Tomorrow worked with Shanghai-based global furniture brand, Stellar Works on the international launch of the new 2017 collections by Neri&Hu, Yabu Pushelberg, Crème / Jun Aizaki and Space Copenhagen. Tomorrow devised and drove a six-month strategic PR plan involving media relations and events organisation at Salone del Mobile in Milan (April) and at ICFF in New York (May). Working in close collaboration with the Stellar Works global marketing team, Tomorrow helped to distill key messages around the new products, prepared a comprehensive multi-media press pack and established an image library to support these key launch events. For Salone del Mobile in Milan, Tomorrow planned and managed a press preview at the Stellar Works installation in Zona Tortona and was on hand throughout the design week to meet press and manage onsite interviews with Yuichiro Hori, founder and CEO of Stellar Works and designer collaborators. In addition, Tomorrow worked with a leading production company to orchestrate a party in celebration of the new collections for key press and opinion formers. At ICFF in New York, Tomorrow provided on-site media relations support, greeting members of the press, supporting interviews and attending a series of one-on-one briefings for Yuichiro Hori with key US and international publications, including Wallpaper* and Surface magazines. Tomorrow also planned and managed a drinks reception at the Brooklyn studio of Crème / Jun Aizaki to mark the launch of a special Indigo edition of the award-winning Exchange Chair. The six-month PR campaign has secured more than 80 pieces of print and online press coverage in leading architecture and design publications around the world, including in Architectural Digest, Dezeen, Designboom, Wallpaper*, Azure, Interior Design Magazine, Elle Decoration and Frame.
Astep is a design company founded by Alessandro Sarfatti, the grandson of legendary lighting designer Gino Sarfatti and the son of Riccardo Sarfatti and Sandra Severi – who with Paolo Rizzatto founded Luceplan. Astep brings to the domestic landscape, the experience, knowledge and the future-oriented outlook that has been nurtured by the Sarfatti family for three generations, and bridges it with the latest developments in digital technologies. The name Astep indicates the necessary motion of a never-ending journey – the journey of evolution. It points to a natural but essential move towards the creation of something that’s better, more substantial, and more worthwhile. Astep represents an admiration for timeless inventions: objects that – regardless of when they were designed or made – retain their edge, their capacity to affect our lives, advancing the manner in which we live. Tomorrow worked with Astep on an international press strategy in the run up to Euroluce in April to supported Astep’s debut at Euroluce and the launch of a new light by Alfredo Häberli as well as the launch of Flos with Sarfatti, a new company formed in partnership with Flos what will reissue the lighting from the Gino Sarfatti Archive. Tomorrow secured a three page feature in the Milan preview issue of Wallpaper* magazine (May issue) on Flos with Sarfatti as well as over 50 pieces of coverage on the new Astep products.
iota presented its collection of hand-crocheted carpets, stools, cushions and signature swings, all made from bespoke colourful yarns using traditional techniques within a gold-clad pop-up installation in the Galleria’s arcade. Tomorrow provided advice on planning the installation and worked to secure interviews for key spokespeople from iota with international press prior to and during Salone del Mobile. Tomorrow arranged a series of press interviews with iota founder Shula Moses and creative director Tal Zur in Milan and a total of 31 pieces of coverage were secured, including an exclusive pre-Milan story on Dezeen. Further coverage appeared in Azure (Canada), DOMUS (Italy), Disegno (UK), Elle Décor (Italy) and Arquitectura y Diseno (Spain).
Tomorrow supported Zaha Hadid Architects on the launch of Collection 2016, a new range of gifts and homeware accessories by the Zaha Hadid Design Studio. In a fully integrated PR campaign Tomorrow targeted UK and international design and lifestyle publications with a range of stories focusing on key products within the collection. To date, Tomorrow has secured over 50 pieces of press coverage on the new collection in key international titles, including Wallpaper* (UK), Architectural Digest (Russia), The Evening Standard (UK), Elle Decoration (Spain) Elle Decoration (Italy), Icon Design (Italy), The National (UAE) in print and online, Identity Magazine (UAE), Living Etc (Brazil), Architizer (USA), Designboom (China), Conde Magazine (Taiwan) and Dezeen (UK). Tomorrow also secured interviews for The National (UAE) Rob Report (USA) and Metropolis Magazine (USA). Tomorrow has also overseen the gifting of the new Solis scented candle to a selection of Key UK and international press in the run to Christmas.
