Licensing

HISTORY

Over a 70 year career, Frank Lloyd Wright created a modern American architecture that advances the way we build and live around the world.

More than a designer of buildings, he was an architect of innovative design ideas, his creations made our lives better. Transforming architecture through organic design, he is considered America’s greatest architect.

As a forerunner to contemporary ideas of sustainability, his work is more relevant today than ever before.

–

The Frank Lloyd Wright Foundation

The Frank Lloyd Wright Foundation invites the world to experience his two homes—Taliesin in Wisconsin and Taliesin West in Arizona—and to use Wright’s ideas to inspire everyone to live better and more beautifully.

Revenues from the Frank Lloyd Wright Licensing Program support the Foundation’s mission, allowing us to preserve Wright’s homes at Taliesin and Taliesin West, as well as our work in school-age programs, professional education, performing and visual arts, and innovation showcases.

–

A biography in nature and design

Frank Lloyd Wright was born in Wisconsin just after the civil war; he died shortly before the launch of Sputnik in 1959, on the eve of the space age. These years represented a period of unprecedented change, with new technologies, materials, and methods changing our work, homes, and lives. Wright embraced these changes during a career spanning 70+ years to become a driving force in the design of modern buildings responsive to the changing social environment.

Even as Wright embraced the new, he remained grounded in the principles of “organic architecture,” a phrase he crafted to explain that all of our human work should be connected back to nature—whether through inspirations in form, the celebration of materials, or a strong physical connection to the landscape. Creating an eco-system in which designed objects and buildings were connected to the environment around them, and in turn to our lives, Wright pioneered principles of sustainability before the word sustainability was even coined.

Wright structures are recognized across the country and around the world as historic landmarks, and have been nominated for the UNESCO World Heritage List. His designed objects are collected in museums, and his drawings and other work are archived in the world’s leading architectural library.

–

Timeless design

Frank Lloyd Wright is universally recognized as an American genius, immediately conjuring images of architectural wonder, connection to nature, and artistic achievement. Wright believed that beautiful surroundings and objects enrich and improve lives.

Frank Lloyd Wright started his brand licensing program in 1955, partnering with design industry leaders including Schumacher (fabrics, wall paper, and rugs), Karastan (carpets), and Heritage Henredon (furniture). He wanted to bring great design into every home.

Today, more than 50 global companies license and design products under the timeless Frank Lloyd Wright brand, selling in the US, Japan, and Europe.

The Frank Lloyd Wright collection ranges from exact reproductions of original products to adaptations and abstractions of Wright designs. It includes classic products, as well as innovative new work that exemplifies Wright’s philosophy. It encompasses more than 1,000 primary design references, accompanied by the most iconic name in architecture and design.

Wright’s designs translate across many product categories and styles. His work ranges from his well-known “Prairie School” designs from the turn of the 20th Century, to his creation of what we now call “Mid-Century Modern,” and on to timeless and futuristic designs that even now envision a brilliant future.

–

A pioneer in branding

In 1955, Frank Lloyd Wright created the Taliesin Ensemble of products to allow people to bring a bit of Wright into their homes through licensing, with leading design brands including Schumacher and Heritage Henredon.

Since Wright’s pioneering work, the Foundation has developed a progressive licensing program embracing a broad range of products to make great design accessible to a broad range of consumers.

–

1955 to 1970s

Schumacher — Fabrics and wall coverings

Heritage Henredon — Furniture

Karastan — Rugs

Martin-Senour — Paints

MoMA — Gifts, tabletop, and reproduction drawings

–

1970s to 1990s

Tiffany — Crystal, silver, and dinnerware

Acme — Writing, men’s accessories

Cassina — Furniture

Oakbrook Esser — Art glass

Pomegranate — Paper products

–

1990s to Present

American Pacific — Lamps and light fixtures

Yamagiwa — Lamps and light fixtures

Andersen Windows — Windows

Bulova — Watches and clocks

Galison — Paper products

Lego — Toys

Dept. 56 — Collectibles

__________________________________________________

BRAND

Frank Lloyd Wright licensed products are desired by people who appreciate great design and refined style.

