The Association of Ideas has created a series of branded Philippe Starck chairs for The Daily Telegraph stand it is designing for The Daily Telegraph House and Garden Fair at London’s Olympia.
The Starck “toy” chairs form part of the Telegraph’s interactive presentation area, which has seating for 40 people. On the back side of each chair is an image taken from the various newspaper sections such as sport, money and motoring.
“The chairs face towards the aisles so even when unoccupied their backs continue to work for the stand, graphically conveying the Telegraph brand to the passing audience,” says AOI director Jonathan Lovett.
A Telegraph Group spokeswoman says: “To set this stand apart and to interact successfully with our target audience, we need to offer a presence which is versatile, highly branded, modern, and elegant while being functional and maintaining interest.”
The show will run from 29 June to 2 July.