SUMMARY
This semester, we explored strategic opportunities for Heller Furniture through experience-led activations. Our concept, The Heller Playroom, gamified the brand to engage B2B audiences through pop-up game nights. From chess using Bellini chairs as pieces to musical chairs with conversation prompts, we prototyped how playful, immersive formats can boost Heller’s visibility and foster authentic connection.
challenge
We identified a gap in how Heller connects with B2B partners: architects, interior designers, and hospitality buyers, who seek more than just product specs. They want memorable, brand-aligned experiences. Through research and interviews, we found that Heller lacked immersive touchpoints that reflect its playful identity. This revealed an opportunity to reintroduce the brand through interactive, in-person activations that spark emotional connection and build community.
Outcome
The project took the form of a traveling experiential activation, a pop-up space where people could interact with Heller furniture in playful, unexpected ways. It directly addressed the need for stronger brand engagement and community-building by transforming passive observation into active participation. This format filled a gap in the market for design-forward, mobile brand experiences that invite social interaction and storytelling around iconic furniture.
MEET THE Designers:
Angelina Farah
Lana Itani
Will Kee