Floyd
The Squishy Chair
Introducing The World’s Most Sustainable Squishy
Floyd set out to design a new product in the soft seating category, paying homage to playful floor seating from the Italian Radical Design era of the 1960s. Not quite a pillow, not quite a chair, The Squishy forms to any body shape and is wildly comfortable. But why would a notable design brand introduce a “beanbag” chair? Because come to find out, it is so much more than a beanbag, in fact it’s not full of beans at all, it’s actually quite the opposite. The exterior is composed of a highly durable textile created entirely of repurposed, post-consumer recycled plastic that made its way to the ocean, and the fill comes from foam offcuts from the sofa & mattress production process that would have otherwise found its way to the landfill.
In order to tell this story, we set out to develop a campaign that was playful, while ensuring the message was clear, this is not your ordinary bean bag. As a brand known for modular products constructed from Baltic birch plywood & steel, the Squishy was a step outside of what the customer had come to expect from Floyd, and therefore the art direction & storytelling to support the launch followed suit. The launch film & imagery pulled reference from nostalgic fashion campaigns of decades prior, showcasing people of all ages & form playfully plopping into the chair accompanied by a voiceover sporadically describing the subject’s fondest memories of their relationship with the ocean and the resulting feeling of floating on a cloud when experiencing The Squishy. In addition to the campaign, lifestyle imagery displayed the product in situ, anchored by design while shooting it at the iconic Nuetra VDL house where the product’s bold color assortment complimented the streamlined design of architect Richard Neutra’s former studio & residence. The resulting campaign was a reminder that design can be fun with its minimal yet playful appeal.
Role:
Creative Direction
Concept Development
Production
Art Direction
Post Production