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| 23.05.04 | |
Ad agency recreates the 'typical' German
living room
Hamburg's Jung von Matt adds
the fixtures and fittings, to get closer to consumers..
| What does the typical German living room look like?
What are the fixtures and fittings with which the 'typical' German family surrounds
itself? Well, now, thanks to the Hamburg-based ad agency, Jung von Matt, you no longer
need to wonder.. you can see for yourself. Interviewed by the German news magazine, Der Spiegel, Bernhard Lukas, the agency's creative director, relaxes on a terracotta-coloured sofa, while gazing out through curtained windows to the street beyond. Next to him towers a light-wood wall unit with lit windows in a kind of |
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Mediterranean design. On the glass table in front of him, a copy of the Kölner Anzeiger newspaper and a much-used TV magazine. "It's the weirdest thing to find in an ad agency", Lukas tells Der Spiegel, describing the 'living room' which sits incongruously amid the Apple Macs and high-ceilinged, brightly-lit rooms of the agency creative department. "On the other hand, I had imagined it would be worse", he adds. "It's frighteningly real." The living room is one of the results of a research study conducted by Jung von Matt, in order, the agency says, to get closer to real life and find creative ideas in the context in which they will be seen. No detail has been overlooked to make the experience as authentic as possible, says Der Spiegel, even down to creating portraits of the people who would use the living room. Lady of the house is Sabine (the most common woman's name in Germany) Müller, 38, who is married to Thomas, 41. They have one son, Alexander (currently the most popular name for German boys), who is eleven. Thomas is a Formula 1 and football fan who drives a VW Passat. Sabine's preferred leisure pursuits are either telephoning her friends or cooking. The room measures 22 square metres and is 2.65 metres high, but the agency has gone way beyond merely recreating 'average' dimensions. Jung von Matt strategic planner, Karen Heumann, tells Der Spiegel that: "in addition to Germany's most typical fixtures and fittings, Sabine and Thomas have a great number of personal possessions. Everything in the living room tells a story, and is therefore personal rather than purely 'average'". Click here to visit Jung von Matt's website and see how the agency itself presents the project. |
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