Women’s Wear Daily
04.21.2014
fashion-memopad
fashion-memopad

Blurring The Lines?

Are Domino editors promoting Pottery Barn as a way to drum up advertising for the shelter title? Not quite.

fashion-memopad/news
Are Domino editors promoting Pottery Barn as a way to drum up advertising for the shelter title? Not quite.

Editor in chief Deborah Needleman and domino.com contributor Zem Joaquin, who is a founder of green style Web site Ecofabulous.com, give tours of their homes in potterybarn.com's Web series "Where I Live." In the videos, Joaquin describes how she outfitted her eco-friendly home, and Needleman explains how she decorated her TriBeCa pad to reflect a grown up sophistication while providing enough comfort for children at play.

"It mattered to me that the apartment still looked elegant even though it's mostly chaos with children roller-skating and drawing and Magic Markers getting all over everything," she said. Needleman also pointed out two rugs from Pottery Barn that help define sitting areas in her living room.

The series is plugged on page 26 of the latest Pottery Barn catalogue, next to a spread of a styled living room featuring an oversize white sectional and graphic print pillows — also shot in Needleman's home.

The partnership came not through an effort to win ad business — Pottery Barn is not a current advertiser at the magazine — but rather through common acquaintance. Needleman is friendly with one of Pottery Barn's in-house creative directors, who asked to photograph Needleman's home for the catalogue earlier this year. Pottery Barn typically shoots its catalogue in real residences, a company spokeswoman said.

After the shoot, the company asked Needleman to appear in the "Where I Live" series. She agreed, so long as the company said it would provide a link to the magazine's Web site on potterybarn.com. A spokeswoman for Pottery Barn confirmed the account, adding, "Our customers love to see real houses and how to incorporate Pottery Barn products in all different kinds of lifestyles. I think you'd agree that her apartment is inspirational."
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