Haworth + Kvadrat

For many years, Haworth has partnered with Kvadrat in Europe and Asia Pacific. Building on that partnership, the two brands are now aligning in North America to provide a textile offering that coordinates with Haworth’s global product portfolio. The launch of the first two Kvadrat textiles under this alignment, Floyd and Melange Nap, needed a compelling marketing campaign that was both visually beautiful and informative to announce their availability as part of Haworth’s standard fabrics. Prior to the December launch, we created awareness among the A&D community—and continued interest in the partnership for future launches. This campaign reflected the high-end Kvadrat brand while simultaneously encompassing the Haworth brand. The concept of maps speaks to the global partnership. We created two topographic maps, chose all Kvadrat fabrics, and had each piece laser cut. Then we layered them and worked with a photographer to create stop-motion animations. Those were used to create paid Instagram videos that drove users to the landing page. We also shot custom imagery for the website, emails, postcard sets (printed on textured stock), and posters. We used the many photos to create a social media toolkit with customized messaging for the furniture dealers. I art directed the photography and animations, as well as styled the shoot.