Architectural Digest Brand Collaboration
Spring Show House 2023

Upper West Side, New York City

An interactive collaboration between Anthroliving and Architectural Digest to showcase the Anthroliving Spring 2023 interiors launch. The Upper West Side penthouse set the stage for the light and earth toned catalogue.

Position AnthroLiving as a tastemaker in interiors by collaborating with Architectural Digest on a high-impact, design-driven campaign that showcased the brand’s Spring 2023 home collection. The goal was to reinforce AnthroLiving’s authority in the home and lifestyle space while driving product awareness and conversion through immersive, editorial-style storytelling.

The interiors category is saturated with seasonal product launches and influencer collaborations. The challenge was to cut through visual noise and create a moment of cultural relevance ; one that elevated AnthroLiving’s design perspective and invited audiences to experience the new collection as more than décor, but as a lifestyle.

Concept an interactive content series filmed at the Upper West Side penthouse featured in the Architectural Digest Spring Show House.
The campaign connected inspiration and commerce through three creative pillars: levate the space, engage the senses, and inspire the purchase via "IRL" community interaction in the home, and ease of access for digital audiences.

Developed and executed real-time content for Instagram Reels, Stories, and TikTok, showcasing the space transformation, styling vignettes, and behind-the-scenes design moments.

Partnered with the e-commerce and email teams to feature shoppable edits directly tied to products styled in the Show House.

Directed visual tone and narrative sequencing to ensure consistency between campaign assets, paid extensions, and organic social.

Activated influencer and media partners to attend a private preview event, generating authentic user-generated content and third-party validation.

Coordinated coverage with Architectural Digest’s editorial team to extend reach through earned placements across digital and print.

Encouraged cross-tagging and community sharing using campaign-specific hashtags to maximize discoverability.

Immersive Storytelling: Bring the Spring collection to life through environmental design and sensory visual cues that evoke light, texture, and warmth.

Editorial Credibility: Position AnthroLiving as a design authority by aligning with AD’s tone, photography standards, and elevated aesthetic.

Real-Time Engagement: Capture and publish content live from the space to maintain momentum and capitalize on audience curiosity.

Commerce Integration: Tie inspiration to action with clear pathways to shop featured products, demonstrating how storytelling directly drives sales.

Community Connection: Invite design enthusiasts and existing customers to share interpretations of the collection in their own homes, extending the narrative beyond the Show House walls.

15.44M total reach across organic, paid, and earned channels

78.99% engagement rate (exceeding projected 54.6%)

7.8K product units sold within the first 24 hours post-launch

Strengthened AnthroLiving’s positioning as a lifestyle and design authority, earning coverage and community growth that extended well beyond the campaign window

"Inside AnthroLiving's Dreamy Spring Showhouse" - Architectural Digest

The Architectural Digest x AnthroLiving Spring Show House brought AnthroLiving’s design philosophy to life in a sun-drenched Upper West Side penthouse.

Conceived as both an editorial feature and immersive brand moment, the collaboration invited audiences to experience the Spring 2023 interiors collection through the lens of texture, light, and craft.

The project bridged inspiration and commerce, positioning AnthroLiving as a modern design authority while demonstrating how thoughtful storytelling can transform a product launch into a full-scale cultural experience.

William Jess Laird