In an epoch in which a large number of products once considered elitist have been democratised, knowledge of the
production process and its history has become the currency used to acquire the desired status.
The exclusivity of the product, and therefore, of the person using it, is expressed not only through its cost, but
increasingly, through the values of its cultural importance, respect for the environment, ethical value and the ability
to share the experience of use.
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The possibilty to make use of approaches to the project and technical aspects of production that are different from
those of the brand – internationalisation of project engineers and production – , offers the opportunity to emphasise
the cultural value of the product, creating a bridge between peoples and markets that are seemingly distant.