At Heal’s we stand for quality, design and craftsmanship above all else. Instead of fast furniture and a disposable and throwaway society, we believe in designs that last a lifetime. We are so passionate about this we made it the focus of our 2020 campaign.
Our new 2020 campaign ‘Not All Things Are Created Equal’ was created by London-based agency, Elvis. This award-winning agency is behind ads for the likes of Green & Blacks, Paco Rabanne and Cadbury.
The intricate set is composed of over a hundred chairs and was hand-built on location in Hackney in January 2020. To create the blue chair installation we scoured charity shops and found chairs that had been discarded as a result of fast furniture. Each chair was then painted in a vibrant cobalt hue and screwed together to make the set.
Finally the words ‘NOT ALL THINGS ARE CREATED EQUAL’ were hand-painted onto the set by a team of talented artists. Whilst the words almost appear to be projected onto the chair wall, it actually took over a day to meticulously paint.
To complete the composition an iconic design that’s integral to the Heal’s history is positioned in front of the wall. This creates a juxtaposition with the discarded chairs that really highlights the longevity of quality design.
The hero chairs used are the Egg Chair by Arne Jacobsen for Fritz Hansen and the Eames Lounge Chair by Charles & Ray Eames for Vitra. These iconic pieces have been sold at Heal’s for over 50 years and have been a big part of our advertising history and heritage.
The 2020 campaign proves that whilst there are thousands of pieces of furniture in the world, there aren’t many like those you’ll find at Heal’s. Heal’s proudly hosts an unrivalled collection of classic and contemporary designer pieces and will always support unequalled, well-made furniture that sets industry trends.