Floyd Housewarming NYC
FLOYD — HOUSEWARMING — NYC
— Experiential Strategy and Design
— Creative Direction
— Interior Styling
— 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.
Following the success of their Housewarming in Los Angeles, Floyd looked to the east coast to launch the activation’s next iteration: New York City. Expanding and refreshing the Housewarming concept for a new market, I consulted for Floyd to lead the experiential strategy, creative direction, interior styling, and design partnership curation.
With the goal of creating a shoppable retail experience within the setting of a home, I developed an experience journey for the space — a classic walk-up loft in the heart of SoHo — establishing programs by room to showcase Floyd’s furniture pieces in settings that were natural, exploratory, and inviting.
Newly added to the in-store programming was The Home Shop, an interactive wall to browse, configure, and buy product with thoughtfully-branded cards and tactile material samples — or an analog, hands-on representation of Floyd’s online shopping experience come to life. The R&D Lab, also newly conceptualized for the experience, provided a behind-the-scenes look at Floyd’s product development process with sketches, photographs, prototypes, and artifacts, all on view.
A selection of curated products from like-minded interiors partners — such as lighting from In Common With, objects from Areaware, rugs from Nordic Knots, art from Uprise Art, greenery from Bloomscape, and tableware from Hudson Wilder — mixed with classic design pieces to complete the furnishing of the home, creating a look and feel that was both modern and new; playful and clean.
Project Date — October 2018
Project Location — 496 Broadway, New York
Production — Chantal Hughes
Graphic and Signage Design — Sara Ridky
Photography — Chaunté Vaughn