Tomorrow PR was appointed by the Design Museum to launch two new retail spaces in the Museum’s new home in Kensington, London. The first retail space designed by John Pawson, the designer behind the Design Museum, launched on High Street Kensington Street in July 2016 and the second Atrium store will open with the new Design Museum in November. Tomorrow has delivered a PR strategy to communicate the Kensington store opening and spread the word of the Design Museum’s “ambassador on the high street;” its curated edit of design objects and books, making it a must-visit destination all year-round. We have promoted the new store to design conscious Londoners and visitors. Tomorrow has also worked to raise awareness of the store’s events during LDF, including a window installation showcasing beautiful ceramics for Bitossi Ceramiche by Bethan Laura Wood.The project continued through into Autumn to ensure publicity of the Museum shop’s selection of objects, books and gifts, and to secure coverage in the gift guides of key titles. To date Tomorrow has secured more than 65 pieces of print and online coverage for the Design Museum Shop, its products and events. The new Shop news was featured in Wallpaper*, Sunday Times Home, Elle Decoration, Metro and Design Week. The London Design Festival Bethan Laura Wood installation was featured in UK and international titles including Wall Street Journal Off Duty (USA), Art and Houses (Russia), SEEN (London) and I-D (UK). Coverage of Design Museum products is also due to appear in the Christmas gift guides of Monocle, Homes & Gardens, ShortList, Time Out London, Country & Townhouse.
Tomorrow’s long standing client, David Rockwell and his practice the Rockwell Group, designed Valet, the firm’s first furniture collection in 2016 for furniture manufacturer, Stellar Works. For Valet, David Rockwell explored a new furniture typology that supports everyday living, working, and entertaining. With tactile and refined materials and details, including full-grain saddle leather, American walnut, black steel, and brushed brass, each piece redefines the essentials of modern living and fits seamlessly into home or hospitality environments. Tomorrow worked with Rockwell Group and Stellar Works to secure one of the most sought-after spaces within the Wallpaper* Arcade in San Gregorio to ensure that the collection was showcased to as large an audience as possible. In the run up to the Milan launch, Tomorrow commissioned leading interior stylists, Benjamin Kempton and Melina Keays, and photographer, Anders Gramer to create a set of striking editorial images of the new collection. These were used to secure a number of exclusive print preview stories and included items in Wallpaper* and Icon and online preview articles on Dezeen and Designboom. Tomorrow worked with Wallpaper* magazine on a VIP preview of the full collection to coincide with the Wallpaper Handmade Milan party which was attended by international press and opinion formers. In total over 24 pieces of coverage were secured for the launch of the Valet collection, including Telegraph Luxury (UK), Vogue (Germany), Elle Decoration (UK), South China Morning Post (China), Icon Design (Italy), FT How to Spend It (UK), Sunday Times Home (UK), Frankfurter Allgemeine Zeitung (Germany) and FT Weekend (UK)
Tomorrow worked with London-based design studio Pinch – Russell Pinch and Oona Bannon – on a strategy for the brand’s solo Milan debut. Tomorrow worked with Pinch back in 2015 on a project to launch the Nim Jesmonite table during London Design Festival and was also engaged to provide strategic advice on the Milan launch of a selection of new products, including a new copper iteration of Nim and a retrospective of key pieces from the Pinch archive. Tomorrow was involved in every stage of the process, including the early planning phase of helping Pinch to identify the best possible location for staging the installation. Tomorrow leveraged its international network of key press to ensure that the Pinch installation and its location – just opposite the popular Wallpaper* Handmade exhibition – was on the radar for Salone 2016. Tomorrow placed a preview story on Copper Nim in the May issue of Wallpaper* magazine and arranged for a number of interviews with top tier members of the international press during Salone del Mobile. Press coverage earned through our PR efforts included features and news articles with The Daily Telegraph, Ideat and Crafts Magazine. During the project, tomorrow also placed Russell and Oona’s home in France with Dwell magazine, an activity resulting in a beautiful six-page feature in the September issue of the magazine, and ASK magazine ran a three-page profile on the brand, its founders and highlighted numerous Pinch products.
