{"id":2763,"date":"2021-06-11T07:50:33","date_gmt":"2021-06-11T07:50:33","guid":{"rendered":"https:\/\/www.treku.com\/fr\/?p=2763"},"modified":"2025-04-11T12:24:43","modified_gmt":"2025-04-11T12:24:43","slug":"les-10-ans-daura","status":"publish","type":"post","link":"https:\/\/www.treku.net\/fr\/blog\/2021\/06\/11\/les-10-ans-daura\/","title":{"rendered":"Les 10 ans d’Aura"},"content":{"rendered":"[vc_row][vc_column css=”.vc_custom_1548933283319{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1548933331137{border-top-width: 1px !important;border-bottom-width: 1px !important;padding-top: 0px !important;padding-bottom: 0px !important;border-top-color: #cccccc !important;border-top-style: solid !important;border-bottom-color: #cccccc !important;border-bottom-style: solid !important;}”][vc_column css=”.vc_custom_1548933306791{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text el_class=”inbox_tres” css=”.vc_custom_1623397467051{margin-bottom: 0px !important;padding-top: 15px !important;padding-bottom: 15px !important;}”]<\u00a0 Retour<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=”1px” el_class=”margen_ochenta”][vc_column_text]\n

Les 10 ans de la collection Aura<\/h1>\n[\/vc_column_text][vc_empty_space height=”1px” el_class=”margen_cien”][\/vc_column][\/vc_row][vc_row el_class=”inbox_tres”][vc_column][vc_row_inner equal_height=”yes”][vc_column_inner width=”4\/12″ css=”.vc_custom_1548931111608{margin-bottom: 30px !important;border-right-width: 1px !important;border-left-width: 1px !important;border-left-color: #e2e2e2 !important;border-left-style: solid !important;border-right-color: #e2e2e2 !important;border-right-style: solid !important;}”]
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PHOTO:<\/p>\n

Console Aura en Dark Sega
\navec module ouvert en Ochre.<\/p>\n[\/vc_column_text]<\/div>

<\/div><\/div><\/div>[\/vc_column_inner][vc_column_inner el_class=”columna_derecha” width=”8\/12″][vc_column_text]Treku c\u00e9l\u00e8bre cette ann\u00e9e le dixi\u00e8me anniversaire de son produit le plus embl\u00e9matique, le syst\u00e8me Aura. Gorka Aldabaldetreku, co-directeur et petit-fils du fondateur, nous rappelle l\u2019histoire de cette collection innovante qui a r\u00e9ussi \u00e0 toucher la sensibilit\u00e9 des amoureux du design de plus de 50 pays.<\/p>\n

2011 n\u2019\u00e9tait pourtant pas la meilleure des ann\u00e9es pour lancer un produit en rupture certaine avec ce qui existait \u00e0 l\u2019\u00e9poque sur le march\u00e9; peut-\u00eatre pas non plus le moment de proposer un objet d’aspect si formel et aux finitions pour le moins, originales. Treku a tout de m\u00eame pris la d\u00e9cision de pr\u00e9senter ce syst\u00e8me de meubles innovant fait de d\u00e9tails subtils et permettant de nombreuses possibilit\u00e9s de personnalisation et d\u2019adaptation aux espaces.[\/vc_column_text][vc_single_image image=”2769″ img_size=”full” css=”.vc_custom_1623397657977{padding-top: 28px !important;padding-right: 20px !important;}”][vc_column_text]Aura est n\u00e9e \u00e0 un moment \u00e9trange, pas seulement d\u2019un point de vue du n\u00e9goce, \u00e9trange au vu du contexte mondial g\u00e9n\u00e9ral. En 2011, la crise financi\u00e8re durait d\u00e9j\u00e0 depuis plusieurs ann\u00e9es et l\u2019incertitude \u00e9tait la norme dans la vie des individus et des entreprises. Treku n\u2019\u00e9tait pas \u00e9pargn\u00e9e : “Nous devions cr\u00e9er quelque chose de diff\u00e9rent. Il ne suffisait pas de pr\u00e9senter une collection qui s\u2019accordait avec ce qu\u2019il y avait sur le march\u00e9. Il fallait prendre plus de risques”, explique Gorka Aldabaldetreku.<\/p>\n

