Aeron Launch

Herman Miller, the innovative minds behind the iconic Aeron chair, approached Sub Rosa to create a global campaign for the remastering of its signature product. Working alongside the Herman Miller team in an unprecedented collaborative effort, Sub Rosa provided brand strategy, campaign development, and asset creation for the performance-driving relaunch of an American classic.

Press & Awards

The Challenge

Launched in 1994, the Aeron chair revolutionized office seating in both form and design. As the ergonomic needs of the modern worker-as well as technology-has evolved over the past two decades, Herman Miller was presented with an opportunity to improve upon the original Aeron. Aware of the beloved nature of the chair, the Herman Miller team approached Sub Rosa for a strategy and global campaign that would convey the chair’s revamp to a wider audience, while maintaining existing clients and customers.

Insights & Outputs

After in-depth immersion sessions in both Zeeland, Michigan (Herman Miller’s homebase) and Sub Rosa’s studio in Manhattan, the teams landed on a concept that encapsulated Herman Miller’s objectives. The concept of juxtaposition served as the main inspiration in a new series of brand creative. Herman Miller transcends the debate between form and function—offering something greater through their ultimate synthesis. 

And that is why Herman Miller thrives in the ineffable space between its own juxtapositions: beautiful and useful, art and science, spirited and systematic, working and living. Sub Rosa developed five key campaign executions, each ranging from an overall brand to individual product focus: Masterpiece Remastered (which served as the launch concept), Calm Intensity, Anchored Freedom, Liberating Tension, and Engineered Serendipity.

The campaigns came to life through inspired creative, clarifying the Herman Miller brand through thought-provoking dualities. A consistent headline with revolving juxtaposed word pairings allowed for an endless array of conversation starters and targeted messages. Additionally, Sub Rosa developed a go-to-market strategy and a detailed marketing communication rollout strategy across the brand’s owned and operated channels, as well as purposeful paid media.



In what proved to be one of the most in-depth collaborations between Sub Rosa and a client, the Masterpiece Remastered creative rolled out in October 2016. The campaign made its debut on the Herman Miller website, banner ads, as well as print editions of The New York Times, Fast Company, Dwell, Pinup Magazine, and Architectural Digest.