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Disguising the National as International: The Design Strategy of the Argentine Furniture Firm Buró.

The article delves into the design strategy of Argentine furniture firm Buró from the 1960s to the 1990s, showcasing its success in establishing a strong national presence amidst foreign competition. Buró strategically crafted an international brand image, adapting to global standards while producin...

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Published in:Design Issues Vol. 41; no. 2; pp. 16 - 30
Main Author: Kim, Eliana
Format: Article
Published: MIT Press Spring2025
Subjects:
Furniture design
Transnationalism
Nineteen sixties
Desks
National character
Market positioning
Product design
Online Access:View this record in EBSCOhost
Summary:The article delves into the design strategy of Argentine furniture firm Buró from the 1960s to the 1990s, showcasing its success in establishing a strong national presence amidst foreign competition. Buró strategically crafted an international brand image, adapting to global standards while producing locally. Through innovative design approaches and flexibility, Buró made a lasting impact on the Argentine design industry, influencing designers and reshaping perceptions of domestic design. The firm's legacy underscores the significance of exploring Argentine design identity and transnational influences in further research.