Not sure if FC Home & Deco and Wunderman Thompson Lima’s The Friendly Break Up Collection is a superb practical solution or a sad indictment of modern life. Probably both. It’s a modular range of furniture that divides in two – no arguing over who gets what when you’re dividing up belongings after divorce or flat-sharing break-up. The Friendly Break Up Collection adapts not to spaces but to people.
The furniture in the collection is named after celebrity breakups, including the BradIston Sofa, GarnAfleck rug, DemiLlis coffee table, CruisMan bookcase, KanyDashian table, and the LuisCarey painting, to name a few. That has to make you smile.
The pandemic has accelerated already existing changes in how we are living, as well as who with, and for how long. The rise in divorce rates since 2020 has been significant including an incredible 35% increase in Argentina. Meanwhile, growing housing costs are forcing young people to share homes, unable to afford their own place. As they move out, many of these partners and friends need to divide their belongings, which often causes even more conflict.
“The Friendly Break Up Collection includes furniture conceived as a unit but that can be divided into two, maintaining the initial aesthetics and utility, thus, facilitating the division of material goods,” comments Federico Fontenla, president of Fontenla group, behind FC Home & Deco. “This is a collection that allows you to start over and move with a part of the original piece of furniture, but at the same time looks complete and can still be enjoyed. A simple but innovative idea that meant a lot of time, dedication, and a great challenge from design and functionality point of view.”
Even if a break-up isn’t on the horizon, the modular design means each piece can be used either as one large or as two smaller units. A whole room can be instantly redesigned by splitting the BradIston couch into a pair of elegant armchairs, or dividing the KanyDashian table to instantly set up two separate workspaces. Following the launch, new items will be added to the collection following a social media campaign that will invite members of the public to suggest further names.
“It has been incredible to co-create this collection with the FC team, who have understood people very well and have been able to adapt to their different lifestyles,” stated Bruno Reggiardo, executive creative director Wunderman Thompson Lima and Augusto Landauro, head of content, Wunderman Thompson Latam. “Of course, no one starts a relationship thinking about splitting up, but it does happen. That’s why Friendly Breakup Collection seeks to make those separations more friendly and practical.”
The collection is available for people in Argentina to buy on the FC Home & Deco website and in-store at its flagship outlet in Buenos Aires.
To make things even easier for those cohabiting with friends, customers can use two separate payment methods to pay for their items, so they don’t have to worry about who owes who at the end of the tenancy.
Credits
Agency: Wunderman Thompson Peru
Global Chief Creative Officers: Bas Korsten & Daniel Bonner
Latam Chief Creative Officers: Dany Minaker & Sebastián “Patán” Tarazaga.
CEO: Paul Thorndike
Creative VP: Jose Aburto
Executive Creative Director: Bruno Reggiardo
Creative Director: Diego Figueroa
Latam Chief Content Officer: Augusto Landauro
Art Directors: Julio Silva, Nonoy Perez & Diego Izquierdo
Copywriter: Militza Quispe
3D: Ricardo Villar
Social Media Supervisor: Caribe Alva
Account Service Manager: Carlos Bernal
Assistant Account Service Manager: Vera Cortez
Head of Production WT Peru: Sergio Barrio
Head of Production WT Latam: Rodrigo Sanchez
Post Production: Mario Suarez
Production & Post Production Company: Ladoble
Directors: Martin Donozo & Seba Mega
CEO: José Arnal
General Manager: Adrián Aspani
Executive Producer: Vero Pascual
Production Coordinator: Lua Carbajal
Producer: Patricio Lladós
Director of Photography: Nicolás Trovato
Postproduction Supervisor: Luis Staffolani
Editor: Facundo Junquet
Music Company: Perra Music & Sound
Composer: Jonathan Gejtman
VFX: Ladoble
Visual Effects Editor: Soledad García
Client: FC Home & Deco
General Directors & Chief Operating Officers: Federico Fontenla & Fernando Fontenla
CEO: Roberto Fontenla
Marketing Manager: Alejandra Arboleya
Manager: Javier Carolini
Studio Designers: Sabrina Almaluez & Victor Herrero Miranda