They represent values of sustainability, high quality, integrity, and fine craftsmanship. Frank Lloyd Wright licensed products are priced at mid-high-to-high price points in each category in which they are found, corresponding to quality positioning at the better or best levels in the category. The goal is for the brand to be aspirational, without being considered “exclusive” or “luxury.” Frank Lloyd Wright products are not “value,” ”discount,” or “bargain” products.

They are sold through channels representing the values of this brand, which include, designer showrooms, galleries, museum stores, gift shops, design stores, as well as mainstream retail channels. Channel strategy aligns with positioning and pricing strategy as outlined above.

Frank Lloyd Wright marketing research

In 2016 and 2017, the Foundation and its partners conducted market research to assess the relevance of the Frank Lloyd Wright brand to homeowners and to design professionals. We surveyed:

Homeowners (600 respondents)

$60,000 or higher household income.
Will complete a home improvement project in the next 12 months.

Architects & Designers (200 respondents 2016; 1100 respondents 2017)

Employed as an Architect or Designer for at least one year; Currently practicing

The results were astonishing. . .

Other stats

44% of homeowners say they are likely to buy Frank Lloyd Wright concepts
51% of design professionals believe that their customers would be interested in Frank Lloyd Wright concepts

Brand attributes

Expressive use of natural inspiration—looking to nature’s patterns, structures, and relationships as the source of great design
Integrity in the use of all materials, including especially natural materials; not facsimiles
Innovative use of structure, material, and design
High quality expressed through craftsmanship, attention to detail, and rigorous testing
Democratic appeal—neither exclusive nor luxury, but accessible (aspirational)
Optimistically American—cheerful, open, and incorporative of diverse influences that express a uniquely American point of view
Philanthropic messaging about supporting America’s cultural history and education

__________________________________________________

BECOME A LICENSEE

The Frank Lloyd Wright Foundation licenses Wright’s intellectual property to make it more than just historical work.

CLICK HERE TO DOWNLOAD A LICENSEE APPLICATION

Our goal is to bring it to life through licensing partnerships that make his work accessible to all, to allow design enthusiasts to develop an intimate relationship with his designs and ideas; and to advance the way we build and live through those ideas.

Revenues from our licensing program are invested into the preservation of his two homes, Taliesin (WI) and Taliesin West (AZ), which are open to the public as cultural landmarks and centers for art and education. Revenues also support Foundation education programs that make Wright’s legacy available to K12 students around the U.S., educating students in science, technology, engineering, art, and math.

Brand accessibility

Retail

Gump’s

Barnes and Noble

Hudson Group

Tiffany & Co*

Department Stores*

Bed Bath & Beyond*

*Currently in discussion with channel, directly or through licensee

Museum Shop

Museum of Modern Art

Metropolitan Museum of Art

Art Institute of Chicago

Chicago Architecture Foundation

National Building Museum

National Gallery (Washington DC)

The DeYoung Museum

San Francisco Museum of Modern Art

32 Frank Lloyd Wright Sites with Shops

Design Showroom

Licensees with a presence in design centers such as Chicago’s Merchandise Mart or the LA Design Center feature FLW licensed products prominently in their collections. These include Cassina, Schumacher, and others.

–

Open categories to license

Architecture and Building Products

Windows/Doors Decorative hardware
Cabinetry
Brick/Paver/Block
Bath
Interior/exterior lighting

Housewares

Tabletop and Linens
Rugs and Carpeting
Carpeting
Towels and Linens
Patio and Garden
Fine, Everyday, and Outdoor Furniture and Furnishings

Giftware

Stationery
Toys and Games
Collectibles
Hobby & Crafts
Bags, Luggage & Accessories

Apparel/Accessories

T-shirts
Jewelry
Men’s, Women’s and Children’s clothing

Current Licensees

–

Marketing

The Frank Lloyd Wright Foundation reaches a highly engaged global audience through dynamic online marketing.

