A Star in a Box: Wilkhahn’s New WiChair

With the WiChair, Wilkhahn has launched a new classic. But how do you introduce a minimalist swivel chair whose star qualities only reveal themselves once you sit on it? With a campaign that puts the experience front and center.

The WiChair is Wilkhahn’s latest swivel chair, and has the potential to become a classic. With its compact design, clean lines, and broad colour palette, it offers a surprisingly high level of comfort. It is far more comfortable than you would ever expect from a wooden chair, and – thanks to its thoughtful minimalism – also sustainable (it was recently awarded the German Sustainability Award Products 2026). In close collaboration with the German team, we developed a campaign idea that reflects this appeal: understated appearance, impressive experience.

A Launch You Can Feel

In Germany, the product launch was reinvented: selected specialist retailers received a (very large!) wooden box, inside which the WiChair was presented alongside colour samples and branding materials. Together with the sales team, they opened the box and tried the chair directly on site. By recording reaction videos, retailers were able to invite their social media communities to experience the chair for themselves – true to the motto: You have to try it to believe it. At the same time, we documented the sitting experience in dedicated photoshoots. Combined with the claim “Understated. Until you sit.” and a series of mood images, these assets formed the visual foundation of the campaign.

Unboxing in the Showroom

For the Swiss market, we adapted the concept slightly. This time, we filmed Wilkhahn employees as they tried the WiChair for the very first time. Shot with Jan Winiger in the Wilkhahn showroom in Weiningen, the focus was on capturing spontaneous impressions and genuinely unfiltered reactions. We then prepared the content for Wilkhahn Switzerland’s LinkedIn channel and used it in a digital mailing to specialist retailers. Because if you can’t send everyone a chair to their home, you send the next best thing — the feeling of sitting on it.