See Inside a Lifestyle Brand’s Luxury Townhouse Takeover

The online shopping brand Gilt brought its fall campaign to life with a nine-day event series inspired by its various lifestyle offerings.

By Ian Zelaya October 19, 2016, 7:30 AM EDT

Photo: Sunny Norton Photography

#GiltLife House
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Many don't get the chance to experience living in a luxury townhouse in downtown New York, but recently the online shopping brand Gilt made that particular environment accessible to consumers. To bring its new #GiltLife advertising campaign to life—which it describes in a release as capturing “the thrill of enjoying life in style"—the brand partnered with LeadDog Marketing Group to host the pop-up #GiltLife House at a four-story property in New York's Nolita neighborhood.

After a launch party on September 27, the house hosted consumer-focused events from September 30 to October 8 that were each tied to one of the brand's different lifestyle offerings. The series spotlighted Gilt's culinary, fitness, family, bridal, beauty, travel, and fashion products, with the last night of the series showcasing live music, art, and culinary demonstrations for a general consumer experience.

“The mission of the #GiltLife campaign was to show the many facets of Gilt, from fashion for men, women and kids, to home decor, fitness, food, travel, and unique experiences to share with family and friends,” said Gilt president Jonathan Greller. “We brought all these elements together into a beautifully designed Manhattan townhouse that showcased the Gilt brand in a fully curated, real-life environment.”

Gilt also partnered with numerous brands for the house, including Bulldog Gin, Smartwater, and the Prisoner Wine Company, which offered guests beverages throughout the week—as well as food from chefs, restaurants, and catering companies, including Chris Fischer, Michael White, Momo Sushi Shack, Greenpoint Fish & Lobster Company, and Canard, Inc. The Bermuda Tourism Authority also partnered with Gilt as the house's travel sponsor.

“#GiltLife is our first 360-degree campaign that includes this wide range of touch points. The experiential events at the house were an important element of the overall initiative,“ explained Greller. “In addition, the campaign includes custom celebrity videos, outdoor advertising, digital, email, influencers, social media, and PR. We're utilizing a wide range of platforms to reach both new and existing Gilt customers.”

Every #GiltLife House event was open to the public through tickets available on the brand's website. Along with the pop-up townhouse, the campaign also included four custom video spots and 17 images.

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