A brave and bohemian collaboration

The Client

A UK heritage brand, delivering expertly crafted, hand-made, upholstered furniture since 1938, Duresta was keen to explore ways of gaining recognition with a new audience of consumers.

In a bold move Duresta chose to collaborate with heralded British designer, Matthew Williamson, who created a stunning collection of contemporary furniture in his signature maximalist style.

The Brief

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

Photography

One of the first tasks Cool Blue embarked on was creating a stunning suite of editorial photography, art directed by Cool Blue and styled by a leading home-interest editor. The shots were used throughout the various materials developed for the campaign.

Matthew Williamson for Duresta video

Publicising the Launch Event

We designed a suite of press materials to publicise the collaboration and launch event taking place at Harrods London. We then secured a five-page exclusive feature in The Telegraph magazine, chosen for its design savvy readership. The feature announced the collection ahead of a press and VIP event the following week.

Look Book Design and Development

We designed and a beautiful press Look Book to introduce the collection and discuss the collaboration. This helped secure extensive editorial coverage.

Social Hype

Social Hype

Cool Blue joined forces with the Duresta, Matthew Williamson and Harrods social media teams to publicise the launch event with an innovative teaser campaign prior to the launch, reaching huge numbers of consumers.

Website Design and Development

Website Design and Development

An aspirational website was designed and built by our team to underpin 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 also developed a product configurator allowing users to create their own sofa 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 buying discussions with family and friends far easier.

The site’s search engine optimisation was also carefully considered with copy and imagery written and tagged accordingly.

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"

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