American furniture brand CB2 has plotted a social media-designed home that will source creative power from people in the digital space. The campaign, developed by Mother NY, involves professional interior designers who will help reimagine the space without even seeing it in real.
The home is located at 873 Broadway, Union Square, New York City. For five days starting May 7, five designers will be decorating the space using Pinterest only. Here is how it will work: every day, a different designer will be creating interiors for one empty room by pinning photos of the furniture they select from the CB2 range. The audience will like the designer ideas, and the solutions that will generate most hearts will be brought to life. The progress of the experience will be revealed on the brand’s website.
The team of the five designers will include: Ross Cassidy, designer and cast member of Million Dollar Decorators (he will kickstart the effort with the dining room), Caitlin Fleming, interior designer (May 8, the office), Athena Calderone, lifestyle blogger for eye-swoon.com (May 9, the bedroom), writer Daniel Bear Hunley (May 10, the living room), designer, blogger and stylist Justina Blakeney (May 11, the rooftop area).
“The ‘pinfluencers’ represent five, real design taste-makers; they all share a unique view of modern design ranging from eclectic to more natural/raw to more of a modern spin on traditional,” commented Alicia Waters, senior director of marketing for CB2. “We love that the pinners represent different ‘takes’ on modern design. For us modern is grounded in being dynamic and open, with room for individuality—so we purposely brought that forward.”
Fans will also be able to win a CB2 dream room worth $5,000.