A brave and bohemian collaboration

The Client

Duresta is a British brand that has been hand-crafting expertly upholstered furniture since 1938. The company was keen to explore ways of gaining recognition with a new audience, finding that its staid reputation wasn’t attracting younger buyers and was limiting its future sales and growth plans. In a bold move, Duresta chose to collaborate with heralded British designer, Matthew Williamson, who designed a stunning collection of contemporary furniture in his signature extrovert and lavish style – something far removed from the traditional fabrics most associated with Duresta.

The Brief

Develop and execute a strategy to let the world know about this unique partnership between two British icons from very different worlds. Educate, inform and excite a new generation about Duresta furniture. Entice retailers to stock the new range.

Photography

One of the first tasks Cool Blue embarked upon was a stunning editorial photography shoot. Art directed by Cool Blue, shot on location and styled by a leading home-interest editor, the shots were used throughout the various materials developed for the campaign.

Creative Services
Matthew Williamson for Duresta video

Launch Week

To kick-start the campaign, Cool Blue secured a five-page exclusive feature in The Telegraph Magazine, a title chosen for its design savvy readership. The spread appeared just days before a must-visit launch event at exclusive luxury retailer, Harrods. Guests included media contacts, influencers and celebrities. The event featured in leading London titles and social pages. All activity was shared across attendees’ social media channels, creating a real sense of excitement and buzz around the collection.

PR Services

Look Book Design and Development

The Telegraph Magazine piece was subsequently followed by the design and development of a beautiful press look book to introduce the collection to other media contacts. The look book helped tell the story, showcase the photography and ultimately secure extensive editorial coverage.

Social Hype

Social Hype

Cool Blue joined forces with the Duresta, Matthew Williamson and Harrods social channels to publicise the launch event with an innovative teaser campaign prior to the Harrods collection launch as well as follow-up takeovers.

PR Services
Website Design and Development

Website Design and Development

A new digital presence had to communicate the brand repositioning. The architecture of the site had to match the newly created product collections and it had to be easy for the end user to get to their desired product in as few clicks as possible.

Cool Blue developed a product configurator allowing users to create their own sofa or chair and see it on screen in just a few simple clicks. Downloadable product cards and brochures also meant that users could easily save and share their favourite products, making the all important ‘buying discussions’ with other household members far easier.

The creation of a lifestyle blog gives Duresta the opportunity to keep content fresh and relevant, an important aspect of any website for SEO and user experience.

Web Design & Development Services

Results

In Just Three Weeks:

24 million

eyeballs reached through editorial coverage

207%

increase in engagements on Instagram

48%

increase in followers on social media

"Cool Blue has been instrumental in repositioning Duresta to target a wider audience. From new lifestyle photography to a new website, as well as a media relations campaign, Cool Blue has helped create a new visual identity for the brand that excites our retailers and customers"

Clive Kenyon-Brown,
Chief Executive, Duresta

RED Online

"With his first (and seriously gorgeous) bespoke furniture collection with British sofa brand Duresta, just launched exclusively at Harrods, we met with the man himself to find out exactly how to make a house feel like a home."

Evening Standard

"The ‘Duresta for Matthew Williamson’ collection encapsulates the designer’s instantly recognisable ‘organised-Bohemia’ style that’s evident throughout his work"

Open Menu