Case Study: Arrocco — Design Strategy, Brand Concept, 10 Furniture Collections
- Weronika Politowicz
- 3 days ago
- 4 min read
The ARROCCO project, completed in 2025 and commercially launched in 2026, marks a new direction for Studio Politowicz. This is a breakthrough moment: the studio is no longer just creating furniture or interiors, but building a brand that tells a story through design, strategy, a cohesive visual system, and communication.
Currently, ARROCCO collections focus on kitchens and living rooms—the most demanding spaces in any project, filled with details, dilemmas, and decisions. New product categories will be entering the market soon.
Design Strategy: From Product to Brand
Collaboration with Intar—a leader in furniture material distribution and owner of the ARROCCO brand—began with market analysis and the creation of the first living room collection: Debiut. Even at this early stage, the key element of the process was our proprietary design methodology based on the "Project Manual." This document encompasses a comprehensive design strategy: analysis of competitors, sales models, brand aesthetics, and visual communication, as well as conclusions regarding target design and market positioning.
Initially, the furniture was intended to function in a white-label model. However, the lack of control over exposition, communication, and product presentation meant this model did not allow for building real value or margins. Products were getting lost in other brands' offers, devoid of their own identity.
This experience became a turning point. Based on in-depth market analysis, Intar’s technological capabilities, and the aesthetic potential of the offer, the decision was made to create a new consumer brand—ARROCCO. The brand was designed to bridge the gap between Intar’s production facilities and the end customer in a B2B2C model, integrating the manufacturer, carpenters, architects, and clients.
ARROCCO forges a new path: ready-made collections for kitchens and living rooms are designed as a system by the head designer, then adapted in Intar showrooms to the specific space, lifestyle, and ergonomics of the client—with millimeter precision.
These are not modular furniture pieces, nor are they "custom-made" in the traditional sense. It is a proprietary design system that organizes decisions, streamlines the design process, and eliminates the risk of errors, all while offering the quality and aesthetics of the premium segment.
Design in Dialogue with Technology
Designing the ARROCCO collections was a multidimensional process. It encompassed not only aesthetics but also an analysis of production capabilities (machinery, technology, suppliers), maximizing the use of Intar’s material portfolio (boards, fittings, accessories, various price points), and strict integration with furniture unit configurators directly linked to production.
The systemic limitations of the configurator—often perceived as a creative barrier—were consciously utilized as an organizing element of the design. Thanks to this approach, the risk of production errors was minimized while simultaneously creating a repeatable, scalable furniture system.
The testing phase included prototyping, material sampling, supplier vetting, home appliance analysis, and continuous testing of the configurator. Work on the first collection was a particularly intensive stage, revealing key limitations that were successfully eliminated in later phases of the project.
Simplicity by Design Simplicity is visible and tangible not only in the furniture design itself; the entire brand is designed with User Experience (UX) in mind—prioritizing simplicity of purchase and simplicity of use, regarding both the furniture and the website or catalog.
This philosophy starts with the naming and logo: Arrocco is a name inspired by chess (the move known as castling) and the simple geometry of a chessboard. This logic extends to the use of the line as a graphic element, repeated across all visual materials within the newly created Arrocco concept.
The project also culminated in the launch of the brand’s website—a modern online store and sales tool designed to connect individual users with Intar specialists.
The Showroom: A Brand Manifesto
Developed concurrently with the product design process, the flagship ARROCCO showroom in Warsaw spans approximately 500 m². It has become the benchmark for a new standard of display.
Its design is fully aligned with ARROCCO’s visual language, setting the aesthetic direction for upcoming showrooms in Wrocław, Kraków, Kalisz, and Olsztyn. These interiors are not merely retail spaces. They serve as a powerful tool for brand communication—narrating the story of the brand’s values, aesthetics, and design philosophy.
Warsaw Home 2025: Spatial Storytelling
A crucial component of the brand launch was its presence at the Warsaw Home 2025 trade fair. The Intar x ARROCCO stand, designed by Studio Politowicz, took the form of an intimate portico featuring three niches, each narrating a distinct chapter of the story:
The Wholesaler: A supplier of raw materials and components.
The Manufacturer: A modern production company.
The Brand: A fully-fledged furniture brand with proprietary collections.
The Studio was responsible not only for the spatial arrangement but also for the complete visual communication strategy, promotional materials, and branding, as well as supervising the stand's construction.
A New Chapter for the Studio
The ARROCCO project served as the catalyst for redefining our studio's mission. As of 2026, we no longer design solely furniture or interiors. We design the stories that brands tell through space and design.
This holistic approach fuses design strategy, product development and launch, interior architecture, visual communication, and storytelling into one cohesive system.