Following several months of planning, Thursday 10th March saw the long-anticipated and incredibly exciting launch of ‘Duresta for Matthew Williamson’; a furniture collaboration between our client, an established British sofa manufacturer, and British Fashion Designer Matthew Williamson.
The exciting launch event which Cool Blue assisted to organise took place at luxury British department store Harrods who holds exclusivity of the collection. Held on the Third Floor inside Harrods, the event had a fabulous party vibe with a DJ and premium caterers as well as cocktail makers. Proving a huge success, attendees exceeded 150 guests and included key media like ELLE Decoration, The World of Interiors, Vogue and party press, to name a few. VIPs and close celebrity friends of Matthew were also present from A-listers like Lindsay Lohan, to design gurus like Kelly Hoppen and Lee Broom as well as savvy socialites and influential bloggers. Key retailers for Duresta were also in attendance, with many viewing the stunning collection for the very first time.
The campaign kicked off with a 3-day photography shoot in Somerset back in January, which was art directed by Cool Blue alongside talented Interiors Editor at The Telegraph and stylist Talib Choudhry. Coordinated to beautifully showcase the full product portfolio, photography was carefully considered making sure that each image encapsulated Matthew Williamson’s signature style and kaleidoscopic handwriting best-described as ‘Organised Bohemia’.
From the design and distributions of luxurious invitations to the management of guest lists and generation of press attendance, to beautifully printed look books and event collateral, Cool Blue has been working closely with Duresta, Matthew Williamson and Harrods to ensure optimum results.
A dedicated PR campaign has also been implemented for ‘Duresta for Matthew Williamson’, with a targeted approach across national, consumer, luxury London an online media to support the collaboration’s exclusive launch at Harrods. The furniture collection was exclusively announced as part of a 5-page feature in The Telegraph magazine the weekend before the event – a fantastic piece of coverage that perfectly positioned the collaboration.
To support, a full social media campaign that stretches multiple channels including Facebook, Twitter, Instagram, Pinterest and Google+, created by Cool Blue, has prompted ample interaction and real-time engagement for the collaboration story in the lead up, during and post launch event.
We are so thrilled to have been a part of the collaboration and we’re looking forward to what forthcoming months bring in terms of both media coverage and conversion of sales for Duresta!