Sector
Design & Living
Task
B2B communications
B2C communications
Solution
Ads
Editorial integration
Events
Service
Concept
Editing
Event management
The New Modern
The historic Bauhaus in Dessau is widely regarded as the birthplace of ground-breaking architecture, art and modern design. As a top magazine, it seemed only fitting that AW Architektur & Wohnen should honour the 100th anniversary of Bauhaus with a colourful homage.
AW Architektur & Wohnen partnered with the traditional British manufacturer of paints and wallpapers Farrow & Ball to curate an inspiring colour palette based on the Bauhaus colour concept.
The final result was a selection of six distinct shades entitled “The New Modern”. “Farrow & Ball – The New Modern” was launched with an integrated campaign that capitalised on high-reach aspects to guarantee maximum awareness for the premium magazine AW and Farrow & Ball. For example, the magazine featured an extensive editorial story on the creation of the colour collection, which was also used as part of an influencer campaign. Farrow & Ball launched a comprehensive PR campaign for relevant B2C and B2B publications. “The New Modern” collection was unveiled live in technicolour to the press, interior designers and consumers at exclusive events hosted at F&B showrooms.
The collection was showcased with extensive material at the showrooms. An individual subscription campaign aimed at Farrow & Ball customers rounded off the successful cooperation.
AW Architektur & Wohnen and Farrow & Ball gave a splash of colour to the 100th anniversary of Bauhaus with a whole host of different experiences throughout the year.
