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To support the launch of Vitra’s new Slow Sofa and the updated Slow Chair by renowned designers Ronan & Erwan Bouroullec, Vitra wanted to create a unique brand experience that would resonate with design-conscious audiences and generate authentic content across lifestyle and design channels.
Rather than opting for a traditional product presentation, the objective was to immerse selected Belgian content creators into the creative world behind the collection. The challenge was to position the Slow Sofa and Slow Chair as contemporary design icons that perfectly balance comfort, craftsmanship and functionality for modern urban living.
To achieve this, Vitra invited a select group of Belgian creators to Paris for an exclusive preview hosted in the studio of designer Ronan Bouroullec, offering rare behind-the-scenes access to the creative process behind the collection.
UPR developed and coordinated an exclusive 24-hour influencer experience in Paris in close collaboration with Vitra.
The program was designed to provide participants with a meaningful connection to both the products and the designers behind them. By combining storytelling, product discovery and creative interaction, the experience generated highly authentic content and strengthened Vitra’s positioning within the design and lifestyle landscape.
Key elements of the activation included:
The intimate setting provided content creators with unique access to one of the world’s most influential contemporary designers, resulting in highly engaging and authentic storytelling around the collection.
The Paris experience successfully generated awareness and engagement around the Slow Sofa and Slow Chair launch while reinforcing Vitra’s position as a leading design brand.
The exclusive nature of the event enabled creators to produce premium content that highlighted both the products and the inspiring environment in which they were presented. The activation delivered strong reach and engagement while creating valuable visibility among design, architecture and lifestyle audiences.
Through authentic storytelling, behind-the-scenes access and direct interaction with Ronan Bouroullec, the campaign positioned the Slow Sofa and Slow Chair as desirable design pieces for contemporary urban interiors.
The content generated during the experience continues to contribute to Vitra’s brand visibility within the Belgian design and lifestyle community and supports the long-term positioning of the collection.
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