iGuzzini
Luxury lights from Italian designers to China
An Italian lighting maker that architects already knew, a cross-border Tmall store, and 24 months of sales growth. We built the store for professionals and private buyers at once, then ran it every day.
Lighting since 1959Built like a design studio1959
the year iGuzzini started designing and making lighting
24 months
of sustained sales growth after the Tmall launch
Tmall
cross-border flagship, launched and run day to day
3
kinds of buyer the store was built for
Since 1959 The brand
A name architects trust, on a platform built for shoppers
iGuzzini has studied, designed, and produced indoor and outdoor lighting since 1959. It treats light as a tool for architecture and for everyday quality of life.
Most of its work is project-based and B2B. Then it asked us to launch a cross-border store on Tmall and run it day to day.
The brand wanted two things from that store. It had to win over Chinese designers and luxury buyers, and it couldn’t water down the project reputation the brand already had.
What stood in the way
A B2B name in a consumer marketplace
iGuzzini’s reputation came from projects and specifications. Tmall is where people shop for themselves.
Three buyers, one storefront
A specifier, an architect, and a private buyer arrive with different questions. Each needed a way through the same store.
An image to protect
Luxury lighting loses its standing fast when it looks like a catalog. The store had to keep that standing.
A store that can’t go quiet
A launch is one moment. Daily operations meant giving people a reason to come back all year.
The store Tmall store
A Tmall store that works like a design studio
We put product stories, designer collaborations, and architectural projects on the same pages as the buy buttons. Scroll the store and you see both at once.
What sits on every page
- Product stories
- Designer collaborations
- Architectural projects
- A clear way to buy
The visual language stayed European and restrained. Nothing on the page shouts.
The specifier
Comes for product detail and the projects behind it.
The architect
Looks for design thinking and the people who did the work.
The private buyer
Wants a lamp for home and an easy way to check out.
All year Store rhythm
A year of reasons to come back
A flagship that only changes during sales festivals goes stale. So we planned the whole year around it.
Campaigns gave the store its big dates. KOL partners put the lamps in front of their own followers, and livestream sessions brought people back to the store between those dates.
Media and social filled the weeks in between. Every piece followed the same visual rules as the store.
- Campaigns
- The big dates on the store calendar
- KOL
- Partners who took the lamps to their own audiences
- Livestream
- Live sessions tied to the store
- Social
- Media and posts between the big moments
24 months Results
Two years of growth, and the luxury image held
The Tmall launch went well, and sales kept growing for 24 months after it. iGuzzini now shows up among the leading luxury lighting names in China, for project buyers and individual shoppers alike.
24 months
Sustained sales growth
After the cross-border Tmall launch
Tmall
Cross-border flagship
Launched and run day to day
3
Buyer routes in one store
Specifier, architect, private buyer
Intact
Luxury positioning
European restraint on every page
Leading
Luxury lighting name in China
Seen by project buyers and private shoppers
What carries over
Design the store for every buyer
Professionals and private buyers can share one flagship, as long as each finds their own way through it.
Let the brand set the look
Tmall pages can stay calm. The restraint is part of what people pay for.
Plan the year, then the launch
Campaigns, KOL work, and livestreams kept buyers coming back long after opening week.
Services delivered
- Brand Experience
- Campaign
- eCommerce
- KOL
- Livestream
- Media
- Social
About the data: the 24-month growth period and market standing come from our work on iGuzzini’s cross-border Tmall store. Sales figures aren’t part of this case, so none appear here. This case doesn’t cover budgets or commercial terms.
Let’s talk
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