American furniture brand CB2, modern design destination from Crate & Barrel, is aiming to create New York’s first ever social media-designed home via a marketing campaign, led by Mother NY, five designers and Pinterest.
On Wednesday (7 May) five designers will set out to decorate 873 Broadway, Union Square, New York City over the course of five days.
Each day a different designer will pin photos of their furniture choices from the CB2 collection on Pinterest and the ones that get the most ‘love’ will be moved into the room under construction, bridging the physical and social media worlds.
“This is our first ever brand campaign,” Alicia Waters, senior director of marketing for CB2 told The Drum.“Growing brand awareness and new customer acquisition are a key priority and investment area for the brand. Once Mother presented the campaign idea, we were hooked…we love that this campaign will encourage people to work together as a community to create a product that marries the digital and the physical world.”
Ross Cassidy, designer and cast member of Million Dollar Decorators, will be the first to take charge of the dining room on Thursday (8 May), while Caitlin Fleming, interior designer and the voice behind lifestyle blog Sacramento Street, will step up to shape the office. Athena Calderone, lifestyle blogger for eye-swoon.com, will follows on Friday when she will design the bedroom and on Saturday Daniel Bear Hunley will create the living room with designer, blogger and stylist Justina Blakeney rounding out the week with the rooftop area on Sunday. Of the project and her involvement, Blakeney told The Drum: “I feel great about handing over the reins to the Pinterest audience. The platform will let millions of people contribute to a big creative idea together and, in this case, make it real. “It’ll be great to see what Pinners do with all the options and what we’re able to create together too. Pinterest and CB2 both encourage experimentation and collaboration and ultimately that’s what home décor is all about – trying new things and having fun along the way.”
The new technique, where an audience of millions will be engaged to co-design a home environment, has been hailed as ‘Modern Together’ by the brand and hopes to blend social media and home design. CB2’s Waters added: “The 'pinfluencers' represent five, real design taste-makers; they all share a unique view of modern design ranging from eclectic to more natural/raw to more of a modern spin on traditional. We love that the pinners represent different ‘takes’ on modern design. For us modern is grounded in being dynamic and open, with room for individuality – so we purposely brought that forward. "This shows how our consumers actually live; there is no ‘one way. Given that each pinfluencer has curated the product picks for each room, we expect each room to reflect a unique take on modern design.” Once finished journalists and design-décor bloggers will be invited to camp in the apartment for a few days to document their experience in the finished home furnished with a mix of CB2 products and vintage/ one-of-a-kind offerings. The progress of the apartment can be followed on the CB2 site