thecraft LAB – ”Life of a Dream” collection reveal
October, 2013
Challenge:
After Florence Design Week and Paris’ Maison & Objet, thecraft LAB brought to Bucharest its manifest collection, ”Life of a Dream”. The 4 chairs that formed this atypical series – the Architect, the Ballerina, the Postman, the Vet – are in fact restored abandoned chairs, invested with new roles and with the chance to a new, shiny life. They were highly appreciated abroad and needed to be received with the same enthusiasm back home.
Approach:
Being the land were the story of thecraft LAB started, Bucharest needed to be rewarded with surprises. Therefore, at the reveal of the collection, we prepared special surprises: the arrival of a new Super Herou (its name being a word play – in Romanian ”erou” stands for ”hero”) and the announcement of the 6th and last chair of the collection. The final piece of the serie was going to be created with the help of the visitors and enhance the night’s event theme: dusted childhood dreams, brought back to life.
Highlights:
The guests were invited to take a trip down memory lane: they wrote their childhood dream on large panels and took pictures holding funny boards with “when I’ll grow up” dreams.
All the shared dreams from the event inspired the creation of the final chair of ”Life of a Dream” collection: Peter Pan.