Tomorrow worked with Bert & May to devise and deliver a strategy for the London Design Festival (LDF) that would establish Bert & May as a lifestyle brand, bolstering the impact of ongoing PR and communications efforts since we started working with the brand in March 2016. Tomorrow worked with Bert & May to launch a bold new geometric collection with London-based design label, Darkroom during LDF. As well as presenting an installation of the new collection at their East London showroom, the Bert & May barge took on a new identity to showcase the new collaboration in the form of a ‘floating pop-up’, with interior completely redesigned to include the new Bert & May and Darkroom collection of fabrics and tiles. The barge was moored at the Bert & May showroom for London Design Festival. It also helped the brand as it launched a new fabrics collection at Decorex, a natural progression for the business which is well known for its tiles collection, and that has grown its offering into bathrooms, kitchens and home accessories. Tomorrow organised and managed a morning press preview and an evening launch party as well as placing a series of LDF preview stories with key interiors and design titles including, Sunday Times Home and Wallpaper*. Coverage also appeared in numerous local, national and international print and online consumer and trade titles, such as London Evening Standard Homes & Property, The Telegraph, AD Spain, Azure, Dezeen, House & Garden, World of Interiors, Mix magazine and OnOffice. It was also the topic of numerous conversations taking place amongst the design community on social media.This unique project generated 60 pieces of multimedia and multichannel publicity making the Bert & May x Darkroom collaboration one of the most talked about events of LDF16.
The culinary roots of Kadeau a Michelin starred restaurant in Copenhagen lie in the small Danish island of Bornholm in the Baltic Sea. Head Chef Nicolai Nørregaard’s love of his native small island thick with conifer forests and ringed with sandy beaches is evident in everything the restaurant does. Dining at Kadeau is an immaculate, sophisticated experience that is about celebrating the smallest of details and Nørregaard challenged OeO to create a holistic experience for Kadeau Copenhagen – a universe where guests feel they are dining at his home alongside dear friends. For the design of Kadeau, OEO Studio, working with Dinesen, Electrolux Grand Cuisine and Garde Hvalsøe, created a space that brings the rural splendour of Bornholm to Copenhagen. Tomorrow worked with Kadeau on a 3-month project to launch the new space to international design, lifestyle and food press. This culminated in Tomorrow taking 16 journalists to Copenhagen to experience the 21 course tasting menu at Kadeau at first hand. Publications represented included Icon (UK), Elle Decoration (UK), Welt am Sonntag (Germany), Objekt (Russia), Les Echoes (France), De Standaard Magazin (Belgium) Wallpaper.com, MilK Decoration (France), Die Weltwoche (Switzerland) and L’Officiel Hommes (Turkey). The trip included a visit to the OeO designed Dinesen Showroom, which Tomorrow launched last year to see find out how, Dinesen Garde Hvalsøe and Electrolux Grand Cuisine contributed to this amazing OeO project. In advance of the trip tomorrow also worked with the Wall Street Journal Magazine on a story on Nicolai and Kadeau for the Men’s Issue (March 2016) and Surface Magazine (April issue).
Tomorrow worked with British bathroom brand Sottini on their relaunch at 100% Design this September. Sottini presented an innovative collection of over 300 new design-led bathroom products in a tranquil space that was designed by branding agency Conran & Partners. To coincide with the September launch, Tomorrow developed a PR strategy that involved securing exclusive features in bathroom trade titles including Essential Kitchen & Bathroom Business, KBB Review, Designer Kitchen & Bathroom and Kitchens & Bathrooms News. Feature and product coverage in consumer and lifestyle publications will follow in the next few months. Tomorrow organised a press conference at 100% Design that was attended by 30 journalists from the UK.