Socials Minded
The monumental recliner beneath the monumental porch of ‘Centenary Palace 5’.
What an Instagrammable entrance to the Brussels Furniture Fair! Afterwards the supersize model embarked upon a tour of Belgium’s interior stores. This giant piece was made with social media in mind, to generate plenty of free publicity – also at a local level, especially for the dealer.
Modulax is increasingly emerging as a social brand. Promoting your brand means posting visuals on social media. The art lies in cutting through in this flashy world. As well as your own content, you hope for spontaneous posts by individual creators. (Influencers are a different story.)
Modulax is tackling this with more and more creative flair. The videos made in-house manage to strike a sensitive chord and/or are presented in a humorous way. Remember the dancing reclining armchairs?
This year, the focus is on the giant recliner. Did you see how the trade audience in Brussels reacted? People posed together, shot a photo, posted, liked and shared. Fun! So just imagine how consumers will respond! That’s what sparked the idea to head off around Belgium with this giant. It can be placed in the car park beside your furniture store. What a crowd-puller! Big fun! More free posts, likes and shares on the socials ─ with #, @ or tags to the local interior store.
The socials mindset also plays a role with a new model such as the Bubble: the Channel fabric is a sight to behold! The organic design extends all the way around.
Modulax sells recliners. Sadly, social media natives are not overly keen on them. ‘So hideous, so cringe.’ The alternative is a low monobloc piece with a seventies vibe ─ but with contemporary reclining comfort, with one-touch control. They definitely want to be seen in that, it’s really ‘chill’. Quick, snap a selfie or make a reel.
