The Friendly Break Up Collection

Challenge

The pandemic has accelerated already existing changes in how we are living – as well as who with, and for how long. Many countries have seen huge rises in divorce rates since 2020, including an incredible 35% increase in Argentina.

Inspiration

In the separation process, disputes arise over the division of material possessions that couples or friends optain together, like furniture.

Idea

To make this separation easier for young people, we opted for a design solution adapted not to spaces, but to people. ‘The Friendly Break Up Collection’ is a line of furniture that divides up when people do.

Growth

The collection sold out within first month and four new designs will be added to the fall collection. The campaign has also achieved over 300MM media impressions.