Herman Miller, Inc., launches "Get Real," an awareness and education campaign, at the 2003 International Contemporary Furniture Fair (ICFF), taking place in New York City May 17-20.
"Get Real" is designed to alert consumers to the ethical and economic implications related to the purchase of design knock-offs, rather than supporting original designs and their designers.
Herman Miller has long been a leader in the movement to promote the genuine articles. "Get Real" arrives on the heels of recent developments that provide powerful legal protections to original, iconic Herman Miller designs.
Herman Miller's ICFF exhibit will include select furniture designed by Charles and Ray Eames, George Nelson, Isamu Noguchi, and Alvar Aalto.
The complete news release follows.
Herman Miller, Inc., Will "Get Real" at the ICFF
New York's 2003 International Contemporary Furniture Fair marks company launch of concerted campaign for awareness and education against knock-offs
Imitation has been called the sincerest form of flattery, but in the domain of furniture design it is deceptive to consumers and specifiers, damaging to the designers, manufacturers, and distributors of original designs, and inhibits new investments in innovation.
For many years Herman Miller, Inc., has been in the vanguard of a growing movement to promote the genuine articles--protecting both the unsuspecting buyer and the intellectual property rights of the original designer and manufacturer, while ensuring the commercial incentive for future innovations.
Herman Miller is taking its commitment to a new level with the launch of its "Get Real" campaign, an awareness and education program that will be the centerpiece of the company's presence at the International Contemporary Furniture Fair, held May 17-20, 2003, at New York City's Javits Convention Center. Herman Miller, located in Booth 414 at the Javits, will be showing select furniture designed by Charles and Ray Eames, George Nelson, Isamu Noguchi and Alvar Aalto. The Eames, Nelson and Noguchi designs are Herman Miller originals, dating from the company's collaboration with these acknowledged masters of American modernism. Herman Miller is the exclusive North American distributor of original Aalto designs through partnership with Artek, the legendary Finnish manufacturer of the extensive and celebrated Aalto collection.
"Since Herman Miller has such a storied and extensive design heritage, it stands to reason that we would be a leader in the campaign for authenticity," said Ray Kennedy, Director of Herman Miller for the Home. "Original design is the driving force behind Herman Miller's commitment to innovation--and everyone needs to recognize it is the lifeblood of a vital furniture industry."
Added Marg Mojzak, Senior Marketing Manager of Herman Miller for the Home: "Many consumers are simply unaware that they are buying knock-offs rather than the real thing. A component of the campaign is about equipping the buyer with the information he or she needs to identify whether the item is authentic. We also want to raise awareness of the important ethical and economic implications in supporting original designs and their designers."
The launch of Herman Miller's "Get Real" campaign at the ICFF exhibition comes amid recent legal developments affording "trade dress" protection to original, iconic Herman Miller designs. In November of 2002, the Noguchi Coffee Table, designed by Isamu Noguchi for Herman Miller in 1944, received this important legal distinction. In March 2003, Herman Miller received notice that the same powerful protection is also forthcoming for the Eames Lounge Chair and Ottoman, designed by Charles and Ray Eames for Herman Miller in 1956. The United States Patent and Trademark Office recognizes these designs as synonymous with their original designers and manufacturer, and holds that a likeness of these designs cannot be produced or distributed in the U.S. by unauthorized parties.
"We're seeing case after case in which the designers and producers of original products, who have followed the prescribed intellectual property law registration procedures, are winning substantial settlements, judgments, and legal protections" noted Henry Gowin, Secretary of the Foundation for Design Integrity, a group of leading furniture designers, manufacturers and distributors that are dedicated to promoting the protection of original design. "The days when nothing could be done about knock-offs are over. The public is becoming increasingly aware of intellectual property protection (patents, trademarks, trade dress and copyrights) and the importance of supporting original design, while the knock-off producers are learning the consequences of infringement."
A series of advertisements created for Herman Miller's "Get Real" campaign urge readers to make an informed and ethical choice. The headlines invite the buyer to "Check the Source" and "Check your Conscience" as they contemplate the purchase of an original or a knock-off.
"Remember," implores one of the ads, "knock-offs don't pay royalties to the original designer. They aren't produced according to designer specifications. And they don't meet (Herman Miller's) standards of quality and durability. Now go, with a clear conscience, and get the real thing."
Herman Miller's ICFF exhibit will feature the Eames Lounge and Ottoman, Eames Molded Plywood chairs, Eames Storage Units, Eames Wire Chair with Bikini Pad, Nelson Marshmallow Sofa, Nelson Coconut Chair, Nelson Platform Bench, Noguchi Coffee Table, Aalto Tea Trolley 900, Aalto Stool 60 (in a special 70th Anniversary Edition in Curly Birch), among others--and all of them--to be sure--produced according to authorized specifications.
Herman Miller creates great places to work and live by researching, designing, manufacturing, and distributing innovative interior furnishings that support companies, organizations, and individuals all over the world. The company's award-winning designs, complemented by furniture management and strategic consulting services, generated over $1.46 billion in revenue during fiscal 2002. Again in 2003 Herman Miller was named among "America's Most Admired" companies by Fortune magazine and included in Business Ethics magazine's "100 Best Corporate Citizens." The company trades on the NASDAQ stock market under the symbol MLHR. For additional information about the company, visit www.hermanmiller.com.
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