Knoll in the The New York Times Magazine Design Issue

The November 13, 2016 edition of The New York Times Magazine included a full-page advertisement that focuses on Knoll's workplace capabilities and builds on the concepts developed for Knoll's 75th anniversary in 2013. 

Focusing on the emergence of hospitality design in the workplace, the advertisement is part of a four-part campaign targeted at commercial clients as well as architects and designers. The four ads celebrate the manner in which Knoll addresses four contemporary workplace themes—flexibility; individual and teams; hospitality and wellbeing. The new ads complement existing Knoll advertisements featuring the expanded colorway of the Richard Schultz Leisure Collection, the gold editions of the Warran Platner and Bertoia collections, and the Washington Prism™ Lounge Chair by David Adjaye.

Ads from the campaign have appeared in contract furniture industry trade magazines and the February edition of The New York Times Magazine, which revolved around the theme of "Worklife—Rethinking the office for an always-on economy." Most recently, the Knoll ad featured in the November 2016 Design Issue of The New York Times Magazine, tacitly providing an alternative answer to the headline on the cover: "Do Over—On the current obsession for redesigning everything." While the articles in the issue address the current pan-industry tendency to constantly renew, refresh, and remaster existing products and branding, Knoll offers the notion that timeless design can withstand and surpass fickle demands for novelty.

The campaign confirms the value of lasting design, in its reference to the famous paste-ups of Florence Knoll and the playful montages of Swiss photographer Herbert Matter. Bertoia barstools juxtaposed against the Prism collection from David Adjaye affirm that great design, whether in 1952 or 2015, often need only happen once.

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.”

Discover more of the 2016 print advertisement campaign here.

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