When word was received that Casual Market Chicago—the once-yearly exhibition held in the home of Gloster’s Chicago Studio, the Merchandise Mart—would be pushed back to 2021, the next question naturally became: What new ways can Gloster promote an event based on interaction and foot traffic when neither would be occurring in the ways they had before? After all, the Chicago Studio would still be receiving all of Gloster’s new collections for the 2021 season to display on their floor, and the excitement of our clients and partners to see what we would be adding to our catalogue was as strong as ever.
The need to promote our exciting new products and the interest of our audience presented a challenge; the solution was the Gloster 2021 Innovation Reveal.
In lieu of in-person engagement and interaction with our new products, the 2021 Gloster Innovation Reveal was designed to recreate the anticipation, excitement, and experience of Casual Market Chicago in the online realm. These goals were carried out by expanding the promotion of the event and our products in ways that Gloster had never attempted before.
The 2021 Innovation Reveal started in earnest with an email blast sent out the week prior to the show that touted the flagship collection of our new introductions, Mistral, and encouraged recipients to download the 2021 News Brochure that offered a sneak peak at each of Gloster’s 2021 additions. This first introduction to the 2021 Innovation Reveal also hinted at what was next to come: daily Instagram stories counting down the last five days before the Reveal took place.
The final days leading up to the beginning of the 2021 Innovation Reveal saw Gloster’s Instagram page posting countdown images, each one uniquely hinting at a new collection soon to arrive. Upon the beginning of the event on September 21st, Gloster’s online subscribers were treated to a once-daily email that, through the use of newly-introduced GIFs of our products and links to enticing reveal videos, highlighted the design possibilities and innate functions of every new introduction. Seem them for yourself below:
AMBIENT PEBBLE
By Henrik Pedersen
With little consideration for the clock, these friendly sentinels stand proudly in any setting. Satin
finished, natural stone bases in Carbon or Fire support a gently curved powder coated aluminum shade in Meteor or Terracotta, with each color combination blending seamlessly with the hazy luminescence created by the lamp’s light diffuser. Resting on an outdoor leather base pad, the newest addition to Gloster’s Ambient collection forms a compact and enticing outdoor lighting accessory.
MISTRAL
By Henrick Pedersen
Curl up in a soft landscape of upholstery and cushions protected by impeccably handcrafted wraparound screens. With a perfect balance of subtlety and sophistication, the Mistral collection is designed to complement rather than control the surrounding aesthetic. A pleasing chorus of symmetrical curves and a natural, neutral color palette make for a low-key collection where fine lines and delicate details abound.
LIMA
For 2021, Henrik Pedersen’s LIMA collection receives two new additions that meet at the intersection of functionality and craftsmanship.
The LIMA chest explores the possibilities of the collection’s design philosophy while expanding into a brand-new area of function. Intricately woven outdoor wicker fibers adorn a structure built atop a Scandinavian-style teak base. A roof of teak slats garnished with an outdoor leather strap covers an
interior lined with powder coated aluminum specially crafted to promote air circulation.
The LIMA console table features a multi-tiered layout that utilizes both sturdy teak slats and the outdoor wicker fibers the collection is known for. Designed for multifunctionality, this new addition offers the near endless possibilities of a seamless outdoor entertainment surface.
FERN
By Henrik Pedersen
An instant hit upon its introduction this past season, the Fern collection receives a breathtaking new addition for the 2021 season in the form of high and low back sofas. The characteristic Scandinavian style teak base has been translated from its lounge chair origins, as has the enticing contrast of design styles where an open, airy, and accessible outdoor rope arrangement upholsters the normally enveloping style of a winged-back chair. Whether you choose it as an enticing accent piece or as a functional favorite, the Fern collection answers the call.
LODGE CABANA
By Henrik Pedersen
Described by designer Henrik Pedersen as “a shaded and sheltered second home for one, two, or more to escape within—the perfect vessel in which to cast yourself free,” the Lodge Cabana extends the cloistered security of the indoors into the outdoor environment. Interconnected adjustable screens allow users to establish their own sense of privacy, while new bolster pillows and plush cushions ensure unparalleled comfort no matter the arrangement. With various options of powder coated aluminum frames and teak accents, the Lodge Cabana has the style and function to be at home in any environment.
The following Monday after the week-long 2021 Innovation Reveal campaign, Gloster’s email subscribers received a message thanking them for engaging with Gloster throughout the preceding week, and offering them the chance to explore one of the most exciting features of the Innovation Reveal: a fully-navigable 3D tour of Gloster’s studio in Lüneberg, Germany, freshly updated with an expertly curated display of each of Gloster’s new product introductions as well as a few essential returning collections. Explore the studio for yourself here:
By fueling the anticipation of our new introductions, replicating the usual engagement had with our partners and clients, and offering the possibilities to experience our new collections beyond merely still images, the inaugural Gloster Innovation Reveal proved to be a resounding success. We excited that you joined us, and we look forward to engaging with you once more next year for the 2nd annual Gloster Innovation Reveal.