Home décor chain CB2, the more urban and youthful division of Crate & Barrel, wanted to turn aspirational online home design daydreams into reality with APT CB2, a five-day event in which five popular designers decorate one real-world apartment using furniture from the CB2 catalogue with the real-time input from the Pinterest community.
Starting on May 7, each designer will have one day to transform one room in a vacant NYC apartment into a fully realized space, the progress of which will be shared over Pinterest and through a campaign microsite.
Throughout the day, people can vote on a design choice an hour–for instance which chair or lamp or sofa to place in the space–all with the promise of winning $5,000 to spend at CB2 for their own dream apartment.
The “live-event” lives on Pinterest and a microsite and the brand will post live updates of the apartment throughout the day as its being designed.
Why I’m Curious:
I’ve always been a huge fan of activations that connect online to offline. Pinterest is a social platform where home decorators go to find inspiration. Allowing users see their online activity affect an activity offline in real-time furthers user engagement and brand awareness.
However, I wonder why the brand decided to post photos sporadically on the microsite instead of doing a Google Hangout so users can actually see the process in real-time.