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From Home Furnishing Business

Pirch Tests Sensorial Retail Concept in NY Showroom

Pirch, the innovative home retailer that showcases luxury kitchen, bath and outdoor appliances opened its 32,000 square foot New York flagship showroom in SoHo last week, and unveiled a new marketing campaign boasting high-profile personalities, timed to the debut.

Tastemakers from various industries including fashion icon, Iris Apfel, interior designer and author, Nate Berkus, author and television personality, Padma Lakshmi, chef and restauranteur, Geoffrey Zakarian and real estate mogul, Luis Ortiz, among others, grace New York City with playful ads that distinguish Pirch from the typical appliance retailer. 

The campaign brings this notion to life through a series of beautiful portraits photographed by acclaimed photographer, Liz Von Hoene. The creative features each tastemaker experiencing different luxuries of the home, from a beautifully-equipped luxury kitchen to a serene bathroom spa, drawing a comparison to how they are more than ordinary members of the design, culinary, real estate and fashion communities. In one image, Mr. Berkus is shown in an LG Studio kitchen with the tagline, "It's just a store, like I'm just a decorator." In another ad, Ms. Apfel takes a bubble bath with the description, "It's just a store, like I'm just an old lady."

"The human experience available at Pirch is what sets the brand apart, and we developed a campaign that demonstrates that we are more than just stunning showroom settings – it needed emotional depth," said Laith Murad, chief marketing officer, Pirch. "Our approach was to establish Pirch as a lifestyle, experiential brand and incite curiosity."

The new showroom provides visitors with a 360-degree sensory experience complete with live cooktops, ovens, refrigerators and grills, as well as working showers, sinks and baths. Customers can reserve a private steam shower in the showroom’s own Sanctuary Spa and can test over 40 different shower heads. Other offerings include complimentary cooking classes, ongoing demos in the Savor and Patio kitchens, and a technology-themed vignette called Connected Loft, outfitted with the latest and greatest from Innit.

The space's opening party benefitted Housing Works and was supported by a committee of 14 designers, chefs, and cultural influencers.

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