The launch of Atelier Collections will be supported by a wide-ranging advertising and promotional campaign across retail, specification and design platforms.
This will target influential members of the design and architecture community, retailers and, later in the year, consumers, through a mix of online and print advertising.
Atelier Collections will take over the Instagram of Wallpaper (@wallpapermag), the high end global design influencer with more than 1.3 million followers, for one day in March, showcasing products and discussing Roberto Palomba’s design philosophy. Wallpaper will also create a Pinterest board around the collections.
A webinar with RIBA (the Royal Institute of British Architects) in April will see Roberto presenting to an expected 300 participants from the architecture and design community which is so important to the success of the ranges.
The session will look at the changing nature of the way we both design and use bathrooms, the way we now live and work at home, and the impact of Covid-19 on design.
In May, Dezeen – the internationally-renowned architecture, interiors and design magazine – will host a remote video talk with Roberto.
Moderated by Editor-in-Chief Marcus Fairs, Dezeen will record a live one-to-one conversation or panel discussion which will be live-streamed on Dezeen’s Instagram, as well as on their Facebook and YouTube channels. The talk is embedded into an editorial promotion.
There will also be advertising across the print and digital retail press, such as KBB News, KBB Review and KBB Focus, and print advertising targeting the specification market will follow as workers return to their offices.
Consumer advertising with publications such as Elle Decoration, House and Garden and World of Interiors, is planned later in the year once we have built up a network of retail showrooms and have displays installed for consumers to view.
Internally, a digital pack of the Atelier Collections brochure, training materials, presentation and price list will be circulated next week and product training will start to be rolled out during March.
The London Design and Specification Centre, which already features some Atelier products, is being upgraded with new displays including the Conca, Check and Joy ranges.
Marketing Director Katie Cope said: “The launch of the Atelier Collections is a huge opportunity for our business and we want to make sure this is supported by campaigns of the type and scale that are really going to have an impact.
“What we have planned gives an opportunity for Roberto, who is highly respected in the international design community, to tell the compelling story of Atelier to influential groups of people.
“We are also making sure we get these stunning products in front of the retailers and consumers to support the growth of our retail showroom network and to drive customers to these locations.”