Bascule
Scope
A chair to come home to. A moment to make your own. For the launch of Bascule, Vitra’s new super relaxer by Studio Œ, we created a campaign around the simple pleasure of letting go.
Intimate and atmospheric, the story follows the rituals that help us unwind: Curling up, switching off and drifting into dreams. An invitation to settle in and find comfort on your own terms.
Overview
A new expression of comfort. With Bascule, Vitra introduces the super relaxer: a lounge chair designed by Studio Œ, the duo Anne-Sophie Oberkrome and Lisa Ertel. We were asked to develop a fresh campaign approach for one of the world’s most established furniture brands, giving this new arrival a distinctive voice.
Strategy
Bascule moves with you. Its mechanism responds to the body, allowing a continuous transition from sitting upright to reclining deeply. Its generous fabric cover draws on tailoring techniques from fashion, giving the chair freedom to move and a naturally relaxed character.
We translate these qualities into an intimate campaign centred on personal rituals of unwinding. The way you curl up with a book, pause between thoughts or let your mind wander becomes the story. Comfort takes on a personal meaning: a little space in the day that belongs entirely to you.
Identity
Tailored to move. Made for comfort.
The campaign’s creative identity grows from Bascule’s easy, tactile character. Our visual approach is intimate and atmospheric, bringing attention to the relationship between body, fabric and movement. The chair becomes part of a lived moment, with room for individuality, ease and imagination.
This gives the launch it’s confidence: an invitation to slow down, settle in and picture yourself there.
“You can imagine how it will feel even before you sit down.”
— Studio Œ, on Bascule. Source: Vitra
Experience
The story follows the gentle transition from the activity of the day into a more personal rhythm. Sitting becomes settling in. A brief pause becomes a moment to recharge. As the body relaxes, the mind has room to drift.
Through these familiar rituals, we introduce Bascule as a chair you grow into, a companion to the ways you rest, dream and make yourself at home. A peaceful moment, shaped around you.
Our starting point was a feeling: that peaceful moment at the end of the day when you settle in, let go and find time for yourself.
