JennAir

Creative Experiences

Challenge

JennAir, the luxury appliance brand, needed a new look. Competitors were spending big money in the category, and we knew we had to make our marketing dollars work harder—and think outside the traditional box.

Insight

Designers and architects, critical gatekeepers in JennAir’s realm, were often recommending other established luxury brands to their clients. We needed to get JennAir in front of a more progressive-minded audience while establishing them as a modern brand that brings progress to the kitchen.

Bound by Nothing: taking the air out of old luxury

We started by modernizing JennAir’s brand.

Then, when the competitive giants built booths at critical shows, we erected a labyrinth gallery and hosted parties with cutting edge designers.

When they installed kitchens, we reinvented the showroom experience.

In videos, we contrasted old luxury’s inferior plastic manufacturing with JennAir’s progressive designs. We reinvigorated our showroom and created 20 new JennAir retail experiences, including our marquee residency at the A&D building in NYC.

We showed up in unconventional markets, attending events no luxury giants had attended before—e.g., Modernism Week in Palm Springs, on Hulu, and on the big screen across the top 40 art cinemas. We enlisted up-and-coming designers to turn attention toward JennAir through social conversations.

IMPACT

#1

We took the #1 market share position among luxury appliances for our target audience
11%

11% increase in sales
86%

86% increase in retail partner floor commitments