To introduce Pirch and its concept to New York’s affluents, the retailer has launched an innovative marketing campaign. Photographed by Liz Von Hoene, the campaign shows that Pirch is much more than a store by distinguishing it from typical appliance retailers.
To attract the attention of jaded New Yorkers who will scoff at the news with “Big deal, it’s just a store,” PIRCH decided to have fun with that and snark back: “It’s just a store like I’m just a…” and then fill in the blanks with tastemakers of all kinds.
Starring in the campaign are high-profile tastemakers from various industries including fashion icon Iris Apfel, author and television personality Padma Lakshmi, designer and author Nate Berkus, chef/restaurateur Geoffrey Zakarian and real estate mogul Luis Ortiz, among others.
The tastemakers are photographed in different home luxuries and draw comparisons to how they are “more than” ordinary members of the communities they represent.
PIRCH will be running this out of home campaign throughout New York on billboards, subway stations and taxis as well as print.