WHAT WE DID
The research in first phases has analyzed the existing reference market with its main players both in the same sector and in others related to the subject, to take tips for future developments. The synthesis of the research is the creation of four possible scenarios, linked with a set of values to describe them (inspired by the “American lessons” by Italo Calvino), opportunely translated in strategic directions for Scaff System, to help the company in implementing and developing the market activities of the scenarios mentioned above.
After a first analysis phase that concerned the market, the company and consumers, 8 scenarios were defined. After an in-depth analysis of these, together with the company, 4 scenarios were identified on which to focus more, considered more similar to the company expectations and close to a possible realization given the production technology used. The result of this research is Casacadabra, a preview, a “light thought”, expressly conceived for the MDW19, born to describe the present and the future of steel dry construction systems derived from industrialization processes, exposing part of the theoretical research. A temporary structure designed to express both the values and the benefits of the steel construction system, mixing the emotional value of the new living system with the properties of innovative and high-performance materials and technologies.