The flooring sector is undergoing a period of intense transformation, marked by market saturation, increasing price pressure, and the need to find sustainable ways to differentiate. For Amorim Cork Composites, this context represented an opportunity to redefine the role of flooring in the value chain, exploring new ways to create value from the unique potential of cork.
ACC invited Everythink to lead a collaborative innovation program involving multidisciplinary teams from the company and international experts. The challenge was to think beyond the traditional B2B model, anticipating new value propositions that integrate trends such as the circular economy, personalization, digitalization, and new services associated with product lifecycles.
Throughout the process, organizational alignment sessions, inspirational talks, ideation workshops, cross-pollination of ideas, and concept development were promoted. Through co-creation methodologies, visual frameworks, and impact and feasibility prioritization tools, it was possible to transform collective knowledge into concrete innovation opportunities.
The program resulted in the development of ten value propositions aligned with ACC's capabilities and the main international trends in the sector. Highlights include flooring leasing services, smart flooring solutions with IoT sensors, bio-flooring developed from natural raw materials, components produced with recycled materials, collection and reuse services, reversible and customizable flooring, modular outdoor solutions, multilayer cork flooring, integration of industrial by-products, and co-branding strategies with consumer brands.
More than just a set of isolated ideas, the project structured a coherent and actionable strategic portfolio, accompanied by recommendations for sustainability communication, product lifecycle enhancement, and the development of future partnerships and pilot projects. Many of these opportunities also revealed potential for application in other areas of ACC and the Amorim universe, reinforcing the company's positioning as an anchor brand for innovation and demonstrating that innovating means designing new value systems, not just new products.
