Capsule is very proud to announce that we were asked to name the latest chair released by the iconic and innovative leader of furniture design: Herman Miller.
Named one of Fortune’s Most Admired companies, Herman Miller designs to improve the human experience wherever people work, heal, learn and live.
The pressure was on for this one. The new chair follows some of the most successful chairs ever made: the Aeron, the Embody, the Eames Lounge… there was no room for error. According to the wonderful world of Google, we also discovered that every man and his dog has designed and named a chair.
“Naming is one of the most challenging components of our work at Capsule,” said Aaron Keller, Managing Principal. “The volume of names considered and rejected would surprise many inside the business of naming and shock those who haven’t named. It’s an honor to say that Capsule named the newest Herman Miller chair.”
Upon receiving the prototype of the nameless design in our office, we were immediately impressed by the incredibly unique spine and inspired to explore the concept of unrestricted movement.
We delved deep into a range of cultures and philosophies to find out more. In Hindi, the word for bridge is Setu. A bridge allows you to move freely, connects you, and takes you to a place never before possible.
Setu. Simple, visually strong and intriguing. A perfect moniker for an amazing chair.