Inspired by NYC’s culture of “curb-mining” or picking up furniture from the street, we wondered what would happen if we left 25 of Blu Dot’s Real Good Chairs all over the city, free for the taking. Who will grab them? Where will they go?

Technology would encourage participation. By GPS-enabling the chairs and through social media, everyone could follow the chairs online, in real time.

So, who took the chairs? The final component to our project was a documentary that captured the entire event, revealing the chairs’ new owners and their stories. It premiered on Blu Dot’s 1st Anniversary.

The two-day experiment garnered over 136 million media impressions for Blu Dot in just two months. The idea won the hearts of editors from the New York Times Magazine, the Wall Street Journal, Fast Company, Dwell, Creativity magazine, and CNBC, not to mention a handful of New York scavengers who created epic blogs dedicated to their chair pursuits.All that attention helped Blu Dot’s store sales surge more than 30% the two months immediately following the promotion.