The system was developed at the request of Rolf Fehlbaum for his company’s foray into residential furniture market, the Vitra Home Collection. Our challenge was to emphasize the unique character of Vitra products, to make customers aware of the cultural significance of every chair and table in the collection. For every key furniture piece we completed a pictorial narrative that told about the designer, illuminated history of the piece, and provided a visual cultural commentary.
To function successfully, the system had to be infinitely flexible.
To this end, we proposed to place information on magnetic vinyl tiles, well known in every American family as “refrigerator magnets”. To accept the tiles, the walls were painted with “Magically Magnetic Paint”, a formula previously used only for children’s playgrounds. Magnetic walls and a series of floating metal platforms served as a canvas for the flow of visual information.