BoConcept Brings Unique Style to Life for 2021 Campaign  

The Marketing Store has partnered with Danish furniture and lifestyle brand BoConcept to launch ‘Any Style As Long As It’s Yours’ – celebrating the freedom of self-expression BoConcept provides to consumers every day. The campaign brings to life how BoConcept helps consumers Live Ekstraordinær by creating a unique and expressive home through their industry-leading customisation and Interior Design Service.

Demands on the home are at an all-time high, functioning as an office, gym, classroom, spa and more. During times of lockdown, family members will share their space for an unprecedented number of hours per day. Add to the mix the rise of urbanisation, and its reduction of living spaces in cities, and you can clearly see why space-efficiency is the must-have home improvement for 2021. 

BoConcept addresses the new demand for a harder working home by reintroducing consumers to its array of popular multifunctional and space-saving designs. The brand will also launch its new capsule collection, inspired by small, high-demand rooms. Practically everything, including storage, beds, tables, chairs and sofas, can be tailored to the consumer’s taste and needs through size, colour, material, features and 120+ fabrics and leathers. With multifunctionality, space-saving features and unparalleled customisation being key to BoConcept’s products, as well as a need to ensure that the home also offers an emotive space, the latest campaign focus will help consumers get a home that handles everything in style, just like they do. 

BoConcept also helps consumers combine those designs in the home with its flexible Interior Design Service. The service ranges from free styling advice to a flexible in-home solution, which can include measuring, mood boards, 3D visualisations, installation and post-install cleaning. The full in-home Interior Design Service is offered for free in selected markets. The service, used by hundreds of consumers each month, can be accessed instore, at home and virtually via video call.

Additionally, the brand will add to its wealth of guidance content with new-season styling and space-saving tips. Consumers will also meet inspirational customers and their homes, showing how they have used BoConcept to own their style and create a personal space.

The campaign is running across 64 countries across, print, OOH, digital display, social, website and CRM, and of course BoConcept’s 281 stores.

Andy Taylor, executive creative director, The Marketing Store Europe said: “Any Style As Long As It’s Yours is the next evolution in the brand story for BoConcept, and builds on the brand platform which encourages customers to Live Ekstraordinær. The stunning visuals feature Unique Models’ Thea Salander using furniture, clothing and props to depict how her style and self-expression is brought to life with the help of BoConcept’s industry-leading customisation service.”

Paula Mc Guinness, chief marketing officer, BoConcept said: “The home has never had to do so much. The good news is we are uniquely positioned to help consumers handle it all in style. Multifunctionality and customisability have been integral parts of our design DNA for decades. And our Interior Designers have been helping consumers create a personal home for close to 15 years. So, you could say we have been preparing for this moment for quite some time. We look forward to launching Any Style As Long As It’s Yours, another chapter in our 69-year story and a compelling reason to choose BoConcept.”