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BoConcept SmartCar Breakfast - Monday, 4/15/2013 9:13 PM


It all began at about 8:30AM on Thursday morning at the Madison Avenue location of BoConcept, NYC-- a BoConcept SmartCar Breakfast, celebrating a new design collaboration. it was a lovely breakfast, the spread supplied by acclaimed Danish restaurant Aamanns-Copenhagen. Michael Schaller, Head of Marketing Communications and Brand Management for Smart Car, and Claus Ditlev Jensen, Collection and Visuals Director for BoConcept, presented the inspiration behind the design collaboration to journalists and interior designers at the standing-room-only event.

Claus Ditlev Jensen and Michael Schaller

Highlights of the morning included: breakfast and networking, a short slideshow presentation by Claus Jensen and Michael Schaller elaborating on the current BoConcept and SmartCar collaboration inspiration and post-demo discussion on the new items developed by BoConcept and the SmartCar on premise.

Niki Cheng and Shaokao Cheng

The post-demonstration discussion provided an opportunity for Jensen to discuss the BoConcept Smartville Collection's new items which include new sets of cups in 6 different designs, pillows, sofa, table and an ebike.

Schaller presented the nuances of the SmartCar, such as the vehicle having a Safety Cell: a racing technology found in Formula One cars. Aesthetically, the car offers the same yellow stitching and tobacco brown leather for the seats and steering wheel that are found on BoConcept furniture. According to Schaller, Smartcar offers a lean style and iconic design. Smartcar is coming up with more models that are design oriented. Notably, SmartCar garnered the Red Dot award, the best of the best award for 2012, for its Safety Cell.

In closing, Schaller announced that the car will go into production in the fall of 2013. The BoConcept Smartville collections became available in BoConcept stores globally on Monday, April 1, 2013.