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KI House, 21-23 May 2019
KI House, 21-23 May 2019
KI made its Clerkenwell Design Week debut in 2019 with a pop-up showroom at the landmark Paxton Locher House on Clerkenwell Green. Built in the 1990s, the stunning home was transformed into ‘KI House’, making it an exciting & new destination for festival attendees. The venue hosted the launch of new products, talks, workshops and a ‘House Party’, co-hosted with Bute Fabrics.
Objective
Objective
Grow brand awareness & preference amongst interior designers, increasing specifications & sales of newly launched furniture products & bespoke design services. Create a pop-up showroom during Clerkenwell Design Week, one of the most important events for the UK’s architecture & design community.
From concept to execution
From concept to execution
Hosted at Paxton Locher House, the ‘KI House’ concept reflected the residential nature of this landmark venue whilst also creating an inviting, casual space evocative of Soho House’s casual-chic exclusivity.
Collaborations with Plant Designs, Bute Fabrics, artist Freyja Sewell, branding agency, merchandise & print, catering suppliers, festival organisers, PR agencies, photographers and internal stakeholders
Promoted the pop-up with print ads, social media, PR, email marketing, display ads, direct mailing, website landing page, festival organiser channels, affiliates & clients
Maximised footfall with all day food & beverage offerings including fresh Greggs vegan sausage rolls each morning, which were often sold out during this time of maximum PR hype
Increased engagement with several workshops, talks and house tours to bring people in throughout the week
‘House Party’ designed to stand out from the usual cookie-cutter parties, maximising the unique venue and creating an unforgettable experience, with regular deliveries of the quintessential house party staple - Papa John’s pizza & marmite scrolls.
All on-site staff were on rotation from the office wearing event-branded polo shirts & name badges. Rather than hiring event staff, this was a deliberate strategy to foster internal engagement with the event, clients and the design community.
Business impact
Business impact
Highly successful event run within budget, with over 2,300 visitors in 3 days, the 8th busiest venue of the entire festival in 2019 - and the most talked about party of the week
Extensive press coverage and excellent post-event feedback from established and new clients
Transformative internally, with a tremendous new sense of confidence and pride in seeing the company in a fresh, new light
Media impact
Media impact
Mix Interiors issue 194, 10 March 2019, "Whats the story? Clerkenwell Design Week 2019 Preview"
Sleeper Magazine, 12 March 2019, "Clerkenwell Design Week unveils 2019 plans"
Builder UK Magazine, 16 April 2019, "Pop up showrooms, new openings and collaborations at Clerkenwell design week"
Archiproducts, 08 May 2019, "New Showrooms @ Clerkenwell Design Week, Brands and designers exhibiting at the 10th anniversary edition"
Mix Interiors issue 195, 27 June 2019, "A review of Clerkenwell Design Week 2019"
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