Hunter Douglas

ABOUT THIS PROJECT

SITUATION

Hunter Douglas, the world’s leading manufacturer of window coverings, tasked Magrino with the U.S. media launch of its new, revolutionary one hundred percent blackout system, Duette® LightLock™. The patent-pending system was carefully engineered to prevent light leakage at the window and create a blissful 100% room-blackout effect for consumers.

STRATEGY

Magrino knew that in order to make an impact on media and, in turn, consumers, the contrast between natural light and complete darkness had to be heightened. And what better place to highlight the contrast between light and dark than in Philip Johnson’s The Glass House, a house that is all about light? Magrino worked with the Hunter Douglas and The Glass House teams to install the LightLock system throughout the house, creating a moment of total darkness, where senses were skewed, before the window treatments raised to allow in the natural light.

Magrino invited select top-tier editors, designers and influencers to The Glass House in New Canaan, CT, where they experienced a tour of the property before the big reveal of the new LightLock system. Following the reveal, there was a seated lunch in Johnson’s famed Art Bunker.

SOLUTION

As a result of the launch, Magrino has to date secured more than 17,957,387 impressions.