Mill: Accessible Retail Technology Through Local Manufacturing
Led design and development of transparent-screen refrigerated displays that brought international marketing technology to Colombia at 70% cost reduction. Through innovative engineering and local production, we created BTL solutions adopted by major brands while contributing to early development of emerging Colombian startups.
The Opportunity
In 2012, Juan Manuel Saravia contacted me with an opportunity: he had obtained transparent OLED screens from LG and saw potential in BTL (Below The Line) marketing. His vision was refrigerated displays with transparent screens showing advertising while showcasing cold products inside.
This technology existed internationally at prohibitive prices for Colombia. Juan Manuel believed we could design and manufacture a local version that would be viable for Colombian retailers and brands. He had business vision and backing from Visión & Marketing (one of Colombia's largest BTL firms). He needed a design leader to make it real.
Our goal: 70% cost reduction while maintaining functionality, reliability, and quality.
The Challenge
We started with a cardboard prototype mounted on a consumer refrigerator with duct tape. It looked ridiculous but proved the concept.
We presented to Visión & Marketing partners. They saw potential. We got approval to develop a real product with one critical constraint: massive cost reduction to make this viable in Colombia.
Design Strategy
Before designing anything, we defined the core problem: How do we make this technology accessible and profitable?
The breakthrough insight: Instead of designing an entirely new refrigerator (expensive, time-consuming, high-risk), we designed a plug-and-play system that fits onto existing commercial refrigerators—like a phone case.
This was elegant problem-solving. We avoided reinventing refrigeration technology, made the product retrofittable to existing equipment, dramatically reduced development time, and focused innovation where it mattered: display technology and integration.
Key Design Decisions
Transparent screen integration. We sourced LG OLED transparent screens from Korea—the premium component we couldn't manufacture locally. Everything else, we built in Colombia.
LED backlighting system. To make products inside attractive, we integrated high-power LED strips. The engineering challenge: make them bright enough to compete with retail lighting without generating heat that interfered with refrigeration.
Sheet metal construction. We chose sheet metal fabrication because Colombia had metalworking capacity, it allowed iterative prototyping, and it was cost-effective for small to medium runs.
Remote control capability. We built in network connectivity so brands could update content remotely. A marketing team in Bogotá could change messaging on displays in Medellín or Cartagena instantly.
Manufacturing Challenges
Developing highly technical products using Colombia's local production capabilities was ambitious. We faced quality consistency issues in metal fabrication, component sourcing challenges, and integration complexity between screens, LEDs, cooling, and power management.
But we overcame every obstacle.
Through iteration and collaboration with local manufacturers, we developed standardized production processes, created robust electrical systems, engineered thermal management so LEDs didn't interfere with refrigeration, and produced a product that worked reliably in any Colombian city.
Managing a team of three through this process required constant problem-solving and clear communication. I learned that effective leadership means creating space for experimentation while maintaining focus on the core objective. The best solutions often came from the team, not from me.
Results
We succeeded in producing transparent-screen refrigerated displays at 70% lower cost than international competitors.
Miller (major beer brand) became our flagship client, using displays as showpieces at special events, in-store activations with dynamic advertising, and remote-controlled campaigns across multiple locations. While we lack exact sales lift data, the qualitative impact was clear: Miller made our displays central to their marketing strategy.
Beyond the Product
As Director of Design, my role encompassed product development leadership, brand development (I designed Mill's initial branding and led the redesign), and team management.
I also contributed to early UX/UI design of a project called "Loro"—which would evolve into Laud, a promising Colombian startup in the BTL space. Though I wasn't involved in later development (and it didn't survive the pandemic), being part of its conceptual foundation was meaningful.
Mill explored other BTL innovations: interactive point-of-sale systems, event marketing installations, and experiential brand activations. I led design across all these initiatives.
Key Learnings
Design is problem-solving, not aesthetics. Our success wasn't about making pretty things—it was about making technology accessible and profitable in Colombia.
Manufacturing constraints are design parameters. Instead of fighting Colombia's limited capabilities, we designed around them. Sheet metal, wooden patterns, local assembly became features, not bugs.
Local production has hidden value. Beyond cost savings: faster iteration, direct manufacturer relationships, supporting the Colombian economy, lower carbon footprint.
Work with what exists. We didn't reinvent everything; we integrated smartly with existing infrastructure.
Legacy
Mill's displays brought international-level retail technology to Colombia at accessible prices, enabling brands to create dynamic marketing experiences previously unaffordable.
More importantly, Mill proved that Colombian design and manufacturing could compete with international products—not by copying, but by innovating around local realities.