Boston Design Center
The Boston Design Center is New England’s premier resource for design professionals and their customers—with showrooms featuring luxury product lines of fabric, furniture, lighting, antiques, fine art, wall and floor coverings, kitchen and bath components, and contract services.
Client
Boston Design Center
Category
Wholesale Consumer Goods
Output
Advertising
Brand Awareness
Brand Strategy
Competitive Research
Demand Generation
Logo Development
Naming
Positioning
Thought Leadership
Website Design
The Boston Design Center building had existed on the waterfront for years; many people recognized it but understood it to be "trade only."
The challenge was to continue inspiring, educating, and attracting design professionals while creating consumer awareness and access, ultimately resulting in increased sales for the tenant showrooms.
The strategy needed to serve multiple personas composed of a mix of value-add intermediaries, which required a complex messaging matrix.
I worked with the management team at the BDC for ten years. Positioning the building as the ultimate house of brands and the premier destination for design trade professionals and their consumer customers.
We created brand awareness, thought leadership, and demand generation across digital mediums such as websites, online and TV advertising, email, mobile apps, and interactive presentations. Physical mediums, such as direct mail, print advertising, kiosks, installations, and events, also played a key role, as did co-sponsorships with design celebrities and spirits brands.
We leveraged the recognition and recall of the physical building across BDC communications.
The Plush program was developed to enable consumers to access the BDC's "trade-only" showrooms. An annual membership fee provides design concierge services, and discounted trade purchases are passed on to the consumer.
The Boston Design Center website is a data-driven platform engineered to instantly connect audiences with multiple products, showrooms, and events. It provides expertise, education, inspiration, and access to design resources and luxury goods, ultimately increasing sales for the tenant showrooms.
(play the video below)
Design Trends was an annual event and digital interactive experience that provided current and predictive trends in design, color, and home goods.
We produced many co-branded events featuring design leaders and guest lectures with visionaries like Karim Rashid and sponsored by partners like Bombay Sapphire.
Over ten years, the team produced hundreds of ads for various target audiences.
