It is Binfaré’s opinion that a good concept always starts with a bold pitch: ‘You have to have an idea, and you have to be able to communicate it, you have to involve and understand others. So, the exchange of energy is relevant,’ he says. When choosing a sofa, the ultimate goal is persuading clients to go beyond comfort and softness to discover the ‘sense, the meaning, the adventure’ of a product in space.
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