Collaboration can be such an effective tool for small businesses to build their brand, particularly in today’s competitive marketplace.
To take your business to the next level consider these 4 tips as a foundation in your brand strategy.
First, it is necessary to find brands that are complementary and have the same values as your own business. Then you want to leverage that synergy between the two which can increase your audience reach.
Most recently, Images and Details did just that with the 4th edition of our pop- up, Ancien et Moderne in Paris. We brought together heritage brands in the luxury home sector such as Savoir beds, Rinck, and Maison Leleu utilizing a theme of “Ode to the Orient Express” to create synergy and tell a story. Savoir beds partnered with Voutsa fabrics to create bed toppers. Rinck collaborated with Fromental wallcoverings and Hector Finch Lighting to create a boiserie wall that replicated a train car on the Orient Express. The result: one of the most talked about collaborative projects during Maison Objet and Deco Off! Design inspiration and storytelling at its best!
Second, utilize each others’ social media networks, such as Instagram and LinkedIn, to share your stories and double your engagement and exposure. Check out Savoir bed’s, Rinck’s, and Voutsa’s Instagram feeds. Third, you want to share assets such as photography, marketing materials, and events. Maison Leleu and Rinck are both heritage brands with strong French ties and rich stories to tell. To expand their network and spread their brand story, they co-hosted a cocktail party inviting key clients, media and the French Interior Design Society. Savoir Bed and Lasvit collaborated on an event with Luxe Magazine. Voutsa partnered with NYDC to invite their clients and press to see the space and meet the participants. Each spread the word in a more cost-effective manner. Invitations, e-blasts, and photography were co-oped and shared by the various participants. The market and PR teams worked together to attract the different media – French, American and British which was much more effective and efficient. This increases your chance of exposure exponentially and on an international level. Each brand has to remember to be responsive and leverage that exposure to help grow their respective brand.
And finally, if you can get your product on a new sales platform it can be a great way to increase sales distribution through larger luxury retail channels. Voutsa Textiles worked with Savoir beds and created a custom topper that is now being featured in Savoir showrooms. This became a win-win for both brands.
Creative Brand Launches
Create brand appeal that speaks to the audience you are targeting. Produce quality tools and materials that proudly represent the company and your agency.
In preparation for a launch, whether it is a product, company or community, research and planning are key to a successful outcome. Understand the perception consumers, designers and media have of the brand and learn who you are targeting. Then tie that research into the overall goals and objectives of what you’re trying to accomplish.
Most recently PETER FASANO launched a new textile and wallpaper collection and the objective was to introduce it to trade (designers) and media outlets catering to the interior design industry. The overall brand image and verbiage should flow across all tools and materials for any launch. Every aspect of the packaging needs to be thought out and unified in order to be able to have the most impact. For PETER FASANO it was thinking about tangible tools that will represent the quality of the brand and display the new collection.
As Summer was approaching, we focused on what was an appropriate Summer item people will be able to utilize but also has the ability to be customized. A tote bag and water bottle came to mind as items we thought would resonate and allow us to display the patterns and prints in a unique way. This was a creative way for the designers and editors to keep thinking about the collection all Summer long. The tools have garnered positive feedback, editorial request and created social media buzz. Marketing materials like these continue to allow the brand to be involved in conversations in the marketplace.
Architectural Digest’s Bronson Van Wyck and Designer Celerie Kemble at Michael C. Fina
Images & Details recently teamed up with a dynamic duo – Architectural Digest special projects editor and event planner extraordinaire Bronson Van Wyck, and superstar designer Celerie Kemble – to kick off the summer entertaining season at the Michael C. Fina New York flagship. The event was co-hosted by Architectural Digest and featured four gorgeous tablescapes with pieces pulled from Michael C. Fina’s tabletop collection. Guests enjoyed summer sips as they conversed and admired the vignettes.
Each table was inspired by a different part of the world; some inspired by travels and others simply by color and pattern.
