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Who Loved Chairs Rolf Fehlbaum, CEO of Vitra, really cares about chairs. Nor did he grow up loving chairs. I couldn't have cared less about chairs. But once I started to get involved, I had the urge to get at the subject in the deepest possible way. Today, the furniture company's world-renowned campus is a monumental expression of Fehlbaum's passionate love affair with the chair.