Maker of celebrated consumer and business furnishings ventures into emerging realm of virtual community, bringing authentic, authorized designs to Second Life
Herman Miller Inc., the design collaborator and manufacturer of furniture pieces like the Eames Lounge and Ottoman, the Nelson Marshmallow Sofa, and the Aeron office chair, is bringing a collection of its famous designs to Second Life. The 3D virtual world and social networking site is host to the digitally rendered homes and facilities of millions of users from over 100 countries, including an ever expanding number of organizations, businesses and brands.
Building on the company’s earlier and successful “Get Real” campaign in the real world, aimed at combating unauthorized “knock-offs” of its large catalog of internationally recognized designs, Herman Miller will offer both products and information to virtual world consumers and businesses. It’s expected these new and beautifully rendered editions of the work of Charles and Ray Eames, George Nelson, Isamu Noguchi, Bill Stumpf, Don Chadwick, Studio 7.5, and Yves Behar will quickly supplant the numerous unauthorized knock-offs that some in-world outlets have been selling to Second Life residents.
“This is a wonderful opportunity for people and businesses in the virtual world to enjoy great, authentic design, from the company that commissioned and collaborated with some of the world’s greatest industrial designers,” noted Marg Mojzak, director of Herman Miller for the Home. “For some time we’ve urged customers to ‘check the product, check the source, and check your conscience’ before purchasing a classic. We’re bringing that same message to Second Life–and in the virtual world you’ll be able to own and enjoy them for pocket change!”
Better still, with the launch of its Second Life presence Herman Miller will make most of these new designs available at no cost to consumers and organizations who earlier purchased virtual knock-offs from unauthorized sellers. Those taking advantage of this limited-time, honor-based offer need only delete their old inventory and then “Get Real.” First-time buyers will be able to purchase these designs for prices ranging between (Linden dollars) L$300-L$850, or the real world equivalent of approximately U.S. $1.40 to $3.50.
The collection includes 15 original Herman Miller pieces, many of them available in an array of colors and finishes, from residential and office seating, to sofas, tables, and even lighting. These virtual world three-dimensional renderings have been produced in remarkable detail, including working control of both “warm” and “cool” settings in Yves Behar’s award-winning Leaf light. All of the designs will be digitally labeled, identifying them as Real Herman Miller.
“Our brand is synonymous with our designs and we take the protection of our intellectual property very seriously,” noted Mojzak. “Many of these designs, as well as the designers’ names, are the legal trademarks of Herman Miller. With our entry into the virtual world we’re acknowledging its growth and importance, and we’re acting to protect the interests of both the buyer and our business.”
The entire collection will be available exclusively at “Herman Miller Real Goods,” a virtual retail store within Avalon Island in Second Life. Existing Second Life residents can then link directly to the in-world store, or first-time users can link to Second Life to download the free enabling software, create their avatar, and begin their exploration of virtual space.
Visitors to Herman Miller Real Goods will be able to browse or buy the in-world designs, gather more detailed information via links to product pages on the company’s web site, or link to a real world listing of retailers and commercial dealers where they can purchase the actual pieces for home or office.
Beyond Product
Herman Miller’s interest in the virtual world goes well beyond brand building, the protection of intellectual property, or any revenue from the sales of virtual design. In fact, the company’s exploration of virtual worlds began within its Future Insight Group, a focused team within research and development charged with exploring emerging trends and technologies, and their implications both for global society and Herman Miller’s business. The researchers believed that Herman Miller needed to be actively involved in the virtual world space.
“By early 2006 there was clear evidence that virtual worlds were rapidly growing phenomena with staying power,” said Maryln Walton, then program lead for the Future Insight Group. “The interactive, visual experience offered a compelling new form of self expression, communication and social networking that was globally accessible. That was intriguing in itself, but in combination with the emerging use of virtual reality among businesses and other organizations for distance-free collaboration and learning, it was clear this was about both serious work and play.”
The company formed an exploratory team that began to review virtual worlds in detail, examining the existing and potential applications. Among their findings were the significant numbers of enterprises actively using the technology to further their organizational missions, including educational institutions and major companies. And like in-world consumers, they were building and furnishing virtual interior spaces to support their work. The result was a decision in the spring of 2007 to move forward with a presence in Second Life, both to serve customers and to continue to add to Herman Miller’s knowledge and understanding of the emerging virtual world.