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Imola chair


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Contemporary Danish furniture brand, BoConcept launches new campaign giving consumers new ways to ‘Make Your Statement’ and get a personal season-ready home.


Period: May to July 2021

Consumer trend: Interior Optimism

Much of BoConcept’s recent storytelling has been around notions of the home amidst the ‘new normal.’ Space-saving, multifunctional and multipurpose designs, plus styling tips and tricks for a “harder working home”: Spaces that can handle the many functional demands we place on them.

However, mass global vaccine programmes (and universal pandemic-fatigue) is driving consumers to a new-found optimism. Daring to look to better times ahead and a return to things missed: travel, entertaining and socialising. Although no one can say when this vision will materialise, optimism is nonetheless shifting focus. In the home, consumers are moving from the functional to emotional; from “how can my home do all of this? to “how can my home express all of me?”

Make your statement

BoConcept responds with a call for consumers to express their unique style in the home and make their statement. The good news is that statements needn’t require big redesign projects. Refreshing a space for the season can come through one simple design element: a focal-point piece of furniture, a bold change of colour, playing with accessories and more.

Green leather sofa
Brown sofa
Green Imola chair

Interior design service

As well as general tips and inspiration to help the consumer make their statement, the brand continues to offer personalised styling help. BoConcept’s Interior Design 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.

Industry-leading customisation

BoConcept also brings statements to life 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.


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