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When you think luxury, concrete probably isn’t the first thing that comes to mind. But this humble material took center stage in the limited edition Vettis Concrete faucet by luxury fittings brand Brizo. Handcrafted from small-batch concrete, this unprecedented faucet pushes the boundaries of product design, and Brizo asked us to help use its launch to make an impression with high-end interior designers.
We faced the challenge of convincing designers that such an industrial material could be elevated to the heights of luxury. Not only that, but the faucet’s deceptively simple aesthetic hid the sophisticated engineering and craftsmanship behind its creation. So to change their perceptions, we treated concrete like a work of fine art in a campaign we called “The Beauty of Concrete.”
As part of the campaign, we launched the faucet during an exclusive event at New York Fashion Week. These immersive wall designs decorated the gallery—surrounding members of the media and design influencers as they mingled over concrete-inspired cocktails. Macro shots on the walls transformed the faucet’s signature concrete mixture into exquisite textural landscapes, while product photography and copy spoke to the craftsmanship behind each one-of-a-kind faucet.
The campaign and launch event did exactly what we hoped: scoring more than 16 social million impressions in just over three weeks, generating buzz from high-profile tastemakers such as Jason Wu, Vanessa Deleon and Tommy Zung, and landing headlines on leading design outlets, including Design Milk. Most importantly, we helped our client earn credibility as a design pioneer—proving once again that Brizo doesn’t follow trends. It sets them.