Habitat goes digital with online-only press show for SS15 launch

Habitat, the furniture retailer, has dispensed with a physical press show in favour of a digital-only launch for its new collection.

Habitat: Opts for a digital-only launch of its new SS15 collection
Habitat: Opts for a digital-only launch of its new SS15 collection

Previously, Habitat has focused on a London-based press show, but this season it aimed to bring the launch to a wider audience, allowing journalists and bloggers to view the new collection in digital form.

Habitat said this was the first launch of its kind for an interior brand. The film has so far had more than 500 unique users and 200 press gift requests from accredited media with an average page view of four minutes.

Launched on a microsite, the online press show includes a three-minute video featuring the new collection and highlights key trends. The site also hosts a behind-the-scenes film, product and lifestyle images, an SS15 look book and press pack as well as an online discount for media contacts.

Creative director Polly Dickens and PR manager Adam Crudgington worked with director Lily Smith to create the video content. Habitat then sent out digital invitations on 17 November with a link to an online countdown clock.

Habitat also teamed up with Pops to deliver frozen champagne ice pops to publishing houses to tie in with its campaign slogan: "We’re over winter already. Bring on the summer."

Crudgington said that press contacts had reported back that the experience was more memorable as a result of the online format.

He added: "It’s been a very interesting project; a risky idea perhaps as it had never been done in the interiors PR arena before, but one that shows that the digital space can be used as a press show platform. It’s an idea that we’re looking to develop further for future collections."

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