With its modern European flair — both in its merchandising and its creative — new catalog Oriac Design is barely recognizable as an office furniture catalog. Let’s start with the front cover, which features a grid of photographs of individuals of all ages and backgrounds, each sitting in an Oriac Design chair. “The cover is eye-catching. It says, There’s a chair for everyone,” said one judge. Another panelist added, “It’s an interesting ‘people’ approach, sending the message that there is furniture as unique as you.”
Inside the book, “gorgeous, upscale, modern products make this feel like MOMA [The Museum of Modern Art] for the office,” raved one judge. For certain, with such merchandise as a zebra-stripe swivel desk chair, polypropylene lamps shaped like gummy bears, and Philippe Starck-designed end tables with garden-gnome bases, clearly this is not your father’s office furniture.
The unique offerings and array of choices are, for the most part, wonderfully offset by the catalog design. Judges praised the quality paper, elegant layouts, and beautifully lit photography. Indeed, as one judge said, the catalog’s “great features, product assortment, grid spreads, and key items make this a wonderful shopping spree!” But a few judges felt that the photographs of the furniture designers scattered throughout the book distracted from the mission of selling the furniture.
Quirky and compelling, the catalog’s copy is just as clever as its design. For example: “Bia combines cool lines and warm, sensuous curves, creating a floor lamp that transcends any distinct style and enhances any ambience. Depending on how you place the shade, it almost looks like it’s floating in air,” reads one caption. Another product description, describing a plastic coat rack shaped like Italian stag antlers, begins: “Even if you’ve never shot an Italian stag, you can now hang a trophy on the wall and still show your friends you’re in line with animal rights.…”
But while the text is entertaining, some judges felt the copy misses the opportunity to sell. “The copy could be more benefit-driven as to what makes the product unique. Is it style? Ergonomics? In many cases, the copy is not complete enough,” said one judge. What’s more, in some places, the judges found that the design overwhelms the copy. And one panelist pointed out that the product pricing, sizes, and colors should appear in the body copy, rather than in separate boxes along with the similar information for the other items on the spread.
But especially considering that Oriac Design is a new catalog, the panelists applauded the effort. The book successfully pairs modern furniture design with high-quality, engaging catalog creative. As one judge concluded, Oriac is “a b-to-b book more fun to read than most consumer catalogs!”
Oriac Design
275 Grove St.
Newton, MA 02466
617-663-5790
www.oriacdesign.com
Catalog launched: 2000
Director/marketing manager:
Warren Sukernek
Designer/merchandiser: Gerhard Wolf
Copywriter: Karen Werner
Printer/color separator: Neef
List broker: MeritDirect
List manager: Datamann
Cover paper: 78 lb.
Text paper: 60 lb.
Number of pages: 96
Trim size: 8-1/2″ × 11″