The brief

Clerkenwell Design Week is a key annual event for the commercial interiors market. It presents the biggest opportunity of the year for UK manufacturers to reach a vast international audience of architects and designers.

For our client, leading British furniture designer and manufacturer, Roger Lewis, the event was chosen to launch a new contract offering and bespoke design tool.

Hattrick was tasked with creating and executing end-to-end event management – from launching a social media competition to creating an unforgettable visitor experience for the show’s guests – with activity complementing the overall annual marketing communications strategy.

Objectives

• Showcase the three hero product collections: Kyoto, Sintra and Onyar for workplace and hospitality settings
• Launch The Customiser to the show’s A&D audience, illustrating its uses and benefits
• Drive visitors to the Roger Lewis website
• Secure press coverage in key industry titles
• Demonstrate the core team’s wealth of design expertise through a speaking opportunity
• Engage stand visitors visually, encouraging them to share their images on Instagram
• Capitalise on event attendance through photography and videography for Roger Lewis’ owned channels

Target audiences

• A&D: Hospitality & Workplace sectors
• Furniture dealers

Activity

To ensure that Roger Lewis saw maximum results from its Clerkenwell Design Week attendance, Hattrick created a strategy that considered the lead-up, the event itself and post-show activity.

Event lead up:

Products

• New creative direction and product photography for hospitality/workplace segments
• CDW stand design concept developed by the same creative director, CollectiveHQ, to ensure one vision for all visual output across complementary trend-led fabrics and accessory sourcing to bring the stand to life
• Inclusion for Roger Lewis products in all pre-show CDW marketing activity
• Giveaway tote bags and postcards designed and printed for key visitors

The Customiser Challenge

A competition launched on social media and the CDW stand to engage A&D community pre and during the show.

• Three leading interior agencies briefed to create their own design using The Customiser software
• Finished patterns printed onto fabric and upholstered to a Roger Lewis Sintra chair
• Designs went head-to-head in a social media competition
• In event run-up, ‘sneak peek’ updates of the designs in-progress shared on the Journal and social media channels
• Organised the invite list for winner announcement event, which included a VIP drinks reception
• Issued an announcement press release to all industry trade titles

During the event:

• Supported on the stand throughout the festival, liaising with potential prospects & journalists
• Captured activity for social media and the Journal including photography and video interviews with Roger Lewis team
• Managed VIP drinks reception
• Issued press release announcing the winner of The Customiser Challenge

Post-event:

• Followed up with key press to secure inclusion in post-event round-ups
• Populated website with photography/video interviews
• Shared imagery on Instagram, followed new connections and reposted other users’ photography of the stand
• Wrote a post-event round up for the Journal
• Thanked all participants of The Customiser Challenge & event attendees

Result