Anthropologie teams with Pinterest for omnichannel pop-up
A lifestyle brand and a visually-oriented social platform have collaborated on an interactive pop-up “home” with social and mobile elements.
Anthropologie and Pinterest have created a pop-up store in Brooklyn, N.Y. designed to duplicate a “home environment" outfitted with fall furniture and seasonal holiday décor from Anthropologie and its Terrain home and garden brand. (Both are part of the Urban Outfitters portfolio).
The design and styling of the virtual home are based on Pinterest holiday trends. The experience is made shoppable via unique Pinterest QR codes in every room, which direct consumers to shoppable boards on Anthropologie's Pinterest profile.
In addition, a number of Pinterest creators will utilize products featured in the pop-up Anthropologie house in their social content. Anthropologie parent Urban Outfitters Inc. is implementing o9's AI-equipped merchandise planning solution to optimize decision-making by being able to more quickly adapt to trends, seasonality, stock positions, promotions and the unique demand drivers of the different banners in its portfolio.
The “Anthropologie x Pinterest Holiday Showhouse” will be open through Sun., Oct. 15 in Brooklyn Heights, N.Y. Customers can make appointments between the hours of 10 a.m. through 6 p.m. Anthropologie will have stylists on site to assist with any shopping inquiries, and all products are available to shop on the personalized “Anthropologie x Pinterest Showhouse” landing page.
"At Anthropologie, we are driven by creativity, curiosity, and community, and more importantly, inspiring those values in our customers," said Elizabeth Preis, global chief marketing officer at Anthropologie Group. "The holiday season is when the true magic of our brand comes to life, and this year, for the first time, we wanted to create an immersive out-of-store experience for our customers to come in, explore, and get inspired. Pinterest was the perfect partner for us to bring this activation to life and through their trend analytics, and creator partnerships, we look forward to reaching a new, eager, and excited audience."
"Our ambition is to inspire our community from first click, and first step, with exceptional design and quality always at our core," said Aaron Mutscheller, president of Anthropologie Living and Terrain. "With the holiday season upon us, we felt it was the perfect time to showcase the latest furniture and seasonal décor so that our customers will have the inspiration and required resources to thoughtfully curate their personal sanctuaries. Through our carefully chosen assortment of product, coupled with our emphasis on 'scaping' for a season of celebrations, we look forward to inspiring our customers to design their spaces with memorable experiences in mind."
"At Pinterest, our mission is to give people the inspiration to create a life they love, and our partnership with Anthropologie on the Holiday Showhouse is a great example of bringing that inspiration offline," said Sara Pollack, global head of consumer marketing at Pinterest. "Because people come to Pinterest to plan, we can identify trends early on, and we're already seeing searches for holiday themes such as, 'vintage Christmas decor Ideas' and 'winter bedroom aesthetic' trending high on the platform. By teaming up with Anthropologie, we're giving people more ideas on how to shop these trends and bring them to life for the holiday season."
Founded in 1992, Anthropologie now ships to over 100 countries via its e-commerce site and operates more than 200 stores around the world. Headquartered in San Francisco, Pinterest launched in 2010 and has more than 465 million monthly active users worldwide.