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European DIY chain HORNBACH works with their long-time creative partner, Heimat on a collaboration with globally renowned architect and designer Sigurd Larsen with the aim to make high-end design affordable.
Working from a premise that great design should be democratic and accessible, renowned Danish designer and architect Sigurd Larsen has worked with HORNBACH to create something new and rather wonderful: the WERKSTÜCK ‘Lounge Chair’. The twist is that the WERKSTÜCK simply cannot be bought. Anyone who wants one has to build it with their own bare hands – and by the sweat of their brow. Thus investing their time, rather than lots of their money. Any other method would not be the HORNBACH way.
HORNBACH’s creative agency, HEIMAT conceived the idea of the WERKSTÜCK Editions, of which the ‘Lounge Chair’ is the first in the series. HEIMAT has created iconic and award-winning campaigns with HORNBACH for almost two decades and is currently agency of the year in Germany according to leading marketing titles including Horizont and W&V.
Guido Heffels, Creative Director at HEIMAT
In terms of innovative design, the ‘Lounge Chair’ stands out at first glance thanks to the simple re-appropriation of a furniture strap - an item that otherwise tends to live out its existence hidden on the underside of seating furniture is transformed into a central design element by Larsen. This clever design twist makes the ‘Lounge Chair’ a worthy number 001 in the HORNBACH WERKSTÜCK Edition – which is the first in a series of design editions conceived by some of the world’s leading architects and designers.
Client: HORNBACH Baumarkt AG
Thomas Schnaitmann, head of marketing Germany and marketing communications international. Julia Ziegelmann, Head of brand communications.
Basic credits (creative agency):
Agency HEIMAT, Berlin
Chief Creative Officer: Guido Heffels
Creative Director: Guido Heffels, Marlon Fischer, Felix Pfannmüller
Art Director: Sascha Jörres, Marco Bienek
Copywriter: Mo Sadeghi, Teresa Guggenberger
Agency Producer: Charlotte Kühn
Agency Management Executive: Matthias von Bechtolsheim, Maik Richter Agency Account Supervisor: Tim Holtkötter
Agency Account Manager: Franziska Lequen, Kimberly Schwarck Media Agency: Mediaplus, München
Online – Spot and How-To:
Production Company: Markenfilm Crossing Berlin GmbH
Director: Clemens Wittkowski / Bauhouse
Director of Photography: Torsten Lippstock
Executive Producer: Thomas Bartl
Posthouse: AHA-Postproduction
Music Producer / Composers: Clemens Wittkowski/Bauhouse, Mirko Michalzik,
Sebastian Morsch
Sound Design Company: LOFT Studios GmbH, Berlin
Producer: Cerstin Cassidy
Sound Designer: Clemens Wittkowski
Audio Engineer: Benjamin Schäfer
Online – Documentation film:
Production Company: Play Media GmbH
Director: Christof Schröter
Director of Photography: Severin Strauss
Executive Producer: Henning Strüve
Posthouse: Play Media
Music Producer / Composers: Wladimir Gelwich
Design „Lounge Chair“
Designer: Sigurd Larsen
Design Company: Sigurd Larsen Design & Architecture
Builders book / tutorial:
Production: Büro Bum Bum
Matthias Klinger Dirk Gössler Eric Dannebaum
Agency Producer: Carola Storto
Print / OOH:
Photographer Company: Uwe Düttmann
Photographer: Uwe Düttmann
Post Production Company: Digitales Leben
Production: Claas Cropp Creative Productions GmbH
Agency Art Buying: Kerstin Kraus
