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By Kendra Barnett, Associate Editor

May 18, 2023 | 6 min read

Celebrating 25 years since its inception, the furniture brand is teaming up with A-list celebrities, hosting a New York City pop-up featuring a Travis Barker performance, debuting crystal-embellished bean bags and launching a new podcast.

Lovesac, the US furniture maker famous for its oversized bean bags and couches, has tapped four A-list celebs and unveiled a shiny new partnership with crystal brand Swarovski as part of a new multichannel campaign designed to celebrate the brand’s 25th anniversary.

Blink-182 drummer Travis Barker, R&B artist Brandy, Olympic snowboarder Shaun White and ‘White Lotus’ star Haley Lu Richardson star in the campaign’s anthem film, which traces the brand’s history before depicting the unique ways that the celebrities are “rewriting the rules of comfort” in their own ways.

In the spot, Richardson is pictured playfully painting, apparently blissfully unbothered by a splatter of red paint across her white sofa. Barker, in classic punk fashion, chainsaws his modular Sactional in half, while White draws inspiration from his Sac collection by donning marshmallow-like slippers and hand accessories. Brandy, meanwhile, takes advantage of her couch’s built-in Dolby speaker system as she records a track in her living room.

Each scene is meant to highlight key features of Lovesac products, including its washable fabric covers, modular sofa designs, comfort, replaceable components and Dolby Digital surround sound system.

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Talent was selected, the brand said in a statement, “based on their experiences with Lovesac product and their ability to tap into how these rules apply to their own home style.” Each of the four stars are real Lovesac owners.

“Total Comfort is extremely important to athletes preparing for or recovering from competition,” said White in a statement. “I head straight to my Lovesac Sac when I need a minute of relaxation.” White has been a Lovesac owner since 1999, according to the film.

To dial up the hype, Lovesac is hosting a live pop-up event in New York City today featuring a live performance by Travis Barker and a secret special guest. During the event, consumers will be invited to experience Lovesac products through what the brand says are “interactive and unique touch points that showcase the campaign elements as well as the Lovesac brand evolution.”

Beyond the star-studded activations, Lovesac is also launching a new partnership with luxury crystal brand Swarovski. Through the collaboration, the furniture brand is rolling out 25 limited-edition Anniversary Sacs, each emblazoned with 25,000 Swarovski crystals to commemorate Lovesac’s silver anniversary year. Each Sac will also feature a branded timeline on its backside which traces the evolution of the Lovesac brand and will come with a personal autograph from founder and chief executive Shawn D. Nelson. The special-edition products will be showcased in Lovesac’s New York City Columbus Avenue location for a month and can also be purchased online.

Nelson sees the campaign as a way to both mark the brand’s legacy while laying out a path for its future. “This anniversary represents a huge milestone for Lovesac, as it not only pays homage to past achievements, but celebrates the next chapter for the brand,” he said in a statement.

“Lovesac has been an undisputed disruptor in the furniture category for the past 25 years by challenging traditional definitions of comfort and allowing for a completely personalized experience – one rooted in innovation and versatility,” he went on to say. “We constantly hear from our customers that Lovesac products have helped them redefine what it means to be comfortable at home with family and friends, and through this campaign we wanted to highlight just a few of those narratives.”

As part of the effort, Nelson yesterday unveiled a new podcast. Titled, ‘Let Me Save You 25 Years,’ the series will see Nelson share the lessons he’s learned as an entrepreneur and engage celebrity guests in dialogue. One such guest will be Sara Blakely, the founder of Spanx once named by Forbes as the youngest self-made female billionaire in the world.

“I hope this podcast will help the next generation of self-starters cut through the clutter and challenges I have learned from over the past 25 years at Lovesac,” Nelson said in a statement.

Finally, to engage consumers everywhere, the new campaign also includes a special anniversary sweepstakes running from May 23 until June 30. The ‘Lovesac for Life’ sweepstakes invites fans to post on social media how Lovesac products have inspired them to “rewrite the rules of comfort” or visit a dedicated landing page to enter the competition. The sweepstake’s winner will be awarded ‘Lovesac for Life,’ though the brand has not clarified what this entails.

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