Renowned for infusing high design into everyday household products, the company had lost quite of bit of its luster in the U.S. market until its Italian owners resumed control of the American subsidiary. Our mission? Restore & revitalize the brand’s image and spotlight impressive design partnerships.
Out of the starting gate, we capitalized upon—and catalyzed—a very public debate among the design press about “The Destiny of Design.” Our anthem questioned the good and bad of design for the masses, and what differentiates a $30 Michael Graves teakettle at Target from the iconic Alessi original by the architect at $120.
Tons of coverage poured in as we kept the topic alive for months by hosting a panel discussion with Graves, Phillipe Starck, Milton Glazer and other design masters along with Alberto Alessi. This put Alessi back on track as an acknowledged design resource and the publicity continued to flow year after year bringing increased consumer awareness in its wake.
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The brand took the lifestyle plunge, expanding its offering to include furniture, lighting, rugs, kitchenware and soft goods and called on VP+C to help spread the word.
Preparing to launch two new disparate and highly unconventional reality shows, AMC Networks came to VP+C with the challenge to create pre-broadcast excitement and buzz.
VP+C crushed a seemingly mission impossible when it was charged with shaping the image of an unknown Japanese brand – Moussy – in the midst of Fashion Week.