Ligne Roset - Made of Icons

Thomas Defert expresses his love for Made in France craftsmanship through his first campaign as Creative Director.

After a competitive pitch involving four agencies (including Havas, FCB, and 14 septembre), Hands, led by Thomas Defert in creative direction, was selected to define the new brand territory for the renowned Lyon-based furniture maker.

Ligne Roset is a multinational company that works like an artisan. Most of the creations are handmade in their Briord factories, in the Ain region. The challenge of the campaign was to visually convey, through a single poster, this manual work, this artisanal passion, and above all, the joy of creating, inventing, and reinventing the contemporary form repertoire.

With a fabric catalog nearing 800 variations, Thomas Defert found his ideal palette: “The compositions are inspired by Russian Suprematists, Henri Matisse’s paper cutouts, and Josef Albers’ Homage to the Square. The idea was to visually express the work of the hand — the hand that composes, sketches, proposes, and disrupts. The fabrics are there to highlight the furniture but also to speak of the creative process itself.”

At Ligne Roset, however, the icon transcends the object. It’s also the designers themselves who become legends. Pierre Paulin, Michel Ducaroy, Marie C. Dorner… These names resonate in design and are embedded in our compositions. This project opened a new dimension: “The designers’ families gave us access to unpublished archives, intimate photos, revealing their personal worlds. They are part of this campaign and will extend the experience into the forthcoming digital ecosystem.”

With Made of Icons, Ligne Roset positions itself as a warm, radiant brand, passionate about design and designers, about art and life, which is at the core of its essence.