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Hamptons House

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The Ford Group

Positioning & Integrated Branding

Overview

Hamptons House is a new furniture and homewares retailer born from Fairlight on Sydney’s affluent Northern Beaches. With a vision to create a world-class boutique brand concept from the beginning, its founder and stylist Monica Ford engaged The One Centre to create the positioning and branding strategy for Hamptons House and bring it to life with a total retail experience, from store design to social media marketing platform and everything in between.

Hamptons House is a new furniture and homewares retailer born from Fairlight on Sydney’s affluent Northern Beaches.
Strategy

The Hamptons look is very popular, especially in aspirational beachside suburbs. Sometimes straying into French provincial or conservative American hotel, we wanted Hamptons House to capture the original essence of Hampton’s style: eclectic, well-travelled and artistic. We defined this as ‘the arty end of the Hamptons’. Further, we wanted Hamptons House to be more than a meeting point for eclectic furniture and homewares, but a cultural connection point for different peoples. A place where you could ‘lose yourself and discover something or someone new.’ A place that ‘celebrates the divine union in the unexpected’.

A place that ‘celebrates the divine union in the unexpected’.
Identity

The brand identity for Hamptons House needed to capture two ideas: classicism and eclecticism. The uniting of these two things in one identity was achieved by making the core identity sophisticated and premium but the brand pattern – an original illustration – fun and fantastical. Filled with all the fun and character a summer in the Hamptons promises. Further we created a unique icon – the key – which symbolically unlocks this world for customers and Club members.

The brand identity needed to capture two ideas: classicism and eclecticism.
'The United Unexpected'.
Environment

The core concept behind Hamptons House is that it is a house. Product is ranged into eight collections, each representing a room in the house, from the Lounge, to the Bar through to the Terrace and Bedroom. Customers step into a Hamptons House experience, seeing furniture, homewares and art styled in ‘room sets’.

Product is ranged into eight collections, each representing a room in the house.
Collateral

Hamptons House collateral is defined by detail, quality and storytelling. We wanted every piece of collateral to build the culture of the store and brand. From the bags, to the illustrated gift cards, gold gilded ribbon, hand written receipts and swing tags. Not overly luxurious, but definitely loved and… fun.

We wanted every piece of collateral to build the culture of the store and brand.
Digital

The digital touchpoints for the brand are simple, elegant, informative and content rich. Being in the lifestyle business, content on hamptonshouse.com.au is devoted to capturing and showcasing the Hamptons House style, shop collections and services of stylist, Monica Ford. A decision was made early to use social media as the ongoing digital engagement platform because of its community building potential. Hamptons House’ online store launches in 2015.

Being in the lifestyle business, content on hamptonshouse.com.au is devoted to capturing the Hamptons House style.
Loyalty Program

Club House is Hamptons House customer loyalty program. Designed by One Centre, the platform offers members 10% off purchases and a host of benefits, like Thursday night Champagne shopping and complimentary home styling service. Customers just need to spend $500 on any one purchase to receive their brass key, opening the door to a world of unexpected. As well as a membership signifier, the keyring serves as a branding device and conversation starter.

Customers just need to spend $500 to receive their brass key 'Opening the door to a world of unexpected'.
Social & PR

Boutique retailers don't have budget for traditional advertising. We focussed on creating a strong retail concept, story and culture and expressing it through a content marketing strategy using Instagram and Facebook. Code named Travel Journal, every day Hamptons House posts curated content on Hamptons living: from architecture to products, people and places. Community is growing at 10% a month including customers but also influential designers, brands and media.

Every day Hamptons House posts curated content on Hamptons living: architecture, products, people and places.

Significant ongoing coverage is also being generated in leading lifestyle media, featuring stylist, Monica Ford, the Hamptons House store and new and seasonal collections. The concept is continually described as fresh, unique, inspiring and fun.


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