THE CHAIR PROJECT – Portugal
A modern take on traditional Portuguese weaving, balancing nostalgia & function.
Challenge
A new furniture brand wanted to reinterpret traditional hand-woven chairs for a younger market. The challenge was to keep the artisanal essence while making the pieces feel at home in contemporary spaces.
Solution
Created a design-forward campaign where each chair was photographed against ultra-minimal backdrops, letting textures and shadows tell the story.
Developed custom packaging with woven patterns embossed subtly—an unboxing experience that mirrors the product itself.
Designed a limited-edition collection where customers could customize the weaving color, adding a personal connection.
Impact
Became a cult favorite in design circles, with features in *Wallpaper and Monocle.
Secured a collaboration with a major interior brand, elevating artisanal weaving into the global design conversation.
95% of initial stock sold out within two weeks of launch.
