Heal’s has launched its largest marketing campaign in a decade: a £1m response to throwaway culture and fast furniture.
The campaign will run until January over a range of out-of-home sites across London and the south-east of England SE; in design and culture magazines; social media and digital storytelling. A short documentary-style episode has been produced for each of the five featured tastemakers, with the series being released over the course of the coming months.
Where Design Lives celebrates creativity, craftsmanship and culture, highlighting the transformative power of good design in everyday life: shaping how we think, feel, and function, consequently affecting everything from our wellbeing to how we sleep, live, and connect with others.
The chain has collaborated with long-standing customers and cultural tastemakers: filmmaker Reggie Yates, Harriet Haskell-Thomas, Net-A-Porter global head of styling; textile designer and former-musician Pearl Lowe; master tailor, Charlie Casely-Hayford and baker, Claire Ptak (pictured).
The campaign demonstrates how considered design choices create autobiographical homes instead of homogenised interiors: from Casely-Hayford’s private Marylebone atelier, where he designs collections for his high-profile clients, to the bakery where Ptak recently made Charlie XCX’s wedding cake, and Yates’ ambitious mid-century renovation.
‘Now, more than ever, good design needs to be championed, celebrated and even protected. Heal’s is a 200-year custodian of innovative design, with craftsmanship and creativity at its heart, and as an authority on this world, we want to challenge the current status quo of fast furniture. Where Design Lives is a bold new positioning and is about Heal’s staying true to its roots, showcasing the integral value in high-quality, crafted pieces that can be enjoyed for generations to come,’ says Hamish Mansbridge, Heal’s ceo.
