When someone uploads an idea to Awaytomars, it goes to a co-creation board where anyone can vote and give suggestions. We developed an algorithm on the platform that maps all the interactions of every single idea while the co-creation campaign is open. So we are able to see, after the co-creation period, the ideas with most interactions, and we choose the ones that we believe to have a more interesting appeal for the industry.
After this stage, we discuss with all the selected designers how we can use the feedback collected to improve the idea. The process is very transparent and is led by the users. Our creative process is still very organic and we’re learning with time. Normally, we propose a very broad theme, like light, freedom, space, or something unimaginable (like the one we just closed for our Fall/Winter 2020 collection). Then, the theme starts to grow inside the community and we try to collect inspiration from every single contact we have to start creating the collection. It is quite a long process but with very interesting outcomes.