Dedon Case Study
Tour du monde
Buero New York designed DEDON's 2011 product catalogue to capture highlights from the 'Tour du Monde' a photo journalistic trip around the world where the brand's most iconic pieces were exhibited and photographed.
We created the first 'Coming Home' campaign to introduce Dedon's open air philosophy. Set on a multi-level treehouse and shot by legendary American photographer Bruce Weber, the campaign imagery shows home can exist anywhere people connect and feel free.
As a natural evolution of the treehouse, Buero New York's second 'Coming Home' campaign was set on a houseboat decorated in laid back luxury. Shot by Bruce Weber near his home in Montauk, the campaign added an air of sophistication to the original free-spirited mood.
Coming Home book
In order to extend the reach of the brand into the homes of Dedon enthusiasts, we designed a coffee table book of Bruce Weber's campaign photographs, which also included commissioned paintings and collage works by the artists Jeremiah Goodman, Prudence Whittlesey, and Juan José Heredia.
To engage viewers digitally, we commissioned Bruce Weber to write and direct a moving image extension of the campaign. The film 'Barefooting around the World' features Weber's longtime friends and collaborators, living life outdoors with the sea.
For PLAY, Dedon's new line of chairs designed by Philippe Starck, we created packaging evocative of the product itself: dual-purpose display and shipping boxes that invite the user to 'play' with their own design sense by flipping and stacking them to achieve different results.
We designed the advertising campaign as a playful interpretation of how the chairs themselves stack: in fun and interesting ways. Images feature Phillip Starck, Nora Starck, and Eugeni Quitllet stacked and interlaced with boldly styled variations of PLAY chairs.
For Dedon's first New York showroom, Buero New York curated an exhibition of Bruce Weber's campaign photographs and integrated them into the store design concept, resulting in a space equally suitable for a retail environment as an intimate gathering of friends.