Strategic Design Consulting for International Markets
How can product design succeed across international markets? To explore this question, an international workshop for experts took place in Chicago on 19 May 2025.
Client: dormakaba
Delivered by: German Design Council Consulting Services
At Soho House Chicago, voices from architecture, interior design, product design and industry came together. The focus was a concentrated, practice-driven exchange at the intersection of product design and architecture.
Central question: Does product design need different design languages for Europe and the USA?
The discussions addressed real-world requirements from practice: cultural contexts, functional expectations and design standards across different markets. Applications in hospitality, commercial buildings and retrofit scenarios played a central role.
Perspectives from the Workshop
- “If it doesn’t work, then it doesn’t matter how beautiful it is. You need to find a balance between both of them.” – Aracely Nevarez, Architect & Interior Designer
Functionality is the foundation. Design creates value where it actively supports performance, security and use.
- “I don’t think that it’s important to have a distinct design language across these two markets. It can be a universal language.” – Andreas Bell, TeamsDesign
Clarity, reduction and consistency were identified as key drivers of global relevance.
- “They should be intuitive. They should be designed almost subconsciously, as if they weren’t there.” – Rohaja Saaba-Scheidt, Gensler
Good product design integrates seamlessly into architecture. It supports orientation and usability without drawing attention to itself.
- “Elevating the product design will help achieve a greater market share. Simplicity in form and compactness go a long way.” – Karl Gustafson, HKS Inc.
Design quality was discussed as a strategic lever – directly linked to perception, differentiation and market success.
Consulting perspective: The Role of Design
Across all contributions, design was understood as a mediating force between technology, architecture and use. A clear, consistent design approach builds trust, supports decision-making and strengthens brands in international markets.
Participants
The workshop brought together experts from leading offices such as Gensler, HKS, Jahn Studio, SCB, TeamsDesign and Motiv, alongside representatives from dormakaba. Different perspectives, one shared ambition: advancing design as a strategic quality.
Conclusion
Product Design Meets Architects in Chicago makes one thing clear: the key challenge is not regional differentiation, but the quality of a design approach. Confident in its stance, strong in function and relevant across markets.
German Design Council Consulting Services
The workshop forms part of the German Design Council’s Consulting Services and marks the fourth collaboration with dormakaba within this framework. The format was strategically developed, curated and moderated to consolidate relevant market perspectives, support informed design decisions and strengthen global product strategies through independent expertise.
Using design as a strategic lever
Facing similar challenges in international markets? Our Consulting Services support organisations in using design strategically – with clarity, independence and global relevance.