Showtime Chair by Jaime Hayon, BD Barcelona
Campaign, Communication Strategy
Designed by Jaime Hayon in 2007 as part of the Showtime Collection, the Showtime became one of BD Barcelona's most successful and recognisable products. Over nearly two decades, it has been present in residential, restaurant, hotel and workplace projects worldwide, becoming a reference point for contemporary Spanish design.
My role was to develop the narrative and content strategy to communicate its evolution: how do you introduce a renewed version of a bestselling product without losing what made it so recognisable in the first place? A more mature edition, simplified in structure, refined in its lines, and with a more sophisticated palette of finishes.
The communication was built around two ideas: heritage and versatility. Reinforcing the legacy of one of Jaime Hayon's most iconic pieces for BD, while showing its ability to move naturally between very different contexts: from cafés and restaurants to offices, meeting rooms and hybrid spaces.
Campaign imagery included elements that implicitly suggested a use; lifestyle imagery placed the chair in real-life scenarios. The configurator showcased the full range of combinations across structures, backrests, colours and upholstery.
The result: a narrative that projects the future of an established design, reaffirming the Showtime as a contemporary classic that evolves without losing its identity.
Credits
Creative Direction and Photography Nacho Alegre
Art Direction Laura Doardo
Graphic Design Susana Arguila and Elisa Di Dato
Configurator Emersya
Designed by Jaime Hayon in 2007 as part of the Showtime Collection, the Showtime became one of BD Barcelona's most successful and recognisable products. Over nearly two decades, it has been present in residential, restaurant, hotel and workplace projects worldwide, becoming a reference point for contemporary Spanish design.
My role was to develop the narrative and content strategy to communicate its evolution: how do you introduce a renewed version of a bestselling product without losing what made it so recognisable in the first place? A more mature edition, simplified in structure, refined in its lines, and with a more sophisticated palette of finishes.
The communication was built around two ideas: heritage and versatility. Reinforcing the legacy of one of Jaime Hayon's most iconic pieces for BD, while showing its ability to move naturally between very different contexts: from cafés and restaurants to offices, meeting rooms and hybrid spaces.
Campaign imagery included elements that implicitly suggested a use; lifestyle imagery placed the chair in real-life scenarios. The configurator showcased the full range of combinations across structures, backrests, colours and upholstery.
The result is a narrative that projects the future of an established design, reaffirming the Showtime as a contemporary classic: a piece that evolves over time without losing its identity.
Credits
Creative Direction and Photography Nacho Alegre
Graphic Designer Elisa Di Dato
Video Editor Bandido
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