Why Wunderman Thompson Lima and FC Home & Deco Are Creating Furniture Designed to Break

Not each individual relationship is destined to last for good. Irrespective of whether it’s a separation, roommates relocating out or buddies drifting apart, a actuality of existence is that no issue how hard one might consider – at times it just does not operate out. Additionally, data display that the pandemic has only exacerbated the situation. In accordance to Wunderman Thompson, 340,000 American partners filed for divorce in 2021, and in Argentina, 2020 was the initial calendar year the state noticed far more divorces than marriages – with fees raising by 35%. 

And irrespective of whether the ending of a connection is a brutal affair or a aid-filled farewell, the discussion of how concerned events will break up possessions is most likely neither superior priority nor a single that any person genuinely enjoys having. It’s for that purpose that Wunderman Thompson Lima and furniture manufacturer FC Property & Deco required to generate a line of stylish products and solutions that could be break up similarly devoid of losing efficiency – in the situation of a breakup. Together with tables, rugs and bookcases, and featuring names parodying well known superstar breakups this kind of as the ‘Bradiston Sofa’, ‘The Welcoming Separation Collection’ is meant to deliver get worried-totally free furnishing to any dwelling, furnishing a responsible piece of household furniture for an unreliable time. 

Wunderman Thompson Lima executive innovative director Bruno Reggiardo and FC House & Deco COO Federico Fontenla spoke to LBB’s Josh Neufeldt about how they introduced the marketing campaign to life. 

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LBB> What were being your major aims and ambitions with this job? 

Federico> The principal goal was to meet up with the contemporary demand of items shifting rapidly in this latest climate. Bonds between individuals build and crack rapidly, so we preferred to create a line that would adapt to people’s lives as they are likely by these adjustments.  

LBB> What was the short for this campaign like? What suggestions have been you hoping to discover?


Bruno> The marketing campaign arrived from a deep comprehension of the client’s organization and the way they seem for impressive and artistic approaches to make it mature. We labored intently with the best administration at FC Dwelling & Deco to convey the assortment to lifestyle and support them build a line of products that appear just as great alongside one another as they do aside.  

Federico> We’re often open up to discovering new options and means to be additional pertinent in people’s lives, so we wanted to do a thing for that nomadic person whose lifestyle is regularly modifying. Based mostly on that, Wunderman Thompson came to us with this marketing campaign that comes from a deep being familiar with of tradition and society.  

LBB> What was the investigate approach like with regards to marriage tensions and price tag of dwelling? What were being the most stunning findings? 

Bruno> We discovered that throughout the pandemic, the charge of breakups and divorces skyrocketed. And in accordance to the BBC, pandemic-associated divorce charges have surged, but they nonetheless haven’t peaked. The article noted a 122% boost in divorce enquiries among July and Oct 2020, in contrast to the identical time period of time in 2019. As for the U.S., the Nationwide Legislation Overview documented a 34% raise in folks enquiring about divorce as early as April. The BBC post stated similar raises have been found in China and Sweden.  

This pattern was also the same in Argentina. In 2020, for the very first time, there were being extra divorces than marriages. In Buenos Aires, 4,480 partners dissolved their conjugal bond and only 3,861 received married (Clarin, June 2021). 

Federico> We spoke to returning shoppers who obtain home furniture from us when they’re heading via the working experience of rebuilding their collection right after a break-up. Right before the line arrived out, we spoke to our purchasers again and lots of of them believed it was an attention-grabbing concept which we identified encouraging!  

Can you give us some perception into FC Dwelling & Deco and their put in the Argentinian home furnishings sector? 

Bruno> FC Residence & Deco is a young and clean brand from Fontenla Group, the most significant household furnishing producer in Latin The usa – with more than 70 a long time on the current market and many showrooms across Buenos Aires. They style and design accessible and modern-day household furniture, exhibited in ‘The Premier Decoration Showroom’ in the country, such as dwelling furniture for the dwelling area, dining home, bed room, out of doors and youngsters, to decorations and bazaar, electro, lighting, mattresses, linens, floors and coatings.  

LBB> What was the procedure of collaborating to produce the household furniture like? And how did you go about creating household furniture that performs similarly properly when attached and break up? 

