UNCENSORED LIBRARY
HEIMAT & DIY CHAIN HORNBACH
CASE STUDY GERMANY
We worked with German creative agency Heimat and DIY chain HORNBACH to kick off their ambitious new initiative - the WERKSTÜCK Editions. Designer furniture that you can’t buy. You have to build it. With materials that anyone can buy at their local HORNBACH store.
The HORNBACH WERKSTÜCK Edition 001. Designed by Sigurd Larsen. Crafted by you.
The HORNBACH WERKSTÜCK Edition 001. Designed by Sigurd Larsen. Crafted by you.
More than simply launching a campaign we wanted to kick off a movement of self-build designer furniture, and its underlying idea(l) of democratising design. HORNBACH is a household name in Germany, but we specifically wanted to generate some international attention for the WERKSTÜCK initiative (now in its 5th year, and still going as strong as ever)
The idea behind edition 001
The first edition was 2018’s ‘Lounge Chair’ - designed by renowned Danish designer and architect Sigurd Larsen. As the first in the series, the ‘Lounge Chair’ stands out thanks to the simple re-appropriation of a furniture strap.
The clever design twist for an item that otherwise tends to live out its existence hidden on the underside of seating furniture sees it transformed into a central design element.
Design, democratised
The democratic ethos behind the ‘Lounge Chair’ is that all the materials used can be found at HORNBACH, and no special tools are required. At approximately €130 for the components from HORNBACH, and €18 for the book of construction guidelines, the ‘Lounge Chair’ is affordable and promises to make the work of one of the world’s most respected designers accessible to a wider range of people.
Result
The piece was featured by some of the US and UK’s leading creative titles. We managed to take a quintessentially German idea, the WERKSTÜCK, outside of the German-speaking world and got it attention across international design, creative and ad press, including in-depth interviews with Heimat’s flounder Guido Heffels.
