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.