Highlights Design & Performance
Monday, August 29, 2016
A new look and feel for the Sunbrella brand that showcases the design appeal of the legendary performance fabric will launch globally across all markets this year.
“Textiles are an important ingredient in great product design,” said Hal Hunnicutt, vice president of Marketing for Glen Raven, the makers of Sunbrella. “Sunbrella has evolved to combine our advanced performance features with globally inspired designs that are quite surprising if you’re still thinking of us as strictly solid and striped canvas.”
Sunbrella began in 1961 as a trusted brand for the awning industry, with unmatched fade and mildew resistance and easy cleanability, and it quickly extended to the marine and outdoor furniture markets. Advances in technology and design-centric product development in recent years resulted in an inspired palette of colors, styles and textures that are allowing consumers, designers and architects to create extraordinary environments indoors and out. The brand’s new look and feel brings this perspective to life.
“A fabric’s appearance and feel are becoming more important in our traditional outdoor markets, and they are critical requirements for interior furnishings,” Hunnicutt said. “Our investments in design, R&D and manufacturing capabilities have made tremendous advances over the last 15 years. Our design team travels extensively to understand market and color trends, and has been instrumental in how this story reflects the romance, beauty, comfort and performance achievable with Sunbrella.”
The Sunbrella evolution features inspirational photography that communicates how the brand’s design capabilities are now on par with its reputation for durability. The photography showcases how the fabric’s proven performance marries with an elevated design story to transform settings.
The new look will be integrated into all touchpoints including print and digital advertising, trade shows and events, and new marketing materials that will roll out this fall. The materials, as well as a new global website, will feature Sunbrella fabrics in inspiring designs and environments.
“Sunbrella has a fascinating story to tell – a fabric comfortable and attractive enough to inspire a living room renovation, yet more than durable enough for an awning,” Hunnicutt said. “Why use anything else?”