Williams-Sonoma, Inc. was opening west elm’s first and largest urban store offering modern furniture and home décor in Chicago. Simultaneously, they were opening Pottery Barn next door to create an interior design destination in the heart of Lincoln Park.
Page One Public Relations was retained to create a splash for the opening and relocation of west elm and Pottery Barn in Chicago and to inform consumers, influencers and media alike about the brands’ stylish and accessible design options.
Since the stores were opening a few days apart, the challenge was to create the same level of consumer excitement and media interest for both stores.
Page One created and implemented two grand opening events with two different themes and two different charity partners. The mutually beneficial goal was to raise funds for the charities and to build awareness among their supporters. In addition, Page One hosted a media preview to offer key media the first look at both stores. The agency arranged for executives from the corporate store team to lead on-site tours and answer media questions.
Both opening events were deemed the most successful opening events in company history in terms of charity funds raised and the number of attendees. Page One secured 30 media to attend the media preview, resulting in stories in most major newspapers and magazines in the Chicago area.