October 4, 2022


World for Home.

Why Wunderman Thompson Lima and FC Home & Deco Are Creating Furniture Designed to Break

Not every single marriage is destined to final eternally. Whether it’s a breakup, roommates moving out or buddies drifting apart, a reality of daily life is that no make a difference how tough one may well consider – often it just does not work out. In addition, data display that the pandemic has only exacerbated the difficulty. In accordance to Wunderman Thompson, 340,000 American partners submitted for divorce in 2021, and in Argentina, 2020 was the 1st year the country noticed much more divorces than marriages – with rates escalating by 35%. 

And irrespective of whether the ending of a partnership is a brutal affair or a reduction-stuffed farewell, the discussion of how concerned events will split belongings is most likely neither significant priority nor a single that any person really enjoys possessing. It’s for that motive that Wunderman Thompson Lima and furnishings brand name FC Home & Deco wished to build a line of stylish goods that could be split equally with no losing success – in the circumstance of a separation. Together with tables, rugs and bookcases, and that includes names parodying well-known superstar breakups these kinds of as the ‘Bradiston Sofa’, ‘The Welcoming Separation Collection’ is intended to supply fret-totally free furnishing to any residence, offering a reputable piece of household furniture for an unreliable time. 

Wunderman Thompson Lima govt artistic director Bruno Reggiardo and FC House & Deco COO Federico Fontenla spoke to LBB’s Josh Neufeldt about how they introduced the campaign to existence. 

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LBB> What were being your principal aims and ambitions with this undertaking? 

Federico> The key objective was to satisfy the contemporary desire of things modifying swiftly in this latest local weather. Bonds in between individuals create and break immediately, so we wished to build a line that would adapt to people’s lives as they are likely through these variations.  

LBB> What was the quick for this marketing campaign like? What ideas were you hoping to take a look at?


Bruno> The campaign arrived from a deep comprehending of the client’s enterprise and the way they glimpse for revolutionary and creative approaches to make it improve. We labored closely with the prime management at FC Household & Deco to carry the selection to daily life and aid them produce a line of merchandise that seem just as good alongside one another as they do aside.  

Federico> We’re usually open to checking out new options and methods to be additional relevant in people’s lives, so we desired to do a thing for that nomadic human being whose lifestyle is continually changing. Based on that, Wunderman Thompson came to us with this campaign that comes from a deep knowledge of lifestyle and culture.  

LBB> What was the investigate course of action like with regards to relationship tensions and price tag of residing? What were being the most astonishing findings? 

Bruno> We observed that through the pandemic, the level of breakups and divorces skyrocketed. And according to the BBC, pandemic-associated divorce charges have surged, but they nevertheless haven’t peaked. The short article noted a 122% maximize in divorce enquiries in between July and October 2020, in comparison to the exact same time time period in 2019. As for the U.S., the Nationwide Law Assessment described a 34% enhance in people today enquiring about divorce as early as April. The BBC posting said very similar improves have been located in China and Sweden.  

This pattern was also the similar in Argentina. In 2020, for the initial time, there had been extra divorces than marriages. In Buenos Aires, 4,480 couples dissolved their conjugal bond and only 3,861 bought married (Clarin, June 2021). 

Federico> We spoke to returning shoppers who get home furniture from us when they are going by means of the experience of rebuilding their selection soon after a crack-up. Prior to the line arrived out, we spoke to our clients once more and a lot of of them assumed it was an exciting concept which we identified encouraging!  

Can you give us some insight into FC House & Deco and their location in the Argentinian furnishings current market? 

Bruno> FC House & Deco is a younger and contemporary brand name from Fontenla Group, the most significant dwelling furnishing producer in Latin The usa – with far more than 70 yrs on the market and quite a few showrooms throughout Buenos Aires. They style available and modern household furniture, exhibited in ‘The Premier Decoration Showroom’ in the country, such as home furnishings for the residing space, dining room, bed room, outside and youngsters, to decorations and bazaar, electro, lighting, mattresses, linens, flooring and coatings.  

LBB> What was the method of collaborating to create the furnishings like? And how did you go about developing home furnishings that is effective similarly perfectly when hooked up and break up? 

