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From Design to Market
CONTEXT
At Ikershop, I worked across multiple furniture collections — including Cheri.
My role varied across projects, but always within the same end-to-end system, from brief to market.
ROLE
Bridging design, production, marketing, logistics and sales
CHALLANGE
Launching a collection sounds like a design task
It isn’t.
Each product had to fit production limits, packaging constraints, shipping price brackets and target margins. A 1 cm difference could move a product into a higher shipping tier and increase cost significantly
The challenge was not to design a chair
It was to make sure it survives reality
APPROACH
Launching a collection sounds like a design task
It isn’t. Each product had to fit production limits, packaging constraints, shipping price brackets and target margins. A 1 cm difference could move a product into a higher shipping tier and increase cost significantly. The challenge was not to design a chair. It was to make sure it survives reality
RESULT
Collections successfully brought to market
Produced within constraints, shipped at viable cost, and accepted by customers. Not just designed objects . But products that worked in reality
WHAT I LEARNED
A product doesn’t fail on the drawing board
It fails when it meets reality
Good design is decision-making under constraints — not just form
Cheri collection — design by WertelOberfell
Photography: Piotr Droździk, Anna Obtulowicz
