Domino, the content and commerce company focused on home décor, unveils its latest summer experiment in “experiential marketing” and co-branding in the Hamptons with American Express this weekend.
At same time, Domino is planning an upcoming Los Angeles collaboration with luxury retailer Fred Segal for the end of the year.
American Express and Domino will host “Platinum Summer” at the Topping Rose House, a tony hotel and restaurant in Bridgehampton. The Topping Rose also happens to be an American Express Fine Hotels & Resorts property.
The Platinum Summer will be open to the public Saturday, August 5th and Sunday, 6th from 10:00am – 6:00pm each day, and feature an “immersive Domino experience” that includes products chosen by Domino editors that are intended to celebrate summer and the “American Express Platinum lifestyle.”
Merchandise will range from beach tote essentials to housewares to perfect host gifts and lawn games.
As a direct appeal to high-end shoppers who frequent the Hamptons — and as an example of the kind of rewards programs available to its upscale cardholders — American Express Platinum Card Members will have special access to private shopping hours before it opens to the general public.
The alliance with Amex follows last month’s with collaboration with Walmart’s e-commerce brand Jet on a 1,500 square foot popup store in Brooklyn that showcased the connection between online and offline consumer experiences.
“For Domino, bringing our content and commerce to life through successful in-real-life shops and experiences is a big priority,” said Nathan Coyle, Domino CEO. “Today’s modern media company must drive revenue through many sources and offer premium advertisers and consumers something not offered anywhere else. Domino’s unique voice and devoted fan base have proven to be a winning formula with our experiential programming to date. We are so happy to partner this summer with a premium brand like American Express and, this holiday season, a legendary retailer like Fred Segal to create more extraordinary experiences in 2017.”
“We are very excited to bring this unique shopping and interactive workshop experience to our Platinum Card Members in the Hamptons this summer,” said Janey Whiteside, executive vice president and general manager of Global Charge Products, Benefits and Services at American Express. “As a member of the Platinum Collective, Jessica Romm Perez, Editor-in-Chief of Domino, along with the Domino team, worked with us to curate this amazing collection and one of a kind access for our card members to enjoy as a part of this Hamptons popup.”
Separately, this holiday season, Domino and Fred Segal, LA’s iconic taste-making retailer, will collaborate on an exciting new project at Fred Segal’s new Sunset Boulevard flagship store, opening this fall. More details will be announced in coming weeks.
For Domino, these marketing alliances not only demonstrate its value as bridge between online and offline experiences, it also serves to highlight the media brand’s evolution.
First launched as a magazine in 2005 under publisher Condé Nast, it was closed four years later. Then, in 2013, the popularity of Domino, which was still potent among design enthusiasts, sought the title relaunched later that year as a quarterly magazine with with an e-commerce website.
In terms of the benefits it is providing to marketing partners like Amex and Fred Segal, Coyle outlined the different strategies at work.
“For Amex and our Hampton activation this Friday through Sunday, part of the benefits for Amex are around Domino creating exclusive experiences for Amex Platinum Cardholders,” Coyle told GeoMarketing. “Specifically, the three workshops we are conducting over Saturday and Sunday are only available to Platinum Cardholders.
“For Fred Segal this holiday season, this will be the first time that Fred Segal has partnered with a publisher for one of its shop-in-shop experiences,” Coyle added. “Fred Segal of course has a long history of creating shop-in-shops for some of the coolest fashion and accessories brands — this will be the first time doing so with a publisher like Domino — with a proven track record of creating best-in-class experiences with our retail pop up shops.”
But the questions remain: Do these kinds of collaborations help drive foot traffic?
“They absolutely help drive foot traffic as we use our various marketing levers to promote the shops,” Coyle responded. “For example, we have over one million subscribers to our email list, and we are able to geo-target against that list to invite individuals in close proximity. We also use our social media channels and the digital and print publications to promote these programs.”