Our FrankLloydWright.org website supports all Foundation efforts, including licensed products, tourism, and education, reaching:

Over 750,000 annual visits
560,000 unique visitors
1.5 million page views

Social media engagements exceed 85,000 members monthly

Frank Lloyd Wright Foundation Facebook: 170,000 Followers

@WrightTaliesin Twitter: 9,000 Followers

@WrightTaliesin Instagram: 16,000 Followers

–

Media partnerships and highlights

Through partnerships with a diverse set of local, regional, and national media, we are able to grow our reach, introducing the Wright brand to new audiences and consumers. Some examples include:

Metropolis Magazine: Uniquely positioned at the convergence of architecture, design and culture, Metropolis magazine connects the Foundation and our licensees to a global audience of architects, designers, educators, and industry influencers. Recently, we have partnered with Metropolis on a 72-page insert and freestanding magazine around the contemporary influence of Wright’s work. We continue to partner with Metropolis for print and online stories relevant to their readers.
Design Milk: An online magazine dedicated to modern design, focusing on new work in art, architecture, interior design, furniture and decor, fashion, and technology. This partnership allows us to reach a younger, cutting-edge, design-focused demographic. In the last year, we reached an audience with more than 57 million media impressions through full-length features, social media posts, and podcast advertising.
Other paid, earned, and unsolicited media coverage from Curbed, Dezeen, Houzz, and leading design publications and online sources.

FLW150: Celebrating Wright

In 2017, the Frank Lloyd Wright Foundation partnered with media, museums, filmmakers, and other Wright sites across the country to elevate the 150th anniversary of Wright’s birth to a national audience through a multi-faceted media campaign.

In a short span of weeks, media interest in our stories about Wright’s work generated more than 1.52 billion earned media impressions, and 200+ earned media placements, in publications spanning travel, design and consumer lifestyle.

–

Media Placements

DIGITAL

ABC News
Architectural Digest
BBC News
Chicago Tribune
Conde Nast Traveler
Curbed
CNN
Design Milk
Food & Wine
Fortune
HuffPost
Houzz
Los Angeles Times
NBC News
NPR Here & Now
Reader’s Digest
Real Simple
The New York Times
Travel + Leisure
USA Today
US News & World Report
Washington Post

PRINT

Interior Design
Luxe Interiors + Design
Metropolis magazine
Modern Luxury
The New York Times
Town & Country

2018+ Media Plan

2018 brings the opportunity to continue to reach new audiences through digital and traditional media sources, elevating the Frank Lloyd Wright brand, positioning his ideas & designs as relevant and exciting, spotlighting licensed products, and increasing awareness of the work of the Foundation.

Position the Wright brand as significant and trending as the Foundation keeps the Wright brand relevant for the next 150 years and beyond
Frank Lloyd Wright retail collections showcase modern, relevant design
Taliesin and Taliesin West as America’s living design laboratories, where design and innovation intersect to advance the way we build and live, and Frank Lloyd Wright continues to set the bar for the best in design and engineering
Positioning Frank Lloyd Wright as a contemporary thought leader, Taliesin West launches “Taliesin Next,” a new lecture series to promote thought leadership in the spirit of Wright
Holiday Gift Guides: Long-lead pitched in the early Fall to place Frank Lloyd Wright licensed products in prominent gift guides

Ensuring Success

High quality is a core attribute that purchasers of Frank Lloyd Wright branded products require.

Quality comes from the selection of excellent materials that are used with integrity; attention to detail in design and execution; well-designed packaging and merchandising; and after-sales support that ensures a superb consumer experience. To meet these strict requirement, all licensed products are evaluated/tested to ensure that the Frank Lloyd Wright brand experience will be delivered consistently:

Before a licensee is contracted, samples of the prospective licensee’s existing products and packaging are evaluated, along with a review of the prospect’s commitment to quality and the processes that they use to ensure it.
Prior to commercialization, all licensed products are submitted for review to ensure all aspects of design and manufacture meet the Frank Lloyd Wright Foundation’s standards.
Periodic quality testing and re-evaluation are required for many licensed products. Any changes to products or packaging are required to be submitted for reapproval by the Foundation before commercialization.
Supply chain audits may be required to ensure quality and integrity, including compliance with labor and environmental standards, natural resource stewardship, and product lifecycle impact.

__________________________________________________