Making Heritage Appeal to the Fashion Conscious Buyer

The Client

A company steeped in heritage, Parker Knoll has been creating beautifully crafted and upholstered sofas and chairs for more than 140 years. In a bold move, the company created a trend-led collection – Maison – that pushed the boundaries of its reputation for traditional style and quality to appeal to a younger, design-led audience.

The Brief

Create a visually stunning identity to take this new collection to both consumers and stockists alike, developing a desire to buy, stock and sell the collection. Increase awareness of the collection, the Parker Knoll brand and its heritage across the UK.

Photography

With a younger, fashion-forward audience in mind, we pushed the boundaries with highly stylised photography juxtaposing the smooth clean lines of the sofas against a distressed yet elegant lifestyle setting.

Design

To show the collection off in the best possible light we created a dedicated look book to introduce this outstanding collection to retailers and the media. Retailer assets included swatch books, ticketing and point of sale branding. The finishing touch was the creation of dedicated website pages to showcase the collection.

PR

We used an exclusive London restaurant to host an editor’s dinner and introduce the new collection. We dressed the room with fabrics from the collection, providing a stunning look and an instant talking point for guests. Our team created extensive editorial buy-in for the brand, ensuring it got onto the pages of every serious interiors magazine, supplement and blog.

Results

During the Maison Launch Campaign

3.4 million

eyeballs reached through editorial coverage

225%

increase in click-throughs from social channels

£180,000

of editorial coverage achieved

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