DIY superstore chain HORNBACH has always defined itself as a brand that only truly unfolds with the support of its customers: Creating greatness with nothing but your bare hands.

With the WERKSTÜCK Edition, HORNBACH paid tribute to this mission: An exclusive series of designs made entirely from the DIY market's vast product range. In short: Design that cannot simply be bought. Danish architect Sigurd Larsen's Lounge Chair can only be earned. Built from scratch. In the sweat of one's brow. Anything else wouldn’t be HORNBACH.

The Lounge Chair was released in the form of an elaborate book that takes a time to tell a story - at cost price, reaching even previously unattainable design target audiences all over Europe.

A home improvement store goes beyond its traditional territory.

And yet remains more than true to the core of its very self.

Before the WERKSTÜCK's release, snippets of Sigurd Larsen's designer documentary were played out online. On HORNBACH's social channels, carefully curated teaser photos showing off the seemingly trivial materials (like a single brass screw) created anticipation and curiosity. After the book and the microsite (complete with manual and cutting template) were released, the story of "the chair you can't buy, but only build" quickly made the rounds: From magazines from the field of architecture, design and innovation, to documentaries about the democratization of design (online and on TV) and later, to the cultural section of various daily newspapers. As soon as the first pioneers were in the process of building their own WERKSTÜCK 001 Lounge Chair, organic interaction in the form of user-generated content came to form: Everyone proudly showing off their progress and finished chairs. Throughout the campaign, HORNBACH reached design-oriented audiences all over Europe that were previously thought unattainable.

By enabling customers to build their very own design object, HORNBACH was not only able to conquer a new target group of design-savvy DIYers, but also to strengthen the brand. The WERKSTÜCK Edition reached over a third of the desired audience via print and truly engaged them thanks through precise online targeting: YouTube pre-rolls reached the highest view-through rate ever. (An increase of +88% compared to the HORNBACH previous benchmark). With 151.939 clicks on the microsite, HORNBACH ultimately led passionate DIYers to discover the WERKSTÜCK in depth.

Brand preference recovered (+12,5% compared to January 2017) as the HORNBACH WERKSTÜCK Edition spoke to the soul of true makers more than any campaign before, with 45% of respondents indicating „The pleasure of creating something with your own hands“ as their primary statement. Finally, The WERKSTÜCK Edition helped to turn visitors into buyers, with a conversion rate of +5,62% compared to January 2017.