It was about time, or should we say about many time periods, to create a richly designed campaign for luxury bathroom and kitchen brand DXV. The brand, centered in reimagining luxury design for designers and their clients, is a series of highly curated collections, made to elevate the everyday in consumers’ homes and to distinguish high-end commercial projects and boutique properties. As AOR, Thorburn created an integrated brand campaign including print, digital, social media, along with sponsorship and product placement in four show homes around the country.
Given today’s interior designers and style-makers and their influence on consumer’s, a panel of renowned designers were brought into the project with the assignment to reimagine four design movements within four iconic cities, each one an architectural milestone known for its distinctive style and evocative era. Each designer worked with an era and a city – Golden Era New York City, Mid-Century Modern Palm Springs, Contemporary Miami and Classic Charleston – and had total freedom to design with DXV product.
In partnership of world-famous designers, the brand brings curated collections to consumers, who now feel more comfortable making decisions because they’ve been vetted by designers. Consumers have confidence to select pieces that elevate the everyday in their own homes. To reinforce the brand purpose and mission, Thorburn created Decade 15 magazine, an editorial concept to showcase DXV and the stories behind each of the designers. The magazine, targeted at luxury designers and showrooms around the country, continues to further distinguish the relatively new brand. The work across all media captures the richness and beauty of the products, while challenging designers and their high-end customers to reimagine and elevate their personal bathroom and kitchen experiences in a creative way. The agency also created the overall look/feel for DXV and were heavily involved in content, story and asset creation for the DXV site.