PrimaLoft House: where comfort meets experience.

 PrimaLoft House is a media experience where journalists are invited to enjoy weekend stays hosted by PrimaLoft in premium lodging. This gives them an exclusive opportunity to interact with the full range of PrimaLoft products—from jackets and boots to comforters, pillows, blankets, and gloves. Locations span NA and EU territories, with Upstate NY, Aspen, Bavaria, Fontainebleau, and Northumberland being among past locations.

As the creative lead for this project, I developed sub-branding to create a cohesive and inviting atmosphere, giving the experience a home-like feel. My role included executing every detail, from signage and lanyards to garment displays and branded illustrations, ensuring that every aspect of the PrimaLoft House reflected the brand's warmth, innovation, and commitment to comfort.

Select branded touch-points:

  1. Bedding Product Card

  2. Home Furnishings Product Card

  3. Garment Product Lanyard

  4. Technology Tent Card

  5. Custom Branded Garment Display

  6. Branded Hangers

  7. Welcome Signage

  8. Branded Reflector Guides

I created custom artwork in various styles to hang throughout PrimaLoft House and integrate into the space, allowing journalists to discover brand stories on their own:

PrimaLoft® House has resulted in earned media in top publications like Gear Patrol, ELLE, GQ and more: