(Image courtesy of Silk & Snow)
Canadian sleep brand Silk & Snow is making its first foray into experiential marketing with a sensory Toronto pop-up running Oct. 24-26. The activation was developed in collaboration with Mosaic, which was named the Sleep Country subsidiary’s XM AOR in July.
For “The Art of Home,” Silk & Snow’s home goods are turned into immersive works of art, with separate installations dedicated to the company’s offerings: the various fabrics used in its bedding, the process of creating its furniture and the craft that goes into its mattresses.
“This activation takes the customer further into our brand story, showcasing the thought and intention put into our products, and emphasizing our process, in an artful and meaningful way,” Jane Bradshaw, Silk & Snow’s director of PR and communications, tells Media in Canada. “Entering into this marketing medium is an opportunity for our brand to connect with more of our community by spotlighting the finer details of our materials and manufacturing stories that we take pride in as a brand.”
Bradshaw says the company took its cue from customers expressing a desire to touch and feel the brand’s “inherently tangible” products.
“We’ve seen an increased demand for in-person experiences. In a digitally-saturated market, we know our community is hungry to connect with our brand in thoughtful, intentional and tangible ways.”
The event is being amplified through influencers, earned media and organic social channels. The concept will later be layered into paid social, OOH and future event campaigns.
The activation is meant to build on existing brand awareness in Toronto, where Silk & Snow’s original bricks-and-mortar showroom was expanded in August. A second location was added at Markham’s Markville Mall in October and a third is set to open in Toronto’s midtown area sometime in November.
“We’re investing in an authentic, brand-forward experience to get in front of customers and continue to prime our largest market, building their confidence to shop with us, whether it be in-person or online,” Bradshaw says.
Silk & Snow chose a pop-up location in the Ossington area because it’s densely packed with cafes, restaurants and shops all surrounded by homes and condos, an area popular with the brand’s key demo of 28- to 45-year-old professionals.
“We felt that, for an activation, it was important to show up where our customers would naturally spend their time on a weekend, and where they are naturally in a curious headspace to discover, experience and interact,” Bradshaw says.
The gallery-style exhibit is free to the public all weekend at 938 Queen Street West, with complimentary drinks and a mini gallery shop, plus a contest to win a bedroom makeover.
