The company designs and manufactures furniture which it sells via its retail outlets. There are four brands under the umbrella company, each targetting different market segments and different price points. Air Division’s products are designed to connect emotionally with the customer and the customer’s aspirations. This is most apparent in Air Division’s approach to “customer experience”. The retail outlets are critical to this managed experience. Therefore, outlets are positioned separately for the four brands, creating a different ambience for the lower- and higher-end price points, and showing the essential differences between each. The right ambience is created in each outlet. Sofa sets are scaled and displayed to show customers what they can create for their own space. Yet, sometimes, showrooms are co–located to provide synergies in operations while differentiating products for the customer.
The company believes that “materials must gel with the design intentions”. Thus, craftsmanship is not only about materials, but also about how materials fit together, how joints are managed, and how surfaces and joints are affected by wear and tear.
The company also believes that innovation may be applied creatively to the management process as well as the design process. Thus, everything from start to finish is founded upon precise design, whether it’s in the formation of an idea, the manufacturing of the product, the marketing of it, or eventually making it the customer’s unique possession.