BoConcept Launches 'Extraordinary Is Always In Style' 2021 Collection  

The Marketing Store has partnered with Danish furniture and lifestyle brand BoConcept to launch ‘Extraordinary Is Always In Style’ – the reveal of their 2021 lookbook and new collection.

The campaign is the latest in a series developed following the launch of BoConcept’s new brand platform, Live Ekstraordinær – the belief, with a little Danish Wink, that you shouldn’t be anyone but yourself. Because when you are, life is extraordinary.  ​

‘Extraordinary Is Always In Style’ was created in partnership with BoConcept’s internal creative team, and celebrates the dichotomy between self-expression and trend. Visually the campaign employs an infinity loop effect to demonstrate the everlasting quality of Danish design, allied to the timeless style of BoConcept’s latest collection.​

The three-month long campaign will also focus on BoConcept’s unparalleled personal styling service. Free 30 minute consultations will be available at store, in home or virtually, enabling consumers to understand how to adopt new trends with their own personal spin. And throughout October consumers that book a consultation will receive a free BoConcept gift from their collection. 

The campaign has been executed in 65 countries across, print, OOH, digital display, social, website and CRM, and of course BoConcept’s 300 stores.

Andy Taylor, executive creative director, The Marketing Store Europe said: “Seasonal trends come and go. The timelessness of BoConcept’s collection is something we looked to pull through in this campaign. Their expert craftmanship combined with your own self-expression, through customisation, transcends any fad or what’s in vogue right now.”

Gitte Johansen, creative director, BoConcept said: “We believe this fantastic campaign meets the consumer need for quality and timeless designs in their home, especially right now. The campaign is an evocative and natural progression from our previous work. It seeds our Live Ekstraordinær ethos, while underlining our ability to deliver trend-crossing designs aligned with current mindful consumption sensibilities.”