Treku a contact\u00e9 les designers Angel Marti et Enrique Delamo afin de concr\u00e9tiser l\u2019id\u00e9e qu\u2019elle avait \u00e0 l\u2019esprit, \u00e0 savoir un syst\u00e8me modulaire moderne qui aurait sa place \u00e0 un moment si particulier, si complexe et qui pourrait ouvrir des perspectives de march\u00e9s \u00e0 l’\u00e9tranger. “Vouloir s\u2019adresser \u00e0 un public international exigeait des conditions tr\u00e8s concr\u00e8tes, comme par exemple la simplicit\u00e9 de configuration de la collection. Qu\u2019avons nous fait ? Un meuble qui semble suspendu, avec des pieds discrets et des finitions tr\u00e8s naturelles combin\u00e9es \u00e0 une s\u00e9lection de couleurs tr\u00e8s r\u00e9ussie\u2026”. Apr\u00e8s un an de briefings, de r\u00e9unions et de prototypes, Aura est devenue une r\u00e9alit\u00e9.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”1px” el_class=”margen_cien”][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1548927763671{margin-right: 0px !important;margin-left: 0px !important;border-right-width: 0px !important;border-left-width: 0px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_column css=”.vc_custom_1548927752791{margin-right: 0px !important;margin-left: 0px !important;border-right-width: 0px !important;border-left-width: 0px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_video link=”https:\/\/vimeo.com\/561356591″ align=”center”][\/vc_column][\/vc_row][vc_row el_class=”inbox_tres”][vc_column][vc_empty_space height=”1px” el_class=”margen_cien”][vc_row_inner equal_height=”yes”][vc_column_inner width=”4\/12″ css=”.vc_custom_1548931111608{margin-bottom: 30px !important;border-right-width: 1px !important;border-left-width: 1px !important;border-left-color: #e2e2e2 !important;border-left-style: solid !important;border-right-color: #e2e2e2 !important;border-right-style: solid !important;}”]

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VIDEO:<\/p>\n

Mito & IkerOker<\/p>\n[\/vc_column_text]<\/div>

<\/div><\/div><\/div>[\/vc_column_inner][vc_column_inner el_class=”columna_derecha” width=”8\/12″][vc_column_text]Le grand saut<\/strong><\/p>\n

Il nous fallait donc pr\u00e9senter Aura au monde. Un d\u00e9fi classique, relev\u00e9 par Treku de nombreuses fois mais jamais avec un produit comme Aura. Pour ce faire, l\u2019entreprise a particip\u00e9 \u00e0 divers salons europ\u00e9ens du meuble tel que celui de Berlin, Cologne, Paris et Milan. “Dans les salons, on voit imm\u00e9diatement si le produit plait beaucoup, moyennement voire tr\u00e8s peu. Aura a s\u00e9duit instantan\u00e9ment.” explique Gorka Aldabaldetreku. La pr\u00e9sentation d’Aura a donn\u00e9 lieu \u00e0 de nombreuses commandes et ce, dans plus de 50 pays. Cette proposition si conceptuelle et minimaliste a \u00e9galement eu des r\u00e9percussions sur la strat\u00e9gie marketing de Treku. Ainsi et pour la premi\u00e8re fois de son histoire, Treku n\u2019a pas \u00e9dit\u00e9 un catalogue pour promouvoir le nouveau produit mais un coffret avec des affiches qui montraient des d\u00e9tails pr\u00e9cis et l\u2019audace cr\u00e9atrice du meuble. “Vu avec du recul, je me rends compte \u00e0 quel point notre proposition \u00e9tait audacieuse voire risqu\u00e9e. Mais il y avait une telle \u00e9nergie, une certaine inconscience aussi qui, dans le contexte de l\u2019\u00e9poque, attirait l\u2019attention” \u00e9voque Gorka.<\/p>\n

