Trina Turk x FLOR Launch

Situation:
FLOR, the high-end area rug brand for homes, offices, and every space in between, tasked T/K with supporting the launch of its area rug collaboration with Trina Turk, the ready-to-wear fashion designer known for bright colors and bold patterns. Notably, this was FLOR’s first immersive area rug collaboration launch. Modernism Week would be the first touchpoint for the collection. Following this event, T/K would support the launch with continued media outreach, award submissions and supporting content efforts.

Strategy:
Before the show, T/K collaborated closely with both brands and helped lead strategy discussions to prepare for Modernism Week and the full launch. T/K led the the following:
• Planning two in-store events (Palm Springs & Atlanta)
• Developing content and materials, including press releases, key messages, etc.
• Facilitating media training sessions
• Supporting the first FLOR behind-the-scenes video creation
• Partnering with a design influencer

T/K was onsite at Modernism Week, supporting the FLOR and Trina Turk teams with the following activations:
• Trina Turk X FLOR product installations in the Wexler ‘54 Modernism Week signature home and Frank Sinatra’s Twin Palms estate
• Presence at the Modernism Week exhibit hall with installed products
• Atomic Ranch partnership for an on-site giveaway
• Product installations at the Trina Turk Palm Springs boutique
• Design influencer partnership to promote the collection launch, where influencer was hosted for the preview party, Wexler ‘54 cocktail party, and the Trina Turk fashion show at the Frank Sinatra house

Results:
As a result of these efforts, T/K was able to help achieve the following:
• 22 editorial mentions, including an audience reach of 45.3M, including placements in:
o Realtor.com, Living Etc., Azure, Home Accents Today, Atomic Ranch, Floor Covering Weekly, The Textile Eye, Interior Design, etc.
• 1 award win with the collection being named an Interior Design HiP Award winner
• 14K accounts reached on Instagram due to influencer partnership
• Trina Turk x FLOR collection saw immediate success and continues to be promoted across marketing and PR channels