King Living launches evocative new campaign ‘Something Worth Keeping’

Australia’s most awarded sofa, the Jasper Sofa, is a prime example of the evergreen design of King Living that evokes the Australian way of life with contemporary simplicity.

A celebration of Australian design and way-of-life

SINCE 1977, King Living has been at the forefront of Australian furniture design.

This year King Living debuted an evocative, emotional brand campaign entitled ‘Something Worth Keeping’, marking five decades of creating furniture designed to last for generations, retaining an emotional depth and timeless design unique to King Living.

Something Worth Keeping heralds this new movement for King Living in celebrating the emotional durability of the brand’s furniture collections.

The campaign features a real three generation family creating memories in an idyllic coastal home in Tasmania, filled with King Living furniture, captured through the lens of acclaimed Australian artist and creative director Nick Leary, and under the direction of King Living founder David King.

The campaign grounds King Living furniture in the universal experiences of day-to-day family moments and showcases the true Australian way of life.

Something Worth Keeping is an ethos that acknowledges the role of emotionally durable furniture in our lives – these pieces in our homes hold memories and imbue our lives with pleasure, meaning and utility.

“For me, something worth keeping brings you joy and connects with memories. The moments and the energy put into those objects are what makes you feel alive, remember, and connect back in,” said Leary.

Something Worth Keeping introduces new furniture designs from King Living which will launch throughout 2023.

Designed to last a lifetime, as the centre of the family home – and as the stage upon which memories are created and shared – the Heritage Dining Table and Heirloom Dining Chair are two new pieces that are part of King Living’s Something Worth Keeping line-up.

The Zaza Sofa, conceptualised by Australian designer Charles Wilson, also features in the campaign – embodying the superior comfort, flexibility and versatility King Living’s designs are synonymous with.

Elsewhere, the multi-award winning Jasper Sofa – a prime example of the timeless appeal of King Living designs – is showcased in sumptuous and hard-wearing Prestige Saddle leather, blending seamlessly with the rich, earthy tones of the Australian landscape.

Celebrating the natural landscape and the Australian way of life was important for Leary when conceptualising this campaign, as much as it was to cast a real Australian family to feature in it.

These family moments – authentic, relatable experiences – are connected to creating and sharing memories in a home that feels at one with the surrounding environment, grounded by the rhythms of nature and the landscape.

“Capturing the moment where we were looking across the landscape with the mother with her child in her arms across the Heritage Table was a beautiful moment. It was really about the stillness of the morning, getting ready to take on the life of a new day – kids, breakfast time, everything that happens in our day,” said Leary.

“When you pass your furniture on to the next generation, just sitting around the table will bring back memories. Memories are made on King Living furniture. That’s something worth keeping,” said King.

“We design our furniture from the inside out. The steel frame is the foundation of our products. It ensures that the furniture will last.”

The ‘King Difference’ is as relevant today for David King as it was five decades ago – maintaining a commitment to having an in-house design team in Australia and challenging conventional methods of furniture design and construction.

This process starts with the King Living signature steel frame and an unwavering focus on supreme comfort to create designs which embrace the latest technology and are guided by an emphasis on sustainability to create pieces which are designed to last for generations to come.

Something Worth Keeping will be a foundational message for King Living throughout 2023, guiding the various brand campaigns and activity across marketing, social media, in-store experiences, customer communications and more.

The campaign will be brought to life through a long-form video charting a day in the life of the three-generation family in the house in Tasmania, narrated by David King himself, and a series of still images capturing moments throughout this day and preserving these as a visual representation of their memories.

Find Something Worth Keeping at King Living showrooms in Bangsar and IPC Shopping Centre for unique pieces designed to last generations.

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