Jardan is an Australian family-owned and operated company that has designed and handcrafted furniture in Melbourne for over 25 years. Built to last a lifetime and designed to capture the essence of the relaxed Australian lifestyle, Jardan furniture was set to grace a new flagship store in the heart of Perth’s western suburbs.
An homage to Western Australia’s native beauty, the space was designed by renowned Australian architect Iva Foschia. This gave the architect and the brand a chance to push and add to the Jardan design vocabulary while maintaining the ethical, carbon-neutral practices which are synonymous with the business.
Detail was engaged by Jardan to manage the delivery of the launch publicity campaign and event strategy and implementation. Our priority was to ensure Jardan’s arrival into the Perth marketplace was memorable and well received across the board.
Following an extended ‘coming soon’ period for the showroom, the Perth design community were eagerly anticipating the opening of the space. As such, the client required a unique and strategic public relations and event campaign to ensure the launch was communicated effectively.
A key challenge was developing and executing a strategic publicity campaign with both directors based out of Melbourne and unable to travel to Western Australia due to the coronavirus pandemic.
Working closely with the West Australian newspaper (and through the power of video calls) an exclusive interview with Jardan’s directors was secured to effectively launch the campaign. This opportunity culminated in a cover story for the publication and coverage across their digital channels. Following this, coverage was also secured across key design- and lifestyle-focussed online and digital publications such as Broadsheet, STM Magazine and the Australian Financial Review.
To support the extensive publicity campaign, a launch event and invitation strategy were developed to engage with key tastemakers in the lifestyle and design space ahead of the official launch event. To this end, Detail developed a Jardan ‘gifting’ opportunity to sit alongside the official event invitation. Guests were hand-delivered a bespoke Jardan candle and their event invitation, creating a sense of surprise and delight, but also allowed the brand to generate interest and intrigue ahead of the event.
Key to the overall success of the launch event was the careful curation of local suppliers, each working together to bring the Jardan brand to life in every sense. Fervor Food were engaged to deliver a menu brimming with indigenous ingredients that took cues from the design of the Jardan showroom and paid respect to native Western Australia.
The publicity and event campaigns were extremely well-received not only by the client, but also by the wider community of local designers, tastemakers and key media.
Following the launch campaign, Jardan has thrived as an industry-leading brand and a go-to in the local design and retail space.