Tane: Premier Launch in Paris
tane
Paris launch
The global launch of the Bodo Sperlein silverware collection for Tane consisted of three events: the Maison Objet trade fair, an exhibition at Galerie du Passage and a dinner at the Mexican Embassy.
Exhibiting Tane at Maison Objet 2015 in Paris was instrumental to renewing the status of the brand in Europe and the wider world.
This annual event is a platform that allows designers to showcase their most recent products and concepts to a multinational audience. For Tane it facilitated the growth of the brand in the contemporary design market.
Coinciding with this event, Bodo directed a silverware exhibition at Galerie du Passage, recognised as an international treasure trove for eclectic interior luxuries. The gallery, situated in the centre of Paris, was the perfect location to launch the collection outside the trade fair and give Tane greater exposure in the press.
Alongside both events, Bodo organised a dinner at the Mexican Embassy in Paris, hosted by Tane. The silverware was arrayed on a long, formal dining table against an opulent Mexican red. This unique event was attended by dignitaries and a select Parisian audience.
Taking inspiration from their archives, he designed a substantial range of silver heritage pieces and introduced the brand to a wider material palette, using porcelain, stone and wood as well as silver. Bodo also directed product launch events in Paris, Munich and London, gaining greater global exposure for Tane and reviving their position as a silverware specialist known for its bold designs and flawless quality.
tane
Despite the brand's prestige, until 2014 Tane had not exhibited in Europe in decades and needed an injection of modernity to bring it firmly into the 21st century. Bodo implemented a new creative direction, honouring the company’s history whilst strengthening their presence in the contemporary marketplace.
