Emeco: An Old Chair Manufacturer Goes Nude


About the ad
In the March 2008 Wallpaper* Magazine (UK) my eye was drawn to a new ad with nudes seated on an Emeco Navy 1006: One brushed, used by Petty Officer FTG3 | Tony Cost, and one polished, used by Parisienne socialite | Amelia-Louise Enright.

Ad by Wieden Kennedy, brand champions to many, who had assembled a creative team featuring Neil Wilder, celebrity photographer and maniacal visionary.

This is the first time I see full but decent nudity used for a chair ad.

Notice the hairdo analogy brushed (cropped) versus polished!

About Emeco
It all began in 1944 with the Emeco NAVY 1006 Chair in 1946. Then handmade and still handmade.

In an older ad they used to emphasize the solidity of the lightweight chairs with some weight in stead of nudity.

Emeco Navy Chairs Old Ad
Emeco Navy Chairs Old Ad

About Environmental Issues
Emeco claims: The content of recycled aluminum used to make Emeco chairs is 80%. Of the recycled aluminum, half is post consumer (soft drink cans) and half is postindustrial (manufacturing scrap). Chairs made out of virgin aluminum have an energy density that is 17 times higher than that of Emeco chairs. Well I like it. It is of course only half of the story as everybody knows aluminum is a hell of an energy gobbler before it reaches usable state. I see another slogan here: Drink and you will have half a chair:-)

About the Navy 1006 Chairs

I add two photos of the Emeco Navy 1006 Chairs:

the brushed one
and the polished one

Photos: Emeco

Feichtner Design: Axiome Chair

The Axiome Chair, 2006, aluminum, powder coated.

About Buchegger, Denoth and Feichter Design

The Austrian designers Bernhard Buchegger, Michael Denoth and Thomas Feichtner, based in Linz, Austria, understand “Axiome” as a counter strategy to an economically motivated concept of design. Instead of creating objects according to economic criteria, they search for a strategy apart of globalization and mass production. Their work is dominated by cultural and artistic aspects of design, by formal development as well as a break with the concept of design as a function of purpose. According to them the future lies with products having a regional and cultural reference, fabricated by way of small-scale manufacture.

Buchegger, Denoth, Feichtner declare the definition of “industrial design” as being obsolete and predict a movement back to “manufactories”.

Via Elit Alice and Elit Alice | Trendhunter

More of them him to follow.

Update November 17, 2009:

Somebody informed me that there was a mistake here: BD and F are an advertising agency and Thomas Feichtner has his own site

Last edited by gje on November 17, 2009 at 11:32 pm

Philippe Starck WW Stool

Philippe Starck WW Stool

In 1991 Philippe Starck designed a fantasy office environment for German film director Wim Wenders (look here for Wim Wenders’ official site). One element of this environment, the WW Stool, is now in production in small series by Vitra. The filigrain design is more a sculpture that it can be used as a stool. It may serve as support for users who prefer to stand rather than an item of furniture intended to be purely functional.

Material: varnished sand-cast aluminum.