ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2025

SERVICES

Strategy

Creative Conception

Creative Direction

Production

Rollout

ABOUT THE PROJECT

As part of Savo’s evolving creative direction, studio playground created and led a styling campaign designed to shift perceptions of the office chair – taking it beyond the conventional workplace and into the world of fashion, interiors and contemporary design.

Built around the idea that Savo chairs should not only feel good, but look good, the campaign explored how colour, material, texture and setting can give office seating a distinct visual character. Through unexpected environments and considered styling, the chairs were presented as design objects in their own right, while keeping comfort and function at the core.

studio playground led the concept, creative direction and production of the stylised photoshoot, deliberately stepping outside traditional office furniture imagery to create a more artistic and editorial expression for the brand.

The result was a versatile library of elevated campaign imagery for Savo’s press and owned channels, establishing a fresh visual direction and supporting the brand’s wider ambition to bring design to the forefront of office seating.

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2026

SERVICES

Research & Strategy

Creative Conception

Creative Direction

Partnerships

Communication

Production

ABOUT THE PROJECT

studio playground once again created, produced and activated an exhibition for Savo during 3daysofdesign. ‘The Office Chair Reimagined’ challenged conventional perceptions of office seating, repositioning the office chair from a purely functional workplace object to a considered piece of design.

Co-curated through studio playground’s creative network, the exhibition invited architects, designers, studios and creatives to reinterpret Savo’s office chairs through their own aesthetic – from colourways and fabrics to settings – revealing what an office chair could look like in their world.

Contributors included Axel Boman, Morten Nordstrøm, Sarah Gottlieb, CAN, Alice Morby, Shawn Adams, Christoph Kuemmecke, Maya Njie, and a studio playground × Antti Kalevi collaboration.

The JOI Room extended the concept into an immersive environment with a curated library of 20+ hand-picked books, floral arrangements and print materials, including a studio playground-produced journal presenting insights from the white paper ‘Resetting Office Seating: From the Back Seat to the Front Row’.

Daily guided breakfasts brought creatives and visitors together for conversations around the concepts and processes behind the exhibition, while playful elements including tic-tac-toe and bespoke merchandise added further touchpoints throughout the experience.

Welcoming more than 22,000 visitors in three days, ‘The Office Chair Reimagined’ demonstrated how insight-driven design, creative collaboration and a cohesive narrative can transform an everyday object into an engaging cultural conversation.

• White paper research & presentation in custom printed journal

• Bold brand promises & curated morning events

• Collaboration with leading industry creative voices

• Created an interactive game & personalized merchandise

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2026

SERVICES

Research

Strategic Storytelling

Creative Conception

Editorial Content Creation & Publishing

Production

ABOUT THE PROJECT

As part of Savo’s presence at 3daysofdesign 2026 in Copenhagen, studio playground researched, developed, commissioned and produced ‘Resetting office seating: from the back seat to the front row’ – a 50-page white paper exploring the overlooked role of office seating within contemporary design culture.

Grounded in extensive research, the white paper maps how office seating has evolved across eight major European design weeks over the past decade, alongside coverage in leading media titles and wider cultural trend reports. Combining original data, industry research and expert interviews, it asks a simple question: if office seating plays such a significant role in our daily lives, why is it so often overlooked in design culture?

The research was developed into both a comprehensive digital white paper and a condensed printed journal, translating the findings into an accessible editorial format for a more design-conscious audience. Produced in thousands of copies, the journal featured a shiny silver cover and neon Pantone details, bringing together research, strategy, editorial design and high-quality print production.

Presented as part of Savo’s ‘The Office Chair Reimagined’ exhibition during 3daysofdesign, the project positioned research not simply as a report, but as a tool for reframing the category – highlighting the untapped cultural and design potential of office seating.