The first table, dubbed “Sundowners on a Serengeti Plane,” was inspired by a trip to Africa the design duo had taken a few years back. The table included a leopard perched on top of a pile of antlers to really give onlookers an animalistic feeling.
The second table called, The Rug Merchant’s Banquet, first inspired by bold colors, evolved into an Eastern masterpiece complete with elaborate fabrics and Hermès Voyage en Ikat printed porcelain.
“Picnicking after the Beaufort Hunt” channeled aristocratic English “mismatched chic,” with a table featuring a delightful patchwork of Royal Crown Derby patterns and textures … and even a taxidermy fox.
The last tablescape, Midnight in Mississippi, was inspired by Wyck’s southern roots. The Nymphenburg fish platters transported Wyck to his past, reminding him of youthful summer nights. Baccarat red stemware and l’Objet place card holders were the final touch, adding a dab of southern elegance to the beautiful table.
At this year’s LCDQ, Images & Details brought together five of LA’s top interior designers, Jamie Bush, Amy Meier, Christo Prevazanos and Todd Nickey & Amy Kehoe for a roundtable discussion of their custom fabric collaborations with our client Peter Fasano, hosted by Domino editor Robert Leleux at the new Hollywood at Home showroom.
The west coast-based designers shared the inspiration behind their individual patterns and what it was like to work hands-on with a guru like Fasano, who has been creating fabrics and textiles for over 30 years. Guests were able to examine the custom fabrics close-up, which provided a distilled version of each of the designer’s personal styles.
A slide show, created by Fasano about his 30 years in fabrics and textiles, played to laughs and gasps from the audience, and afterwards he talked about the satisfaction he feels in helping these talented artists bring their visions to life in a medium so integral to the creation of a room’s aesthetic. The designers agreed that although challenging at times, the rewarding experience allowed them to capture their personal style in a new and different way.
Images and Details recently organized one of our favorite regular events: the Wakefield Design Center To the Trade Only Market Day! Twice yearly, we gather a collection of the top names in the business at the Stamford showroom for the benefit of Connecticut interior designers, and like the best interior design, it’s always a fun and functional experience.
The fabulous Jamie Drake kicked off the day, discussing the process behind adapting his interior design aesthetic into product, from inspiration to final project. Those who were there will never forget the slides Jamie showed us of renderings he had completed as a child – he was clearly born to be a designer!
Next, top finishes brand Farrow & Ball hosted a conversation with 3rd generation designer Elizabeth Pyne of McMillen Interiors, discussing color and pattern. Popular blogger and designer Erin Gates then did a Q&A with Stacy Kunstel (of New England Home as well as Dunes and Duchess) on Social Media Savvy. (Just a quick aside here to congratulate Erin on her newly-announced pregnancy!)
Of course, the current design moment is owned by Kips Bay, so we were thrilled to have Steven Stolman, author of 40 Years of Fabulous: The Kips Bay Decorator Showhouse, there to host a panel with Kips Bay participants John Douglas Eason, Harry Heismann and Charles Pavarini III. These darling designers also did a book signing after their talk; it occurred to Images & Details that a copy of the book having been signed by all of the participating decorators, would make a killer holiday gift!
Wrapping things up, the amazing Anne Maxwell Foster and Suysel dePedro Cunningham of Tilton Fenwick discussed the role networking played in the growth of their business, from conception to their Duralee Designer fabric collection, with Kyle Hopener of New England Home.
Many, many thanks to Farrow & Ball for sponsoring lunch. We look forward to seeing you in the fall!
For the past five years, Images & Details has conceptualized and overseen the production and press for one of metro New York’s most successful charity events, the RED CROSS Red and White Ball . We take over the Net Jets hangar and in 24 hours reimagine it as a design lover’s Shangri-La. It’s one of our favorite events and this year was the best yet—40 leading designers creating one-of-a-kind tablescapes for 500 guests to enjoy over dinner and dancing. This year’s event was co-chaired by world-renowned designer Mary McDonald of Bravo’s Million Dollar Decorator. That’s Mary looking glam, below center with Giovanna Miller and Mary Young. Nearly $1 million was raised for the Red Cross, a charity we love to support as we know they are always there for us.
