BoConcept Caps Off 2019 with Four Major Industry Awards for Innovative GLASS Campaign
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BoConcept Caps Off 2019 with Four Major Industry Awards for Innovative GLASS Campaign

The Global Design Leaders’ GLASS Campaign Provided a Unique and Holistic Aesthetic Experience and Ignited High Levels of Customer Engagement

NEW YORK (PRWEB) December 18, 2019 - Danish-founded retail furniture franchise BoConcept is capping off a major year of growth that saw the global brand receive four major industry awards in 2019. The awards recognized LG Electronics and BoConcept’s collaborative GLASS campaign, an in-store partnership that integrated BoConcept furniture designs with “Picture on Glass” LG OLED TVs. The GLASS campaign was done in partnership with global home entertainment technology leader LG Electronics and created a unique consumer experience that highlighted the elegant and streamlined design of LG OLED Glass TVs, along with the contemporary look and feel of BoConcept’s luxury furniture. The campaign served as a compelling argument for premium TV shoppers to trade up to the superior style and design of OLED by activating consumers across several key dimensions including talent and rollout, campaign assets, amplification and cross marketing.

The GLASS Campaign was driven by BoConcept’s Global Visual Director, Kalina Todorova, and its longest tenured furniture designer, Morten Georgsen, in partnership with LG-backed interior designer and style influencer Sarah Sherman Samuels. One of the hallmarks of the GLASS campaign was the launch of several high-end designer showrooms featuring BoConcept furniture complementing a sleek LG OLED TV. The showrooms were located on Madison Avenue in New York City; in Cambridge, Massachusetts; in Buckhead, Georgia; and in Costa Mesa, California. Thanks to country-specific landing pages linked to both LG’s and BoConcept’s homepages, visitors could also experience a global, digital showroom - an innovative technique which generated an estimated 14.5 million impressions. The result was a harmonious partnership between technology and design that showcased the elevated allure of both brand’s offerings and created a unique aesthetic experience for consumers.

In 2019, the collaboration between LG Electronics and BoConcept won the AVA Digital Platinum Award, the MarCom Award, the W3 Award and the Summit Creative Award.

The collaboration won the AVA Digital Platinum Award in the digital marketing and integrated marketing category. The AVA awards were selected from 2,500 entries from 25 countries, including the U.S. and Canada.

The MarCom Awards honor excellence in marketing and communication. Winners are selected annually from approximately 6,000 print and digital entries from dozens of countries. BoConcept won in the strategic communications and marketing positioning category.

The W3 Awards celebrate digital excellence by recognizing outstanding websites, web marketing, social content and more. BoConcept won in the gold category.

The Summit Creative Award recognizes the work done by small- and medium-sized agencies worldwide. BoConcept won a Gold award.

“Since its inception, BoConcept has been committed to elevating interior spaces so they can look their absolute best and truly make an impression,” said Steen Knigge, Director of U.S. Marketing for BoConcept. “The BoConcept team worked tirelessly on the GLASS campaign, which speaks to the modern consumer who is looking to unite form and function through the harmonious partnership of technology and design. Not only do BoConcept’s curated furniture line and the LG OLED TVs blend to create an elevated space, but they also function as contemporary design solutions. The awards earned by the collaboration this year, particularly the AVA Digital Platinum Award, validate the brand’s innovative thinking and commitment to providing customers with progressive interior design solutions.”

BoConcept was originally founded in Denmark in 1952 and began franchising in Paris in 1993. Today, BoConcept boasts a franchise footprint of more than 300 locations in 65 countries. The brand continues to expand the business and aims to reach 600 stores globally.

“BoConcept has come a long way since it was founded and we have no plans to slow down,” said Knigge. “Trends come and go, but BoConcept proves that disruptive innovation, not to mention a commitment to providing high-quality customer service, will never go out of style.”

About LG Electronics USA

LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $54 billion global innovator in technology and manufacturing. In the United States, LG sells a wide range of innovative home appliances, home entertainment products, mobile phones, commercial displays, air conditioning systems, solar energy solutions and vehicle components. The “Life’s Good” marketing theme encompasses how LG is dedicated to people’s happiness by exceeding expectations today and tomorrow. LG is a 2019 ENERGY STAR® Partner of the Year-Sustained Excellence.

About BoConcept

Since opening its first franchise in Paris in 1993, BoConcept has become a global leader in the design of bold, stylish furniture, boasting more than 300 locations in 65 countries around the world. Founded in Denmark in 1952, BoConcept differentiates itself by offering premium quality, modern designs that elevate interior spaces to achieve their full potential. The company remains focused on creating functional furniture for the urban consumer through partnerships with the world’s leading interior designers. Backed by a proven global concept and strong franchise support system, BoConcept’s 15 U.S. locations include a flagship store, which opened in December 2017 on New York City’s famed Madison Avenue. For more information please visit

Media Contact:

Lauren Turner
No Limit Agency

SOURCE BoConcept



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