When Platinum approached Studio Mango in early 2016 they were one of the most well-established parasol brands in Northern Europe, to solidify this position they required a complete overhaul of their product range. Copycats in the market had mimicked Platinum’s items and were offering them at less quality but lower prices to take away sales from such a leading brand.

To enable an efficient and cost-effective outcome of the design process the focus was first put on creating a redesign of their most commercial item. As soon as Platinum approved the final concept design the selected aesthetic was integrated into other parasols and covers to create one coherent product family.

Throughout the design process special attention was put into creating ergonomic operating points as some of the actions to operate parasols can be quite strenuous. Besides the aesthetic changes new features of use were added within the product range as well, for example the stepless cantilever function enabling tilting of the shade in any desired position.

The new collection was developed and in production within one year, the crisp looking models were received very positive when introduced in 2017. Immediately establishing Platinum back again as the number 1 selling parasol brand in their home country the Netherlands with other markets following soon after.   

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