How Herman Miller’s centennial celebration emphasized its staying power

When Herman Miller turned 100 last year, it wanted to celebrate its design legacy and promote the enduring nature of its products.

At the world’s largest furniture fair, in Milan, in March 2023, Herman Miller highlighted its historical proximity to the art world with a gallery show featuring 100 years of graphic design by artists who also created work for Herman Miller. In June, the brand launched a limited-edition version of its Eames shell chair, adorned with a sketch of a cat by midcentury New York artist Saul Steinberg, a close friend of Charles and Ray Eames. Then, on social media, Herman Miller released a series of behind-the-scenes construction videos, demonstrating how objects like its signature Eames Lounger are made, by hand, in America.

The campaign engaged with longtime Miller-heads as well as a new “wide audience out there who might see an Aeron chair or an Eames lounge chair and not know its origins,” says Jenelle Kelsch, senior director of Herman Miller brand marketing.

Herman Miller also worked with Chicago’s Wright Auction House to certify and sell 100 vintage pieces from the past century. Though Wright sourced the pieces and kept the proceeds, the collection underscored the brand’s enduring ability to bring high design to furniture.

The company quickly spun its legacy forward in 2024, debuting a brand refresh in January. In May, it repositioned its internal publication, Ideas, as a one-off consumer magazine that traced the history of the company’s design ethos and its legacy of reinvention. “We‘d like to think we’ll be around for another 100 years,” Kelsch says.

This story is part of Fast Company’s 2024 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.