
T H E F U R R R N I T U R E C O L L E C T I O N
BACKGROUND
Our furry flatmates are absolutely adorable. Their furniture not so much. Synthetic materials, ugly colors and the shapes? Well, let's just say they're "unique." Pet furniture rarely matches the stylish vibe of our homes.
CREATIVE IDEA
As trusted expert in pet products, ZooRoyal is shaking up the furniture world: with innovative design pieces made for pets and loved by their humans. The collection kicks off with a sleek, modern side table that doubles as a luxurious cat cave, crafted with insights from a veterinarian and a cat psychologist. The cat community and cats all over Germany have already fallen in love with it, but there’s a lot more to come for dogs, birds, rodents AND – of course – their hoomans!
CASEFILM
THE PRODUCT DESIGN
Introducing the first design icon that cats and humans can finally agree on. The shape? Inspired by cats’ favorite sleeping positions.
The material? Scratch-proof ashwood for durability that even the sharpest claws can’t defeat. Its airy design keeps cats feeling secure while letting them observe their kingdom. And for added privacy and easy cleaning, there’s a cover beneath an unbreakable glass top. The result? A piece that understands cats, delights humans, and seamlessly blends comfort with style.
Privacy-Perfect Cover
Claw-Resistant Ashwood
Cat Nap-Friendly Shape
Comfy Memory Foam Pillow
Shatter-Proof Glass Top
Observation Louvers
From doodles on a napkin to intricate 3D models, this design was all about the details. Shaped and sized to fit the average house cat (though no cat is ever truly average), the side table came to life thanks to a top-notch carpentry studio – and plenty of expert advice from our trusted cat psychologist and veterinarian.
THE DEVELOPMENT
01 - First Sketch
02 - Technical Drawing
03 - 3D Model
04 - Final Table
THE PRODUCTION
After loading the 3D model into their machines, the carpentry team whipped up a prototype from wood scraps. Once everything went smoothly, they moved on to the final version. Over three days, they cut, sanded, and treated each ring of locally sourced ash wood with food-grade, cat-approved oil. The entrance to the cat cave was hand-cut with care, and every piece was assembled with millimeter precision. To top it off, they added a custom glass top and a cozy cotton-and-memory-foam pillow – because every cat deserve a touch of luxury.
THE FURRRNITURE COLLECTION
Chief Creative Officer:
Dennis May,
Luitgard Hagl
Executive Creative Director:
Felix Lemcke
Creative Director:
Jean-Pierre Gregor
Kornelia Schäfer
Michael Lux
Art Director:
René Strahl
Vanessa Gayanelo
Copywriter:
Jessica Kohnen
Account Manager:
Charlotte Hasenclever
Bernadette Leers
Florian Düwel
Jana Wonneberger
Kerstin Reckhemke
Melanie Gensert
Producer:
Jan Ostendorf
Matthias van de Sand
DOP:
Gabriela Breitenbach
Alexander Link
Florian Jäger
Agency:
Saatchi & Saatchi