The Drum Awards Festival - Official Deadline

-d -h -min -sec Marketing opens an apartment in Amsterdam for influencers to take Instagram pictures


By Imogen Watson, Senior reporter

November 18, 2019 | 3 min read

Above its showroom in Amsterdam sits a 'instapartment' - an Instagram-friendly apartment which it describes as 'a haven for instagrammers.' installs Instagram-friendly 'instapartment' above Amsterdam showroom installs Instagram-friendly 'instapartment' above Amsterdam showroom

Featuring bright red arched doorways, two-tone walls and stained glass partitions, the immersive space has been erected to show how's furniture sits in a real home. It features a double bedroom overlooking a courtyard, an en suite bathroom, a sitting room and lounge.

The instapartment will also be used for events and workshops, as well as offering an overnight stays.

Amsterdam Instapartment

Beyond Amsterdam, hopes to roll out more instapartments as a way to give real context to its furniture.

The move is's most recent foray into influencer marketing. Back in October, it put out a call to arms for content producers to become part of its advertising campaign, in a bid to create an army of brand advocates.

As part of a number of internal changes, the furniture online-retailer created a Europe-wide influencer ream back in January.

Discussing the opening of its Amsterdam instapartmen, Jo Jackson, chief creative officer for the brand said: “We wanted a space that we could invite people into - in the same way you would your own home - this apartment is the Made home. We kept a lot of the original personality of the building and gave it the Made treatment.

"That’s how most people curate their homes, with a mixture of pieces that make it true to them. Our aim is to create more spaces like this that give real context for our designs while being awesome locations that people want to visit.” Marketing

More from

View all


Industry insights

View all
Add your own content +