Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Overview
Overview
Background
Background
Academic
Academic
Team
Team
Duration
Duration
One semester
2023
One semester
2023
Role
Role
Research
Research
Ideation
Ideation
Introduction
Introduction
The demand for high-quality, second-hand furniture in Italy is growing, but the market remains fragmented. Modique (short for Modernist Boutique) is a concept for a curated marketplace that effectively connects buyers and sellers, bridging the gap between their needs. This is the result of a team project I worked on in Design
The demand for high-quality, second-hand furniture in Italy is growing, but the market remains fragmented. Modique (short for Modernist Boutique) is a concept for a curated marketplace that effectively connects buyers and sellers, bridging the gap between their needs. This is the result of a team project I worked on in Design
School. The course focused on tackling the problem from an economic perspective, so we had to get familiar with concepts like the business model canvas and revenue accounts. For this reason, this case study focuses more on project development compared to the others in my portfolio.
School. The course focused on tackling the problem from an economic perspective, so we had to get familiar with concepts like the business model canvas and revenue accounts. For this reason, this case study focuses more on project development compared to the others in my portfolio.
The demand for high-quality, second-hand furniture in Italy is growing, but the market remains fragmented. Modique (short for Modernist Boutique) is a concept for a curated marketplace that effectively connects buyers and sellers, bridging the gap between their needs. This is the result of a team project I worked on in Design School. The course focused on tackling the problem from an economic perspective, so we had to get familiar with concepts like the business model canvas and revenue accounts. For this reason, this case study focuses more on project development compared to the others in my portfolio.
Introduction
Introduction
How does it work?
How does it work?
Here’s how it works, step by step. Sellers start by creating a listing with clear photos, detailed descriptions, and optional metadata like designer, year, and origin. To increase visibility, they can choose to boost the item which moves the piece to the top of the results, giving it more exposure to engaged buyers. On the other side, buyers browse a curated feed of modernist furniture, filtered by style, year, price range, or location. When they find something they love, they can either purchase it directly or choose to add an optional verification
Here’s how it works, step by step. Sellers start by creating a listing with clear photos, detailed descriptions, and optional metadata like designer, year, and origin. To increase visibility, they can choose to boost the item which moves the piece to the top of the results, giving it more exposure to engaged buyers. On the other side, buyers browse a curated feed of modernist furniture, filtered by style, year, price range, or location. When they find something they love, they can either purchase it directly or choose to add an optional verification
service for an extra fee. This triggers an independent expert to step in, evaluate the piece (often remotely through detailed images or with the seller’s cooperation), and deliver a report verifying its authenticity, condition, and market value. This added layer of transparency empowers buyers to make more informed decisions—especially helpful when investing in rare or high-value items. By offering both speed and credibility, the platform gives buyers and sellers a new, flexible way to engage with modernist design.
service for an extra fee. This triggers an independent expert to step in, evaluate the piece (often remotely through detailed images or with the seller’s cooperation), and deliver a report verifying its authenticity, condition, and market value. This added layer of transparency empowers buyers to make more informed decisions—especially helpful when investing in rare or high-value items. By offering both speed and credibility, the platform gives buyers and sellers a new, flexible way to engage with modernist design.
Here’s how it works, step by step. Sellers start by creating a listing with clear photos, detailed descriptions, and optional metadata like designer, year, and origin. To increase visibility, they can choose to boost the item which moves the piece to the top of the results, giving it more exposure to engaged buyers. On the other side, buyers browse a curated feed of modernist furniture, filtered by style, year, price range, or location. When they find something they love, they can either purchase it directly or choose to add an optional verification service for an extra fee. This triggers an independent expert to step in, evaluate the piece (often remotely through detailed images or with the seller’s cooperation), and deliver a report verifying its authenticity, condition, and market value. This added layer of transparency empowers buyers to make more informed decisions—especially helpful when investing in rare or high-value items. By offering both speed and credibility, the platform gives buyers and sellers a new, flexible way to engage with modernist design.