Bruno> FC led this action of the method, but it was so fascinating to co-create the furnishing line with them. We proposed an preliminary variety of items, and they took this enter to establish the furnishing and counsel new objects. We had an open and fluid communication with the FC style and design office to create the very best pieces of furnishing for the selection.  

Federico> The procedure wasn’t as complex as it may possibly appear to be. It was like coming up with two individual issues that do the job each as a single piece and aside, but at the very same time weren’t boring at all. We wanted to structure a thing appealing that worked as a standalone piece and didn’t look like it experienced been cut in fifty percent. 

During the layout course of action, the thoughts are not completely shaped at the starting, so you locate on your own in a cloud of what you’re wanting for and what you are attempting to clear up. Nonetheless, in this situation we had by now settled on a pattern, a trouble to solve, as effectively as a customer in thoughts, so we knew we had to make the plan function – which is when resourceful tips started off to fly. We imagined extra about what our focus on audience would want looking at how youthful, impressive, and open to adjust they are, and from that point, it was much less complicated to come across the perfect styles.   

LBB> With names like the ‘BradIston Sofa’ and ‘KanyDashian Table’, the naming plan for merchandise in the assortment is really humorous. How did this notion occur to go? What was the crafting procedure like? 

Bruno> This was a really funny move in the marketing campaign system. We were pondering about what the objects could be named and it flowed the natural way. Nearly instantly we have been equipped to come up with the names of popular partners who experienced damaged up, and it was exciting to fuse two names into one as they usually do when they are courting. We weren’t absolutely sure if the customer would like it, but they beloved it as a lot as we did. 

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LBB> How have the community engaged with the naming competitors on social media? 

Bruno> ‘The Welcoming Break up Collection’ has received a pretty beneficial reaction so far. There’s always someone who doesn’t like the plan, but we think which is a superior sign as well, because it is eliciting a response. Outside of the names, the selection has commenced an attention-grabbing discussion about how separations need to be additional functional and helpful.  

The marketing campaign is however live, and we are inviting people to counsel new names for household furniture they would like to see via social media. It’s so amusing to read through people’s proposals! 


LBB> What issues have you faced all through this undertaking? How did you conquer them? 

Bruno> The major problem was related to innovation. We understood we experienced a very good strategy on paper, and we all liked it, but the problem was to bring it to existence and develop a line of home furnishings like in no way before. At the starting, we didn’t know if it was heading to do the job mainly because the objects not only had to glance magnificent, but they also experienced to be practical. FC’s structure team did an wonderful job to produce the whole array in a small period of time of time! 

Federico> The 1st problem was to assure persons saw the assortment as a response to matters that take place in life, and not as an possibility to affiliate it with one thing tragic or lousy. From a style and design perspective, the hardest problem was to make sure every piece of furniture in the selection experienced its have personality. Although the sofa and the dining table have a incredibly very similar framework, the plan is the product is not seen as a little something which is been slash in half, but has its individual identity – which is the place the distinction lies. We experienced to think about developing two pieces of comparable furniture instead than just one, and we had been able to realize that considerably more rapidly than we predicted.  

LBB> What has the reaction to the marketing campaign been like? Have you encountered any commentary on the potential awkwardness of getting from this selection?  

Bruno> The public’s reaction has been wonderful. People enjoy the assortment. You can truly feel it when looking at the remarks on social media. Of study course, we have discovered some feedback complaining about how edgy the strategy is, but it is pleasant to see how people react to people feedback arguing that relationships have modified, and it tends to make perception to make the separation among partners or close friends additional practical and pleasant.  

LBB> Is there anything you’d like to increase? 

Bruno> We would like to thank FC House & Deco for their bravery and for believing in this strategy from the beginning. Alongside one another we’ve been in a position to open up a new business chance and truly add price to the brand name.  

Federico> We would like to recognise the style crew who were associated in developing this amazing collection. We have been blessed sufficient to operate with a crew of designers, including architects, industrial designers, decorators, interior designers and much more. Occasionally even the manufacturing crew has been concerned in planning a merchandise or concept because they know how to make it as superior good quality as attainable.