Brand Experience: Reinterpreting a Classic
Most known for the iconic Aeron chair and Eames Lounge, Herman Miller, has been helping people live and work better for over 100 years. With Herman Miller’s shift towards retail, our challenge was to position Herman Miller as a direct-to-consumer, premium, lifestyle brand.
Brand Strategy
Before we could imagine the future of Herman Miller, we looked to the past to understand our brand’s DNA. Charles and Ray Eames taught us that Modernism could be warm and comfortable. Isamu Noguchi taught us Modernism could be artful and sculptural. Alexander Girard showed us that Modernism could be personal, layered with patterns and color. George Nelson brought all these designers together in the mid-20th century to create the foundations of the Herman Miller Collection. This was the jumping off point to position our brand to today’s customer and their evolving needs in the home.
Brand Vision
For launch we needed to articulate the brand’s visual center (look, feel, and tone). Through natural light, a connection to nature, and layered styling, we created an aspirational yet attainable brand vision.
Brand Storytelling
Balancing promotional messaging, with editorial stories, and archival imagery, we show how a heritage brand can evolve. Through digital and brick and mortar retail, digital marketing, social media, partnerships and events the Herman Miller brand meets our customers where they are.
Retail Experience
Designed as a conceptual home, the 3000 square foot Herman Miller store offers settings for living, dining, sleeping and working blending current and vintage furniture, lighting, and accessories. Store located at 251 Park Avenue South in New York.
Awarded GQ Magazine's "The 25 Best New Stores in the World"
Direct Mail Catalog
Partnerships and Events
Tula House
Our friends at Tula House parked their mobile plant truck in front of the store, hosting plant potting demos. We offered discounts on our planters with every plant purchased through Tula. Foot traffic into the store quadrupled during our event.
Leta and Wade
We partnered with Brooklyn-based artists and Herman Miller superfans, Leta Sobierajski and Wade Jeffree to create our 2019 Holiday campaign. The duo created sets for our web, social channels, digital marketing, store windows, and in-store mobile making workshop. Foot traffic and email subscribers were up over 20% from the year prior.
Michael Anastassiades
For the launch of a furniture collection with the famed designer, we took over a West Village apartment to show his new work, inviting influencers and press to an intimate dinner party.