5 Creative Ways For Design Brands To Market Their Products, From Mobile Showrooms To Neighbor’s Backyards

An antidote to the rough, bare bones of traditional galleries, the new program allows “diversity, reinvention and a constant momentum through the immersive aspect,” continues Rogers. “It is also a way for us to keep creativity always flowing and to constantly introduce new pieces, or to show the versatility of others by using them differently.” A pleasant challenge, sure, with a list of galleries that includes Rick Owens, Alain Ellouz and newcomer Evan Fay.

The expansion of the business was a natural progression, says Rogers. For years, the gallery has advised clients on their interior design, and when the opportunity arose this fall to stage their first project in New York’s Walker Tower, inside a 4,800 square foot unit with a breathtaking view of the horizon, the extension seemed like a no-brainer. “The result was an exhibition that not only helped sublimate our pieces, but also took the list to another level, all of which provide an immersive and enchanting experience for our collectors,” says Rogers.

Special gallery exhibitions will be visible in each staging project by appointment only. The goal, says Rogers, is to have multiple projects each year in architectures of different styles. The geography of the program is also not limited: after launching in the United States this fall, Philia Interiors will debut in the Latin market in February with the opening of Transatlantico, an exhibition focused on Latin American design in Mexico City, and plans to expand into European real estate markets as well.

Inside Soho Home’s First US Outpost.

Photograph courtesy of Soho Home

Soho Home Studio by Soho House

This fall marked the opening of Soho Home’s first storefront in the United States, which made its well-edited housewares collections, often featured in the hospitality company’s social clubs around the world, available for sale. retail in the United States. Always keen to create an experience, the company sought a richer and higher way to market its engaging in-house and designer collections.

Housed on the ground floor of a warehouse in New York’s Meatpacking District, the retail space focuses on the club’s three-tiered community ethics: a members market section showcases creative artwork for sale by Soho House members from around the world; the brand’s in-house collections invite consumers to take home a piece of a Soho House location, as if it were a well-crafted keepsake; and the public is welcome to stop for a drink or a meeting – no membership required.

The company’s new in-house design department, Soho Home Design, is also housed in a workspace at the back of the storefront, ready to answer consumer questions about room styling or larger projects. (from $ 400 for one piece). Other vignettes, namely the green marble-clad bar and adjacent DJ booth, hint at the space’s versatile functions. According to Aalish Yorke-Long, General Manager of Retail at Soho House: “This is fast becoming a destination not only for our Soho Home collections, but a rotating space inspired by Soho House where people can view products and exclusive designs from our members. “

About Margaret L. Portillo

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