Knoll Modern Always® Campaign Continues into Fall 2016

This fall, Knoll will continue its Modern Always advertisements for printed design publications, building on the campaign developed for Knoll’s 75th anniversary in 2013. While last season's campaign featured the expanded colorway of the Richard Schultz Leisure Collection and the gold editions of the Warran Platner and Bertoia collections, the latest in the series will celebrate the reintroduction of the Bertoia Two-Tone chairs, available for the first time since 1952 in bright pops of contrasting colors, and the Washington Prism™ Lounge Chair by David Adjaye.

Full page advertisements will appear in upcoming issues of Elle Décor and Artforum. The campaign has previously appeared in the New York Times Sunday Magazine, Architectural Digest, Dwell, Interior Design, Monocle, and Wallpaper*.

Shot by Brooklyn-based photographer Ilan Rubin and developed in collaboration with Chicago-based creative agency 50,000feet, the campaign puts elements of classic Knoll graphic design to a contemporary beat. Carefully composed photographs of furniture hark back to the 1950s-era collages of photographer Herbert Matter, while the copy, set in neatly kerned Helvetica and Bodoni, nods to the lasting influence of designer Massimo Vignelli.

The Modern always® campaign was developed in collaboration with 50,000feet, with photography by Ilan Rubin.

“Leveraging the shape, contour and color of the designs, the art direction utilizes overhead lighting and camera angles, which cast dramatic shadows across a minimal, bright-white environment—a subtle nod to both Knoll’s past and future,” comments Jonathan McGlothin, Associate Creative Director at 50,000feet.

Earlier this year, the Modern Always campaign won the Gold Award in the Graphis Advertising Annual 2016, commended for its announcement of fresh updates to modern furniture classics. This season, the advertisements have been revised to foreground Knoll's commitment to timeless design, with an emphasis on the declaration that “Knoll is Modern Always because modern always works.”