The idea for the luxury outdoor lifestyle living of Dedon began in a very unusual way. Following an accident on the field Bobby Dekeyser, goal keeper for Bayern Munich Soccer Club, decided to leave sports. He decided that he would go after his dream of becoming an entrepreneur. Right there in the hospital bed Dedon began life. Dekeyser had a vision when starting out. To create the most desirable lifestyle company in the world and to have fun doing so. For Dedon's customers, a desirable company is one that gives them inspiration through hand crafted luxury products of superb quality and lifestyle. For the people throughout the world who work for the company it was creating the very best place to go to work each day.

By 2005 Dedon were known around the globe for creating some of the finest hand crafted outdoor lifestyle furniture. Dedon gathered many prestigious awards for their futuristic and luxury designs and people waited in line to get their hands on products. Their exclusive furniture is now sold in over 80 countries around the globe and Dedon continue to expand. Dedon have numerous innovative designs behind them and many signature pieces. The luxurious "Orbit" is one of the most famous around the world. A futuristic design that redefined the concept of furniture, there was a huge waiting list for the Orbit design when it was released, with Brad Pitt being one of many waiting for their order.

In 2010 Dedon were 20 years old and launched a groundbreaking campaign ad with the help of one of the very best fashion photographers Bruce Weber. The campaign entitled "Coming Home" is bold and big and brings together twenty models, many of them having worked with Weber on fashion shoots. The ad is unlike any other seen before and involves a huge array of anything from dogs and birds to donkeys and butterflies. At the center of the ad is a superb open air tree house built around a tree chosen by Weber. The tree house consists of four platforms, all of which hold a range of Dedon's unique luxury lifestyle designs. The backdrop is surreal, with the ad showing 20 scenes from everyday life, including sunbathing, sleeping and enjoying a dinner party. The message the ad puts across is that wherever you are, you are at home with Dedon. From the beginning of the company to todayDedon have always had core values. Passion, excellence and energy have all played a part in the success of Dedon. The backbone of the company has always been challenge.

The fact that Dedon have always had a non-hierarchical approach to organization has allowed the company to flourish with each staff member having their own responsibilities and working together as one.

Editorial | Image Courtesy Of Dedon