We aimed to win a new generation of designers and architects as competent and trustworthy influencers to create a new desirability within the target group.

We developed the cultural initiative "rethink the modular" in which two curators approached lecturers and students from renowned universities with a brief on reinventing modularity. In a weeklong workshop the student groups developed concepts, that were further elaborated during 6 months to be featured in a exhibition during the milan design week. The whole process was documented on the blog of the digital campaign platform with more than 60 videos and numerous blogposts.

Involving tomorrow’s influencers: More than 60 promising young designers and architects studying at seven of the world’s most influential universities became part of an intense dialogue on modularity and as such "ambassadors" for the brand.

Spreading the content: Over 1,000 visitors a day experienced the exhibition. It was widely discussed on the campaign platform, in print, online and social media. As a result, the projects were featured at Wanted Design in NYC and Cheltenham Design Festival in London and in a publication by Thames & Hudson.

Establishing an ongoing dialogue on modularity: As an outcome of the initiative several sustainable projects emerged. Such as a project for social housing in London which is based on a software for modular construction or a start up producing a collection of modular drinking glasses. Furthermore the newly established relationship between the brand and the universities is leading to ongoing cooperations.