EXPERIENTIAL STRATEGY, CREATIVE DIRECTION, PARTNERSHIP CURATION
A showroom for living for Floyd
Floyd, a Detroit-based furniture company, designs and produces furniture made for keeping. Using high-quality materials and a modular sensibility, Floyd offers furniture that can be purchased now—designed for how people live today—to last for years to come.
As a way to bring their furniture to new cities, Floyd introduced the Housewarming: a brand activation and multi-city celebration of Floyd furniture in the home. I consulted for Floyd to launch their Housewarming in New York and Los Angeles to lead the experiential strategy, creative direction, interior styling, and design partnership curation.
New York
With the goal of creating a shoppable retail experience within the setting of a home, I developed an experience journey within a classic walk-up loft in the heart of SoHo, establishing programs by room to showcase Floyd’s furniture pieces in natural, exploratory settings.
Featured within the programming was the Home Shop, an interactive wall to browse, configure, and buy product with thoughtfully-branded cards and tactile material samples — or an analog, hands-on representation of Floyd’s online shopping experience come to life. The R&D Lab provided a behind-the-scenes look at Floyd’s product development process with sketches, photographs, prototypes, and artifacts, all on view.
A selection of curated products from like-minded interiors partners—such as lighting from In Common With, objects from Areaware, rugs from Nordic Knots, art from Uprise Art, greenery from Bloomscape, and tableware from Hudson Wilder–mixed with classic design pieces to complete the furnishing of the home, creating a look and feel that was both modern and new; playful and clean.
Featured within the programming was the Home Shop, an interactive wall to browse, configure, and buy product with thoughtfully-branded cards and tactile material samples — or an analog, hands-on representation of Floyd’s online shopping experience come to life. The R&D Lab provided a behind-the-scenes look at Floyd’s product development process with sketches, photographs, prototypes, and artifacts, all on view.
A selection of curated products from like-minded interiors partners—such as lighting from In Common With, objects from Areaware, rugs from Nordic Knots, art from Uprise Art, greenery from Bloomscape, and tableware from Hudson Wilder–mixed with classic design pieces to complete the furnishing of the home, creating a look and feel that was both modern and new; playful and clean.
Los Angeles
Taking place in an airy home within the Blackbirds community in Echo Park, each room was additionally programmed with an interactive moment that invited customers to linger, such as reading design books in the Studio, shopping a pop-in on the Kitchen shelves, admiring a greenery installation in the Bedroom, or lounging in the Backyard.
Additional pieces of furniture, housewares, artwork, and accessories from like-minded, California-based design studios and makers—such as Poketo, Amigo Modern, Parachute, Tappan Collective, and Bend Goods—were hand-picked to live within the home as a nod towards the local design community.
Additional pieces of furniture, housewares, artwork, and accessories from like-minded, California-based design studios and makers—such as Poketo, Amigo Modern, Parachute, Tappan Collective, and Bend Goods—were hand-picked to live within the home as a nod towards the local design community.
Production: Chantal Hughes (New York), Gabriela Baiter (Los Angeles)
Graphic and Signage Design: Sara Ridky
Photography: Chaunte Vaughn (New York), Michael Friberg (Los Angeles)
Graphic and Signage Design: Sara Ridky
Photography: Chaunte Vaughn (New York), Michael Friberg (Los Angeles)