Deluxe opening of a new lifestyle centre

The challenge: In 2006, a new centre of interior design opened in Copenhagen, and TSM acquired a new customer when the KOZMO House of Interior Design chose to outsource all their marketing to TSM. This meant that TSM would manage everything from developing KOZMO’s graphic identity to handling their website, PR strategy and implementation.

Furthermore, TSM was to develop, design and write an unaddressed mail catalogue, KOZMO magazine, as well as plan and supervise the grand opening event. The objective for the catalogue was to draw attention to the new interior design centre, while the grand opening was intended to attract as many people as possible so that they could see what KOZMO has to offer.

The solution: For the opening event, we chose to focus on KOZMO more as a centre for lifestyle than interior design. Consequently, the opening combined interior design with lifestyle elements such as food, drinks and music. The grand opening took place on a Saturday morning, and was a gala event featuring a concert with Johnny Deluxe and gastronomic delights by master chef Daniel Letz. TSM took care of all the arrangements so that KOZMO could concentrate on meeting their new customers.

Advertising in local newspapers and the national daily Berlingske Tidende focused attention on the opening, and invitations were sent out to business contacts, friends and local residents.

Instead of making a traditional product catalogue, TSM proposed a magazine because it signals exclusiveness and one is more likely to keep a really gorgeous magazine than an ordinary catalogue. The magazine came to feature a number of articles about KOZMO, interior design, house and home today, a portrait of a trendy architect and product photographs. It was distributed to households in selected postal districts in the north and south of Copenhagen.

The results: The grand opening of the KOZMO House of Interior Design was a great success. While we had reckoned on about 1000 visitors, 2500 attended the opening event. The magazine, too, was a success – and both customers and suppliers have been very positive about it.