Self-proclaimed "furniture technology" company Hettich makes the clever, mostly unseen hardware that makes cool furniture work: Hinges, handles, drawer slides and door hardware, including a lot of stuff that closes itself after you give it a push. If that doesn't sound sexy, you need to see and touch their wares in person; but for those that cannot, we like the four-pronged approach the company is taking to popularize their products from afar.

First off they hope to draw consumers in with short, sweet videos showing their systems in action, like their SlideLine M sliding door system:

Another class of videos is aimed at DIY'ers looking to retrofit a bit of Hettich elegance into existing furniture with existing hardware:

And finally, they address the grunts who are installing Hettich hardware into new builds. (You needn't sit through the full vid, a scan-through gives you the idea.)

Hettich's English-language videos are here, and you can check out the full line-up of their product offerings here.

Spotted at Holz-Handwerk.