How we helped Camber turn 30 years into a year-long conversation about the future of iving

1) The Brief: 30 Years of Camber, time to think big

When a brand like Camber, Belgium’s pioneer in custom-made interiors, celebrates its 30th anniversary, you don’t settle for balloons and cake. You create a story. A conversation. Something that goes beyond a single moment and resonates all year long.

That’s exactly what Camber asked us to do. Their briefing was clear: “We’re turning 30. We want to celebrate, but not just with a party. We want a strong, relevant topic that positions Camber as a thought leader, sparks PR attention, and feeds our marketing throughout the year.”

A bold challenge, just the way we like it.

2) Why we started with PR…. and why that always works

Having worked alongside Camber for three years, we know them inside out. Their DNA, ambitions, challenges… and above all, their belief that custom interiors are about more than just cupboards; they’re about life, functionality and future-proof homes.

That’s also why our approach is always PR-first. If the story is strong enough to interest journalists and content creators, it will work everywhere: on social media, on the website, in advertising and even in internal communication. PR forces us to sharpen the story. To find the angle that matters, not just for the brand, but for the public.

3) The Big Idea: ‘Anders Wonen’ (Rethinking How We Live)

For 2024, the year of Camber’s 30th anniversary, we developed a central theme: “Anders Wonen” which translates to Rethinking How We Live. A theme that goes beyond furniture or interior trends. Because the way we live is fundamentally changing:

• Cities are densifying.

• Families are evolving.

• Sustainability, flexibility, and comfort are becoming non-negotiable.

But how do Belgian homeowners actually feel about that? What are their hopes and fears when it comes to the future of their homes?

Instead of guessing, we went looking for answers.

4) Consumer research 

In collaboration with research agency iVOX and trendwatchers bureau Trendwolves, we launched a nationwide consumer study. Our goal? To better understand how Belgian homeowners envision future-proof living and how custom-made solutions, Camber’s core expertise, play a role in shaping homes for tomorrow.

We asked pressing questions like:

• Will we live in more compact or more spacious homes?

• Can our homes adapt as our families grow or change?

• How do Belgians feel about sustainable living and design?

This research wasn’t just market data, it was a mirror held up to society. Because only by understanding the end consumer can Camber continue to offer truly personal, relevant advice, and create interiors that grow along with people’s lives.