Another wonderfully left-of-centre campaign for Hornbach and Heimat. After all these years of the pair working together, and all of the inspiring campaigns they’ve produced (see below), you’d hardly expect less.
This one is a chair. The Werkstück Lounge Chair, designed by globally renowned architect and designer, Sigurd Larsen. The twist is that it can’t be bought.
Hornbach is a chain for D-I-Y fans. Anyone who wants to own the chair has to build it with their own hands. Investing their time – but not a lot of money.
As Heimat notes, any other method would not be the Hornbach way.
The Werkstück Lounge Chair is the first of Heimat’s Werkstück Editions for Hornbach.
Guido Heffels, creative director at Heimat, commented, “Hornbach has always been driven by a single passion: giving people the opportunity to create great things with creativity and their own bare hands. We worked with Hornbach to take this one step further by initiating the Werkstück Editions – a series of projects by well-known designers from all over the world, designed exclusively with and for Hornbach.”
The campaign includes two videos, print, digital and social, but at the core of the communication is the Builder’s Book, which contains the carefully illustrated step-by-step instructions for construction of the Lounge Chair, including lists of materials and tools.
“The Builder’s Book is far more than just an instruction manual. It takes the time to tell a story. It is about conveying the value of an idea,” Heffels noted.
“With the Werkstück Edition, we want to show that more is possible with our range than you might think,” explained Thomas Schnaitmann, head of marketing in Germany and international marketing communication for Hornbach.
“Of course, building the Lounge Chair is not a simple project, but HORNBACH has a lot of faith in its customers and endeavours to empower them in many ways.”
The world class chair is backed by a democratic ethos. All materials used can be found at Hornbach, and no expensive special tools are required to build it. Its parts cost about 130 Euro at HORNBACH; the Builders Book, 18.
It’s “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,” Larsen commented.
This is the Werkstück Lounge Chair’s story
And here are some of Heimat’s recent campaigns for Hornbach:
Heimat for Hornbach: At home nobody can censor your D-I-Y passions
