“The Inner Circle” by Yeats Design. Photo: Stephen Karlish. From Capes Bay Dallas 2021
For most people, the new year brings new goals. For many designers, one of these new goals may be to be involved in a showroom.
There are many reasons why a designer should make a show house – among the reasons: to attract new clients, gain press, meet colleagues, promote their product lines or unique value, and simply be creative in a way they rarely do. with clients.
Interior designer and former TV personality Libby Langdon said she’s never gotten a job — “not a single job” — from a theater. Her belief is that people come to a theater for inspiration. “They want ideas and to see something really cool,” she says. For her, theaters have become marketing tools for licensing her various products. “Make sure you’re doing it for the right reasons – make sure it’s worth it.”
Libby Langdon’s living room features her licensed collections with Fairfield, KAS, Paragon, and Crystorama at the Hamptons Designer Showhouse. Photo: Studio Marco Rica
Meredith Height is the Managing Director of Public Relations and Communications at The Dove Agency, the Dallas-based company that provides interior designers with a variety of services from financial and procurement to public relations and more. Dove has represented seven clients at Kips Bay Show Houses across the country so far, and recently sponsored three designers — Yates Desygn, Mary Beth Wagner Interiors and Acorn & Oak by Shelly Rosenberg — through the 2021 Kips Bay Dallas Show.
The designers agree that Kips Bay made possible a national theater and that it opened the doors. Shelley Rosenberg was very excited about a highly visual platform to showcase her approach to design tied to a specific mission – empowering people with disabilities. She explains, “Not only will participation allow me to complete a project with a nearly unlimited wish list, but it will push the principles of inclusive design off a national stage.”
Designers also agree that hiring an outside team can be beneficial. “We feel Doves are an extension of our team – we firmly believe that high tide lifts all boats, and having the right people to support our work is essential to our success,” shared Brian and Mike Yates who said their peace of mind allows them to do what they do best.
Shelley Rosenberg with Virginia in a room designed to empower her. Photo: Dan Piacek
Rosenberg is more than happy to let an outside team handle the logistics. “Behind the scenes support allows me to show what’s really important in my work – as the face, founder, and leader of Acorn & Oak,” she says.
Hight stresses that showrooms, especially Capes Bay, or, as she puts it, “Superbowl Interior Design,” aren’t for everyone.
Hite notes, “The client needs several things in place before applying to a Kips Bay caliber showroom, including great project photography, a carefully curated Instagram presence, and a clean, professional website.” “In addition, they must have the ability to commit the financial and time required to participate.”
From all the construction and installation costs, to the breakdown and time spent away from one’s desk and the cost of advertising in a show house magazine, Langdon says there’s a huge price tag attached to show homes. A self-confessed “rude self-promoter,” Langdon says. “I’m taking it for all it’s worth,” investing in photography and video that she and her various partners can use for social media, other collateral, and publicity over the next two years.
One way to offset some of the costs, says Langdon, is to secure good journalism. Most theaters have a media partner committed to publishing it and this can be a useful tool in securing product donations.
For Kips Bay, the Dove team works alongside Magrino, the Show House’s public relations agency, as well as on their own to ensure clients are presented in the best possible light for all media. In the lead up to the show house, they help out with appropriate posting – “harassing” – on social media, being careful not to violate any of the guidelines set by the Kips Bay team.
“Once the coverage goes live, we take advantage of every social media mention and plan to post photos on our clients’ social media accounts to officially reveal their spaces,” she says. “While Kips Bay designs are not necessarily evergreen, there are many opportunities to submit them for prizes and engage our clients in speaking about Show House participation.”
Under Dove’s wing, Mary Beth Wagner, who designed a walkway and powder bath, says it received a wonderful squeeze. As a result of her appearances around the Kips Bay Show, Mary Beth Wagner expanded her Instagram to more than 10,000. She also received customer inquiries that were the result of media coverage.
Rosenberg was also impressed by the quantity and quality of the presses. She says, “The Show House’s collective editorial features have been incredibly exciting, but the one-on-one coverage and attention I continue to receive underscores the fact that I have found my life’s work. I have a story to tell, and this insight is invaluable.”
With all of the supply chain challenges, Langdon says, there’s one consideration designers might want to consider before committing to a show house—a customer might ask you how to get a product for a showroom when they’ve been waiting nine months for a sofa. “Your customers are watching,” she says.