In this episode of AtomCast, Tiago Abreu shares his journey as a designer, reflecting on his career path, cultural challenges, and the evolution of design teams at TCL. We explore the complexities of fostering innovation within large corporations, the impact of China's shifting market identity, and the creation of XLab for innovation. Tiago also discusses the strategic role of design in corporate settings and the balance between creativity and business needs.
He introduces his new venture, Elevate, aimed at helping companies develop systematic approaches to innovation. Tune in for insights on adaptability, collaboration, and continuous learning in today鈥檚 dynamic design landscape.
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About Tiago Abreu:
Tiago, a Portuguese designer with a Master鈥檚 in Product Development Design from ELISAVA Barcelona, founded Elevate Design in Shenzhen after leading X-LAB at TCL鈥檚 Global Design Innovation department.
He collaborates with brands to establish systematic innovation processes aligned with business strategy, enhancing product portfolios and market transition.
At TCL since 2016, Tiago has led X-LAB to win multiple design awards, secure numerous patents, and bring concepts to market. He played a key role in TCL鈥檚 debut at Milan Design Week 2023 and was the TCL's official spokesperson at IFA and CES. In 2020, he co-founded Biocheck-in, a health device ensuring a return to life in society safely.
With experience across Lisbon, Milan, Barcelona, Guangzhou, and Shenzhen, Tiago has spent a decade exploring the impact of design. He specializes in product development, testing, validation, and market launch, applying Lean, Agile, and Design Thinking methodologies. Passionate about people and empowerment, he fosters creativity and synergy within teams and business stakeholders.