CASE STUDY: TOP AUSTRALIAN DESIGNERS UNITE FASHION AND FURNITURE IN HUB AND MOROSO COLLABORATION
To celebrate the arrival of Patrizia Moroso, the Art Director of the renowned Italian furniture company Moroso, Hub Furniture sought to create a unique collaboration that would showcase their forward-thinking ethos and drive national interest in both the brand and the products. The collaboration would involve leading Australian fashion designers and iconic Moroso chairs.
Develop and execute a PR campaign that elevates the Hub Furniture brand, generates excitement around the collaboration, and results in widespread media coverage.
Strategy & Execution:
Oliver and York crafted a sophisticated PR strategy focused on:
Showcasing Collaboration: Highlighting the partnership between Moroso and seven top Australian fashion designers, including Akira Isogawa, Gorman, and Steven Khalil, to upholster two iconic Moroso chairs.
Emphasising Aesthetics and Creativity: Aligning the collaboration with Moroso's unconventional vision and Hub Furniture's commitment to representing high-quality, beautiful design.
Event Execution: Showcase events at Hub Furniture's showrooms in Melbourne and Sydney, displaying the finished chairs to media, influencers, and design enthusiasts.
Media Engagement: Targeting key media outlets for coverage, including Vogue, Belle, The Age, and Sydney Morning Herald, through press releases, media invitations, and exclusive interviews.
Social Media: Encouraging online engagement through sneak peeks, designer insights, and audience interaction.
Widespread Media Coverage: Successfully garnered media attention, with features in prominent publications like Vogue and Sydney Morning Herald.
Brand Awareness: Elevated the brand profiles of both Hub Furniture and Moroso in the Australian market.
Public Excitement: Generated significant excitement and interest around the collaboration and increased traffic to Hub Furniture's showrooms.
Strengthened Industry Relations: Solidified Hub Furniture's relationships with top designers and reinforced its position as a curator of international design.
The collaboration between Hub Furniture, Moroso, and leading Australian fashion designers was a compelling example of art meeting commerce.
Oliver and York's comprehensive PR strategy helped turn a creative concept into a national sensation, bridging the worlds of fashion and furniture.
By achieving high-profile media coverage and generating excitement within the design community and beyond, Oliver and York reinforced Hub Furniture's reputation as a leader in the industry and cemented Moroso's presence in the Australian market.