This May, PIRCH will open a 32,000 sq. ft., three-floor, showroom on the corner of Broome and Lafayette. PIRCH, for those who don't know, is a luxury appliance retailer that allows you to try out the products in store, creating an experience for the shopper that is unlike any other. Believe me, I'd be way more inclined to buy a Miele oven and dishwasher if I could make dinner and do the washing up as a trial run. Actually that's not true. When I was doing post-production at my last gig, the production company had a Miele dishwasher I was contemplating on stealing. But I digress.
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. On this list are Iris Apfel, fashion maven. She's the one in the bathtub, and she's 94, god bless her. Interior designer, Nate Berkus, Padma Lakshmi, Chef Geoffrey Zakarian, “Million Dollar Listing” agent, Luiz Ortiz. Rounding out the list are celebrity stylist Shiona Turini, and culture fitness and travel expert Ryan Fortwendel.
You can't beat Iris. I think it's cool they have a good mix of people, too. So if perchance the Times Square touristas see it and might not know who Ryan Fortwendel is, they'll definitely know Padma, but those downtown types who want to feel special can appreciate some of the others on he list. More importantly, it aligns PIRCH with all of these people--standing at the cultural forefront.
PIRCH will be running this out of home campaign throughout New York on billboards, subway stations and taxis as well as print.