Arteriors recently launched its biannual collection for the Spring/Summer 2022 season, accompanied by a guest designer collection with Jay Jeffers. The Northern Californian designed twenty-eight exclusive pieces, adding to his established portfolio of two past collections with the brand.
Sharp strategized with the goal of emphasizing the parallel of “liveable luxury” between Arteriors and Jay by introducing a fresh design perspective to fans of both brands. High impact print coverage was the priority. With advance planning and a long lead pitch effort, the team secured an exclusive in Architectural Digest's April issue, which hit newsstands right after launch day. Three hero products from Jay Jeffers' new line were featured. To generate widespread coverage, the team conducted a wide blitz on launch day, securing features and pending print coverage in Cottages & Gardens, Luxe Interiors + Design, and Business of Home.
The Sharp team then shifted to planning for High Point Market – one of the largest trade shows in the industry. Arteriors tasked Sharp with engaging Jay as a design expert while also leveraging the collection. Through the team’s efforts, Jay spoke at a panel beside various industry professionals, providing insights on livability versus luxury design. The team also secured Jay as a Market Pro, which certified him as a design authority at the market. He identified on-trend products on IMC’s channels, selecting two Arteriors products, increasing social media promotion for the brand.
After programming efforts, the Sharp team continued sustaining momentum, actively pitching the collection and relating products back to identified industry trends. These efforts were able to secure placements with insights from Jay while promoting products in top publications such as Associated Press, AD Pro, and Houzz. The AP story was picked up in 52 outlets, garnering over 400 million impressions, with overall coverage amounting to 82 total placements and over 450 million total impressions. Here are a few of our favorite placements from the collection launch:
- Architectural Digest: "Discover Arteriors' Latest Lighting Collaboration With Jay Jeffers"
- Associated Press: "Homes: Storage that goes well beyond the utilitarian"
- Cottages & Gardens:"Jay Jeffers & Arteriors Join Forces For a Third Collection"