A great show house room can stop visitors in their tracks, but the real payoff happens well beyond the walls of the space itself. Done right, a few weeks on display can lead to press coverage, new clients and partnerships that last for years. Here, Allison Hay, founder and principal of Allison Hay PR, explains how designers and brands can plan their participation with purpose and get the most out of every square foot.
Momeni & Llewellyn Chupin | Photography by Tori Sikkema (@torisikkemaphotography); courtesy Brooklyn Heights Designer Showhouse (@brooklynshowhouse)
Show houses are the fashion week of the interior design industry, offering a first look at the creative ideas, emerging trends and innovative products that will shape the seasons ahead. For designers, they present a rare opportunity to showcase their creativity without the constraints of a client. For brands, they offer valuable exposure, meaningful industry relationships and the chance to bring products to life in inspiring spaces.
But behind every beautifully designed room is a significant investment of time, resources and planning. At Allison Hay PR, we work with interior designers and home brands to develop thoughtful strategies that maximize these opportunities, ensuring their participation delivers value long after the show house doors close.
A Platform for Creativity, Connection and Discovery
For interior designers, show houses offer something few traditional projects can: complete creative freedom. Without the parameters of a client's personal preferences, designers can push boundaries, experiment with new ideas and showcase their unique point of view. It's an opportunity to create a space that truly represents their aesthetic while introducing their work to prospective clients, editors and industry peers.
Beyond the creative opportunity, participating designers also benefit from the established marketing and promotional platforms of the show house itself. From press previews and media partnerships to social media exposure and special events, show houses provide access to an engaged audience and valuable visibility that can extend well beyond the event.
For brands, the opportunity goes far beyond traditional sponsorship recognition. Show houses create an environment for building authentic relationships with participating designers, introducing products to new audiences and allowing industry professionals to experience their products firsthand. Equally valuable is the opportunity to introduce designers to the full specifying process, from working directly with a brand representative and exploring its product offerings to navigating measurements, production and installation. This hands-on experience gives designers a deeper understanding of a brand's capabilities, quality and service, building the familiarity and confidence that can influence future specifications. It's an opportunity to turn a single show house collaboration into a lasting professional relationship.
While the opportunities are significant, no two show houses are alike, and neither should the strategies behind participating in them.
Location, audience, sponsorship level and individual business objectives all play a role in determining the right approach. A brand focused on strengthening relationships within the design community may benefit from a different activation than one seeking broader consumer awareness. Similarly, a designer looking to establish a presence in a new market may prioritize different opportunities than one focused on national editorial exposure.
At Allison Hay PR, we work closely with our clients to evaluate these considerations and develop a tailored approach. For brands, this can include identifying the right sponsorship opportunities, building and executing activation programs, facilitating designer relationships and identifying opportunities for additional exposure. For designers, we help assess which show houses align with their goals, how to strategically leverage their participation, and help to secure, manage and execute the right brand partnerships to lessen costs and bring their visions to life.
The goal is always the same: to ensure the investment supports broader business objectives rather than simply being a moment in time.
One of the most valuable outcomes of a show house is the wealth of content and editorial opportunities it generates. From the initial design process and behind-the-scenes installation to the finished room and opening celebrations, there are countless opportunities to tell a compelling story.
While show houses often have their own dedicated PR efforts, we work to extend that exposure through targeted media outreach tailored to each client's goals. From staffing press previews and facilitating editor introductions to pitching stories and securing coverage beyond the show house's own publicity efforts, we ensure our clients are making the most of the media opportunities available.
We also advise both brand and designer clients on how to strategically capture and share content through social media, email marketing and other channels. This includes building anticipation ahead of the opening, maintaining momentum throughout the show house and extending the life of the project long after it concludes.
Professional photography is especially important. We guide clients on selecting photographers, planning independent shoots and capturing imagery that can be used across editorial opportunities, portfolios and future marketing initiatives. Even seemingly small details, such as thoughtful signage and proper product attribution, can make a meaningful difference in ensuring visitors and media recognize the people and brands behind a space.
Momeni & Studio Olivine | Photography by Tori Sikkema (@torisikkemaphotography); courtesy Brooklyn Heights Designer Showhouse (@brooklynshowhouse)
Show houses also provide an ideal backdrop for bringing people together. Thoughtfully executed events can introduce brands to influential designers, strengthen existing relationships and create memorable experiences that go beyond traditional marketing.
At the recent Brooklyn Heights Designer Showhouse, Allison Hay PR helped bring this approach to life through a rooftop cocktail reception for one of our brands in partnership with a participating design firm. The event took place in a space featuring a rug from our client, Momeni, creating an opportunity for guests to experience the product in a beautifully designed setting while connecting with members of the design community.
By bringing together the brand, designer and industry guests, the event extended the impact of the sponsorship beyond product placement, creating opportunities for relationship-building, additional content and continued visibility.
Whether participating as a designer or sponsoring as a brand, a show house is a considerable undertaking. But with the right strategy, the return can far outweigh the investment.
The most successful show house experiences don't end when the doors close. They create lasting editorial opportunities, valuable marketing assets, meaningful professional relationships and connections that can influence future business.
At Allison Hay PR, our role is to help clients look beyond the room itself and recognize the full potential of their participation, turning a few weeks of visibility into opportunities that continue to deliver value for months and years to come.
