Designers
Designers
Designers
Heller Hour
An intimate movie screening experience featuring a variety of Heller furniture.
Designers
Hana Sung
Key Words
Katherine Mayer
Lilly Kesler
SUMMARY
Our project started with finding areas of opportunity for Heller. What stood out to us was that the experience of shopping for or testing Heller furniture was quite intimidating. Heller furniture was displayed in beautiful high end stores that made it hard for customers to spend time with the product. We wanted the Heller experience to match the fun, vibrant, and welcoming nature of Heller. When searching for solutions, we were inspired by a Design Within Reach employee's story about Heller conducting a small movie screening experience with friends to test the “loungeability” of the chairs. A movie screening experience featuring Heller furniture naturally encourages the audience to spend quality time with the product.
challenge
Heller believes that their product is for everyone. The price point of their furniture is affordable for high quality modern furniture, and is an aspirational goal that is within reach. However, we found that for potential consumers who make an average income, the experience of seeking out Heller furniture is not exactly an inclusive one. We found through research that the environment of the stores that Heller furniture is displayed in are generally catered towards wealthy people, and does not invite guests to really get comfortable with the displayed furniture. This somewhat pretentious atmosphere interferes with a customer’s ability to comfortably lounge and experience the true essence of Heller which is inclusive and bright.
Outcome
With Heller Hour we provided a no-ego, fun setting for people to lounge and bond with Heller furniture. With a night filled with snacks and an entertaining movie, guests are encouraged to let their guard down and feel what it would be like to have Heller furniture in their own lives. In addition to letting people get a better sense of Heller products, the event serves as an educational moment to introduce the audience to the Heller brand, increasing overall brand awareness.
MEET THE Designers:
Hana Sung
Katherine Mayer
Lilly Kesler