Luciana Gomez Interviewed by Ranieri

Luciana Gomez, the founder of MYIN, tells how it is impossible to do without storytelling.

Switching to smart working with a coworking background is not like flipping a switch. Because, even if "ours is a functional smart working" - explains Luciana Gomez, founder of MYIN - "we had to do without everything that sharing ideas and spaces can give us". Asking about what we could have done beforehand no longer makes sense. It is better to focus on what the restrictions, due to containing epidemic measures, could have led to an area that could be among the most affected theoretically. But maybe it isn't.

The expense items have undergone evident changes during 2020: "as far as we are concerned, we have effectively zeroed out the expenses for events, reducing as well the costs related to travel, but we have invested significantly in the digital front". Is this something new? Perhaps not, explains Gomez, who photographs the growth of the digital front in the sector in this way: "I believe the pandemic has not generated any news in our sector, but rather has only accelerated a trend that is already in progress".

So 2020 ends without bringing anything new with it?

"Absolutely not," tells us the founder of MYIN. She circles in red a renewed mode of relations with end customers along with a review of the concept - and the importance - of training.

"It had never happened to me not to meet people with whom I have built stable working relationships". Therefore, remote interaction methods have been overcome without too many hitches while limiting, inevitably, some fundamental ingredients of MYIN's business model, namely storytelling. In the concrete case, Intended was the ability to tell the emotional and tactile part of "tailored" furniture such as those designed by Luciana Gomez. On the other hand, a positive surprise is a discourse that revolves around training, more prosperous, more complex and better than previous experiences. "Digital training, well done, which only makes us regret the lack of interactivity to a certain extent".

What failed, inevitably, was part of the business volume. But with an interesting reflection. Let's start with a fact, namely the analysis of abandoned carts on MYIN e-commerce. "We did not suffer from the highest-level products. The decline was for the cheaper segments. A trend that has been going on for years and the pandemic has not changed," explains Gomez.

And speaking of products, in the coming weeks a couple of novelties will take shape that we will present to our customers who already know us - but also to a range of possible new buyers - thanks to the new collaboration with Design Italy. "For the first time, we will think of compositions between different products (no longer just "single") aimed at the living world - bookcases and equipped walls - offering at the same time an ad hoc project and consultancy service", concludes Luciana Gomez.