Project Description

altar furniture tape table
altar furniture logo x2
altar furniture invite

The Brief

Altar Furniture is a privately owned, Budapest-based furniture and furnishings company with quite a bit of attitude. Spawned from a love of Pinball, Altar’s founder and Creative Director, András Lacfi, started the company with a line of refactored pinball machines as interactive coffee tables. The immediate success of those led to a reasonably quick expansion of product lines to include music and pop-culture inspired furnishings. While the playful objects found warm responses at trade shows and by influential bloggers and online personalities, sales remained at a trickle and messaging was all over the place – leading Altar to bring Jonathan Tavss in to help instill strategic visioning processes.

The Challenge

Beginning with an in-depth competitive analysis done in parallel with company histrionic information-gathering, then bringing those learnings into an entire-staff Synectics session, a clear vision came to the fore. The learnings and session led to the holistic adoption of the overarching descriptive, Hardcore Craftsmanship, and the conveyance of an attitude that was similar in emotional essence to a stage-dive. This understanding led to the strategic thinking and decision making that solved numerous challenges previously blocking the company’s momentum and growth. The clear vision allowed the company to take chances while being protected – emotionally and financially – by the ways in which those opportunities/chances fell within the lines of the cohesive direction.

The Solution

Altar’s two biggest challenges were its consistent sharing of the brand’s attitude and in enabling end-users/customers to come face-to-face with the products rather than just seeing images online. We developed and clarified tone of voice across all platforms and then devised a way to get directly in front of the people with the advantageous timing and positioning of a Pop-Up Lounge and Shop in the trendy London neighborhood of Shoreditch. Not only did sales and orders increase exponentially, Altar was able to learn from the experience to better plan for the future – from both production and expenditure perspectives. Now, together, we are freely tackling the next challenge of keeping up with the increased pace of orders coming in…

The Entire Brand Experience Dashboard


Each client engages us for different components from within our Brand OS offering. This dashboard helps us gauge the services used and influence achieved.




Business Intelligence
Strategic Positioning
Events Management
Community Experience
Creative Production
Product Optimization

The End Result

altar furniture side view
altar furniture sign
altar furniture opening

“From the analysis to the Synectics Session to devising and directing our breakthrough ALTAR Lounge and Pop-Up Shop, the guidance provided has already begun to pay off in terms of newfound reach, relevance and revenues. We couldn’t be more excited about the future that has been set in motion by this collaboration.”

András Lacfi, Altar Furniture