Photo: Per Gunnarsson
Challenge – Live or die
The original HÅG Credo was launched in 1984 and it revolutionised the concept of work chairs at that time. HÅG Credo recognised the fact that we were not created for a static life, that we are all different sizes and that the user's salary should not determine the chair's functional content.
The chair went from strength to strength over the world. In time the visual and environmental features were no longer unique, and volumes fell from 138,000 chairs in its peak year of 1998 to 45,000 in 2002. A decision had to be made to either phase out the chair or to redesign and upgrade it for a relaunch. The latter was chosen.
Solution – Renamed and renewed
The ergonomics of the HÅG Credo were transferred to the new model, but the freedom of movement was improved. This can be seen particularly in the design of the arm rests and also on the chair back and seat. The upholstery is clean and timeless, with plain detailing. The new name is HÅG H04 and both the environmental features and degree of industrialisation are strengthened. It is first and foremost the control concept that reveals its kinship with HÅG Credo, otherwise a lot of its features are new and modernised.
Result – New life gives new life
There is no doubt that HÅG Credo would never have survived the downward spiral it was in. With a new visual format a new and profitable future was given to the product. After the launch in 2003, sales increased by 50% and have since stabilised at this level. The investment in design also increased the degree of industrialisation, which in turn gave an 8% reduction in the cost price. The margins were thus significantly improved. Loyal buyers of HÅG Credo are rediscovering the functional content in the HÅG H04 and new groups are choosing the chair due to its form-fitting design and famous HÅG ergonomics.
Company: Scandinavian Business Seating AS / HÅG
Project group company: HÅG: Morten Westberg, Project Manager: Olav Fismen, John Lien, Halstein Kvangraven, Arvid Moseng, Ivar Bordvik
Design: Peter Opsvik As
Project group design company: Peter Opsvik AS: Designer: Peter Opsvik; Staff: Per Olav Haugen, Nils Seiersten, Geir Jensen.
Award / year: Design Effect Award - 2010