Fashion brands and their home collections
German home collection power house JOOP! LIVING kicks of the Cologne furniture week with an amazing off-site presentation (better than most fair stands and a lot better than the JOOP! stands on the fair, we must admit) and a prior award ceremony.
Before flooding the presentation with the creme-de-la-creme of northern Europe’s furniture trade, a selected group clients were treated with an award ceremony. The newly created “Crystal Cornflower Award” was given to the JOOP! retailer with best script and concept (XXXLutz), best direction (Porta), best set-building (Segmüller), best styling (XXXLutz), best service (Wohnfitz), best personalities (Möbel Egger, CH) etc. Though politically treading a fine line, the idea to state the fact that there are better (and by logic worse) retailers is great. Like all brands, retailers are not equal either.
In line with their stunning and image-heavy presentation in Frankfurt, JOOP! used large scale fashion and flower images as a ceiling high backdrop for the furniture sets in cool vintage industrial location. Good work and a tough benchmark for any newcomer.