I have been hooked on chairs for about 20 years, when without realizing what we were doing, we bought two white Wassily chairs before returning from Mexico and back to Costa Rica. They were designed in 1925 by Marcel Breuer and we enjoyed them every day when we woke up in the mornings.
Since then, for my wife and I, it was not difficult to get hooked on the Bahaus school and legacy, to discover the Nelsons, Corbusier, Arad, Stark and dozens of designers and architects who have created timeless chairs. Personally, I prefer the classics and all those that can be there, like the Dixon S by Capellini, for example, which quickly made the covers of specialized publications. That marvel of a chair is the one shown in the small photograph above, perfect, sensual and of course, in its symmetry of beauty and elegance.
Among my favorites, also the Phantom by Panton is inspiring, How High the Moon by Kuramata is fascinating, the Bocca by Dali is sensual and endless, while Gehry added his cardboard creations that surprise to the touch and sight, or the Aeron which is a classic making money in spurts as I write for Herman Miller. There are thousands of chairs that manage to respond to their functionality as well as their mission to surprise and create an experience even when sitting. It’s as simple as that.
While I suppose a passion for design is simply essential to the creative life, I also believe it is vital to combine it with the desired functionality and response. Adding form and substance and achieving results in an unforgettable chair is in itself what we must achieve with advertising. And this should be a quest first of all of the client, and then of his creative agency, because they should know how much the relevance in their message will bring them to the mimicry that generates so much security.
Seeking to win and create to surprise, entertain, attract, seduce and sell is something that is inherent to our advertising business, and for this reason, I will not rest in proposing to look for results in our creativity as well as in its chair condition, achieved by collection pieces such as those that I give you in the photographs below.
Do you want to be creative? Live creative.
