Imagine taking a traditional, physical product launch presentation – such as the Salone del Mobile stand – and transforming that into a purely digital launch presentation. For us this was an incredible opportunity. Vitra’s 2020 product launches and corresponding presentation concept had already been developed to debut at Salone del Mobile in April. When we learned that Salone would be cancelled, we took the opportunity to question a long-standing launch model and pivot that into an experimental digital launch strategy.

Simply put, we took the four unique interior environments that were planned for our stand at Salone and erected them within the SANAA hall on the Vitra Campus in Weil am Rhein, Germany. In doing this, we essentially developed a sound stage from which we created digital assets of the Autumn 2020 Collection, such as training videos and product imagery. All of these assets could be captured and sent directly to clients who are sheltering in place around the world.

Before COVID-19 came to Europe, Vitra took a proactive approach to prepare for potential supply chain issues. We worked closely with our suppliers across Europe to ensure that the necessary components needed to complete production were available.

The relationship of trust between these authors from all corners of the world and Vitra, who shares their ambitions, is at the very heart of the company’s product development process. Collaborations are always a subtle synthesis of artistic freedom, production know-how and industry knowledge. This philosophy has shaped the company’s culture since its early partnerships with seminal designers like Charles & Ray Eames and George Nelson.

The manufacturing process for the Jean Prouvé Chaise Tout Bois uses the same techniques as when it was first designed in 1941. During the Second World War, certain materials, such as metal, were scarce, forcing  Prouvé to search for alternative solutions. In that spirit, the chair remains completely constructed out of solid wood, and doesn’t require a single screw.

We see value in investing in the long-term digitization for our company – not only in product launches but in all areas of our business. In the past several weeks we’ve seen how being agile and adapting quickly to a digital work mode has helped our teams stay connected with each other and has given us the ability to share information quickly with our clients who in North America span across five time zones. With travel restrictions likely lasting for many more weeks, we will need to interact with our clients remotely and do so in an inspiring, innovative way. Thus, we’ll be introducing new methods for how we perform our daily business and serve our clients.

Anyone in our industry knows that constraint leads to design and necessity to innovation. We have an abundance of both right now. Vitra has developed a series of hypotheses that’s driving our future business decisions. These hypotheses are focused around the idea that people will work from home more, travel less and have an increased need for flexible products and shopping methods. The opportunity is to recognize these shifts in our industry, evaluate their causes, and pivot our business accordingly.

The launch of Vitra’s Autumn 2020 Collection on Instagram gave us the opportunity to invite the whole world into our campus in Weil am Rhein. The Campus is the heart and soul of Vitra, it brings together architecture, design, museum exhibitions and manufacturing in a central location. The conversation through Instagram allows us to have a broader dialogue around the power of good design and how it can shape the way we live our lives.