In the late 1960s, French designer Pierre Paulin drew a lounge chair unlike any other: the F300. Its sculptural, futuristic form created a new kind of chair, and it quickly became an icon. GUBI wanted to bring it back for a new generation, which meant exploring, understanding and re-engineering the production process behind Paulin’s original vision.

Our inspiration for the relaunch came from the chair itself. The F300 doesn’t tell you how to sit, so the concept plays with all the ways you might. Laid-back or upright? Sideways or straight up? More than 50 years later, the F300 still lets you decide.

And since an icon was making it’s long-awaited comeback, we announced it like breaking news. We created the concept and identity for the relaunch and produced everything around it, from imagery and film to events and experiences. Bold headlines set in Rialta by PLAYTYPE are paired with calm portraits of people finding their own way to sit – presenting the F300 as both a classic and something new.