Eames + Herman Miller go virtual

Following up with the last post about the "Get Real" campaign, it looks as if Herman Miller was not ready to stop at just 2d advertising and traditional media and wants to squash reproductions at their virtual begginings.

 

Herman Miller announced that it would be entering Second Life with help from Rivers Run Red.

 

Bringing authentic, authorized designs to Second Life, It will be offering a collection of 15 pieces for L$300-L$850, or approximately U.S. $1.40 to $3.50, but users that have bought knockoffs in the past will get the new pieces for free. … Those taking advantage of this limited-time, honor-based offer need only delete their old inventory and then “Get Real.”

The entire collection will be available exclusively at “Herman Miller Real Goods,” a virtual retail store within Avalon Island in Second Life.  Easy access to the Herman Miller Real Goods store can be had through www.hermanmiller.com/virtualworld. Existing Second Life residents can link directly to the in-world store, 

Visitors to Herman Miller Real Goods will be able to browse or buy the in-world designs, gather detailed info to product pages on Herman Miller's web site, or link to a real world listing of retailers and commercial dealers where they can purchase the actual pieces.

Apparently the people who have been creating these knockoffs in second life have been hearing from the companies lawyers:

"[W]e've contacted those parties and informed them of our trade dress protections, copyrights and trademarks they are infringing, asking politely but firmly that they cease and desist," the firm's pokesman, appropriately named MarkSchurman HermanMiller, tells me. "Some have complied, others have countered with proposed partnerships, and some have yet to respond."

Here are a few pictures from their virtual store and a link to their press release.