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Dulux to create new business model with Amazing Space interior design service


By Natalie Mortimer, N/A

November 27, 2015 | 2 min read

Dulux has expanded its business offering with the launch of a new online interior design service named Amazing Spaces, a move it claims marks the start of a new business model.

The paint company wanted to revitalise and diversify the brand and add practical value for its consumers. Dulux approached MRM Meteorite to design and develop the platform after being driven by the insight that half of home owners need help to create and transform their homes but 60 per cent of that group believe they can’t afford an interior designer.

The service begins with a simple questionnaire that asks consumers to select images to help determine taste and budget as well as upload pictures of the room in need of a refresh.

A Dulux Design Expert will analyse the input, and create a suggested style guide which they will discuss with the homeowner in a 30-minute video consultation. Dulux then delivers an online personalised style-guide alongside a summary of the room’s transformation from start-to-finish, including a floor-plan with 3D rendering, and an interactive shopping list.

Dulux has worked with partners including John Lewis,, Dunelm and Graham and Green, to ensure a wide range of styles and prices can be offered to the consumer.

Dinny Court, head of Colour and Design at Dulux, called the service "a major new business model" for Dulux.

“Amazing Space is a simple and enjoyable way for customers to revamp their rooms stylishly with affordable expert help. We’re fully invested in Amazing Space as a major new business model for Dulux, and MRM Meteorite have supported us to deliver a powerful, consumer insight-led new service, on-time and on-budget."

A digital, social and experiential campaign will be rolled out to support the launch.


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