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FURNITURE AS POETRY
One of the great things about working for Gretel is the diversity of projects that they bring in. Case in point: Rockwell Unscripted.
Modern furniture gods Knoll came to Gretel last year needing to launch their new workplace furniture system, “Rockwell Unscripted” – created with legendary interdisciplinary architecture and design guru, David Rockwell.
My role was Copywriter for the rather slick printed book. The design and copy were both repurposed for the digital platform that followed.
I was given free rein to really get playful with the language. I created a lexicon of “Un-words” to describe all of the things that Rockwell Unscripted was not. I then wove these words into headlines, body copy, and free form poetry(!) that filled two page spreads throughout the book.
Creative Director Weston Bingham and art director/designer Dylan Mulvaney had their own challenge: figuring out how to promote a new furniture system that didn’t actually exist, yet. There were CAD drawings and sketches, but finished pieces weren't scheduled to be produced until the book was already printed and at the trade shows.
Gretel decided to unshow the collection by inverting the usual approach of showing off the product, and instead, put the the user experience and environment at the forefront. This shifted the focus from the objects themselves to the experience. The product was simultaneously highlighted and yet hidden. Kinda genius.