Futuristic and sculptural, the F300 lounge chair was created by French furniture designer Pierre Paulin in the late 1960s. With no flat surfaces, the chair aligned perfectly with the low-slung, pro-lounging aesthetics of the time. Fast-forward more than 50 years and Copenhagen-based design brand Gubi has revived the classic F300 design for a modern audience. 

The updated chair uses recycled industrial plastic waste and comes in a new range of 1970s-inspired colourways. It is now being celebrated with a poster campaign in New York in collaboration with interior specialists Design Within Reach. “We hope that the campaign encourages people to see classic design as something to live with, not just look at,” says Marie Kristine Schmidt, the CEO of Gubi. The posters are stylish and bold, with models sprawled or perched on the F300. Placed to be enjoyed at street level, the campaign aims to tell a meaningful design story while re-engaging with the past in a way that still feels relevant today. It delivers a strong creative vision that’s almost as distinctive as the chair itself.