The campaign will feature contributions by trendsetters from a variety of industries, including fashion icon Iris Apfel, interior designer and author Nate Berkus, author and actress Padma Lakshmi, chef Geoffrey Zakarian and real estate mogul Luis Ortiz. Photographer Liz Von Hoene has shot these tastemakers experiencing different luxuries of the home, Pirch said, with lounge-in-cheek taglines accompanying them.
For example, one image shows Apfel in a bubble bath with the tagline: "It's just a store, like I'm just an old lady." Another has Berkus in an LG Studio kitchen and the phrase: "It's just a store, like I'm just a decorator."
Pirch, indeed, intends to be “more than just a store,” heavily encouraging consumers to test-drive products prior to purchase. The 32,000-square-foot SoHo showroom, located on the corner of Lafayette and Broome, boasts more than 30 interactive vignettes.
"The human experience available at Pirch is what sets the brand apart, and we developed a campaign that demonstrates that we are more than just stunning showroom settings — it needed emotional depth," said Laith Murad, Pirch’s chief marketing officer. "Our approach was to establish Pirch as a lifestyle, experiential brand and incite curiosity."
The campaign will also feature subway station takeovers, a SoHo billboard and Hampton Jitney bus wraps, as well as social-media efforts and a website redesign.