Our stance, our approach, our responsibility

Zaunkönig® was born out of genuine everyday family life. From my desire as a mom to let my children participate in our daily routines on an equal footing. Handcrafted from oak in a workshop in the Ore Mountains. Artificial intelligence does not change that. We have used AI to create a few images on the Zaunkönig® Liv product page. To clearly show something that is otherwise difficult to capture in a single image: how a single piece of furniture accompanies a family for many years. From the first time sitting up to adulthood. Previously, our own children and the children of friends stood in front of the camera for this purpose. We protected them as best we could, always asked for their consent, and only selected images that our children still feel good about today. Nevertheless, it was often challenging. AI allows us to show the versatility of our furniture in new contexts without putting real children in situations that can be exhausting for them. What you see is designed. What you receive is nevertheless real.

Where do we use AI?

For scenes that show the Zaunkönig® Liv over time: different ages, different functions – in one image. To photograph this, we would need many children of different ages at the same time, plus adults, rooms, and situations. For a small label like ours, this is hardly affordable. With the help of AI, this span becomes visible nonetheless.

Where do we not use AI?

Everywhere where it concerns the product itself. Our product, material, and detail shots are real photographs. The wood, the grain, the craftsmanship, the traces that the material acquires over time. All of this is real, just as it is. 

How are these images created?

With care, time, and based on real product shoots. We describe each scene precisely: how the furniture is positioned, how the children are sitting, how the light falls. And we work on it until an image is created that we can stand behind. We often edit this image again afterwards. We are responsible for art direction and post-production. And therefore always responsible for the images we show you.

How do we label AI images?

Openly and clearly. Every image created with AI bears a visible label. This way, you always know what is real and where parts of the process or the image were created with the help of AI.

Who makes these decisions?

We do. AI does not make any decisions at Zaunkönig®. The design is up to us. Guided by the values we stand for. Before every image, we ask ourselves three questions: Does it show our furniture as it really is? Are we making promises we cannot keep? Does it fit our stance and our code of ethics? In short: Would we have photographed the image exactly like this in real life?

What comes next?

AI is developing rapidly; and with it, the questions it raises. No matter where the development leads, this principle remains for us: technology can expand design. It does not replace the people behind it. If you have any questions, thoughts, or concerns, please feel free to contact us at any time. Open dialogue with you is important to us.

Best wishes, Yours, Ursula