FLEXFY: a positioning that helps architects and lighting designers understand the benefits of an invisible product

FLEXFY was at the beginning of its market launch: a new technology, but with no completed projects yet that could serve as references.

We therefore developed a strategy that makes the benefits of the system tangible even without built examples. At the centre were easy-to-follow application examples that show how flexible and simple the system is: power without visible cables and a great deal of design freedom.

The key questions:

1. How can the technology be explained simply?
2. Which architecture and interior architecture practices belong to the right target group?
3. Which actions have the greatest impact in the short term, and what should be developed in the long term?

1. Strategy workshop: together with the FLEXFY team, we sharpened the positioning in a workshop and set the first tasks. The aim was to understand the target groups better and to clearly work out the product’s communication focus. We also involved our hej.build Architecture Advisory Board: Chris Middleton, co-founder and managing director of Kinzo, and Martina Rahmfeld, interior architect and New Work expert, contributed practical input on how FLEXFY can be communicated.
2. Strategy development: the workshop resulted in a communication strategy with a prioritised plan: which actions have the greatest impact in the short term and what should follow in the long term. The plan contains specific recommendations on how FLEXFY addresses the relevant target groups and which content needs to be developed to present the product clearly and convincingly.

In 2024, FLEXFY won the Hessischer Gründerpreis (the Hessian founders’ award) in the category »Innovative Geschäftsidee« (innovative business idea). Alongside the technology, the jury also recognised the potential FLEXFY offers for architecture and interiors.

FLEXFY is a start-up that emerged from an internal ideas competition at DAW SE (the company behind brands such as Caparol). The idea has grown into an independent business model. With FLEXFY, power becomes available from the wall across its entire surface, without any visible cables or sockets. The system can be used flexibly and magnetically, so that lights, devices and modules can easily be changed or repositioned at any time.

Its partners include XAL Leuchten, which integrates lighting solutions into the system.