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Contemporary Danish furniture brand, BoConcept helps consumers create a seasonal home, and a Christmas to remember, with new campaign.

Campaign: Little Moments. Extraordinary Memories.

Period: 1 November to 26 December 2020 Christmas has always been about quality time with loved ones. But on the back of such a challenging year, the prospect of seasonal togetherness feels more compelling than ever. BoConcept responds with its new emotive campaign.

“Little Moment. Extraordinary Memories”

The campaign delivers timely styling tips, interior inspiration, gift ideas and of course customisable Danish furniture. All combine to help consumers entertain in style, create a personal home and a memorable Christmas.

The campaign’s hero imagery uses cleverly styled props to depict evocative instances of togetherness. Not extravagance, which feels frivolous in 2020. Rather a return to simple nostalgia-rich moments with the people who matter. Reading to children, a kiss at the dinner table, an embrace in the sofa – all with the constant of comfortable and stunning Danish design. The campaign was developed in partnership with the London office of global customer engagement agency, The Marketing Store.

Personalised styling advice

As well as general styling guides and inspiration, consumers can get personalised advice to solve their unique styling challenges. That help can range from free instore styling advice up to in-home interior design projects, complete with room measuring, mood boards, 3D visualisations and assembly (the in-home service is offered for free in selected markets). It is a service hundreds of consumers around the world use each month virtually via video call, instore and at home.

Floral cloud and H.C.A.-inspired paper cutouts

Standouts from the brand’s plethora of seasonal content include a ‘wow’ moment for the Christmas table. BoConcept creates an on-trend floral cloud made from pampas grass. Consumers can create this centrepiece with an easy how-to video guide, while selected stores will host DIY floral cloud classes.

BoConcept will also release its own collection of Hans Christian Andersen inspired paper cutouts. The free cutouts, which can be used as both hanging ornaments and decorative napkin rings, will be available to download as stencils from Pre-cut craft paper versions will be available for free in selected stores.

“We are always striving to be more than a global furniture retailer. We want to be a helpful guide for the consumer. So, having the opportunity to help with their gifting, styling and entertaining needs – while raising a smile at the climax of such a trying year – is a privilege we hold dear,” says Nina du Celliee Muller, BoConcept Head of Markets and Campaigns.


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Our quality is more than aesthetics. We stand for craftsmanship, uncompromising attention to detail and exceptional materials. Our reputation and global footprint allows us to handpick the best experts from around the globe. And we do it, remembering the well-being of animals, workers and our planet.

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