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    Why FRONT was such a success

    Branko Miletic

    According to Indesign CEO And Founder Raj Nandan, “FRONT is really the reassessment and demystifying of going to market with your brand and your product; the event is about creating an environment where you can tell your story really easily.”

    "FRONT addresses the ecosystem that architects and designers have to work in, which includes commercial real estate, the people who facilitate and act as a catalyst within the space area, and ultimately the end user, who is now more vocal and has more knowledge than ever before about what they want their environments to achieve," says Nandan.

    "We’re seeing a holistic ecosystem of decision-making where there are several levels of input at the same time rather than blind, silo-based channels."

    "FRONT is about having active participants from both a knowledge point of view and participant point of view. We’re asking exhibitors to tell their story through the frame of innovation and ideas rather than as “We’re a design brand with a big reputation and that’s why we’re more expensive and you have to buy us.” That’s an old currency that doesn’t stack up anymore. That was the analogue model," he says.

    As to why FRONT was such a success, Nandan says that, "We translated the event into a really simple, carefully orchestrated format that is universal in its design and designed to be completely engaging and highly targeted."

    FRONT addressed the ecosystem that architects and designers have to work in, which includes commercial real estate, the people who facilitate and act as a catalyst within the space area, and ultimately the end user, who is now more vocal and has more knowledge than ever before about what they want their environments to achieve.

    "We’re seeing a holistic ecosystem of decision-making where there are several levels of input at the same time rather than blind, silo-based channels," says Nandan.

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