CSA: Architectural Digest Open Door

Arch Digest Open Door

CROSS SECTIONAL ANALYSIS (CSA) : A deep dive into the marcom behind notable + interesting brands. What’s the strategy + impact?

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+Details:

So what is AD Open Door? It’s a fast paced home tour, revealing intimate details and spaces within a notable human’s home.

+Mapped Out:

All over, with a concentration in Los Angeles where the land isn’t quite as pricey as in New York.

+Brand Synopsis:

As someone who just purchased a little bungalow and is looking for interesting, more-than-beige ways to renovate, it’s such a treat to be able to dive head first into design of the rich, famous, and confident.

Even the most bashful of tours are filled with notable art, expensive furniture, and unfathomable gifts that equate to a perceivable cloud of self-assuredness.

+Comp Set:

When did AD Open Door surpass Vogue 73 Questions? And why? Maybe it’s my algorithm and the purchase of a new house, but I see more AD Open Door these days. And Dakota Johnson’s awkward books, inappropriate pool furniture, and dead plants were all anyone could talk about during quarantine for at least 72 hours. Not to mention that fabulous green kitchen.

It’s turning into a sign of nortariety. Achieve greatness, get Verified on Insta, be interviewed on Arm Chair Expert, get interviewed by AD Open Door.

+Financials:

Of course the episodes are sponsored, but there are some obvious product placements such as Samsung’s The Frame television.

+MarCom Outlets:

• Social

• Web

• All hubbed on YouTube

• A supplemental written + published interview

• Pinterest

+Aesthetics:

While there’s a diverse span of homes shown, there’s a consistent vibe of personal investment - be it time or money.

+The Emotional Connection:

We’re living in a world of total and utter curation, and we’re smothered with it. And although the Open Door homes are a absolutely orderly + pre-arranged, they’re still personal. The knick-knacks provide insight into the owner’s true tendencies, while the way they interact with their space feels… personal. At the very least it’s more personal than premeditated.

“Pre-pandemic, celebrity hairstylist @jenatkinhairand her spouse, photographer @mrmikerosenthal, would host group dinners and game nights around their RH table and chairs…”

“Step inside the modern 1940s Spanish L.A. home of @CreateCultivate founder @jaclynrjohnson…”

“Liv Tyler (@misslivalittle) had a difficult time finding just the right chandelier for this space in her dreamy West Village townhouse…”

"‘When I was meeting with my girls at Life/Style @misslivalittle(@studiolifestyle_), I said I want either mint green cabinets or, like, an intense blue,’ says actor @hilaryduff …”

Photos courtesy of Arch Digest Instagram