WALTER KNOLL
The Essence of Excellence
When the time came to launch their new Sheru shell chair, German furniture icon Water Knoll was in a bind. Normally, new products debut – and gain traction – at furniture fairs. Due to the pandemic, however, the company instead needed a digital launch campaign geared towards a younger, affluent audience. As the client’s lead digital agency, we stepped up to the challenge.
YEAR
2020
2020
INDUSTRY
Lifestyle
SERVICES
Communications
Experience
Experience
Social Media
APPROACH
Having begun work on the client’s new website, we came to the Sheru product launch armed with a deep knowledge about Walter Knoll and its complex target groups. Through a series of creative workshops, we then crafted a key idea for the launch campaign. Carefully aligned with their core values, this guiding concept – ‘the essence of excellence’ – became the campaign’s Northern Star.
SOLUTION
Centred around the design team EOOS’s minimalist vision and Sheru’s high-quality materials, we crafted a digital-first product launch. Introducing both the new chair and the new brand direction, the campaign put a modern spin on the client’s time-honoured dedication to excellence and craftsmanship.
A 360-DEGREE COMMUNICATION STRATEGY
To identify and attract new audiences, we put together a comprehensive communication strategy and media plan for all digital platforms. This included the creation and placement of all content and ads, as well as weekly performance evaluations.
A NEW BOLD LOOK
We created an entirely new art direction, bringing the product to life through immersive 3D and CGI content with an unparalleled level of detail.
A NEW, HIGH-PERFORMANCE MICRO-SITE
We first built excitement for and then launched the client’s new website, complete with a custom video reveal of Sheru and a showcase of the chair’s history and features.
An engaging, multimedia experience
We developed a custom 3D model viewer, allowing mobile users to explore the Sheru through a vivid, 360-degree experience. In addition, we composed a complete custom soundtrack for all video materials.
We developed a custom 3D model viewer, allowing mobile users to explore the Sheru through a vivid, 360-degree experience. In addition, we composed a complete custom soundtrack for all video materials.
An authentic, ‘making-of’ film
From start to finish, we produced a short film about the creation process of the chair, and the collaboration between its designers – the Austrian design trio EOOS – and Walter Knoll.
From start to finish, we produced a short film about the creation process of the chair, and the collaboration between its designers – the Austrian design trio EOOS – and Walter Knoll.
Sheru was one of the most successful product launches in Walter Knoll’s long history. The campaign also helped to establish the company as a digitally innovative and contemporary premium furniture brand.
