Vitra and Artek's Hackability of the Stool during London Design Festival

Tomorrow PR worked with ongoing client Artek on its UK communications for a special project to celebrate the 90th anniversary of the iconic Stool 60. This notable milestone presented an opportunity to explore Artek’s history and significance in the design community. As such, Tomorrow delivered a targeted press campaign focused on this big brand moment and the launch of three new Stool 60-anniversary editions unveiled in 2023.

Artek's Stool 60 stacked
Artek's Stool 60 in black and white

Alongside this, Tomorrow worked on promoting the launch of the new Stool 60 E-shop and the ‘Decades’ exhibition, which was presented at the 2nd Cycle Store in Helsinki. Tomorrow also advised on social media collaborations, resulting in new content to celebrate Stool 60.

A partnership with Hypebeast was brokered to promote the E-shop and anniversary, resulting in a paid campaign featuring a new Artek video about Stool 60. Hypebeast covered the anniversary editorially on their website and social media, generating six pieces of coverage. Also, for the London Design Festival, Artek brought the Hackability of the Stool exhibition by Daisuke Motogi / DDAA LAB to the Vitra Tramshed showroom. Tomorrow issued a press release, invited press to visit the installation and facilitated interviews with Marianne Goebl and Daisuke Motogi.

Vitra & Artek's Hackability of the Stool exhibition during London Design Festival
Artek's Stool 60 stacked

Overall, Tomorrow secured over 50 pieces of coverage on the 90th anniversary of Stool 60 and the Hackability of the Stool exhibition in key UK titles such as Dezeen, ICON, Elle Decoration, Disegno, House & Garden and Livingetc. A real highlight of the project was securing a two-page feature on Stool 60 Villi in the October issue of Wallpaper*, which included interviews with Formafantasma and Marianne Goebl and an exclusive shoot featuring the new stools.

Mater Artek Stool 60
Artek Stool 60 designed by Alvar Aalto
What we did

Creative Collaborations Events and Design Weeks Media Relations Social Media and Digital Expertise Strategic PR Planning & Implementation


Photography by Taran Wilkhu
Hackability of a Stool
Courtesy of Artek and Alvar Aalto Museum
Black and white Stool 60
Photography Mikko Ryhänen
Additional images

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