When a local furniture company opens a small store, not many people take notice, even when the furniture company in question is Domus, a retailer of exclusive, upscale designer furniture. The fact that the new store is intended to appeal to a new target group that is currently unknown to the long-established existing store doesn’t exactly make the endeavor any easier. The task was to make the new Domus Studio store accessible to a new, young, mobile and urban audience (without cannibalizing the main store, which is located a few hundred meters away).

In order to celebrate the opening of the new Domus Studio store while attracting a new, younger clientele, we didn’t want to hold the same old boring opening event. Instead, we threw a house party together with the Wehrle brothers, local celebrities who live with another roommate in an apartment nearby. The three roommates are well known in St. Gallen. We cleared out their apartment and filled it with designer furniture from Domus that partygoers could buy directly at the event.

Not long after, the Wehrles threw one of their legendary house parties with a DJ and cool drinks and invited all of their followers to come. The party raged for a whole weekend. Not only were there tours of the house that went over to the new Domus shop (where, among other things, the Riklin brothers were lying in bed and could be chatted with via live video stream), but all the partygoers could buy any of the furniture in the house and take it with them.