Fitness furniture: Wallpaper* sees the funny side

London – Lifestyle magazine Wallpaper* has collaborated with Ridley Scott Associates director Christian Larson and health specialist Bodyism to produce two fitness videos with an ironic twist to coincide with its Sports issue.

The two Casa Sutra films, one for him and one for her, demonstrate choreographed fitness routines featuring iconic pieces of furniture in place of gym equipment.

‘Coverage and discovery of good design is one of the pillars on which Wallpaper* is built, but for this project we wanted to satirise product fetishism, and make something that raised a laugh, yet which still showed furniture and fashion in a good way,’ says Wallpaper* photography director James Reid.

This a great example of a magazine’s playful approach to connect with readers, and like the examples in our The Irony of Fashion microtrend, shows how consumers identify with brands that present themselves in a humourous way.