Seller's side
Seller's side
Upload
Boost (optional)
Sell
Seller's side
Seller's side
Upload
Boost (optional)
Sell
Revenue model
Revenue model
Revenue model
Revenue model
Target
Target
Target
Target
Fans of modernist design, collectors, and savvy merchants who appreciate authenticity and beauty are the target audience for this website. The website may adjust to your demands whether you are a sophisticated antique dealer, an avid mid-century collector, or you are just redecorating with classic pieces. With smart
Fans of modernist design, collectors, and savvy merchants who appreciate authenticity and beauty are the target audience for this website. The website may adjust to your demands whether you are a sophisticated antique dealer, an avid mid-century collector, or you are just redecorating with classic pieces. With smart
exposure features, sellers can connect with the right buyers, and buyers can feel secure knowing that professional authentication is available. Specifically designed for a crowd that appreciates great design, it's a place where exquisite design and contemporary trust come together.
exposure features, sellers can connect with the right buyers, and buyers can feel secure knowing that professional authentication is available. Specifically designed for a crowd that appreciates great design, it's a place where exquisite design and contemporary trust come together.
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
The Italian modernist furniture market is competitive, with platforms offering different levels of curation, pricing, and reach. General marketplaces like eBay, Subito.it, and Facebook Marketplace give sellers visibility and easy access to buyers but lack quality control, leading to inconsistent listings and trust issues. In contrast, curated platforms like Deesup, 1stDibs, and Catawiki focus on
Studies show that a significant part of visitors to Assisi are motivated by religion, with the figure of Saint Francis of Assisi and the art within the saint's Basilica being the key points of attraction. Understanding this pattern was crucial in defining the visual direction of the brand. The
Agriturismo's primary target audience consists of families with children, couples, and small groups—including both tourists and business travelers. Additionally, its proximity to a local convention center positioned it as an attractive option for non-leisure guests as well.
authentication and design expertise, attracting buyers looking for quality or collectible pieces. 1stDibs targets the luxury segment with premium pricing and a global audience, while Deesup makes pre-owned design furniture more accessible with logistics support. Catawiki, with its auction model and expert validation, appeals to collectors but limits seller flexibility.
SWOT analysis
SWOT analysis
Strengths: Agreed price, authentication feature, advanced filtering system
Weaknesses: Logistics (no standard packaging);
SWOT analysis
SWOT analysis
Threats: Growing counterfeit market, rise of new competitors
Opportunities: Expansion outside of Italy, potential spotlight for emerging designers
Investments
Investments
Performance
Performance
Conclusion
Conclusion
Modique aims to fill the gap in the second-hand modernist furniture market by offering a curated but still accessible platform. It stands between high-end marketplaces like 1stDibs and more general ones like Facebook and Subito.it, balancing authentication, pricing, and quality control.
There are challenges, especially with logistics and competition, but also good opportunities for growth, both in Italy and abroad. With the right strategy, Modique could become a strong alternative in this market.
Modique aims to fill the gap in the second-hand modernist furniture market by offering a curated but still accessible platform. It stands between high-end marketplaces like 1stDibs and more general ones like Facebook and Subito.it, balancing authentication, pricing, and quality
control. There are challenges, especially with logistics and competition, but also good opportunities for growth, both in Italy and abroad. With the right strategy, Modique could become a strong alternative in this market.
Next
Next
Psst—
Psst—
Let's keep in touch!
© 2025 Andrea Grilli
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Reimagining a Modernist Marketplace That Brings Design Lovers Closer.
Overview
Background
Academic
Team
Duration
One semester
2023
2023
Role
Research
Ideation
Introduction
The demand for high-quality, second-hand furniture in Italy is growing, but the market remains fragmented. Modique (short for Modernist Boutique) is a concept for a curated marketplace that effectively connects buyers and sellers, bridging the gap between their needs. This is the result of a team project I worked on in Design
School. The course focused on tackling the problem from an economic perspective, so we had to get familiar with concepts like the business model canvas and revenue accounts. For this reason, this case study focuses more on project development compared to the others in my portfolio.
The demand for high-quality, second-hand furniture in Italy is growing, but the market remains fragmented. Modique (short for Modernist Boutique) is a concept for a curated marketplace that effectively connects buyers and sellers, bridging the gap between their needs. This is the result of a team project I worked on in Design School. The course focused on tackling the problem from an economic perspective, so we had to get familiar with concepts like the business model canvas and revenue accounts. For this reason, this case study focuses more on project development compared to the others in my portfolio.
Introduction
How does it work?
Here’s how it works, step by step. Sellers start by creating a listing with clear photos, detailed descriptions, and optional metadata like designer, year, and origin. To increase visibility, they can choose to boost the item which moves the piece to the top of the results, giving it more exposure to engaged buyers. On the other side, buyers browse a curated feed of modernist furniture, filtered by style, year, price range, or location. When they find something they love, they can either purchase it directly or choose to add an optional verification
service for an extra fee. This triggers an independent expert to step in, evaluate the piece (often remotely through detailed images or with the seller’s cooperation), and deliver a report verifying its authenticity, condition, and market value. This added layer of transparency empowers buyers to make more informed decisions—especially helpful when investing in rare or high-value items. By offering both speed and credibility, the platform gives buyers and sellers a new, flexible way to engage with modernist design.
