Danish Breaktime: BoConcept Believes Extraordinary Ideas Start Small


Philadelphia Coffee Table.

Raise your hand if you’re ready for a design refresh using clean-lined Scandinavian furnishings that make a bold statement without overwhelming a room. Danish design powerhouse BoConcept is previewing their new capsule collection of scaled-back furniture, as they unveil a call to action ad campaign.

Steen Knigge, Director of Marketing for The Americas, believes a less-is-more approach is a perfect fit for the way we’re living today. “The new capsule collection arrives at a time when demands on the home are at an all-time high,” he notes. “During times of lockdown, family members will share space for an unprecedented number of hours per day.” As interiors shift to accommodate areas for an office, gym, classroom and spa the flexible capsule collection is ready and able to meet the changing demands of daily living.


Eden Ottoman.

This concept of re-imagining our floor plans dovetails with BoConcept’s new tagline – Live ekstraordinær – a rousing call to action that speaks to everyone’s pursuit of their own form of ekstraordinær. “The tagline will launch as part of the brand’s new ad campaign: Extraordinary Ideas Start Small. The campaign works around the notion that big impact can come via small, well-considered changes, and the impetus to make a start,” Knigge explains. This message comes to life through three aspirational client stories depicting BoConcept’s ability to match the buyer’s personality. “From a more functional perspective, these hero narratives will be supported by a plethora of tips and tricks, showing how consumers can make their spaces season-ready,” Knigge reveals.

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