Carey Karlan‘s table was transportive. Inspired by the Jardin de Luxembourg, it came complete with cherub statuary by Pennoyer Newman and almost indecently luxurious platinum petaled plates by L’Objet. The best part of this table, though, was Carey’s unabashed celebration of something from nature, the divine yet fleeting peony. She served up a single, extravagant fuchsia bloom at each place, floating in a silver champagne coupe. So simple. So swoony. So superb. So Parisian.
With charming themes of leaves and hearts and heart-shaped leaves, interior designer Francine Gardner of Interieurs created this glittering table using china, crystal and flatware in various tones of gold and anchored her vision with a custom tablecloth of fabric hand-blocked by legendary fabric designer Peter Fasano.
Peter Fasano’s own table, which he co-created with designer Ondine Karady featured a whimsical Lego red cross “sculpture”, complete with little Lego Red Cross workers, a Lego Red Cross ambulance and helicopter. The very pretty red and white napkins on Peter’s table were made of hand-screened fabric by Elizabeth Hamilton. The overall effect was charming, ebullient and celebratory of an organization that does so much for so many.
Designer Darrin Varden‘s “Ripple Effect” table represented how the good deeds of the Red Cross can spread across a community following a disaster. He centered a gloss-lacquered red cross on a custom tray with red sand raked in concentric circles Zen-garden style, echoed by the circles in the tablecloth. Each guest received a miniature Zen sand garden complete with rake and a heart to place in the center filled with the message “Your heart may seem to be one drop in a sea of humanity, but its intention can be felt throughout the world. Thank you for your generosity.”
Jeweler extraordinare Simon Teakle, who was also the evening’s auctioneer, had a table that was widely touted as one of the most clever and sophisticated. A silver model of an R.A.F. F.E.2B plane, Hallmarked in London in 1917-18 by Edward Dime, soared above guests, who were invited to “enjoy the parachute gift” – the undisclosed treats were in jewelry boxes suspended from “parachutes” of billowy, white hydrangea blooms. The crowning touch was Mr. Teakle’s take on napkin-folding, in which white napkins were fashioned into classic nurse’s-hats.
So many more lovely tables were on display, and we are very grateful to all of the designers and design brands that made this magical evening possible. Everyone seemed to have a wonderful time, including, left to right, below designer Darrin Varden with event co-chairs Liz Boutry and Jennifer Madrid:
Some photos in this post were generously shared with us by Quintessence.
AKDO: Stone and Tile One of the tile industry’s insider secrets up until now is AKDO. Importers and distributors of some of the world’s most exceptional natural stone and tile, AKDO has been a force in the stone and tile industry for two decades. Simply put, they offer (literally) tons of beautiful stone, and their newer additions of gorgeous glass, porcelain and ceramics are exceptionally artful and nuanced. AKDO’s global resources and nationwide distribution to over 800 to-the trade tile showrooms across the country allow them to offer the finest quality stone, tile, mosaics, and slabs with a broad range of stocked colors and patterns as well as impressive custom capabilities.
PETER FASANO LTD / ELIZABETH HAMILTON COLLECTION: Fabrics and Wall Coverings For over 30 years, Peter Fasano has been crafting hand silk screened, hand painted fabrics and wall coverings in an eclectic mix of designs from his eco-friendly studio in Massachusetts. In 2010 Peter’s wife and business partner for the past 30 years, Elizabeth Hamilton, debuted her own collection of textiles. While Peter’s designs are bold prints and bright colors, the Elizabeth Hamilton Collection focuses more on traditional patterns using the tones of plant dyes and patterns found in nature — simple and elegant. Linen, hemp, cottons and silks are the soft textiles of choice. Their products are offered in 19 showrooms in 13 states as well as in Australia and London. Custom commissions from top designers and passionate design enthusiasts are a specialty of these artisanal creators. The designs have been used in residential, hospitality and commercial projects including works specifically for Frank Sinatra, the White House and Camp David to name just a few.