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DOIY Gallery

#doiygallery is an exciting new initiative showcasing a series of unusual collaborations with emerging artists.

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Every object has a story. Like a souvenir, we project our emotions onto everyday things, creating universes around them and generating memories. The homeware and lifestyle brand DOIY has grown over the last few of years, both in terms of scale and as a brand. Since we first started working on their rebranding, DOIY has entered new fields, always pushing boundaries and open for new ideas – a mindset that has been crucial to this project.

DOIY Gallery | FOLCH

“What happens when Doiy becomes fashion? Architecture? Cinema? Gastronomy? We wanted to go outside the given territory to find ourselves on new surprising waters, bond with new audiences, and explore the non existing limits of creative collaborations.” Emmy Koski, Communication Director and Art Curator for Brands

DOIY Gallery | FOLCH

Witnessing DOIY’s potential as much more than just a homeware brand, we proposed a new direction – to become an influential reference within not only one, but a variety of creative fields. #doiygallery is an exciting new initiative showcasing a series of unusual collaborations with emerging artists, offering them a carte blanche to interpret DOIY’s products in an entirely personal way.

DOIY Gallery | FOLCH
“We love to discover how artists from totally different environments react to our products. They give a totally new meaning to the objects, shape a new reality around them. We, as creators, would have never imagined our objects in such a context, and however, these settings seem so natural.” Elodie Deviras & Jaime Monfort, Founders of Doiy
DOIY Gallery | FOLCH

For most brands, the communication is focused around two major events each year, the release of their collections. Through these collaborations, we could expand this periodicity to monthly releases, reaching media on a continuous basis throughout the year and giving life to the brand in between seasons. The fanzine is released between these seasons and helps DOIY to communicate beyond the frequency of the seasonal catalogue.

DOIY Gallery | FOLCH

The idea behind #doiygallery is to translate the content across different media and adapt it to different formats – for example, on DOIY’s website, printed in a biannual fanzine, shared across social networks and through exclusives on selected independent media platforms.

DOIY Gallery | FOLCH

“For each collaboration we chose a specific media partner based on their style, reach and reputation, carefully tailoring our content to best match the mood of each publication.” Bis Turnor, Communications Manager

DOIY Gallery | FOLCH
DOIY Gallery | FOLCH
Reach

Raya Sader Bujana & Leo García Mendez’s work was covered on Instagram by Ignant (519k followers) and Design Milk (2m followers), as well as in online articles by Creative Boom (26.4k followers), The Design Collector (44.9k followers), Artwork (10.7k followers) and USA Art News (44.9k followers).

Carolina Spencer’s work was covered by Ignant (551k followers), Fuet Magazine (6,642 followers), Feel Desain (16.7k followers), Good2Be ( 2,791 followers).

Suzanne Saroff’s work was covered exclusively by Yatzer (99.5k followers), and it was later also picked up by AWorkStation (6,670 followers).

The DOIY Gallery initiative (including all three collaborations to date) was also covered by Domestico Magazine (35.8K followers).

As well as the above media coverage and Instagram shares, the content was also shared by DOIY and Folch (40.6k followers) across our social media channels as well as by the collaborators – each one with a significant following on Instagram, ranging from 39k followers  to 93.2k followers) – further increasing reach and engagement for the brand.

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