W+K London have been working with Emeco and some of their online marketing. A while back they made videos of some unorthodox test methods on the Emeco Navy chair, the indestructible and lightweight aluminum chair.
Originally designed for the US Navy, their product is truly remarkable. The materials strength and lightness speaks of its industrial nature.
Not sure if these tests are applicable to real life in any way but you won’t be seeing these chairs in a dumpster any time soon.
Visit W+K London to see their work at http://www.wklondon.com/