Reinventing A Classic

Design Challenge: When new Emeco CEO, Greg Buchbinder discovered one of his company’s vintage chairs on eBay, he approached BMW DesignworksUSA to redefine and reinterpret the product for a new era. The solid aluminum 1950s chair was originally built for U.S. government hospitals, and Emeco wanted to reincarnate the product for use in contemporary homes and offices.

Design Solution: In the design of the Emeco 1951 Chair we brought together Emeco’s traditional craftsmanship with our vision for modern seating, keeping what was great about the chair, but creating a new “stance” profile more dynamic than the original. The sculpted one-piece construction of the1951 masterframe is made of 80% recycled aluminum, 40% of which is post-consumer, so it is eco-friendly and helps meets LEED criteria for green environmental furnishings. The use of new materials, such as wood laminates and technically molded ABS plastic, in addition to the rust-proof brushed/anodized aluminum frame allows for a variety of color choices. These added functional elements enhance the clean look and appeal to consumers not just on a physical and intellectual level, but an emotional one as well.

The new chairs stack up to 6’ high, affording easy storage and retail for about US$260. Product line extensions were also developed to include a counter stool and bar stool as well. The chairs and stools carry Emeco’s lifetime guarantee and are made in America at the Hanover, Pennsylvania facility. Debuting at the Salone Internazionale del Mobile in Milan, the premiere international tradeshow in home design and furnishings, the 1951 pieces join Emeco’s award-winning collection of products by Phillipe Starck and Frank Gehry.

With this project, the power of good design works to elevate simple seating into a work of art. “Maintaining Emeco’s DNA,” says Buchbinder, “DesignworksUSA created a sleek interpretation of the 1951 piece that we believe will appeal to all lovers of classic design.”