Firevault is a hybrid retail setting: part fireplace showroom, part chic cocktail bar and restaurant.
Tryvertising is all about brands letting consumers try out their wares in a relevant setting. So, how does a manufacturer of fireplaces go about this? A few years ago, British CVO opened a restaurant in London, where customers can enjoy drinks or dinner by one of the company's designer fireplaces.
CVO's Firevault is an inviting space that displays the fireplaces far better than an ordinary showroom could. Each table has its own fireplace or firebowl, giving potential buyers plenty of time to get a feel for the product. Not just a retail gimmick, Firevault is stylish and hot enough for Time Out magazine to have described the restaurant as one of London’s ten best-kept secrets.
For more smart examples of tryvertising, check out trendwatching.com's briefing.
Website: http://www.cvo.co.uk
Contact: info@cvo.co.uk
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I discovered this shop about five years ago. It can get VERY hot in the summer! It also changed management shortly after we found it and tried going down the 'do you have a reservation' route when all the tables were clearly empty - they have stopped that one to everyone's relief.
This reminds me of what Kohler, maker of kitchen and bath fixtures, has done with their "Destination Kohler" resort/village concept in Kohler, WI. Lured by world-class golf, shopping, and dining, guests in the hotels experience the products in the corporation's two hotels, where the bathrooms are simply stunning.
http://www.destinationkohler.com/
Jessica Robinson | July 5, 2006 10:19 PM