In early 2010, Herman Miller created an all-new Consumer and Specialty division to pursue opportunities in the residential market and in the collaborative workspace. This division comprised three businesses: Geiger International, a wholly owned brand of Herman Miller dedicated to the executive workspace, Herman Miller Retail, and Herman Miller Collection, a new business born from Herman Miller’s modern classics.

BassamFellows was retained as Creative Directors to launch the new division and oversee its substantial early growth. The project was multi-tiered, spanning defining the brand identity and brand strategy, as well as product strategy for Geiger and Herman Miller Collection.

Geiger’s reinvention also involved sympathetically drawing on the company’s past. After extensively consulting the company archives, BassamFellows reintroduced and revitalized the designs of Ward Bennett in accordance with his design philosophy, “Minimalism Made Sensual,” to shape and reinvigorate the Geiger brand.

BassamFellows also issued design briefs to leading contemporary designers and oversaw the development of new designs, which grew the product mix to include a robust collection of lounge, side, and conference seating. Eminent international designers included Isay Weinfeld, Vincent Van Duysen, EOOS, and Naoto Fukasawa. The product strategy resulted in Best of NeoCon Gold Awards in Conference Seating and Casegoods, Silver Awards in Conference Seating and Lounge Seating, and an Innovation Award in Textiles.

Throughout, BassamFellows designed all showroom environments and exhibitions for the brand.

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Ward Bennett Sled Chairs and the reintroduced I Beam Table, photographed in Kengo Kuma’s Glass/Wood House, New Canaan CT.

Francois Dischinger

Architect Vincent van Duysen’s Collection of lounge seating looks right at home at Chicago’s Hermann Hall.

Francois Dischinger

After extensively consulting the company archives, BassamFellows reintroduced pieces from the company’s past, including the Rolled Arm Sofa Group and H-Frame Coffee Table by Ward Bennett.

Francois Dischinger

Ward Bennett Scissor Chairs pictured with the BassamFellows designed Tuxedo Sofa.

Francois Dischinger

The reintroduced Ward Bennett Landmark Chairs (center), pictured with the Domino Storage Cabinet by Isay Weinfeld (right) and BassamFellows’ Tuxedo Sofa (left).

Francois Dischinger

Ward Bennett’s Envelope Chairs, pictured in the SANAA designed Glass Pavilion at the Toledo Museum of Art.


As Creative Directors of Geiger, BassamFellows guided both image and product. Pictured is the Tuxedo Component lounge, photographed at the Arts Club of Chicago.

All images styled by Michael Reynolds.

Francois Dischinger