The cult of design
How brands are using spaces to shape new narratives
In this Thursday’s guest post, Emma Apple Chozick the founder of gr8 collab, a creative and strategic partner to design-led brands., is using the case study of Zara Home to offer contextualization options for brands to tell their story. Find Emma on TikTok, Instagram, and Substack, where she highlights brands, spaces, and the creatives behind them. Emma is a frequent contributor to Architectural Digest and Surface Magazine and was formerly the Head of Community and Curation at Thingtesting. Thank you for joining us here, Emma!
In the episode 7 of Hitmakers, Rei and I talk about who and what influences culture and why we should care. Listen on Spotify, Apple Podcasts, or watch below:
And other news, all the copies at Casa Magazines are gone, but please put your name down on the list there, and we will save a copy for you as soon as the second drops hits Casa the weekend of January 18/19th! Thank you for the Sociology of Business members Charles Etoroma and The Ken Edit for sharing these photos! And congrats to Apollo Bagels for snatching the last copy in the first drop!
You can also watch the video and comments here.
While Zara Home’s investment in capsule collections with the likes of Vincent Van Duysen and the placemaking of campaigns shot at case study homes indicates consumers at large are dedicating more time to curating their spaces as a reflection of personal taste and lifestyle, it is not to suggest that every brand needs to rush to launch home textiles or candlesticks. Instead, fashion and lifestyle brands can and should consider how aspects like historical locations and design references can play into storytelling and specific campaigns. This placemaking can look like shooting at a mid-century modern home, hosting a site-specific activation at an Art Deco landmark, or tying product launches in with archival design context.
How other lifestyle brands are crossing over to design and interiors, crafting immersive experiences that blur the boundaries between commerce and environment:
In an otherwise oversaturated market of panty and bath products, Flamingo Estate stands out with its not-so-secret weapon: The Estate itself. More than just the home of founder Richard Christiansen, the aspirational property is deeply woven into the brand’s narrative. It serves as a source of inspiration for launches, a frequent visual motif, and a setting for activations, partnerships, and curated hosting experiences. (video reference)
In 2022, Jenni Kayne opened the Jenni Kayne Ranch, a curated retreat in Santa Ynez, California, designed to showcase the brand’s lifestyle in a real-life setting. The ranch doubles as an experiential marketing tool, allowing visitors to immerse themselves in the brand’s aesthetic while interacting with its products.
For each of Aesop’s retail shops, the brand taps a renowned architect or designer to dream up its interiors, incorporating native materials, local culture, and neighborhood-specific history. (video reference)
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Thank you very much for having me, Ana! 💝
I also just think it's safer in this volatile day and age to have your fingers in a few different pots, makes it easier to pivot/refocus if things go awry in one sector, especially for a smaller brand.