Vitra ID Chair

Antonio Citterio’s ID Chair for Vitra was a radical departure from standard office chairs. The innovative system delivered limitless configurations and customizable options that allowed the consumer to create their very own seating solution. In order to capture the sense of possibility and freedom that the product offered, Karlssonwilker created a branding campaign that was based on ebullient digital animations. (In another radical departure, this project was Vitra's first foray into fully digital promotions.)

The three animations for this new product launch, "Rollercoaster", "Space", and "Cruise," each conveying a specific mood, were explorations of the ID chair's components moving through space in abstract patterns, eventually arranging themselves into a variety of chair configurations. This "Universe of Identities" formed the basis for the design of the campaign's promotional materials such as catalogs, online and print ads, store, and trade show displays. We also designed a microsite that featured a configurator for visitors to customize their own chair online.