consideration of target market/ audience

• Target


  • Art and Design lovers with prior knowledge of the De Stijl movement
  • More flamboyant people interested in bold statement pieces
  • Everyday buyers
• Due to the De Stijl Style of the chair


  A large chunk of the audience would have been Art and Design lovers who have a prior knowledge of the movement
• Visual links to the work of artist Mondrian


  • Primary colours and geometric shapes
• Visual links to the work of artist Mondrian


  It would appeal to those who were "in the know" at the time
• Target market of Red Blue Chair

  • For more flamboyant people who were interested in bold statement pieces in their home as it was quite unusual at the time
  • The geometric shapes and bright, saturated colours make the chair stand out in a room
• Despite being focused towards on-trend art lovers, the chair was also mass produced
• The cost would have been kept lower and as such this made it less exclusive to the elite
• Rietveld wanted his work to be available to across Europe and beyond