A bed discovers Hamburg
A bed leaves the store, travels through Hamburg, meets people and lingers at well-known Hamburg haunts. With this idea in mind, Straub & Straub and Hästens sent one of the beds with the distinctive diamond pattern on journeys through the Hanseatic City.
The photographer Henning Heide took photos of the bed in front of characteristic motifs such as the Unilever building in HafenCity, the warehouse district and the Planetarium. This resulted in striking images that brought together aspects typical of Hamburg and uniqueness. They convey the idea of a modern, urban lifestyle.
In other words: I’m at home in the middle of the metropolis. Hästens then exhibited the images at an opening event titled “In the middle of Hamburg: A bed on the move” in its store in HafenCity. That brought the campaign full circle – the people were brought from the city into the store. And Hästens achieved a new form of customer communication with these works of art.