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BoConcept launches timely campaign, ANY STYLE AS LONG AS IT’S YOURS, in response to new functional and emotional demands on the home.

When: 1 February to 30 April 2021

Where: Worldwide, 281 stores / 64 markets spanning six continents

The harder working home

Demands on the home are at an all-time high, having to be an office, gym, classroom, spa and more. During times of lockdown, family members will share that space for an unprecedented number of hours per day. Add to the mix the rise of urbanisation, and its reduction of living spaces in cities, and one can clearly see why space-efficiency is the must-have home improvement for 2021.

But functionality aside, the home should also be emotive; a safe and calming sanctuary. In a society where creativity has been democratised, our spaces should be expressive, reflecting our individuality, values and experiences. In response, BoConcept launches a campaign that speaks to the three ways it will help consumers satisfy these new home demands, delivering spaces that are highly functional and deeply meaningful:

Multifunctional and space-saving Danish design

BoConcept addresses the new demand for a harder working home by reintroducing consumers to its array of popular multifunctional and space-saving designs. The brand will also launch its new capsule collection, inspired by small, high-demand rooms. For more information see press releases: “BOCONCEPT CREATES HARDER WORKING HOMES WITH MULTIFUNCTIONAL DESIGNS” and “BOCONCEPT TO LAUNCH COMPACT LIVING INSPIRED CAPSULE COLLECTION”

Industry-leading customisation

BoConcept helps consumers ‘Live Ekstraordinær’ and create a unique and expressive home through its customisable collection. Practically everything, including storage, beds, tables, chairs and sofas, can be tailored to the consumer’s taste and needs through size, colour, material, features and 120+ fabrics and leathers.

Interior Design Service

BoConcept also helps consumers combine those designs in the home with its flexible Interior Design Service. The service ranges from free styling advice to a flexible in-home solution, which can include measuring, mood boards, 3D visualisations, installation and post-install cleaning. The full in-home Interior Design Service is offered for free in selected markets. The service, used by hundreds of consumers each month, can be accessed instore, at home and virtually via video call.

Any Style As Long As It’s Yours

The three-month campaign is the first part of the long-running campaign, ANY STYLE AS LONG AS IT’S YOURS, co-developed with agency partner, The Marketing Store. The above storytelling will be led by photography featuring Unique Models’ Thea Selander. The shots depict a consumer in whimsical settings, where furniture perfectly reflects her taste, expressed through clothing by fashion brands, COS and & Other Stories and props.

Additionally, the brand will add to its wealth of guidance content with new-season styling and space-saving tips. Consumers will also meet inspirational customers and their homes, showing how they have used BoConcept to own their style and create a personal space.

“The home has never had to so much. The good news is we are uniquely positioned to help consumers handle it all in style. Multifunctionality and customisability have been integral parts of our design DNA for decades. And our Interior Designers have been helping consumers create a personal home for close to 15 years. So, you could say we have been preparing for this moment for quite some time. We look forward to launching ANY STYLE AS LONG AS IT’S YOURS, another chapter in our 69-year story and a compelling reason to choose BoConcept,” says Paula Mc Guinness, Chief Marketing Officer, BoConcept.

Additional links

The Marketing Store:


& Other Stories:

Thea Selander:


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