DWELL

THE BRIEF

Among the various dramatic shifts in consumption habits and behaviours that have come about in the past couple of years, living spaces have become so important, and it comes as no surprise that homewares have been one of the best performing non-essentials retail sector as it’s been elevated by extended periods indoors since the outbreak of Covid-19. Ultimately, these periods have seen many consumers reassess their living spaces, and thus prioritise spending on it.

Launched in 2003 by Liwa Trading Enterprises, Dwell has always offered inspirational home solutions including a curated collection of designer brands catering to a variety of tastes. After being a leading retailer of predominantly bed and bath products for 20 years, Dwell diversified its portfolio to add home decor and furniture to its range of offerings. With 25 stores operating currently and five new ones in the pipeline for this year, the PR brief was to establish Dwell as the go-to homeware destination. 

THE DELIVERY

Atteline was tasked with announcing the all-new positioning and offerings at Dwell which went beyond bed and bath products, to home decor and bespoke furniture. Our role was to share inspiration with target customers, giving them something special and unique from Dwell within their budgets.

THE OUTCOME

The Dwell “Make Yourself A Home” influencer day welcomed over 50 social influencers, secured on barter, from across the UAE, who conveyed the brand’s story in an engaging and organic way for their community. Aside from the brand’s very own furniture and accessories range, international brands such as GANT, Sanderson and Morris & Co, which are exclusively retailed by Dwell in the UAE, also showcased each of their latest collections. The event was hosted in a popular, newly launched venue at the W Hotel in Mina Seyahi, Dubai, where the hotel’s conference room was transformed into a gorgeous living space. Having just opened, the property was a hotspot for media and influencers who were excited to come and explore. Each artfully displayed collection had a story behind it, and this knowledge was imparted by the brand’s Head of Buying and Merchandising, Rasool Taj.

We achieved a total social media circulation of 3,458,100, putting the brand directly in front of a new audience/potential customers from across various demographics, and a total advertising equivalent of USD 105,000 and PR value of USD 315,000