Floyd Detroit | LA Housewarming
Floyd is a direct to consumer brand that has been changing the furniture game for the last 5 years with their innovative and simple design approach. Rather than having furniture delivered in 5-9 weeks, they wanted people to receive it between 5-9 PM. Floyd wanted to drum up excitement about same-day delivery and build a deeper connection with their customers inside these lucky markets.
With Floyd's cult online following, it was a rare opportunity for their customers to finally experience the brand in person. Rather than creating just another furniture showroom, we staged a full on "move in" at Blackbirds, an experimental micro-community in Echo Park that embodied the spirit of the brand. The modern day Housewarming featured neighborhood vibes with an opening Block Party and daily home tours for people to learn about the development and explore Floyd's furniture line styled with pieces from 10 other local brands. To encourage people to come back, bring friends and stay awhile, we dialed up the hospitality with a rotating pop-in shop, design library and fully stocked pantry featuring daily local favorites.
Strategy, Creative, Project Management: Whereabout Studio
Production: Tamalin Srisook
Design: Stephanie Tam