Launched in 2009, Generation by Knoll changed everything, quickly becoming the leading high-performance task chair. This radical realignment, reflecting the theories of holistic ergonomics and elastic design—where a chair rearranges itself in response to its user, regardless of whether the user is “sitting properly” or not—was a revolutionary innovation then and remains essential today.

Knoll recognized that there is no single right way to sit, creating a flexing and supportive chair that enables individual expression.

A decade after its introduction, Generation by Knoll does not simply endure. It dominates. Though there are many imitators, no other task chair comes close to the intuitive and flexible design that continues to define the universal standard of comfort and unrestrained movement.

Announce and celebrate Generation’s ten-year anniversary.
Reinvent the key ‘movement and flexibility’ visual expression.
Craft a dynamic, malleable visual language.
Develop a key statement or expandable branded vocabulary.

Agency: Open Project, New York
Creative Directors, Designers: Weston Bingham, Allen Hori
Writer: Julian Bevan