Boring Collection

Boring Collection. Sober gray, no fuzz, no pretensions.

Because it’s not about furniture. It’s time to put everything else front and centre: the interior design, the view, that other great chair, the pictures on the wall, the people.

The presentation won the Milano Design Award for Best Concept. Award is known as the “Oscar of the international interior world”. According to the jury Lensvelt and Space Encounters Office for Architecture had the best concept of all 1600 exhibitors and a big online awareness.

We worked with the most iconic gesture of boredom: the attempt to throw a ball of crumpled paper into the trashcan until the clock turns five. In the film office people steal the scene even though they are surrounded by the designs of Boring Collection. Just like the architects intended.

For the still campaign we stacked the furniture pieces on top of each other in a shape inspired by Ettore Sottsass’ Carlton bookcase, the most ’un’boring furniture piece we could imagine. 

The concept is repeated for the furniture collection’s debut at this year’s Milan design week with an installation at Ventura Lambrate. The furniture is placed in a clock-like formation, and stands in an artificial landscape of 150,000 paper balls made from leaflets about the collection.

Create a campaign for Boring Collection - Boring Collection was conceived by Space Encounters / Lensvelt as a comment on the "ugly" appearance of affordable contract furniture and the distracting designs being added to some workplaces in the wake of the Google office.

Jury Feedback

ART DIRECTION / SILVER 

‘Product, idea and impeccable execution are all intertwined. Bravo for boredom. You know you’re doing something very well when you embrace boredom and turn it into something beautiful and mesmerizing. Boring never looked so good. The work is impossible not to notice and judges from all backgrounds thought it was outstanding. An example of conceptual freedom and superb execution.’