© Giulio Ghirardi

The lines between the office and the home continue to blur. Users desire fluid expression and spaces shaped in intuitive, expressive ways. Soft contract furniture manufacturer Arper understands that emotional quality and intelligence, the soft sense of space, has a measurable impact on everything, from health to productivity. 2x4 partnered with Arper to develop the brand’s 2019 communication strategy: Arper Soft(er).

Following an in-depth brand analysis, we produced a series of video interviews with Arper partners, among them architects, key clients, and industry influencers. In the interviews, these partners shared their philosophy on designing human-centered spaces, and how these soft environments have the power to connect people, bring about livelihood, and advance their work. The resulting videos were featured across channels including website, social media, print and in-person at their tradeshow booth at the 2019 Salone del Mobile. The booth, designed by MAIO Architects and Lievore + Altherr Désile Park showcased the brand’s latest furniture, expressed in a palette that paid homage to the Soft(er) theme.

Karen Wong: New Museum / New Inc

Charles Renfro: The Roy and Diana Vagelos Education Center

Philip Iosca: Education First

© José Hevia