Here’s how it works, step by step. Sellers start by creating a listing with clear photos, detailed descriptions, and optional metadata like designer, year, and origin. To increase visibility, they can choose to boost the item which moves the piece to the top of the results, giving it more exposure to engaged buyers. On the other side, buyers browse a curated feed of modernist furniture, filtered by style, year, price range, or location. When they find something they love, they can either purchase it directly or choose to add an optional verification service for an extra fee. This triggers an independent expert to step in, evaluate the piece (often remotely through detailed images or with the seller’s cooperation), and deliver a report verifying its authenticity, condition, and market value. This added layer of transparency empowers buyers to make more informed decisions—especially helpful when investing in rare or high-value items. By offering both speed and credibility, the platform gives buyers and sellers a new, flexible way to engage with modernist design.
Seller's side
Upload
Boost (optional)
Sell
Seller's side
Upload
Boost (optional)
Sell
Revenue model
Revenue model
Target
Target
Fans of modernist design, collectors, and savvy merchants who appreciate authenticity and beauty are the target audience for this website. The website may adjust to your demands whether you are a sophisticated antique dealer, an avid mid-century collector, or you are just redecorating with classic pieces. With smart
Fans of modernist design, collectors, and savvy merchants who appreciate authenticity and beauty are the target audience for this website. The website may adjust to your demands whether you are a sophisticated antique dealer, an avid mid-century collector, or you are just redecorating with classic pieces. With smart exposure features, sellers can connect with the right buyers, and buyers can feel secure knowing that professional authentication is available. Specifically designed for a crowd that appreciates great design, it's a place where exquisite design and contemporary trust come together.
exposure features, sellers can connect with the right buyers, and buyers can feel secure knowing that professional authentication is available. Specifically designed for a crowd that appreciates great design, it's a place where exquisite design and contemporary trust come together.
Competitive analysis
Competitive analysis
Competitive analysis
The Italian modernist furniture market is competitive, with platforms offering different levels of curation, pricing, and reach. General marketplaces like eBay, Subito.it, and Facebook Marketplace give sellers visibility and easy access to buyers but lack quality control, leading to inconsistent listings and trust issues. In contrast, curated platforms like Deesup, 1stDibs, and Catawiki focus on authentication and design expertise, attracting buyers looking for quality or collectible pieces. 1stDibs targets the luxury segment with premium pricing and a global audience, while Deesup makes pre-owned design furniture more accessible with logistics support. Catawiki, with its auction model and expert validation, appeals to collectors but limits seller flexibility.
Agriturismo's primary target audience consists of families with children, couples, and small groups—including both tourists and business travelers. Additionally, its proximity to a local convention center positioned it as an attractive option for non-leisure guests as well.
authentication and design expertise, attracting buyers looking for quality or collectible pieces. 1stDibs targets the luxury segment with premium pricing and a global audience, while Deesup makes pre-owned design furniture more accessible with logistics support. Catawiki, with its auction model and expert validation, appeals to collectors but limits seller flexibility.
SWOT analysis
Strengths: Agreed price, authentication feature, advanced filtering system
Weaknesses: Logistics (no standard packaging);
SWOT analysis
Threats: Growing counterfeit market, rise of new competitors
Opportunities: Expansion outside of Italy, potential spotlight for emerging designers
Investments
Performance
Conclusion
Modique aims to fill the gap in the second-hand modernist furniture market by offering a curated but still accessible platform. It stands between high-end marketplaces like 1stDibs and more general ones like Facebook and Subito.it, balancing authentication, pricing, and quality control. There are challenges, especially with logistics and competition, but also good opportunities for growth, both in Italy and abroad. With the right strategy, Modique could become a strong alternative in this market.
There are challenges, especially with logistics and competition, but also good opportunities for growth, both in Italy and abroad. With the right strategy, Modique could become a strong alternative in this market.
control. There are challenges, especially with logistics and competition, but also good opportunities for growth, both in Italy and abroad. With the right strategy, Modique could become a strong alternative in this market.
Next
Psst—
Let's keep in touch!
© 2025 Andrea Grilli