The collaboration

Fusing fashion with interiors, Duresta had partnered with the iconic British designer Matthew Williamson to create a striking new collection of sofas and chairs. It was a bold new direction for Duresta and it needed to be executed carefully to ensure it landed with the right audiences.

The brief

When it came to launching the partnership, our task was two-fold. We needed to reach potential customers and inspire them to take a closer look at the collection, but we also needed to catch the eye of key retailers and encourage them to buy into the collection too.

Asset creation

Our first task was to create the right assets; they would set the tone for the campaign and needed to grab the attention of our target audiences at first glance.

To do this we created a series of bold and beautiful lifestyle images, styled and photographed by an experienced editorial team who knew how to create shots that packed a punch. These were the foundations we needed to launch the collection and could be used across multiple assets, many of which were designed by Cool Blue:

• Website
• Brochures
• Press Look Book
• Downloadable Product Cards

Launch event

The collection was launching into Harrods first, which presented the perfect opportunity for a luxury launch party, with a guest list to match.

From members of the press to A-list celebrities and influencers, the event was attended by the great and the good from both the world of interiors and fashion.

It was covered by many of the London papers and society pages the next day and shared widely across social media, creating exactly the buzz we needed to ensure the launch reached our target audience.

Press outreach

Our press outreach campaign was kick-started with an exclusive 5-page feature in the Telegraph magazine and followed by multiple features, interviews and focuses in target press over the following months.