Disguising the National as International: The Design Strategy of the Argentine Furniture Firm Buró

Abstract This research aims to study the case of Buró, Argentina's first office furniture and interior design studio. The research uses a qualitative case study method, analyzing Buró's product catalogs, journals, interviews, and archival materials. It reveals how the company navigated Argentina's economic challenges by adopting a counter-design strategy, blending local production with an international image. The findings highlight Buró's innovative approach to maintaining high-quality standards despite technological limitations, reshaping perceptions of Argentine design. This study offers new insights into the interplay between national identity and global competitiveness in the design industry.