Content creation and face for an online media campaign to retailers in the housing sector in the run-up to “October Housing Month‘. Gaby was responsible for the content creation of different vlogs and writing a white paper, giving retailers tips on how to distinguish themselves within one trend theme on the shop floor (both online and offline). She talked about “In-store experience”, “Give meaning to your company” where she interviewed circular designer Dirk Vanderkooij. She also wrote a white paper on the use of Technological Innovations.
The aim of the campaign was to increase turnover through higher sales figures for advertising slots online. Gaby’s role was solely to give inspiration and concrete tips.
Commissioned by BN Walls, Gaby created a trend book. The trends were visualised through a concept story, with underpinning in tactility and image, colour charts and designs. Based on this annual trend book, the new wallpaper collections were designed by the design department. Gaby was the sparring partner for the marketing and design department throughout this process.
Online guerrilla media campaign commissioned by BOL.com (in collaboration with Team Lewis Netherlands (marketing and PR agency). 10 editors / vloggers / bloggers were visited and a personalised Christmas tree was delivered to each editor, decorated with articles from the BOL.com webshop. The goal was to achieve as much movement and visibility as possible online and to reach different target groups. Gaby was responsible for coming up with the 10 themes, compiling the tree decoration (budget per tree), creating Pinterest boards reflecting the Christmas theme and writing a blog with decoration tips for the home. In addition, she was the face of the campaign and attention for the campaign was generated from the editors of Wayne Parker Kent, Linda, Jan Magazine, Girlscene, Amayzine, Chicks love food, From Pauline’s Kitchen and Glamour NL.
At FETIM Group, Gaby initially started with an assignment for a trend book, after which she carried out various consultancy projects for the different product groups.
Window decoration | For the brands Liedeco and Intensions (window decoration), Gaby carried out collection analyses and monitored the design of these new collections. Lectures and workshops were used to train the internal organisation to think and work from the viewpoint of trend development.
During this consultancy process, Gaby visited John Lewis UK – together with FETIM’s UK sales team – to deliver their trend presentation. Subsequently John Lewis became one of FETIM’s new clients.
For Heimtextil (Frankfurt), Gaby was responsible for the stand design and realisation, in which the new way of collecting was translated into the look of the entire stand.
Inspiration Lab | Gaby created an Inspiration Lab to support the trend story in which innovations and the latest collections of window covering, shelving and flooring were brought together. She also commissioned a company video which told the story to all visitors. The video was projected by beamers onto all 4 walls giving the visitor the feeling that they were under water.
Trend Report | To support the trend implementation, Gaby created a Trend Report for internal and external use, in which this new way of thinking and working was made clear per product group. A book was produced as a support and reference.
Bathroom | For the product group Bathroom – consisting of the brands Aqualux and Haceka – Gaby devised a new showroom. Despite its functional character, Gaby succeeded in realising the conceptual visualisation of ‘the smallest bathroom to a luxurious wellness experience at home’.
Shelving | In close collaboration with the marketing department for the Pekodom and Duraline brands, an extensive analysis was undertaken during this consultancy process in which the core values of FETIM Group were compared to the brand identities of both brands. Both the brands and the organisation received recommendations based on these analyses. Both brands were offered many development opportunities for new collections that could be further developed independently. Colour charts, design, material and technology are characteristics that are identified by trend developments.
Sanoma, VTWonen and Design Fair
Gaby has presented her inspiring trend lectures at this consumer fair every year. This is stage where her love for trend research and trend lectures was born. Watch this video for an impression from October 2017;
When Claire & Roderick Vos started designing for the Dutch furniture brand Pode, they approached Gaby to write an extensive article about the new design and colour trends for the launch of their collection. This article appeared in the first edition along with their collection; Pode Magazine.
Baars & Bloemhoff, supplier of, among other things, Finsa decorative sheet material commissioned Gaby to create the new sample card intended for architects to use during design projects.