Floyd Housewarming LA
FLOYD — HOUSEWARMING — LA
— Experiential Design and Strategy
— Interior Styling
— Art Direction
— Programming and Partnership Curation
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 Los Angeles to lead the experience design, including experiential strategy and programming, interior styling, and partnership curation.
Taking place in an airy home within the Blackbirds community in Echo Park, I created an experience journey that invited customers to explore rooms throughout the house, each dedicated to a different Floyd product, showcased 'in situ', to see and try in person. 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 community across Los Angeles and design.
Project Date — June 2018
Project Location — 1708 Brewer Trail, Los Angeles
Production — Gabriela Baiter
Graphic and Signage Design — Sara Ridky
Photography — Michael Friberg