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Publication
Design como forma de valorização da pedra portuguesa no mercado internacional
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Advisor(s)
Abstract(s)
O mercado internacional do setor da pedra portuguesa enfrenta
desafios relacionados à sua valorização. No entanto, a mesma
possui características únicas, assim como, as suas texturas, cores
e diferentes padrões. Assim sendo, foi estabelecida a seguinte
questão de pesquisa: De que forma podemos utilizar o design
para valorizar a pedra portuguesa no mercado internacional?
Para responder a tal questão foi colocada como hipótese uma
abordagem com narrativas visuais e sensoriais que explore as
características únicas da pedra portuguesa, bem como, de que
forma a sua junção com outros materiais, sob diferentes
contextos e indústrias, pode ajudar a valorização da mesma no
mercado internacional. O objetivo geral da presente pesquisa
visou compreender a contribuição do design na valorização e na
promoção da pedra portuguesa no mercado internacional. Já os
objetivos específicos compreendem: (a) analisar como o design
pode reforçar a identidade cultural local de um país e aumentar a
sua valorização comercial no mercado internacional; (b)
identificar as principais pedras naturais portuguesas e as suas
regiões de origem, explorando as suas características e potenciais
utilizações em produtos; (c) estudar formas de combinar as
pedras naturais portuguesas com outras matérias-primas
regionais para desenvolver produtos inovadores no mercado
internacional; (d) analisar como o design pode atribuir valor na
criação de produtos competitivos, mantendo a pedra como
elemento central no resultado; (e) identificar estratégias que
comuniquem o valor cultural e a singularidade da pedra natural
portuguesa, aumentando a sua competitividade no mercado internacional; (f) contextualizar o mercado da pedra natural
portuguesa; (g) identificar um estudo de caso que permita servir
de modelo para um futuro projeto dinamizador da pedra
portuguesa. Por meio da revisão literária, foi possível perceber
que, embora a pedra portuguesa seja apreciada pela qualidade,
muitas vezes, a sua oferta é limitada e utilizada na construção de
pavimentos e de revestimentos tradicionais. Além da revisão
literária foi realizado um estudo de caso sobre o projeto Broot –
Dialogues from Within, exemplificando de que forma o design
pode valorizar a pedra portuguesa no mercado internacional,
combinando tradição e inovação. Broot explora materiais
regionais como o mármore, o calcário, o granito, o basalto e o
xisto, criando produtos que refletem a identidade cultural
portuguesa, agregando valor estético e simbólico à pedra
enquanto principal protagonista. Este projeto ajuda a entender
algumas das lacunas existentes no setor industrial da pedra, bem
como a falta de inovação, de design, de variedade, de
personalização, de estratégias de marketing e de exposição da
cultura portuguesa nas feiras internacionais de construção e
design. Os resultados deste trabalho apontam que o design, ao
integrar narrativas visuais e sensoriais, é essencial para a
valorização da pedra portuguesa, demonstrando ser um fator
essencial na sua internacionalização. De acordo com os
resultados obtidos nesta investigação, o design pode ser utilizado
como ferramenta estratégica na transformação da pedra
portuguesa em produtos exclusivos, reforçando, assim, uma
identidade cultural que explore novos mercados a partir da
integração de novos materiais e da apresentação de narrativas
diversificadas.
The international market for portuguese stone faces challenges related to its appreciation. However, it has unique characteristics, such as its textures, colors and different patterns. The following research question was therefore established: How can we use design to enhance the value of portuguese stone on the international market? To answer this question, we hypothesized an approach with visual and sensory narratives that explores the unique characteristics of portuguese stone, as well as how its combination with other materials, in different contexts and industries, can help enhance it on the international market. The general objective of this research was to understand the contribution of design to the valorization and promotion of portuguese stone on the international market. The specific objectives include: (a) analyze how design can reinforce a country's local cultural identity and increase its commercial value on the international market; (b) identify the main Portuguese natural stones and their regions of origin, exploring their characteristics and potential uses in products; (c) study ways of combining Portuguese natural stones with other regional raw materials to develop innovative products on the international market; (d) analyze how design can add value to the creation of competitive products, keeping the stone as a central element in the result; (e) identify strategies that communicate the cultural value and uniqueness of portuguese natural stone, increasing its competitiveness in the international market; (f) contextualize the portuguese natural stone market; (g) identify a case study that can serve as a model for a future project to promote portuguese stone.. The literature review showed that although portuguese stone is appreciated for its quality, its supply is often limited and it is used for traditional floor and wall coverings. In addition to the literature review, a case study was carried out on the Broot - Dialogues from Within project, exemplifying how design can enhance portuguese stone on the international market, combining tradition and innovation. Broot explores regional materials such as marble, limestone, granite, basalt and schist, creating products that reflect portuguese cultural identity, adding aesthetic and symbolic value to stone as the main protagonist. This project helps to understand some of the gaps in the stone industry, as well as the lack of innovation, design, variety, personalization, marketing strategies and exposure of portuguese culture at international construction and design fairs. The results of this study show that design, by integrating visual and sensory narratives, is essential for the valorization of portuguese stone, proving to be an essential factor in its internationalization. According to the results obtained in this research, design can be used as a strategic tool to transform portuguese stone into exclusive products, thus reinforcing a cultural identity that explores new markets through the integration of new materials and the presentation of diversified narratives.
The international market for portuguese stone faces challenges related to its appreciation. However, it has unique characteristics, such as its textures, colors and different patterns. The following research question was therefore established: How can we use design to enhance the value of portuguese stone on the international market? To answer this question, we hypothesized an approach with visual and sensory narratives that explores the unique characteristics of portuguese stone, as well as how its combination with other materials, in different contexts and industries, can help enhance it on the international market. The general objective of this research was to understand the contribution of design to the valorization and promotion of portuguese stone on the international market. The specific objectives include: (a) analyze how design can reinforce a country's local cultural identity and increase its commercial value on the international market; (b) identify the main Portuguese natural stones and their regions of origin, exploring their characteristics and potential uses in products; (c) study ways of combining Portuguese natural stones with other regional raw materials to develop innovative products on the international market; (d) analyze how design can add value to the creation of competitive products, keeping the stone as a central element in the result; (e) identify strategies that communicate the cultural value and uniqueness of portuguese natural stone, increasing its competitiveness in the international market; (f) contextualize the portuguese natural stone market; (g) identify a case study that can serve as a model for a future project to promote portuguese stone.. The literature review showed that although portuguese stone is appreciated for its quality, its supply is often limited and it is used for traditional floor and wall coverings. In addition to the literature review, a case study was carried out on the Broot - Dialogues from Within project, exemplifying how design can enhance portuguese stone on the international market, combining tradition and innovation. Broot explores regional materials such as marble, limestone, granite, basalt and schist, creating products that reflect portuguese cultural identity, adding aesthetic and symbolic value to stone as the main protagonist. This project helps to understand some of the gaps in the stone industry, as well as the lack of innovation, design, variety, personalization, marketing strategies and exposure of portuguese culture at international construction and design fairs. The results of this study show that design, by integrating visual and sensory narratives, is essential for the valorization of portuguese stone, proving to be an essential factor in its internationalization. According to the results obtained in this research, design can be used as a strategic tool to transform portuguese stone into exclusive products, thus reinforcing a cultural identity that explores new markets through the integration of new materials and the presentation of diversified narratives.
Description
Keywords
Pedra portuguesa Design Valorização Mercado internacional