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The Home Depot Shows Its ‘Chic Side’ With Domino Mag SoHo Pop-Up

"The Home Depot is about helping people make a home, not just build it," says Dawn Erksa, director, Merchandise Marketing at The Home Depot. "This is what home improvement looks like now."

As it ramps up its holiday shopping promotions, The Home Depot has teamed with Domino, the content and commerce company focused on home décor, to show off its stylish side in a pop-up in Manhattan’s SoHo district.

This is Domino’s fourth experiential pop-up shop this year — its fifth is opening next week with luxury retailer like Fred Segal in Los Angeles — following previous collaborations with Walmart’s Jet.com last spring and one with American Express at the Topping Rose House, a tony hotel and restaurant in Bridgehampton this summer.

Like the previous pop-ups, The Home Depot outpost will be open for weekends in December and showcase the DIY retailer’s décor, materials, products and furniture.

NEW YORK, NY – NOVEMBER 30: General view at Domino Holiday Pop-up Shop in partnership with Home Depot and Smartwater to benefit Habitat For Humanity at 44 Mercer Street on November 30, 2017 in New York City. (Photo by Astrid Stawiarz/Getty Images for Domino)

“By working with The Home Depot, we were able to do something we couldn’t do with most partners,” said Nathan Coyle, Domino’s CEO. “This fully functioning kitchen was completely built from scratch by The Home Depot. The theme we’ll be exploring is holiday entertaining.”

As Dawn Erksa, director, Merchandise Marketing at The Home Depot, pointed out, even the floorboards at the pop-up were crafted by the retailer in sign that its DIY sensibility dovetails perfectly with its somewhat less-recognized fashionable qualities as well.

“We have two Manhattan stores,” Erksa noted, pointing to its Chelsea and Upper East Side outlets. “But we think that SoHo is the mecca for style, so it makes perfect sense to be here. It’s been several months in the making. We always want to be bringing innovation and new experiences to our customers. The popup experience is a great way to do that.

“A lot people think of The Home Depot as ‘Building the room,’” Erksa continued. “So there is flooring, appliances, paint, tiles and all the things you would expect from The Home Depot. But now we’re so much more; we don’t just want to help you build a room, we want to help you finish the room with all the various furnishings and small touches. It’s the difference to making a house and making a home. Now, The Home Depot is about helping people make a home. This is what home improvement looks like now.”

NEW YORK, NY – NOVEMBER 30: General view at Domino Holiday Pop-up Shop in partnership with Home Depot and Smartwater to benefit Habitat For Humanity at 44 Mercer Street on November 30, 2017 in New York City. (Photo by Astrid Stawiarz/Getty Images for Domino)

To help consumers find The Home Depot pop-up, which is tucked into a cobblestone street off of Broadway amid several other pop-ups and high-end luxury shops, Erksa noted that, in addition to Domino‘s promotions, The Home Depot will also be using targeted online advertising through its CRM network, while relying on influencers and bloggers to spread the word.

When it came to initially finding the right spot for the pop-up, Domino and The Home Depot turned to Appear Here, a company that connects brands with short-term retail rentals (and described as an “Airbnb for retailers”)

The products are from The Home Depot as curated by Domino editors.

For this one, Appear Here rented out the space for two months — one month to build out, and one for the opening.

For Domino and The Home Depot, the space Appear Here found met the respective needs of the program perfectly, said Domino’s Coyle.

“We build every popup with the brand partner,” Coyle said. “We try to understand what are their objectives, what are their KPIs. For Home Depot, the goals and KPIs were to showcase how New Yorkers can plan their holiday with them from soup to nuts. Secondly, they wanted to show how fabulous some of their home décor products are. Everything here is from Home Depot as curated through the Domino lens.”

“The Home Depot is always looking for new, innovative ways to connect with our customers,” added Lisa Destefano, VP of Marketing for The Home Depot. “We’re excited to partner with a style leader like Domino to showcase décor finds from HomeDepot.com, a beautiful kitchen from Thomasville and appliances from KitchenAid.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.