Future Creative, a full-service branded content studio from Future and DRUM a branded content, partnerships and entertainment agency, have worked with UK homeware and furniture brand Habitat to unveil its new campaign The Very Very Nice List. The multi-touch shoppable campaign aims to celebrate British design and features a four-day festive pop-up with interactive content and workshops hosted by interior and lifestyle design experts from Ideal Home, Livingetc and Who What Wear.
Future Creative says The Very Very Nice List includes a curated edit of 25 Habitat products, with all products available to shop at the pop-up with special discounts available for visitors. There will be expert-led workshops including table scaping and Christmas centrepiece making, showcasing the extensive choice of Habitat’s design-led homewares and furniture, equipping attendees with everything they need to host the perfect festive event, Future Creative continued.
Laura Boothby, head of brand comms at Habitat: “To end the year with a bang, we’re excited to be working with Future Creative on ‘The Very Very Nice List’ festive pop-up, bringing to life Habitat’s diverse range of quality and enduring home and furniture products in a festive and experiential way. As 17% of Brits look to host for the first time this Christmas, we want our customers to feel confident and inspired to create their own showstopper centrepiece or become the family’s mixologist and even bring a sense of calm amongst the chaos of Christmas through the art of scent-scaping. With the help of Future’s interior and lifestyle experts and some of our favourite Habitat products, this unique event is a hosting masterclass, for both first-timers or people looking to make small updates to their hosting traditions this Christmas.”
Claire Baker, group creative director, at DRUM: “With The Very Very Nice List pop-up we’ve created a festive shopping experience that gives fans old and new an opportunity to get up close and personal with the best of Habitat’s curated products and puts the brand back at the heart of the high street this Christmas.”
Verity Fine Hosken, creative director at Future Creative commented: “Throughout our year-long partnership with Habitat we’ve designed content to speak directly to our passionate, design-loving audiences. This activation marries playful spectacle with our rich editorial content, first-party data, and proprietary research to cut through and deliver engagement for Habitat.”
“The Very, Very Nice List taps into an irreverent truth, much of the decor at this time of year might just belong, from a design perspective, on the naughty list. We built our concept around the 25 curated Habitat festive pieces, presenting them in a giant, shoppable advent calendar wall, surrounded by shareable moments. All topped off with an optical illusion shop window designed to frame shoppers for the perfect, and perfectly shareable, festive photo,” continued Hosken.
The pop-up launched on 10th December and will run until December 13th. Attendees can create their own festive photo experience in the shop window before venturing inside to discover The Very Very Nice List giant wall advent calendar and enjoy the chance to win pieces from Habitat’s Very Very Nice list of products. The campaign is supported with shoppable video and digital content running across Who What Wear, Livingetc and Ideal Home.
Visit the pop-up at: 72 Neal Street, Seven Dials, London WC2H 9PA, from 11am - 8:30pm from 10th – 13th December.
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