HÅG has been developing, producing and marketing office chairs since 1943. HÅG, originally a Norwegian company, is today Scandinavia’s leading group in the design and production of office chairs and seating solutions.

HÅG wanted to re‐launch and promote its top‐of‐the‐line office chair brand in Europe. To support a particular chair design, HÅG already had an established brand concept: The HÅG movement.

The project brief asked for a re‐vitalization of this concept. As part of the project, A plus M produced a new range of photos to inject the brand with spirit and emotions. As sometimes happens in our business, the project eventually derailed and we lost the client, thankfully without any collateral damages.


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