Fleur
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
Details
The new Fleur collection adds colour to everyday life – its uplifting shades and designs create a positive and vibrant atmosphere that sets the scene for special moments around the table. The Premium Porcelain series made in Germany combines classic elegance with a modern fresh feel and perfectly captures the beauty of nature in abstract, graphic floral patterns. The colour palette consisting of cassis, soleil, vert and bleu is ideal for creating individual looks on the table – from playful to modern, depending on your taste and mood. Enjoy beautiful floral effects on your table with Fleur and create your own bouquet!
The Jury‘s Statement
In the dining and lifestyle segment, a new decor alone is not enough; what is needed is a brand-defining idea with resonance across many touchpoints. With "Fleur", Villeroy & Boch develops a clearly directed concept that brings together mix and match, colour worlds and floral abstraction in a distinctive presence. What matters is the execution across the range, campaign imagery, POS, CRM, social media and press. The result is a lighthouse project that brings together collection launch and brand staging with precision.
