Somfy and Luxaflex put motorisation in front of consumers

“The collaboration was an opportunity for us to put motorisation directly in front of consumers, while leveraging Luxaflex’s strong position in the premium window furnishing market,” says Mary Ladu, Marketing Manager for Somfy Oceania.

Diana Altiparmakova of Luxaflex says the pairing is a natural one. “At Luxaflex, we see smart technology as a natural extension of beautifully designed window coverings. Our products are already designed to elevate the way a home looks and feels, and when paired with automation, they give homeowners effortless control over light, privacy and comfort at the touch of a button.”

Media and dealer network

“We developed a broad media strategy which covered print advertising in Home Beautiful Magazine, digital display advertising across Home Beautiful and Domain, social media, and a Solus EDM via Home Beautiful,” Ladu says.

“What was particularly exciting was seeing the campaign amplified through our extensive industry network, with Somfy Experts and Luxaflex Gallery Dealers also getting behind the competition and promoting it to their customers.”

Somfy says the competition received thousands of entries, with homeowners asked to answer the question: why does your home deserve a smart window furnishing makeover?

What the entries showed

“The entries provided some really interesting insight into how consumers view window furnishings, particularly when renovating,” Ladu says. “I read so many entries from homeowners who had renovated their homes but had run out of budget for window furnishings.

“Many other respondents also noted how they had lived in their homes for decades but had never prioritised updating their window furnishings.”

Somfy says the insights highlight an opportunity for the industry to shift the perception of window furnishings from an afterthought to an important part of the overall design and functionality of a home.

“Window coverings are often thought of as purely functional, but they are so much more than that. They are window fashions that can completely change the aesthetic of a home, while also helping people manage natural light, privacy and how they experience each room throughout the day,” Altiparmakova says.

“It reinforced for us that there is a real opportunity to change the conversation around window furnishings and make sure they aren’t one of the last items considered in a renovation,” Ladu says. “Window furnishings not only impact the look and feel of a home, but, especially when paired with automation, add comfort, convenience, privacy and functionality.”

“This collaboration is a great example of how premium design and technology can work together. The Luxaflex range marries so well with Somfy’s smart technology because it gives consumers the ability to personalise their environment,” Altiparmakova says. Altiparmakova says that extends to filtering light and creating privacy, “in a way that feels both seamless and stylish.”

Somfy says the collaboration will continue beyond the competition, with the brands coming together to showcase the transformation and integration of window furnishings and smart home technology once the project is completed.