Herman Miller
Summary
Naming a new approach to multipurpose seating
The Challenge
Herman Miller’s Setu Chair, designed by Studio 7.5, addressed the mobile workplace and the fact that work is now done in the most unexpected of places. The Studio 7.5 team realized that multipurpose seating should reflect these changing needs. After devising many exploratory prototypes, they developed a chair that combined work-chair principles of motion and comfort with sleek lines, simplicity and affordability.
Now all they needed was a name.
the search begins
With a kinematic spine that bends and flexes with each movement and without any effort on the part of the individual, the chair was unlike any other.
Capsule was inspired to explore the concept of unrestricted movement, delving into a range of cultures and philosophies for a name that would match the distinctiveness of the chair design and user experience.
THE NAME
Setu, the Hindi word for bridge, was selected for its symbolism and phonetic simplicity. Representing ideas of being able to move freely, connection and taking you to a place never before possible, the name was a perfect fit for the perfect chair.
