Knoll Debuts Fall Modern always AdsDavid Adjaye, Formway Design and SUNO Featured in Three Newest Ads
September 10, 2013
Knoll continues its 75th anniversary celebration with two new Modern always ads that debut this month across design publications nationwide. The ads celebrate the introduction of The Washington Collection for Knoll™ by David Adjaye as well as the SUNO Collection for Knoll Luxe.
In May, Knoll introduced the Modern always print advertising campaign, which celebrates the Knoll brand — past, present and future — since the company's founding in 1938. The goal of the campaign is to reach a diverse audience of design enthusiasts and consumers as well as design professionals and their clients in the commercial, government, healthcare, education and residential sectors.
Under the Modern always headline, the ads juxtapose designers and their recent work for Knoll with Knoll design icons. The new ads feature David Adjaye and the Washington Skeleton™ and Washington Skin™ chairs with Harry Bertoia; Formway Design's Chris Bisman and Paul Wilkinson (Kent Parker and Mark Pennington not shown) with Eero Saarinen and Florence Knoll; and SUNO and the SUNO Collection for Knoll Luxe with Suzanne Huguenin.
Previous ads feature: Rem Koolhaas and the new OMA Collection with Ludwig Mies van der Rohe; Antenna Design principals Masamichi Udagawa and Sigi Moeslinger and Antenna Workspaces with Eero Saarien and Florence Knoll; Dorothy Cosonas, KnollTextiles Creative Director, and Florence Knoll; a recreation of a vintage advertisment of Richard Schultz with his 1966 Collection; and David Adjaye, whose new collection debuts in October, with Harry Bertoia. This highly engaging approach brings consumers into the Knoll experience, encouraging them to explore the new knoll.com, which debuted earlier this year. The new site includes extensive design and planning resources for design professionals and online e-commerce. It also features a 75th anniversary timeline.
The campaign appears in Architectural Digest, ArtForum, Azure, Contract, Departures, Dwell, Elle Décor, Fast Company, Interior Design, The New York Times Magazine, T Magazine and the Wall Street Journal Magazine.
The print advertising is the second phase of the cross platform Modern always communications campaign, which launched across six social platforms identified by the searchable hashtag #modernalways. The digital effort reaches beyond the Knoll website to Facebook, Twitter, Pinterest, Instagram, Tumblr and YouTube. Knoll fans have multiple ways to engage with the Modern always campaign, which will include 75 "modern always" moments from Knoll's history.
Look for the ads and follow the conversation on Facebook, Twitter, Tumblr, Instagram and Pinterest using the hashtag #modernalways.