Kenmore Transforms Art Gallery Into an Immersive Brand Experience - Event Marketer

Kenmore Transforms Art Gallery Into an Immersive Brand Experience

Appliance brand Kenmore has undergone an extreme makeover and is showcasing its updated look to consumers at its recently opened Kenmore Live Studio located in Chicago’s hip River North neighborhood. Rather than setting up shop in a mall, Kenmore creates cool experiences inside a former art gallery and streams them live on its Facebook page,

“We wanted to be completely different and disruptive so we chose a neighborhood and a space that would cause people to think differently about Kenmore,” John Timmons, director-marketing at Kenmore, told Buzz. “People purchase appliances once every seven to 10 years, so this is a great way to stay plugged into our customers and give them something that is of value and a lot of fun.”

The Kenmore Live Studio is equipped with video cameras, so as customers sign in they consent to being filmed as they provide their point of view to online visitors. The studio, which displays Kenmore products atop pedestals reminiscent of an art gallery, is open to the public Thursday to Sunday with cool events and activities like cooking demonstrations by renowned chefs and tips and trends from designers and local talent. There’s a kids zone called the Stain Station that allows children to blast the brand’s mascot, a mime called Kenny More, with jets filled with colored dyes. Visitors can also grab a cup of coffee and surf the web at the Kenmore Live Café.

In addition to using Facebook to drive consumers to the live experience, a street squad dressed in chef outfits hands out literature on Segways to promote the experience. No closing date has been planned for the studio. Agencies: Suite Partners Inc., Chicago; Ice Factor, Chicago.

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