KitchenAid designed its Stand Mixer in 1919. Over 100 years later and it’s still hailed as an iconic kitchen appliance. As a brand with a rich, but largely unrecognized style and design history, KitchenAid needed to break into culture in a powerful and unexpected way to keep consumers - who’ve only ever seen it as a utilitarian kitchen appliance - from relegating the Stand Mixer to the background.
KitchenAid’s 2023 Color of the Year was Hibiscus - a Barbie-pink hue that was predicted by major design outlets to also be the most popular color of the year for fashion. And as it turned out, the KitchenAid Color of the Year launch coincided with the opening of New York Fashion Week. So together with renowned fashion designer, Marta-Del-Rio, we transformed a 100+ year old design icon into a 12-piece haute couture collection.
We called it Kitchen Couture by KitchenAid, and picked up the ANA In-House Exellence Award for Experiential.
Kitchen Couture garnered 1.6 Billion impressions in just 24 hours.
200% website traffic increase compared to last year’s launch.
Of the 425 unique earned media placements, 72% of them were from fashion and design outlets including Architectural Digest, COMPLEX, Highsnobiety, Hypefresh, Popsugar and more.
The #1 most talked about appliance brand in the country during the period of NYFW.