Projects

HERMAN MILLER CREATIVE DIRECTION

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 and designed to reflect George Nelson’s vision of "a permanent collection designed to meet fully the requirements for modern living.”

BassamFellows was retained as Creative Directors to launch the new division and oversee its substantial early growth. The project consisted of defining and articulating the brand identity, brand strategy, and product strategy for Herman Miller Collection. In accordance with the principles laid out by George Nelson, Herman Miller’s iconic Director of Design, the Herman Miller Collection created an edited portfolio of pieces that would adapt to almost any setting – office spaces, residential interiors and the outdoors.

By extensively consulting the archives, BassamFellows led the revitalization of some of the world’s most iconic designs from the likes of Charles and Ray Eames, George Nelson, and Isamu Noguchi. Pieces were reintroduced after many decades or reimagined with fresh materials and manufacturing technologies. To address product gaps not met by the classics, BassamFellows engaged eminent contemporary designers and oversaw the development of new pieces intended to grow the Collection to accommodate multiple room settings and occasions of use.

Throughout, BassamFellows designed exhibitions and consumer focused experiences such as pop up shops. BassamFellows also successfully reintroduced the Herman Miller Collection catalog, originally created by George Nelson, to showcase the renewed breadth and depth of the Collection in beautifully curated lifestyle photography shot on location in architectural icons. A product Mr. Nelson would be proud of.


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As Creative Directors of Herman Miller Collection, BassamFellows introduced a white version of Eames’ classic lounge and ottoman. Photographed at the Eames Case Study #8 House.

Francois Dischinger

The classic Eames Sofa and reintroduced Eames LCW Chairs, both upholstered in fabric, shown in the Eames House.

Francois Dischinger

Mies van der Rohe’s Crown Hall was the backdrop of a photo shoot featuring outdoor pieces from the Eames Aluminum Group and from Magis.

Francois Dischinger

Eames Aluminum Group Outdoor pieces pictured at the Richard Neutra designed Milton Goldman House, in Encino CA.

Francois Dischinger

The Tuxedo Classic Sofa, designed by BassamFellows, accompanied by other iconic pieces, pictured at the Neutra House.

Francois Dischinger

The Eames Aluminum Group photographed at Palm Springs’ Abernathy House.

Francois Dischinger

The classic Eames Shell Chairs in new 3D molded plywood. Photographed in Kengo Kuma’s Glass/Wood House, New Canaan CT.

Francois Dischinger

The BassamFellows Bevel Sofa, pictured with Tuxedo table, photographed in the Paul Rudolph designed Michael Glazer and Joan Lenihan Residence, Los Angeles.

Francois Dischinger

The remarkably versatile Bolster Sofa, designed by BassamFellows, is right at home within the Paul Rudolph House.

Francois Dischinger

BassamFellows’ streamlined Bevel Club Chairs.

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The Eames Aluminum Group, reintroduced for outdoor use, photographed at the William Cody designed Abernathy House.

All images styled by Michael Reynolds.

Francois Dischinger