Originally, the ancient Greek word "katálogos" means directory or list, whereas "logos" means content or sense. And so we have already arrived in the present, or rather in the new COR catalogues which provide an overall outlook of what the modern seating manufacturer is producing, with heart and mind. Our latest 2015-16 collection is consciously structured in the three volumes "Upholstered suites and easy chairs", "Tables and chairs" and "CONSETA". Each title represents a separate world, the meaning (design) and content (comfort and build quality) of which are waiting to be discovered.
It's about authenticity, not effects
Many manufacturers today use CGIs (computer-generated images) in order to reduce their workload and costs. COR, however, remains faithful to itself and to you in the visual communication of its handcrafted models. Photography takes place in the studio and at selected locations whose individual architecture is designed to allow every piece of furniture to appear in the best possible light. Sometimes it is necessary to wait. Not only the location, the perfect styling for each motif to the last detail, but also the weather conditions are crucial for an authentic photograph. And so the photographers, as well as the production team, the art director, the marketing and product managers, stylists, technicians, assistant and drivers, wait patiently and with great concentration until the desired series of photos is "in the can". But that requires correction: Only after meticulous postproduction does the image motif make it as final artwork into our new catalogue – while remaining authentic.
Four locations, long journeys, countless details
The new COR collection 2015-16 has travelled widely. From Rheda-Wiedenbrück to the port of Hamburg, to the River Rhine in North Rhine-Westphalia and to the canals of Amsterdam. While all the framework conditions in the studio can be determined, in an industrial loft, an old villa or in a new building they must first be adjusted to the prevailing conditions. An emotional, but also technically detailed composition needs to be created. Each picture structure receives its own dramaturgy, every piece of furniture it contains tells its own story. Dark and light cover fabrics, delicate or more generous models require individual presentation. Functional details need to be shown, subtleties in the shaping or finishing emphasised. Floor plans need to be adopted, exemplary living scenarios created, the perspectives need to alternate ... The work of the stylists is also challenging. The search for the right accessories, lovingly arranged and yet often perceived quite unconsciously by the viewer, is frequently time-consuming.
Lookbook and manual
"High-quality print products such as the new individual catalogues remain indispensable for our brand communication," says Marketing Director Berthold Strüve, "We want to stimulate and inspire both target groups – dealers and customers – to work and to live with our furniture." Each catalogue also has its own dramaturgy. Photo spreads, milieu scenes or detailed views are followed by a functional part with specifications and technical data. The design, the aesthetics and the individual character of the seating or upholstered furniture form the emotional connection. How does it integrate itself into the existing architecture or new furnishing concept? Which dimensions, reference materials, colours and materials are the right ones? Also where these aspects are concerned, an informed decision must be possible.To be continuedThe double anniversary in 2015 – 50 years of CONSETA and 60 successful years of COR – will be followed in 2016 by a number of communication activities designed to unfold the fascination of the brand anew. A new website linked to the recently published individual catalogues will go live in the late autumn. "Media levels are an ideal way of communicating our product offering and our corporate culture, irrespective of time and place," says Berthold Strüve. "We want to satisfy the people's expectations regarding comfort not only in each product, but also in their dialogue with us." The dialogue will then be continued in person, for example with one of COR's 550 trading partners in 54 countries.From autumn 2015 we will then be welcoming you once again at our home in Rheda-Wiedenbrück. The address at Hauptstrasse 74 has remained, but in the future we will be using the entire building, where we are expanding our exhibition activities, complementing them with a newly created contract area and giving the historical COR collection its appropriate space.COR individual catalogues 2015/16, German and EnglishUpholstered suites and easy chairs, 128 pages Tables and chairs, 88 pagesCONSETA, 48 pagesDesign: Factor Design, HamburgPhotography: Studio Rudi Schmutz, HamburgStyling: Juliane BennienWe will be happy to send you your personal copy. Please direct your order to: marketing@cor.de
For more information, please contact
COR Sitzmöbel Helmut Lübke GmbH & Co. KG
Berthold Strüve, Marketing Manager
Nonenstraße 12, 33378 Rheda-Wiedenbrück, Germany
t +49.(0)5242.4102-240
f +49.(0)5242.4102-940
b.strueve@cor.de
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