Savo
White paper ‘Resetting office seating: From the back seat to the front row’
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.
Extensive industry research – mapped a decade of office seating across eight major European design weeks, leading media titles and cultural trend reports.
Original insights & expert perspectives – combined quantitative analysis, original data and expert interviews to uncover how office seating is perceived within contemporary design culture.
Research into strategic direction – transformed the findings into opportunities for repositioning office seating, with insights informing Savo’s presence and ‘The Office Chair Reimagined’ exhibition at 3daysofdesign.
A new digital-to-print format – developed a new editorial format for Savo, from a comprehensive 50-page digital white paper to a condensed journal produced in thousands of copies, with bold data visualization, a shiny silver cover and neon Pantone details.
Full case coming soon