CB2 from Crate and Barrel Seeks Help from Pinterest Users to Design Apartment

CB2, the home decor retailer owned by Crate and Barrel has observed the flux of clientele coming from Pinterest, the social media network for virtual boards. From this, the company has decided to seek help from users of the site in decorating an apartment that CB2 has rented in New York.

The initiative, called APT CB2, will weigh the opinions and advice from Pinterest users in furnishing the apartment that the company rented at 873 Broadway. The retailer will be working with five Pinterest-popular designers. However, instead of doing the designs themselves, they will be posting options on the site and allow users to vote which one will suit the interior best.

Mark Aver, the creator of the campaign, said, “The general concept is this is the first time that an apartment is being designed through Pinterest in real time.”

The project will start on May 7, with Rossy Cassidy who will be working on the dining room of the said apartment. Cassidy, an LA-based designer who was a following of 4.5 million on the website, will be pinning his choices of furnishings. Pinterest users can then click on the heart icon on the site to indicate their vote.

The pin boards will be voted within an hour and the winning items will be delivered to the apartment right after. All remaining items will be stored nearby the location. The next day, San Francisco-based designer Caitlin Flemming will take the same process in furnishing the apartment’s home office. Athena Calderone, who is based in New York will be decorating the bedroom followed by Daniel Bear Hunley from Nashville who will design the living room. Justina Blakeney from Los Angeles will be completing the entire scheme on the fifth day through the rooftop patio.

A mounted camera will snap images of the staged set-up for five days so users can see the progress in a time-lapse sequence.