Safavieh launches 'Dream Rooms' microsite
Features 10 curated lifestyle photos for spring 2014
February 25, 2014,
Consumers can scroll over individual products in each aspirational lifestyle room to bring up screens with complete item details. The site also takes viewers to a shopping cart, and to links that will allow them to save a product for future reference or share it through social media.
"The Dream Rooms program brings to life our total home decorating concept and reinforces the Safavieh brand as a one-stop source for everything consumers need for a more beautiful home," said Arash Yaraghi, Safavieh principal. "We have been working toward this goal for 10 years, and are now capable of supplying complete rooms in multiple lifestyle themes, with a comprehensive assortment of floor coverings, upholstery, accent furniture, decorative accessories - even artwork and chandeliers."
The Safavieh Dream Rooms are to be featured in the company's national advertising campaign during 2014 with a call to action inviting consumers to the microsite to "Shop the Look" and further explore product features and pricing. This spring Safavieh will launch a Dream Room contest on Pinterest, which Yaraghi said is highly compatible with the concept of planning rooms that can be created both instantly and over time.
After researching consumer decorating preferences through actual sales and focus groups, Safavieh fine-tuned the Dream Room designs into 10 themes: Suburban Exotic, Classic Traditional, Maison Chic, Manhattan Townhouse, Chelsea Loft, Georgetown Brownstone, Urban Penthouse, Paris Glamour, Country Manor and Coastal Retreat.
"We have incorporated trends in color and design and juxtaposed them with classic pieces to create an editorial approach in our lifestyle rooms," Yaraghi said. "Trends such as rustic chic and industrial style furniture are evident but not overwhelming, so that rooms are livable and timeless."
The company will continue the program with a fall 2014 series of Safavieh Dream Rooms.
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