Pushing the boundaries of innovation and manufacture, AXOR Edge, an avant-garde range of brassware designed by Jean-Marie Massaud, was one of the brand’s biggest product launches of the past few years. Our brief was to help launch the collection to all key media through an exclusive event and holistic, cross-channel press campaign.
For a brand that lives and breathes design, we deemed the ICA as a worthy venue to host our event. Securing attendance from top-tier A&D, retail trade and consumer publications, we hosted a press breakfast at which the Edge collection was unveiled by Massaud himself. Press were treated to a tour of the collection, received an in-depth briefing about the innovative manufacturing process and had unrestricted 1:1 access to the designer himself.
The launch event was supported by a tailored media campaign, with a specific focus on securing coverage across leading architect and design publications. Targeted pitching generated an impressive amount of coverage across print and digital.