MAZŌ
A furniture brand hosting a collaboration during 3daysofdesign, when the whole city is hosting something.
Services
Social Strategy
Timeline
2025
The challenge
3 days, 100s of events across the city, and every brand telling the same kind of story.
MAZŌ has been building furniture long enough to be a regular in Vogue, Tatler, Wallpaper, the Wall Street Journal, ARK Journal, Elle Decoration UK and Milk Décoration. For 3daysofdesign they were collaborating with Bodum, the Copenhagen house that has been making coffee and tea equipment since 1944, who hosted and poured on the night. The difficulty with design week is that everyone has a room, everyone has a launch, and the press and buyers who matter are moving between events all day. A good evening disappears the moment the doors close unless something is made that outlives it.
The approach
Shooting an identity rather than the evening
Event coverage stops being useful the day the festival does. So the film was created around where the 2 worlds actually meet, leading with the identity MAZŌ had made for the night, the materials, the surfaces, the coffee sitting against the furniture, with the evening filling in around it. That gave them a brand film rather than a recap, which is why it still holds up now and why it works for anyone who was never in the room.
The result
