Dane Tashima for Anthropologie; Credit: Anthropologie
Retailer Anthropologie is bringing Pinterest to life via a new in-store shopping experience, launched in collaboration with the social media platform.
Using Pinterest as visual inspiration, Anthroplogie is opening a Holiday Showhouse in Brooklyn Heights, modeling seasonal decor and fall furniture (including products from Terrain) within a home setting that integrates a digital component with QR codes.
Every room will have QR codes that link to Anthropologie’s Pinterest profile, allowing customers to purchase directly from online shoppable boards. Additionally, the partnership is integrating influencer-driven social media content that features Anthropologie products being used by Pinterest creators Brigette Romanek, Benjamin Reynaert, Mallory Fletchall, Whitney Leigh Morris, and more.
The house design and styling was inspired by Pinterest holiday trends and planned out by creative director and interior designer Glen Proebstel.
Elizabeth Preis, global chief marketing officer at Anthropologie Group, said the company wanted “to create an immersive, out-of-store experience for our AnthroLiving customers to come in, explore, and get inspired.”
They chose Pinterest as a partner for its trend analytics and creator partnerships, and to reach a “new, eager, and excited audience.”
"Our ambition is to inspire our community from first click, and first step, with exceptional design and quality always at our core," said Aaron Mutscheller, president of Anthropologie Living and Terrain, in a statement. "With the holiday season upon us, we felt it was the perfect time to showcase the latest furniture and seasonal decor so that our customers will have the inspiration and required resources to thoughtfully curate their personal sanctuaries."
Pinterest is tapping into its trend identification, said the company’s global head of consumer marketing, Sara Pollack. "We can identify trends early on, and we're already seeing searches for holiday themes such as, 'vintage Christmas decor Ideas' and 'winter bedroom aesthetic' trending high on the platform. By teaming up with Anthropologie, we're giving people more ideas on how to shop these trends and bring them to life for the holiday season.”
The Anthropologie x Pinterest Holiday Showhouse opened October 11 and is closing October 15. Shoppers can make appointments between 10 a.m. through 6 p.m. Anthropologie said it will have stylists on site to help with any shopping inquiries.