Grabiner/Hall Creates Original Art For Douglas Furniture's New Corporate Headquarters
As appeared in Furniture World
Tuesday, December 13, 2005
Thinking outside of the box is all in a day?fs work at Los Angeles
based marketing design and PR firm Grabiner/Hall. When their client Douglas
Furniture of California recently moved their corporate offices
from Redondo Beach to El Segundo, they called in the agency to
help stylize their interiors and give it a designer look.
Lenn Grabiner, GH principal and creative director says,
?gTypically, one would buy framed artwork to dress-up a
corporate headquarters?h. Kande Hall, GH president and agency
partner for 20 years, however, had a different idea. She
suggested creating original art. Lenn quickly took the idea one
step farther. Why not turn the company?fs product, which is
furniture, into art? Once the client was sold on the idea, the
creative concept was born.
?gWe didn?ft have a lot of time as Douglas Furniture wanted the
corporate office art finished in two weeks for an upcoming
important meeting. Hiring a photographer would take more
logistical time and cost more than the client?fs budget. The
timing was a concern, but we felt this could be a really fun
project that offered a lot of creativity,?h said Lenn.
To pull off the project, Grabiner/Hall?fs design team used existing
product photos from the client. They isolated images, cropped
shapes, added textures and vibrant colors, literally taking
furniture and turning it into unique works of art. They selected
shots based purely on aesthetic value that would transcend
easily into pop-influenced art, similar to a Warhol-esque look.
The result was striking original art that integrated sofas, chairs,
and tables, in creative angles, arcs, and vibrant colors. The art
project consisted of ten individual pieces. One piece began with
a red chair, which was duplicated several times into the shape of
a cross. Another piece consists of a recliner chair in a staged,
freeze-frame arc and colorized in hues of blue and green. A
series of four pieces transformed a pedestal table into a study of
crisp graphic forms and bright colors. Another series interpreted
one chair in three different textures. To finish off the office
de?Lcor, Grabiner/Hall used the Douglas Furniture logo in large
blue letters to frame the lobby reception room.
?gWe wanted to reinforce Douglas Furniture?fs position as a quality
resource to the furniture industry and that it?fs evident in how
they ?gdress themselves,?h said Kande Hall. ?gWe wanted to make a
statement ?| that Douglas is a highly professional organization
and takes pride in its company?cin the way the office is
perceived by customers and prospects, the way the employees feel when they enter the corporate headquarters.?h
According to Sales & Marketing Management magazine, the look
and feel of a company?fs physical office space can improve sales
and a company?fs bottom line. An impressive office space works
to build its brand, motivate employees and attract and retain
customers.
About Grabiner/Hall: Grabiner/Hall, headquartered in Los
Angeles, California, is a marketing design and public relations
firm whose diverse client base is comprised of B2B organizations
in the home furnishing, manufacturing, technology, and
healthcare industries. Since 1985, Grabiner/Hall has provided a
host of creative solutions including web development, print
collateral, advertising, lead generation, and public relations
strategies that have transformed growing companies into
powerhouse brands. In 2004, GH was selected as one of the top
agencies in the country by BtoB magazine.
About Douglas Furniture: Douglas Furniture is headquartered in
El Segundo, California and manufactures in a 600,000 square
foot facility in Baja California. A pioneer and longtime industry
leader in the casual dining category, Douglas has been crafting
quality home furnishings for more than a century. Douglas also
manufactures a full line of home theater seating, leather and
fabric motion upholstery, stationary upholstery and an
assortment of correlating game tables, occasional tables, and
parson?fs chairs. For more information, visit Douglas online at
http://www.douglasfurniture.com.
Media Inquiries:
Kande Hall
Ph: 310.364.1100 ex106
Fx: 310.364.1222
Twitter: KandeHall
Email: Kande@grabinerhall.com