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Designer's Guide: Building a Brand Story

School of Visual Arts
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Home Décor Retailer CB2 Invites Pinterest Users to Furnish Apartment

April 28, 2014

MORE visitors to the website for CB2, the home décor chain owned by Crate & Barrel, come from Pinterest, the virtual bulletin board, than any other social network. Now CB2 is turning to Pinterest users to weigh in on decorating an apartment the company has rented in New York.

For a promotion called APT CB2, the brand has rented an unfurnished apartment at 873 Broadway near Union Square, and is asking five designers who are popular on Pinterest to help decorate it with items from the store. But rather than making final decisions, the designers, who will be on-site, will present a selection of, say, three couches or four lamps, and Pinterest users will vote to determine the winner.

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