Brand Activation for Studio TK | Tolleson
Continually Evolving the Workplace Narrative
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In the crowded contract furniture industry, being able to capture and keep the attention of the architecture and design community is easier said than done—especially for a young brand like Studio TK.
To create an immediate and lasting impression, we led with playful, thought-provoking activations that feed from the same annual theme—like the dynamic nature of social spaces, the value of friendship in the workplace, or how people’s presence makes a space actually become social. Together, we’ve developed and delivered on a multi-year editorial roadmap that refreshes big ideas with artful and experimental applications that connect back to something human.
Altogether, these brand experiences continue to drive thought leadership and revenue for Studio TK’s business, providing their extended sales teams with more effective tools and more compelling stories. Ones that resonate with architects and designers, and with the employees who use their furniture. Keeping Studio TK in the spotlight and ahead of the curve.
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Project Information
Project
Brand Activation
Services
Editorial
Environments
Photo & Video
Go-to-Market
Editorial
Environments
Photo & Video
Go-to-Market
Deliverables
Content Strategy
Copywriting
Script Writing
Showroom Experience
Art Direction
Planning & Scouting
Casting & Styling
Shooting & Filming
Production & Editing
Campaign
Presentations
Digital Content
Content Strategy
Copywriting
Script Writing
Showroom Experience
Art Direction
Planning & Scouting
Casting & Styling
Shooting & Filming
Production & Editing
Campaign
Presentations
Digital Content
Industry
Design & Architecture
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A Colorful
Palette Cleanser
Brand Experience
Showroom Entrance
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An expansion of creative expression
Designed to work seamlessly across all products, Studio TK’s expanded CMF offerings gave designers greater choice and artistic freedom. For the entire year, we promoted this theme on all brand touchpoints, including video installations showcasing color pairings inspired by nature, cities, people, animals, and more.
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Ideas You
Can Sit In
Brand Experience
Showroom Installation
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Designed to alter the space
Each Studio TK product is designed around a core idea: the HAVN chair is made to help people focus. For any new furniture release, we wrote a corresponding thought piece to reinforce its concept—the HAVN even had a video installation.
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To attract the architecture and design community, we produced a charming, tactile CMF tool to hold in-hand or fold out into a poster.
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As part of a continued thematic activation, we celebrated the making of the Freehand by displaying the original designer’s sketch nearby.
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Four Elements
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We redesigned the information we put into the handheld CMF color tool as a much larger installation in the Studio TK space.
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Designer
Donuts
Brand Experience
Pop-up Cafe
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Always searching for unexpected ways to activate ideas, we hosted a pop-up cafe at NeoCon that served free coffee and donuts that matched Studio TK’s new powdercoat colors.
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“Reviewing color drawdowns for powdered donuts was definitely a first in my career.”
René Rosso, Director of Production, Tolleson
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It’s Ok to
be Human
Brand Experience
Employee Illustration
Another thematic activation was about giving workers the freedom to be themselves. This main idea had three parts that were expressed in individual pieces of furniture, and featured some custom neon signs.
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“The research on the value of having friends at work proved what we’ve known for years—thank god for ‘work spouses’.”
Molly Skonieczny, Creative Director, Tolleson
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A different approach to space
Our first step was to create a flexible floor plan that allowed Studio TK to reimagine the space year over year. Then, designing in 3D space, we paired an upfront area that was stripped-down and product-forward with a back half that was filled with energy and artistic expression to signify how things come alive when people are allowed to be themselves.
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Horizontal Strip
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Appreciating the art of furniture
We designed the space to function like an art gallery, inviting visitors to explore and interact with the furniture. From concept to activation, we created installations expressing the warmth of humanity like a post-it mosaic of two otters holding hands, a build-your-own-nest kit, hand-drawn portraits, and more.
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Four Elements
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Four Elements
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Editorially
Speaking
Brand Experience
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The same themes expressed in the installations were developed into a series of thoughtful editorial pieces backed by research that highlighted products related to each theme.
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Related
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