towards a new generation of porcelain surfaces of large dimensions and extreme performance. A new material, the result of the most advanced techno-scientific research, with the clear ambition of spearheading a new category in the international environment.
Nadie has worked since the genesis of this global launch, which began in the US market. Designing the strategic keys of the brand – product equation. Deploying an innovative and technological identity based on a symbolic and meaningful universe capable of transferring it to the global market and its different local realities. Connecting it to the key environments for its growth. Giving it a human, significant and emotional dimension in the domestic universe. Generating a meaning of aspiration and relevance for architects, designers and the contract channel.
Today, Dekton is the absolute leader in its category. It is synonymous with design, technology and innovation in the habitat. Its territory covers an enriching spectrum of meanings and relevant emotions both for the end user and for great names in architecture such as Ron Arad, David Rockwell and Marcio Kogan, who lend it prominence in their great worldwide projects.