BŁAŻEJ SONIEWICKI
C0-FOUNDER, MARKETING ADVISOR

Blazej is an expert in branding and brand communication, and has been involved in launching products and services to the market for more than 20 years. Business consulting, innovation development, service design and leading strategic processes are his areas of particular focus. Provides substantive support to start’ups.

Blazej is the CEO of Proomni and Add Media agencies in the K+ Group, which specialize in digital media and brand building in the e-commerce environment.
He also uses his practical knowledge and experience gained at network marketing communications agencies (BBDO, Saatchi & Saatchi and Arc) as a lecturer in the Department of Management at Kozminski University, teaching innovation strategy and consumer engagement.

What do you find interesting about a start-up like Hogai?

Hogai’s design is an amazing combination of form and functionality. Thanks to it, everyday objects such as a mirror or a shelf take on a whole new meaning, not only fulfilling their function, but above all inspiring and allowing you to look at the world and yourself in a new interesting way. What inspires me most about working with Hogai is the innovative approach to the furniture category, in every aspect of the process, from how the product is created and developed, to how it is presented and “told” to the stage when it reaches the consumer.

What is the most important thing for a brand that grows primarily in e-commerce?

They say that content is the king. And this is especially true when consumers interact with products through a computer or phone screen. The most important challenge is to create a multi-dimensional brand and product experience in the virtual world. Stimulating imagination through one sense which is sight. In addition, it is important to convey all the information that is perceived quite differently in direct contact with the product than on the screen, such as the size or texture of the material from which it is made. For Hogai, it is, on the one hand, to inspire how to create beautiful, unusual interiors, and on the other hand, to build a complete brand experience.

What is the greatest value that the HOGAI brand brings to its category?

It is the courage to be different and innovative. Hogai is not afraid of strong and expressive forms by which it shows the world that individuality and lack of compromise leads to the creation of timeless design.