You might think in a family of crazy design

At the top of the House, two white sofas face, separated by low tables referring to a signed Japanese origami Isamu Noguchi, not far from a giant fern. Of Charles & Ray Eames Daw seating surrounding the table located near the wide glass Bay opening onto a landscape of vineyards. A notebook left open or une carafe of half empty water give the impression that the people come just to leave the room. Down the floors, each room deploys a furniture well asserted personality.

You might think in a family of crazy design. It is in fact of the showroom off standard Open last week by the editor of Vitra furniture, known for its reprints of classic design and his new creations. A new space surprising on its its German site in Weil-am-Rhein, not far from the Switzerland and the France, which he serves as a showcase.

Outside, the building designed by the architects Herzog & de Meuron refers to an Assembly of classic but refined, housing as a child drawing, built with each other. The objective is to feel at home. Dubbed the VitraHaus - the Germanic word for House-, the place is aptly named. He must plunge the public in the universe of the mark, by him showing the possibilities of marriage, choice of the tones of the Interior through a laboratory of colors or styles.

This opening to climb a notch in the link with individuals. Offer for them has really expanded from 2003-2005. Previously, the family corporation headquartered in Switzerland, near Basel, focused instead on enterprises, with a broad offer for the development of offices, and public spaces, such as libraries or museums. Among recent achievements as the professional field in France projects for clients as diverse as Areva or Hermes. And, soon, discover the Centre Pompidou in Metz.

Classics and creations

In the world of the edition of office furniture, claw has a place to share. By the way of mixing the different styles of the 20th century, but by the collaboration of long-term with the designers. "We are a society of authors, with ideas and values to defend." "Our vision of the design is of the service, steps from the chic and the superficial," said Rolf Felhbaum, Chairman of the Board of Directors.

Everything really started in 1957, when Willi Felhbaum, his father, manages to obtain the license for the Europe of the work of the Eames couple, and adds to its arrangement of stores activity as editor of furniture. Today, it is with designers of different nationalities such as Hella Jongerius Dutch, the British Jasper Morrison or the Italian Antonio Citterio takes place a long term collaboration. Among the French designers, working with Ronan and Erwan Bouroullec started in 2000. "We are looking for representative designers of their time and really having their own vision of the world so that they follow each of the different trails", details Rolf Felhbaum, in direct and frequent contact with them.

The company knows their leave time to bring their ideas. "The methodology is singular." It is based on ongoing research. It is possible to spend four or five years on a project if necessary. "And we are listening on a comprehensive approach, ranging to the photos of the products or the staging in a Salon of Milan", welcomes Ronan Bouroullec.

Result: in the museums, the production is found on both sides of the barriers. In part exhibition in public spaces where visitors can test in vivo furniture. A card of shock. In Paris, the jumping du Loup restaurant customers, at the Museum of Decorative Arts, can try the brothers Bouroullec Vegetal Chair or small tables in the Cork Family of Jasper Morrison series. As the Grand Palace, the French subsidiary has decided to partner with, by equipping offices and theatre of its products.

An identity that shapes

Its identity, Vitra it was shaped over the years by its production. The editor, who did not want thinking in terms of brand, give today by keys, a more formal outline. A way to define a company claiming his family size. And a necessity for that name and the image of the editor will disappear not behind its products in the minds of the public.

A bird began to appear in its communication. But not any. It is based on a wooden object black reported for a trip by Charles and Ray Eames, often used in photographs of their products. This volatile figure on the map of Sesame in the visitor of the new showroom and him giving access to the digital catalogue on posts scattered on the floors. It also allows to receive by e-mail the fetish products list and the address of the nearest distributor.

Because the VitraHaus must play a role of laboratory in how to build relationships with the public. "It allows to connect to the client.". Not asking him what color he likes for such furniture, but by understanding its needs in depth. It is a place where you can see if an offer is accepted. "Or point that could be missed in our collection," said Rolf Felhbaum. Already, with the first visitors, new avenues began to germinate. It would not be surprising that, in the next years, Vitra focused on the storage and accessories.

The site of Vitra and a selection of the most well known creations on lesechos.fr/diaporamalesechos.fr/diaporama