Locarno Bathroom & Kitchen Collection - Digital Assets
Successful Digital Launch of hansgrohe's Locarno Collection Amidst the Pandemic
PROJECT ROLES
Project Management // Art + Creative Direction // Digital & Online Graphic Design // Copywriting // Branding + Marketing
CREDITS
CGI by KP Photo
TOOLS
Adobe Creative Suite: Indesign, Photoshop, and Illustrator (For sales and marketing collateral)
3D Rendering Applications (Utilized by CGI agency vendor)
FINAL DELIVERABLES
In-Context Product Imagery (Shown below)
Background
The year was 2020, and businesses across the globe were navigating the unprecedented challenges posed by the COVID-19 pandemic. As traditional sales and marketing channels became less effective, companies pivoted towards digital and online platforms to engage customers. While digital marketing was already a norm in many industries, the plumbing and fixtures industry faced unique challenges. The demand for innovative and visually appealing products was high, especially among homeowners engaging in renovations or new builds.
In this context, hansgrohe's North American subsidiary was preparing for the highly anticipated launch of the Locarno collection—an all-new premium line designed to compete with the best bathroom and kitchen products on the market. The collection, characterized by its art deco-inspired design, was aimed at homeowners seeking luxury and sophistication in their spaces.
The Challenge
The primary challenge was how to launch Locarno in early 2021 with a fully online and digital strategy, ensuring that it would make a significant impact on both B2B and eCommerce channels. Traditional physical marketing collateral, such as product photography, was not feasible due to limited resources, the ongoing pandemic, and the manufacturing timeline. No physical product samples were available at the time the marketing campaign needed to be developed. The task was clear: deliver a full suite of professional marketing assets without the availability of actual product models. Additionally, the time, budget, and resources available to create imagery for all 160 product variants (32 models with 5 finishes each) were limited.
The Strategy
To ensure a successful launch, the digital assets required to support B2B and eCommerce teams included:
Product imagery on a clean, white background.
Inspiration imagery showcasing the collection installed in real-world interior settings.
Feature-focused visuals highlighting key user benefits, features, and unique selling points.
An introductory brochure to capture the elegance and sophistication of the collection.
With time running short and the constraints mentioned, the solution was to use computer-generated imagery (CGI) to create high-quality visual assets. This would allow us to represent all products and finishes without needing physical samples.
Execution
I was tasked with overseeing the art direction and production of all digital assets. To ensure that the final imagery aligned with both the brand’s guidelines and the campaign objectives, we partnered with an experienced CGI studio. This allowed us to meet the professional standards for digital product visuals.
Our approach was guided by the art deco theme of Locarno—a modern revival of the 1920s design movement. This inspired us to leverage geometric patterns, bold colors, and an overall sense of balance and harmony. Our objective was to evoke the sophistication and elegance of the collection while stimulating inspiration for potential customers looking to create stylish interiors.
After aligning on the business strategy and creative approach with the CGI studio, I provided art direction throughout the production process. I also conducted rigorous quality reviews to ensure the final images adhered to hansgrohe's brand guidelines. The resulting imagery successfully conveyed the premium, modern aesthetic of the collection while staying true to its design heritage.
Results
The digital-first strategy for launching Locarno was a resounding success. The collection exceeded all expectations, becoming the highest-selling collection of 2021 for hansgrohe's North American subsidiary. By the end of February, total sales (including incoming orders) had surpassed Q1 projections by over 500%. Ultimately, the collection exceeded the company’s overall revenue targets for 2021 by 17%.
The success of the Locarno collection was attributed in part to the availability of high-impact digital assets that helped the product stand out in the market. Sales representatives across North America noted that the CGI visuals played a crucial role in inspiring customers and facilitating product adoption. Since the launch, the Locarno collection has remained one of the top-selling collections in the United States and has expanded to Canada and Mexico.
Key Takeaways
Adaptation to Digital Channels: The transition to a fully online launch strategy, especially under the constraints of the pandemic, was crucial in reaching a broad audience.
Innovative Solutions: CGI provided a solution to the lack of physical models, allowing the brand to produce high-quality imagery at scale within limited time and budget constraints.
Effective Visual Communication: The use of art deco-inspired design in the visuals helped convey the premium, sophisticated nature of the collection and resonated with the target market.
Collaboration for Success: The close partnership between the internal marketing team and the external CGI studio ensured that the assets aligned with the brand vision and delivered maximum impact.
The successful digital launch of Locarno serves as a model for how brands in industries with traditionally limited online engagement can leverage digital tools and creative solutions to drive sales and growth.