Bruno> FC led this action of the course of action, but it was so interesting to co-develop the furnishing line with them. We proposed an preliminary array of products, and they took this input to establish the furnishing and recommend new things. We experienced an open and fluid conversation with the FC structure division to create the ideal pieces of furnishing for the collection.  

Federico> The method wasn’t as complicated as it may possibly look. It was like building two separate items that perform equally as a single piece and apart, but at the same time weren’t dull at all. We wanted to structure a little something attention-grabbing that labored as a standalone piece and did not look like it had been lower in 50 percent. 

Through the style approach, the ideas aren’t completely fashioned at the beginning, so you come across you in a cloud of what you are on the lookout for and what you are seeking to resolve. Having said that, in this circumstance we had now settled on a craze, a challenge to remedy, as properly as a customer in head, so we understood we had to make the thought operate – which is when creative suggestions started out to fly. We believed much more about what our concentrate on audience would choose taking into consideration how youthful, revolutionary, and open up to modify they are, and from that stage, it was significantly less complicated to discover the perfect designs.   

LBB> With names like the ‘BradIston Sofa’ and ‘KanyDashian Table’, the naming scheme for merchandise in the selection is really funny. How did this idea appear to pass? What was the crafting process like? 

Bruno> This was a very funny stage in the campaign course of action. We have been contemplating about what the merchandise could be named and it flowed the natural way. Practically quickly we had been in a position to come up with the names of famous couples who experienced broken up, and it was appealing to fuse two names into a person as they typically do when they’re relationship. We weren’t certain if the consumer would like it, but they liked it as a great deal as we did. 

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LBB> How have the public engaged with the naming competitors on social media? 

Bruno> ‘The Helpful Breakup Collection’ has been given a extremely optimistic reaction so significantly. There’s usually any individual who does not like the notion, but we assume that is a superior indicator way too, due to the fact it’s eliciting a reaction. Further than the names, the assortment has commenced an fascinating conversation about how separations should be more sensible and welcoming.  

The campaign is continue to stay, and we are inviting folks to advise new names for home furniture they would like to see by means of social media. It’s so amusing to study people’s proposals! 


LBB> What issues have you faced through this project? How did you conquer them? 

Bruno> The principal problem was similar to innovation. We understood we experienced a very good idea on paper, and we all beloved it, but the challenge was to provide it to everyday living and acquire a line of home furniture like under no circumstances prior to. At the starting, we didn’t know if it was heading to operate simply because the merchandise not only had to look amazing, but they also experienced to be useful. FC’s style team did an remarkable job to build the total array in a small time period of time! 

Federico> The to start with obstacle was to be certain men and women noticed the collection as a reaction to points that happen in lifetime, and not as an option to associate it with something tragic or lousy. From a structure standpoint, the toughest obstacle was to make positive each individual piece of household furniture in the collection had its possess persona. Despite the fact that the sofa and the dining table have a incredibly related structure, the strategy is the products is not found as something which is been reduce in fifty percent, but has its very own id – which is in which the change lies. We had to consider about creating two pieces of identical household furniture somewhat than 1, and we were being in a position to obtain that substantially faster than we envisioned.  

LBB> What has the reaction to the campaign been like? Have you encountered any commentary on the prospective awkwardness of shopping for from this collection?  

Bruno> The public’s response has been awesome. People today really like the assortment. You can truly feel it when studying the feedback on social media. Of study course, we have discovered some comments complaining about how edgy the thought is, but it is great to see how persons reply to those opinions arguing that interactions have modified, and it tends to make sense to make the separation involving couples or buddies far more sensible and welcoming.  

LBB> Is there anything at all you’d like to add? 

Bruno> We would like to thank FC Dwelling & Deco for their bravery and for believing in this idea from the beginning. Collectively we have been capable to open up up a new small business possibility and genuinely insert benefit to the model.  

Federico> We would like to recognise the style crew who have been associated in producing this incredible selection. We were fortunate more than enough to function with a crew of designers, like architects, industrial designers, decorators, interior designers and more. Sometimes even the manufacturing workforce has been associated in planning a product or service or strategy simply because they know how to make it as substantial high-quality as feasible. 

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