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BoConcept re-imagines its vast storage range with new SS18 campaign

Danish furniture brand, BoConcept, works to shift perception of its comprehensive storage range with new emotive campaign, ‘FIND YOUR STORAGE MATCH.

BoConcept is proud of its vast storage collection, all designed by respected Danish designer, Morten Georgsen. For 2018, the brand changes the narrative, and presents the range in refreshed and exciting ways.


The campaign is centered around an interactive hero banner, where customers find personality traits, presented as single-word adjectives. Clicking a word takes the customer to an imaginatively styled room composition, linked thematically to the word just clicked.
Once there, customers can learn more about the product featured, explore more images from the shoot, as well as find helpful styling advice and related lifestyle content. 

“Historically, we have presented storage in conventional formats, within quintessentially Scandinavian settings. But as more and more customers begin to experiment with both their storage and the items it holds, we wanted to reframe our range; reminding customers that they can be individual, expressive and inventive with BoConcept storage,” says Helle Schmidt Hansen, brand manager at BoConcept. 

A dynamic range

The brand’s large assortment comprises of numerous wall systems, bookcases, standalone shelving, TV units, sideboards and more. Over 95% of its designs are produced in the company’s owned factory in Denmark. And nearly all designs can be adapted for size, material and configuration. Storage has always been important to BoConcept; with its first product being a sideboard back in 1952.

“Storage is arguably our most functional product group. And it’s one that can be challenging to enrich with emotion and storytelling,” concludes Helle Schmidt Hansen.

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