Hearst UK has created a showroom space in its London office for brands to introduce themselves to the editorial staff of its 25 brands, citing the difficulty and expense of acquiring such a space in London as an incentive.
The Hearst Showroom will enable brands to rent a dedicated space in the House of Hearst HQ at Leicester Square, with opportunities to meet and talk to those editorial staff from titles including Harper’s Bazaar, Elle, Good Housekeeping, Esquire, Cosmopolitan, Men’s Health, Women’s Health and Red.
The space on the building’s third-floor reception, which Hearst says enjoys “high footfall” can be personalised and decorated case-by-case and has already been tested by the likes of Coach, Hugo Boss, Lacoste and Tommy Hilfiger watches, Burt’s Bees and more.
Effie Kanyua, director of PR and communications at Hearst UK said that the idea came when the team started thinking from an agency perspective.
She said: “It has become increasingly difficult and costly for brands and agencies to facilitate hosting and meeting key journalists in central London. With Hearst Showroom, we’ve created a premium, but cost-effective space that no other media company in central London can offer. This enables brands and agencies to showcase their products and services to multiple editorial teams and influencers and also build and strengthen their relationships with them through face-to-face interaction.”
The showroom is the latest product from the newly formed unit Hearst Solutions. As well as serving as an editorial meeting space it will help the team “explore other services available within Hearst’s diversified services portfolio”. It said this includes accreditation from its most trusted brands, product placement, branded content and live event partnerships.
Brands and agencies will be able to book half-day or full-day sessions and are “welcome to transform and design the space to suit their own purposes”. Furthermore, the publisher is offering additional video and photography content options for the space.