World renowned furniture company Herman Miller unveils its creative campaign and first ever app to support the launch of new integrated storage solution, Stem.
Herman Miller tasked Bath-based creative agency Lionhouse, to devise a communications campaign that educates, excites and engages the architect and design community. The ‘New View on Space’ campaign is designed to present the idea, the applications and the opportunities for storage, in a totally different light. With a digital component being the primary focal point of the campaign, the team created an interactive app showcasing both the concept behind Stem and the product itself.
The thinking behind Stem started with storage and the space it uses. The goal? To make space work harder, for the business and the user. Stem achieves this by using systems furniture thinking to provide a multi-functional, integrated solution, that can be used to divide, connect, store and save.
App users are offered a digital kaleidoscope of personal belongings on the home page, inviting them to think differently about storage, through a series of four video scenarios:
• Thinking space
• Limitless space
• Better working space
• Personal space
Each scenario is represented through a number of different animations, all reflecting the same design style as the main creative.
Les Welch, Lionhouse creative director: “The concept behind our work was inspired by the illustrative styling of educational films of yesteryear. As we know pictures are an easier way to explain complex ideas, and this route really helped us to bring the Stem story to life.”
The application tool within the app provides users with an in-depth view of the product, detailing the different number of set-up scenarios available. It enables the user to touch certain areas of Stem which reveal specifications such as the tipper box, sliding doors and acoustic liners.
The detail tool on the app, allows the user to delve deeper into the finishes.
With a wide range of materials, colours and specifications, Stem presents architects and designers with new possibilities to enrich office environments, making them more beautiful, functional and personal.
Luke Dawson, Head of Marketing & Communications EMEA: “The unique makeup of Stem has allowed us to explore different marketing channels. The app enables its core audience to get a feel and understanding of the capabilities of the product, and really see storage in a completely new light. The launch marks Herman Miller’s continual focus to achieve design innovation .”
Stem launches at 100% Design, 19th September, with the app going live 19th September and available to download from iTunes.