Rafael Atijas

  • Current company Loog Guitars
  • Location Uruguay
  • Industry Retail & Consumer Tech

Uruguayan entrepreneur Rafael Atijas has created a line of three-string, small-scale guitars that decrease the complexity of learning an instrument and make it easy and fun for children to play music. The experience of building the guitar instills a sense of pride and ownership in children, and helps parents create quality memories with their kids. Rafael envisions Loog as the top-of-mind, premium brand for parents who value their children spending their free time playing with high-quality, well-designed instruments.

Rafael is a great mix of business and rock ‘n’ roll. In his twenties he toured and recorded two guitar albums, but worked at the head of Marketing for Uruguay’s largest real estate developer. He moved to New York, and enrolled in NYU’s Masters Program for Integrated Marketing. He merged his two passions – music and industrial design- to address a gap in the children’s instrument market. As his Master’s thesis, Rafael developed a business plan for Loog Guitars. A professor liked the idea so much he invested in bringing it to fruition. In 2011, Rafael launched a campaign on Kickstarter to raise capital. It was extremely successful and he sold his first acoustic guitar in 2011, and his first electric guitar in 2013.

Loog Guitars helps parents ensure their kids develop motor skills, express their creativity, and learn self-discipline, while creating memories that do not involve a screen. Music is a powerful method by which children can develop cognitive skills and increase confidence.

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