Iguzzini

The brand

Iguzzini is an innovator in the lighting industry, dedicated to the study, design, and production of indoor and outdoor lighting systems since 1959. The company has a deep commitment to enhancing architecture and improving quality of life, using light as a tool for social innovation.

The challenge

We were brought in to support the launch and daily operations of Iguzzini’s cross-border eCommerce on Tmall in China. The task sat inside a broader ambition. Iguzzini wanted to reinforce its position as a B2B project-based luxury brand and, at the same time, capture the hearts of Chinese designers and luxury consumers. The brand wanted to move past its traditional market boundaries and become a default choice for China’s discerning luxury segment.

Our approach

We built the Tmall experience to feel like a design studio, not a catalogue. Product stories, designer collaborations, and architectural projects sat alongside clear purchase pathways, so a specifier, an architect, and a private buyer each found a route that fit their intent. Campaign activity, KOL partnerships, and livestream sessions gave the store a steady rhythm of moments throughout the year, while the visual language held to the brand’s European restraint.

Results

The launch on Tmall was a strong success, leading to sustained sales growth across 24 months. With a bold strategy, we helped Iguzzini grow commercially while keeping the luxury image intact. The outcome is a brand that now sits among the leading luxury lighting names in the Chinese market, visible to both project buyers and individual consumers.