Iconiclinx crafted a brand strategy to usher the very successful and vibrant global street artist Iena Cruz aka Federico Massa, into the world of interior design. We began with a research and development phase accompanying him throughout Italy to study artisan craftsmanship from companies that continue old-world methods, including block printers Stamperia Bertozzi and Florence’s centuries old silk manufacturer, Antico Setificio Fiorentino. Attendance at Cersaie, an international showcase of ceramics in Bologna introduced him to Spain’s Bathco, a global leader in Bathroom products. Creating this association between identifiable clients and reputable industries, launched Iconiclinx’s first product deal. At New York’s BDNY trade show which connects hospitality brands with designers, Iena Cruz was presented to luxury rugmaker Jan Kath. With Jan Kath, Iena Cruz made a bold, vibrant collection of Nepalese handmade rugs, providing him the proof of concept that his work could be reinterpreted into a stunning home décor item.