Dix ann\u00e9es se sont \u00e9coul\u00e9es et l\u2019on peut dire qu’Aura rev\u00eat aujourd\u2019hui une forme d\u2019iconicit\u00e9 tant sa connexion est forte avec les sensibilit\u00e9s diverses de nombreux pays. M\u00eame si Gorka r\u00e9fute l\u2019id\u00e9e d\u2019Aura comme \u00ab ic\u00f4ne \u00bb, il reconnait et est fier de cet incroyable aventure : “Le syst\u00e8me a particuli\u00e8rement bien fonctionn\u00e9 dans des pays o\u00f9 il existe une tradition et une culture du design comme en Europe et aux \u00c9tats-Unis; mais il a \u00e9galement eu du succ\u00e8s dans des march\u00e9s niches, tels que la Cor\u00e9e du Sud ou Singapour”.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”1px” el_class=”margen_cien”][\/vc_column][\/vc_row][vc_row content_placement=”top” el_class=”inbox_tres”][vc_column width=”7\/12″][vc_single_image image=”2767″ img_size=”full”][\/vc_column][vc_column width=”5\/12″][vc_single_image image=”2766″ img_size=”full”][\/vc_column][\/vc_row][vc_row el_class=”inbox_tres”][vc_column][vc_empty_space height=”1px” el_class=”margen_cien”][vc_row_inner equal_height=”yes”][vc_column_inner width=”4\/12″ css=”.vc_custom_1548931111608{margin-bottom: 30px !important;border-right-width: 1px !important;border-left-width: 1px !important;border-left-color: #e2e2e2 !important;border-left-style: solid !important;border-right-color: #e2e2e2 !important;border-right-style: solid !important;}”]

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PHOTOS:<\/p>\n

(01) Gorka, Angel Mart\u00ed & Enrique Delamo discutant sur Aura
\n(02) Apr\u00e8s un an de briefings, de r\u00e9unions et de prototypes, Aura est devenue une r\u00e9alit\u00e9.<\/p>\n[\/vc_column_text]<\/div>

<\/div><\/div><\/div>[\/vc_column_inner][vc_column_inner el_class=”columna_derecha” width=”8\/12″][vc_column_text]Fonctions et compositions<\/strong><\/p>\n

L\u2019un des secrets du succ\u00e8s d\u2019Aura est bien sa polyvalence et sa capacit\u00e9 \u00e0 s\u2019adapter \u00e0 diff\u00e9rents espaces et environnements. Ses cr\u00e9ateurs en sont les premiers surpris : “Aura offre de nombreuses options de personnalisation, de choix de finitions en bois naturels et laques. On peut vraiment faire ce que l’on veut, laisser libre cours \u00e0 son imagination. Il y a des fonctions et des compositions con\u00e7ues par des clients auxquelles nous n\u2019aurions jamais pens\u00e9 ! Un projet o\u00f9 l\u2019architecte utilise Aura comme un meuble de salle de bain ? Mais oui, pourquoi pas !” s\u2019enthousiasme Angel Marti, l\u2019un des designers.<\/p>\n

Gorka Aldabaldetreku sourit en imaginant ce \u00e0 quoi ressemblerait Aura en 2031; lorsqu\u2019il aura deux d\u00e9cennies d\u2019existence et qu\u2019il sera toujours le produit phare de l’entreprise. Il aura probablement \u00e9volu\u00e9, mais il ne sait pas comment. “Avoir un produit intemporel ne veut pas dire qu\u2019il ne faut pas l’actualiser. Il faut le faire mais sans lui faire perdre son \u00e2me. L\u00e0 r\u00e9side toute la subtilit\u00e9 \u00bb. conclut-il.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”1px” el_class=”margen_cien”][\/vc_column][\/vc_row][vc_row el_class=”inbox_tres”][vc_column][vc_single_image image=”2768″ img_size=”full” alignment=”center”][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=”1px” el_class=”margen_cientoveinte”][vc_separator][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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