May 14, 2013
To celebrate 75 years of design innovation, Knoll has launched 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: 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 shop and explore the new knoll.com, which debuted earlier this month. The new site includes extensive design and planning resources for design professionals and also features a 75th anniversary timeline.
The campaign appears in the June and July issues of 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.