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Ergozones: A New Ergonomic Experience

Michael Brisbane, Managing Director Asia Pacific of Scandinavian Business Seating talks about a unique ergonomic initiative that the company has launched in collaboration with like-minded partners.

Ergozones: A New Ergonomic Experience


September 25th, 2013

Scandinavian Business Seating’s dedication and leadership in ergonomic design, specifically ergonomic seating design, is a long-standing one.

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The HÅG Capisco chair, from Scandinavian Business Seating

“We’re called Scandinavian Business Seating because that is what we’re experts in. We don’t do workstations, and we don’t do cabinets. We focus on the thing in the office that you have a physical relationship with, and that adds the most value to the human being – and that is the chair,” says Michael Brisbane, Scandinavian Business Seating’s Managing Director for Asia Pacific.

“We make the best chairs in the world. We don’t try to do everything,” he adds.

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The HÅG Capisco chairfrom Scandinavian Business Seating

While the company’s three key brands, HÅG (from Norway), RBM (from Denmark) and RH (from Sweden), all share the same Scandinavian design tradition – they all are very human-centred and have a strong commitment to sustainability – each brand also has its own core focus.

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The RH Logic chair, from Scandinavian Business Seating

“RH is our core ergonomic product, while RBM deals specifically with more collaborative type furniture,” explains Brisbane. “HÅG is both a design product and an ergonomic and lifestyle product in one.”

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Ergozones partner: Duba-B8 offers height-adjustable desks

Scandinavian Business Seating has recently rolled out a new initiative called Ergozones – in collaboration with like-minded companies such as Duba-B8, a manufacturer of height-adjustable desks, and Posturite, a company that offers ergonomic workstation accessories – to help raise the bar of knowledge in ergonomics here in Asia.

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Ergozones partner: Posturite offers a variety of different ergonomic accessories for the workstation

“For a person to get the most productive ergonomic work experience they can have, it takes more than a chair or desk. It takes more than any one thing – it’s a combination of factors,” explains Brisbane.

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The HÅG SoFi Casual chairfrom Scandinavian Business Seating

Ergozones runs as a website dedicated to the education of ergonomics. “When you look at [the website], no one brand dominates. Ergozones is freestanding; it is an educational site and not a sales portal,” says Brisbane.

Visitors can, however, visit participating Ergozones partners in their respective showrooms and offices – all of which serve as physical examples of Ergozones ‘at work’ – to discuss their ergonomic workstation needs, and get the required assistance in their product selections.

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The RBM Noor chair, from Scandinavian Business Seating

Education, Brisbane is keen to stress, is often the “missing piece” in the purchasing process. “Without education, you will not get the ergonomic benefit [of the furniture],” he says. “It’s like a car. Someone may give you a Ferrari, but if you don’t know how to drive it, you won’t get around the track fast!”

The first Ergozones has launched in Singapore, and plans are now underway to take the initiative to other parts of the Asia Pacific region.

The Ergozones Singapore showroom is located at BW Furniture, 35 Niven Road (second level)


Scandinavian Business Seating

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