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Hello, my name is Xavi Costa and I´m the general director of Lékué
My name is Luki, I am the product designer
Lékué is a company that manufactures here in Spain,
and it is our obsession as well as our philosophy,
to be the leaders in the world
of the innovative and different kitchenware.
We aspire to change
or to help the consumers of the world
to recover the pleasure of cooking at home.
This is the way we have oriented our company.
Therefore, we ended up designing products
that don’t exist yet in the market.
We have to explain them,
but the aim is to facilitate the cooking
to any consumer.
The aspiration is very high
very brave,
but so far, we have achieved it.
With this item I am holding,
this steam case,
we have changed
the way of cooking in many homes
in Spain, Japan, Germany, France, Finland, France…
it is because we have created an instrument
that is very easy to use,
at the same way it preserves the taste
and the nutrients, etc.
This way, many people that had stopped cooking
now say: “well, now I can try”.
We do a lot of demonstrations in shops,
in courses, etc.
And we could almost say
although it wasn’t our aim,
that we change people´s life.
Healthy food,
let´s say, “home cooking”,
was a long process,
it was a contradiction.
One thing that we also have had in mind always
is the look of the healthy food.
The aspect of an ecological shop
is not sexy.
It's not attractive.
I think that we have found a
a way to create
a healthy, appetizing, quick and easy way of cooking.
Yes, yes. Right now, we have a great interaction
of recipes in our blog;
and I think that we have 150 recipes for this product in our website,
because we are constantly receiving new ones.
And now, we are editing a pair of books because
the public asked us to, and they come to us and search for more.
We think that over the last years
the familiar connection that allowed the transmission of the knowledge
of cooking has been lost.
At the other end of the scale,
, what we are trying to do is
to get people to cook at home.
And our aim is to help them
to do it much more easily.
Therefore, if we start to make products
that are too complicated
or too philosophic
or too haute cuisine,
we will be left with a very small group of costumers.
We realized that,
to be original,
we had to work in an original way.
We couldn’t just go to fairs
of our sector
to look what the competition was doing
and to be guided by it.
We had to look for
ideas in an original way.
I devoted myself
ideas in an original way.
to investigate
the methods of research
of new concepts in a systematic way
Later, we created our own tool
that we are going to test today
with the group.
The silicone comes from the silica
as the glass
the difference is that it contains mineral oils
to be soft.
We are studying if we could put in the products
that once wasted,
and after a long time,
they could be recycled with the glass.
It is recyclable with energy, with a great amount of energy.
The thing is that,
nowadays there are not big processes of recycling this material,
because the amount of silicones that we use worldwide is so small
that there is not any process
for recycling yet.
I know someone that is working on it,
but it is anecdotic.
Well, first we have
a huge process of selection.
I mean, to come up with 10, 15 or 20 products,
5000 concepts are generated
Ninety out of one hundred products
that go out to the market
die during the first year.
We try that the products
that won’t be successful
die at least when they are still prototypes.
Until the moment a product of Lékué goes to the market,
it has been checked a lot of times
with critical eyes.
We work with several cooks.
We give them the product
to test when it is a prototype,
and they test and try it.
Many times we have to change it
because they tell you:
“I don’t see the utility you say this has”.
So, you have to change it.
That is on one hand.
Therefore, we have some tests to understand
the utility of the product,
and if it is the same that we were thinking about.
On the other hand, from a sanitary point of view,
we send our products to external labs
We have to pass some tests
our products are in contact with the food.
each year regularly because
Everything we manufacture has to pass a lab test.
For us, the marketing is the core of our company
I mean, this company is governed by the marketing.
It is driven by the marketing.
Therefore, when we design, when we think,
everything is thought
bearing in mind the use that the consumer is going to give to it,
or how it has to be showed at the point of sale
Because a consumer who enters our points of
has to feel attracted to our product.
And if you start creating it that way, that idea goes with the product from the beginning.
It is in its DNA.
Everything that comes later is a consequence of it,
and we don’t have to do the things at the last minute
like: "we have to think in the packing now"
Everything is being shaped
from the beginning
where it would be,
what recipes it will have,
how we are going to communicate it.
This is the way we have to communicate.
We have no money for commercials on TV
We do it this way.
It is very well focussed,
and we don’t spend more than is needed
to do it how we think it works.
I aspire to understand
better and better
the mechanism of creativity.
I mean, I would like that,
apart from
developing a specific product,
I understood the creativity.
In order to test the product
and to guarantee
more sure shots from now on.
The next challenge is far away,
because we haven’t done yet with this one
I mean, our aspiration is to transform the cooking,
to do it much more attractive,
much sexier as Luki said.
We still have a long way to go.