Letting Furniture Speak for Itself

Furnishings make a statement, literally, in new Bernhardt Furniture print ads created by The Richards Group.

“In focus groups, people told us the pieces of furniture they bought were extensions of their own personalities,” said Jeff Hopfer, a creative director at the Dallas agency. “When they saw the lines of Bernhardt, they thought, ‘That is really a unique piece of furniture that says a lot about what I am.’ “

Richards has developed four two-page spreads, each showcasing one piece of furniture. The right side of the spread features a photograph of a Bernhardt piece, such as the Grand Savannah Poster Bed.

The left side is a silhouette of the piece, which is constructed from individual statements describing the emotions of a typical Bernhardt Furniture owner. Among them: “This is more than just our bed. This is our refuge.”

The advertising is the first Richards has developed for the Lenoir, N.C.-based firm since becoming its lead agency last year. The furniture maker had previously created its ads in-house, the agency said.

Richards also handles media planning and buying for the company, which distributes its products through an international network of dealers.

The campaign breaks in the August editions of national publications including Architectural Digest, House & Garden and InStyle.

Hopfer said the creative concept is extendible: “The print campaign will continue to evolve, and we hope to do more executions for years to come.”