Vitra x Studio Riebenbauer


What the fuck is Heimat?

For many years now, Vitra has been busy dealing with the constructed identity of companies. But how does Vitra gain access to the key decision-makers in digital companies like Google, Adobe, AirBnB and WeWork? Off the beaten track and away from familiar sales mechanisms?

Together with Vitra, we developed the concept »What the fuck is Heimat?« as a solution.

Heimat is a German word translating to »home« or »homeland«. Which isn’t the meaning of it. »Heimat« has no exact English equivalent. »Heimat« is no place –
»Heimat« is a feeling.

After an intense day at the workshop in San Francisco, the »Heimat« of Nicholas Ruiz of Adobe, Jonathan Chung of Google, Aaron Harvey of AirBnB and Lauryn Menard was developed on the basis of a very personal »Heimat« package and questionnaire.

The Heimat objectives were delivered at an end-of-year follow-up and the participants were photographed with their personal Heimat objectives by Ashley Batz.

What sounds abstract at first is actually an entirely new approach – to position Vitra as a strategic partner. A partner that facilitates innovation and development in a company through a constructed identity, perceptible with all the senses.

And to make potential clients see Vitra in a completely new light, that works intensely with its clients at brand and culture level.


Nicholas Ruiz, Adobe

Nicholas Ruiz is the Global Design Manager of Adobe. An aluminium block filled with used engine oil from a Porsche 911 C45 represents his personal »Heimat«

»My 2002 Porsche 911 C45 is the place that I go when I need disconnect from my world. It’s completely analog – it feels like a caged tiger«.


Vienna Design Week

Before the Heimat objectives were presented in San Francisco, they could already be discovered in Vienna during Vienna Design Week.

In addition to the objectives, an installation was designed and displayed in collaboration with Eames DKR Wire Chairs.



More projects