Creativity

Hornbach Challenges Customers to Assemble a Designer Lounge Chair--and It's Not Flat-Pack Easy

German Retailer Teams Up With Designer Sigurd Larsen on Campaign via Heimat

By Alexandra Jardine. Published on Feb 20, 2018

Editor's Pick

German DIY retailer Hornbach is known for its epic ads all about people's love of home improvement. Its latest campaign, however, centers not on advertising but on a challenge.

Via agency Heimat, the retailer teamed up with designer and architect Sigurd Larsen to launch a piece of high-end furniture, the Werkstuck Lounge Chair, that can only be assembled with items bought at Hornbach. The chair will be the first in a series of build-it-yourself items called Werkstuck Editions, all collaborations with well-known designers.

This is no Ikea-style flatpack assembly -- each item needs to be sourced individually, and built by the customer themself using Hornbach tools. Each item can be assembled using a "Builder's Book," which contains the carefully illustrated step-by-step instructions for construction of the product, including lists of materials and tools. For the Lounge Chair, the costs are approximately 130 Euros for the necessary components, stocked at Hornbach, and 18 Euros for the Builder's Book. The product will be promoted by social and digital videos.

In a statement, Larsen describes the Lounge Chair as: "A chair that fulfils all the standards of good design, yet is accessible to everyone. We're challenging people to push themselves a little and to build it by hand. People will feel quite differently about a beautiful piece of furniture if they have crafted it themselves. It's a testament to what you can do with a bit of good design and your own hands. And I love that idea."

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Credits

Date
Feb 20, 2018
Agency:
Heimat
Client:
Hornbach
Chief Creative Officer:
Guido Heffels
Creative Director:
Guido Heffels
Creative Director:
Marlon Fischer
Creative Director:
Felix Pfannmüller
Art Director:
Sascha Jörres
Art Director:
Marco Bienek
Copywriter:
Mo Sadeghi
Copywriter:
Teresa Guggenberger
Agency Producer:
Charlotte Kühn
Agency Management Executive:
Matthias von Bechtolsheim
Agency Management Executive:
Maik Richter
Agency Supervisor:
Tim Holtköetter
Agency Account Manager:
Franziska Lequen
Agency Account Manager:
Kimberly Schwarck
Media Agency:
Mediaplus
Production Company:
Markenfilm Crossing GmbH
Director:
Clemens Wittkowski
Director:
Bauhouse
Director of Photography:
Torsten Lippstock
Executive Producer:
Thomas Bartl
Post House:
AHA-Postproduction
Music Producer/Composer:
Clemens Wittkowski
Music Producer/Composer:
Bauhouse
Music Producer/Composer:
Mirko Michalzik
Music Producer/Composer:
Sebastian Morsch
Sound Design Company:
LOFT Studios GmbH
Producer:
Cerstin Cassidy
Sound Designer:
Clemens Wittkowski
Audio Engineer:
Benjamin Schäfer
Production Company:
Play Media GmbH
Director:
Christof Schröter
Director of Photography:
Severin Strauss
Executive Producer:
Henning Strüve
Post House:
Play Media
Music Producer/Composer:
Wladimir Gelwich
Designer:
Sigurd Larsen
Design Company:
Sigurd Larsen Design & Architecture
Production:
Büro Bum Bum
Production:
Matthias Klinger
Production:
Dirk Gössler Eric
Production:
Dannebaum
Agency Producer:
Carola Storto
Photographer Company:
Uwe Düttmann
Photographer:
Uwe Düttmann
Post Production Company:
Digitales Leben
Production:
Claas Cropp Creative Productions GmbH
Agency Art Buying:
Kerstin Kraus

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