Pirch Launches New Marketing Campaign Timed to Opening of Flagship Manhattan Showroom
Creative Featuring Tastemakers Iris Apfel, Nate Berkus, Padma Lakshmi, Among Others, Demonstrates How Pirch is "More Than Just a Store"
SAN DIEGO, May 20, 2016 /PRNewswire/ -- Pirch, the innovative home retailer that showcases luxury kitchen, bath and outdoor appliances unveils a new marketing campaign boasting high-profile personalities, timed to the debut of its 32,000 square foot flagship showroom in SoHo. Tastemakers from various industries including fashion icon, Iris Apfel, interior designer and author, Nate Berkus, author and television personality, Padma Lakshmi, chef and restauranteur, Geoffrey Zakarian and real estate mogul, Luis Ortiz, among others, grace New York City with playful ads that distinguish Pirch from the typical appliance retailer.
Pirch is more than just a store. As the first and only retailer to bring luxury home brands to life, Pirch encourages guests to try before they buy, inviting them to experience and "test drive" all merchandise within the carefully curated showroom that features more than 30 interactive vignettes.
The campaign brings this notion to life through a series of beautiful portraits photographed by acclaimed photographer, Liz Von Hoene. The creative features each tastemaker experiencing different luxuries of the home, from a beautifully-equipped luxury kitchen to a serene bathroom spa, drawing a comparison to how they are more than ordinary members of the design, culinary, real estate and fashion communities. In one image, Mr. Berkus is shown in an LG Studio kitchen with the tagline, "It's just a store, like I'm just a decorator." In another ad, Ms. Apfel takes a bubble bath with the description, "It's just a store, like I'm just an old lady."
"The human experience available at Pirch is what sets the brand apart, and we developed a campaign that demonstrates that we are more than just stunning showroom settings – it needed emotional depth," said Laith Murad, chief marketing officer, Pirch. "Our approach was to establish Pirch as a lifestyle, experiential brand and incite curiosity."
The campaign was developed in partnership with New York-based creative agency Barker and will roll out in a series of New York out-of-home advertisements including: subway station takeovers, a SoHo billboard, as well as Hampton Jitney bus wraps. Pirch will also extend the campaign through social media and is unveiling a new website design, boasting interactive elements and empowering guests to digitally create their dream renovation projects from a curation of the world's leading brands.
Pirch SoHo will be the flagship location, opening on Saturday, May 21 on the coveted corner of Lafayette and Broome Streets. Joining eight locations across the country, Pirch SoHo will bring serendipitous joy to guests with its one-of-a-kind experiential environment, encouraging guests to "test drive" all merchandise within a carefully curated showroom that features more than 30 interactive vignettes.
About Pirch
Driven by an unbridled passion to reinvent the entire retail shopping experience, Pirch carefully curates and presents only leading brands for indoor and outdoor kitchens and bath. And, for the first time in the industry, Pirch brings these brands to life in experiential showrooms allowing guests to try before they buy so they can make informed decisions. The result is a "one-stop-shop" where guests can focus on how they live, rather than what they want to buy. For more information visit www.Pirch.com.
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Photo - http://photos.prnewswire.com/prnh/20160519/369847
Logo - http://photos.prnewswire.com/prnh/20160518/369555LOGO
SOURCE Pirch
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