Influencer furniture: off of the blog and into the shop
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Influencer furniture: off of the blog and into the shop

Bloggers elbgestoeber and 170qm design living collection

1/15/2019 By Nick Marten
Several hundred thousand people every day wait for their tips and tricks on interior design and furnishing. Countless homes have been beautified. Now - in cooperation with OTTO - they are taking their own furniture collection to market. We talk to Jenny “elbgestoeber” Feldmann and Anne “170qm” Dirfard.

You are probably the most well known Home & Living bloggers in Germany. Now you are planning your own furniture collection with OTTO - what are you expecting to get from it?
Jenny: I have always loved inspiring people and bringing about new things. I want to show that creative thinking and drive brings about lots of potential for change. With our own collection, we can create things that we have found the market lacks. We have the opportunity to gift shape to our creative ideas. Personally, I also see it as advancement into an area that until now I have only observed from the outside.

Jenny "elbgestoeber" Feldmann “With our own collection, we can create things that we have found the market lacks.”

Jenny "elbgestoeber" Feldmann, Blogger for Home & Living

Anne: I would like us to be able to use our experiences to develop products together that people like and that help them feel at home. To hit the mark and come out with something new that hasn’t been done a thousand times already. We want to enhance the market, not just bring out any old product.

The bloggers elbgestoeber and 170qm announce their furniture collection at imm Cologne.

Can you reveal how the collection will look yet? What pieces of furniture do you have in mind? Which styles can your fans and OTTO’s customers look forward to?
Jenny: We are just starting the design process but we, of course, have an idea of what we would like. For example, the items of furniture should be multi-functional. What exactly does that mean? I’ll keep that to myself for now. As far as the design goes, they should be clean Nordic designs with classic colours. For materials, we will overwhelmingly go for our favourites: concrete, metal, wood and wool.

What inspiration did you have for the collection?
Anne: Day to day life inspires us. Our job as interior bloggers, but also everything around us. We deal with furniture every day. We are very involved in the subject. So it’s not unusual to discover something or to need something. That is precisely what we get to take on and develop our perfect solution for.

You probably could have collaborated with lots of other brands and furniture retailers. Why did you choose a joint collection for OTTO?
Jenny: I have already worked with OTTO for a long time. For me, mutual trust and partnership is a necessity for such a long-term collaboration. Also, for me, OTTO isn’t just a strong partner on the German furniture market; they have shown an enormous capacity for innovation in the last few years. Taking this step with us shows this again and I am pleased to have the chance to play my part in that. What could be a better match for a Hamburg girl and a Hamburg-based blog than a Hamburg-based online retailer?!

What is especially important to you in the collaboration?
Anne: Working on eye level, getting open spaces and being supported to give shape to our ideas. I look forward to the exchange of ideas and hope that we will work very closely in lots of processes. As well as a great collection, I particularly hope to get lots of experience.

What do the next few steps look like?
Anne: For my part, I already have a few ideas and designs. Next we need to check how and where we can manufacture.

Anne "170qm" Dirfard “We deal with furniture every day. So it’s not unusual to discover something or to need something. That is precisely what we get to take on and develop our perfect solution for.”

Anne "170qm" Dirfard, Blogger for Home & Living

And when can we find the collection on otto.de?
Jenny: We hope that the first parts of the collection will go online in Autumn 2019.

Make a wish: what celebs would have your collection in their homes? Who would your collection suit?

Anne: I’m not really interested in celebrities, so I know very little about them. I would like a collection that the buyer is thoroughly satisfied with and I want them to have fun with my products. If that’s a celebrity, that’s great too.

Jenny: Tough question. The collection should ultimately be functional, low-key in the native Hamburg way and nonetheless modern. There won’t be any of the glam that I associate with a lot of celebrities. Maybe the band BOY!? I’m a big fan of the duo. Their music style is profound, modern and emotionally simple. Perfect fit!

Contact

Nick Marten
Corporate Spokesman

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