“As in good car design, we added functional elements to create a dynamic look that appeals on an emotional level while projecting strength,” said Adrian van Hooydonk, of BMW.
In 2003, Gregg’s colleague, Harvey Goldson, bought an old Emeco chair on ebay, and left it in Gregg’s office without explanation. Gregg contacted Adrian van Hooydonk at BMW Designworks in Southern California, and Van Hooydonk designed the 2005 version of this classic chair, with a new, more ‘dynamic’ stance and an injection-molded plastic seat and back.
BMW Designworks USA
In 2003, Gregg came across and old Emeco chair – it had the date of 1951 on it, and its straightforward design incorporated an aluminum frame and upholstered seat and seat back. Gregg was impressed with the old chair - this design was different from the traditional Navy chair design, in a lower production cost kind of way.
Gregg contacted Adrian van Hooydonk at BMW Designworks in Southern California.
"We quickly agreed that Emeco should create a version of ‘1951’ that retained Emeco's DNA, yet looked forward. The new chair would be 100 % Classic Emeco - simple, utilitarian and masculine, with a more dynamic "stance" than the original.
The design phase that followed was one of the most collaborative and rewarding experiences of my life. I had dealt with similar issues designing modern cars for the Mini and BMW brands. ‘1951’ is the first Emeco product that combines new materials for the seat and back - technically molded ABS plastic, with classic aluminum construction. This allows us to add color and simplifies manufacturing - reducing cost. As in good car-design, these added functional elements create a clean, simple and dynamic look that appeal on an emotional level while projecting strength." - Adrian van Hooydonk