Hästens And Wallpaper* Join For Dream Creative Project
Hästens, the luxury bed manufacturer, and lifestyle marketing agency Barker/DZP, have joined forces with Wallpaper* and four top international designers for a special project running in the magazine’s January issue.
The project, promoting Hästens’ luxury handmade beds, secured the creative talents of fashion designer Angela Missoni, Mexico City-based design collective NEL, Spanish artist and product designer Jaime Hayon and Indian-born, Europe based industrial designer Satyendra Pakhale. Their brief was to create the bedroom of their dreams, and the results are shown in a special six-page Wallpaper* feature.
Angela Missoni uses the Princess and the Pea fairytale as inspiration for her room setting, while Satyendra Pakhale is more restrained, focusing on the idea of pure comfort.
The NEL collective presents the perfect morning and feature carved teak dogs delivering newspapers and magazines, while Jaime Hayon has created a series of fantastical sketches that set the scene for an enchanting dream.
Hästens Marketing Director, Emma Sandsjö, said: “Sleeping in a Hästens bed is a true experience. The designers have creatively captured this through the dream metaphor, and I am delighted to see how the four beautiful interpretations show the signature blue-check in various settings while highlighting different features of the beds. It is an inspiration to the continuing development of our brand.”
Barker/DZP, the international branding and advertising agency for Hästens, defined the concept and helped bring the parties together. Said agency President and Chief Creative Officer John Barker: “As a global, iconic luxury brand, Hästens is quite selective in its choice of partners and collaborations. That’s why this ground breaking creative project with Wallpaper* and four of the world’s most captivating designers is so appropriate to the image and value of a Hästens bed.”
Wallpaper* Publishing Director Gord Ray added: “This collaboration with Hästens and Barker/DZP is a great example of how Wallpaper* delivers a customised client solution with fantastic results. We were able to combine our in-house editorial talent and our contacts with international designers for a compelling and beautiful feature that works in and beyond the magazine.”
In addition to the special feature in Wallpaper*, the project will appear on www.wallpaper.com and it will be extended on to the Hästens website (www.hastens.com/wallpaper) with a video interview of Satyendra Pakhale. Hästens will also recreate the bedroom settings in key stores and events.
Wallpaper’s January issue is on sale from 11 December. Other advertisers targeting Wallpaper’s elite, international audience with Bespoke projects in this issue are super-premium cognac Louis XIII and American Express’ exclusive Centurion card.
International, intelligent and influential, Wallpaper* is at the cutting edge of design and style. Renowned for its beautiful features shot all over the world, Wallpaper* is undoubtedly the official authority and commentator on design. In recognition of this, the judges at the 25th anniversary of the prestigious British Society of Magazine Editors Awards selected Wallpaper* editor-in-chief Tony Chambers to win the coveted prize of the New Editor of the Year.
In addition, at this year’s Press Gazette Magazine Design and Journalism Awards, Wallpaper* picked up a hat-trick of awards: Best Designed Consumer Magazine of the Year, Best Designed Magazine of the year and Young Designer of the Year.
Wallpaper* has readers in 93 countries and has unparalleled success in reaching the design elite right across the globe. Growing to 12 issues in 2008 and producing a limited edition cover with a different design personality each month, Wallpaper* has evolved from being a style bible to an internationally recognised brand.
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