SUMMARY
“If These Chairs Could Talk” reimagines Heller’s furniture as catalysts for connection—activating their iconic designs in NYC to spark unexpected human interactions. We focused on a play on words- through installations like “Talk to me Tavollini”, for the Tavollini table and “Call My Bluff Booth,” for the Bluff chair, where we created connection-driven moments for strangers to pause, play, open up and engage. Each activation, from RFID-enabled CTA’s to written confession coasters, blends transparency with playfulness— in a combined in-person and social media campaign spotlighting individual activations on a monthly basis.
challenge
Heller needed more than aesthetic appeal—it needed measurable impact. We identified a gap: consumers seek authentic, shared experiences. Our campaign repositioned Heller chairs as social surfaces, driving interaction and long-term brand relevance. Rather than chasing trends, we built sustained engagement. The challenge was quantifying effect. Using industry media value benchmarks, we translated participation into projected ROI—proving our activations increased brand visibility and supported sales potential through strategic, data-backed activations.
Outcome
Our activations turned Heller furniture into connective touchpoints, transforming public spaces into pop-up hubs of interaction. From a fortune-dispensing chair to confession coasters under café tables, each piece sparked dialogue, UGC-ready moments, and rebranded Heller as a connection-driven brand. We launched four RFID-enabled experiences with CGI filters to extend reach. Most importantly, the project laid a replicable blueprint for Heller’s evolution into an experience-first brand that lives wherever people connect.
MEET THE Designers:
Nil Yalman
Khadija Gamal
Faris Abbas