Brands always have a story to tell. Dedon’s is fascinating, avant-garde and original all at once. But above all, it captivates everyone. As the inventor of outdoor living and with a community of pioneering designers, Dedon is internationally renowned for successful luxury. But how do you position a brand with such an emotional background? And how can you ensure it remains relevant tomorrow, too?

Over half the world’s population lives in cities – and rising. And yet we all yearn to be amidst nature. Stress, hectic surroundings and noise need a balance. The Biophilia Effect confirms what we’ve all been feeling for a long time. We need a connection to nature, to life, to the forest. They invigorate our inner strength. As the founder of outdoor living, Dedon answers this longing. And this is exactly what we place at the very heart of the brand. Dedon creates ‘spaces of innate desire’.