Brooklinen
Brand Strategy Creative Direction Art Direction Advertising Retail
A NYC-based“cult millennial bedding brand” reinvented how people shop for home textiles, and in the process built a beloved lifestyle brand in a historically utilitarian category.
Founded by husband and wife duo Vicki and Rich Fulop, Brooklinen had a simple goal - offer customers luxury hotel quality bedding that doesn’t cost an arm and a leg. Successfully launching on Kickstarter in 2014, the brand garnered a cult following. Brooklinen’s curated, timeless styles provided an antidote to the overwhelming experience of shopping for bedding in a big box store. Building on the success of their bedding, Brooklinen is now the one stop shop for all things comfort: bedding, bath towels, robes, home fragrance and more.
When the time came to expand to brick-and-mortar retail, we enlisted the help of Office of Tangible Space. Their expertise in architecture and interior design was a key component of translating the Brooklinen brand identity and aesthetic into physical spaces. Unlike luxury home good stores where guests are afraid to touch anything, we wanted Brooklinen stores to feel like stepping inside a well-decorated apartment. Guests are encouraged to experience comfort IRL (you might even catch a dog relaxing on one of the display beds.)
We partnered with Bindery to bring the story of Brooklinen to a national broadcast and OTT audience