Brandbook 2023

DEDON Glossary

45 /46

DEDON Spirit— The ‘DEDON Spirit’, character ized by a sense of mutual respect, camaraderie, and unity, is an intangible feeling that resides with in every DEDON employee as they work together towards common goals. This spirit is fueled by a genuine passion for creating outdoor experiences and forms the essence of DEDON’s organizational culture. DEDONIST — A ‘DEDONIST’ is a passionate en thusiast who aspires to be in unique and inspiring settings, surrounded by extraordinary people and landscapes, all while enjoying the comfort and style provided by DEDON products. As powerful voices for DEDON, they serve as esteemed advo cates and credible influencers for the brand. DEDON Brand Ambassador— A DEDON Brand Ambassador is a charismatic and influential indi vidual who passionately represents and promotes the DEDON brand, its products, and values–em bodying the essence of outdoor luxury living. Leveraging credibility, they strive to create mean ingful connections with potential customers while fostering brand loyalty and expanding DEDON’s presence in the market.

Spirit of Place — ‘Spirit of Place’, the unique en ergy of a setting at the heart of DEDON’s brand communication, is a feeling that is instantly rec ognized or gradually found. Since 2022, DEDON has developed four virtual DEDON worlds to share stories of perfect moments in the open air – ‘Mysterious Desert’, ‘Spiritual Mountain’, ‘Endless Ocean’, and ‘Secret Lakeside.’ More vir tual worlds will follow. DEDON Places— ‘DEDON Places’ are exclusive, inspirational locations that allow immersion into the luxury of outdoor living with DEDON furniture (such as hotels or restaurants). These carefully curated destinations demonstrate the brand’s commitment to enhancing outdoor experiences and offer a distinctive blend of design, comfort, and style in memorable settings. DEDON Fiber— Unmistakable for its beauty, re finement, and hardiness, DEDON Fiber sparked a revolution in outdoor living that continues to this day. At our state-of-the-art facilities in Lüneburg, Germany, it is produced in a rainbow of colors as well as in numerous profiles and textures inno vated by teams of fiber specialists and designers. These creations are then sent to our zero-waste

DEDON Artisans — The DEDON Artisans in Cebu are the heart and soul of our brand, as they bring to life our furniture with exceptional craftswork, complexity, and innovation through traditional master weaving techniques. Service — At DEDON, a customer-centric ap proach to customer service goes beyond tradi tional methods to embrace a holistic philosophy. This means maintaining close relationships with our customers, anticipating their needs, and per sonally supporting them throughout their journey with us to ensure not only satisfaction but suc cess with our products and brand.

facilities on Cebu Island in the Philippines, where master DEDON Artisans weave them by hand into our award-winning collections. DEDON Studio— DEDON Studio, DEDON’s in house innovation lab, taps creativity and artisanal skill to explore emerging trends and the most cur rent materials and production processes. The stu dio guides the development of new DEDON prod ucts and fibers, supports projects by independent designers, and continually engages with and ex pands DEDON’s worldwide network of creatives. Iconics — DEDON’s ‘Iconics’ are timeless design classics embodied by internationally recognized pieces such as hanging lounger NESTREST and canopied loveseat ORBIT, celebrated for their eye-catching aesthetics and enduring popularity. Heartquarter Cebu — The essence of our identity is deeply intertwined in DEDON Cebu, DEDON’s outpost in the Philippines and the ‘Heartquarter’ for our brand. Here, at the pulsating center and birthplace of DEDON’s masterful craftswork, we employ the skilled hands of DEDON Artisans to produce furniture that reflects artistry, complexity, and innovation.

Glossary