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Manutti, the Belgian premium outdoor furniture brand, wanted to make a strong impact during its debut at Antwerp Design Week. The objective was to introduce the brand to architects, interior designers, media and design enthusiasts while reinforcing its positioning as a leading Belgian design company. With Antwerp Design Week becoming one of the most influential design events in the Benelux, Manutti needed a platform that would maximize visibility, create meaningful industry connections and generate quality media attention.
UPR developed and executed a tailored PR and communication strategy centered around the UPR Hub showroom during Antwerp Design Week. The showroom was transformed into an immersive brand environment showcasing Manutti’s latest outdoor collections, Belgian craftsmanship and design innovation.
Key actions included:
• Showcasing Manutti throughout Antwerp Design Week in the UPR Hub showroom.
• Creating an engaging brand experience for architects, designers and industry professionals.
• Hosting an exclusive High Tea afternoon in collaboration with HOOG.design, welcoming 150 architects.
• Organizing a dedicated press preview event presenting Manutti’s newest collections to design and lifestyle media.
• Facilitating networking opportunities between the brand, architects, designers and journalists.
The activation successfully positioned Manutti at the center of the Antwerp Design Week conversation. The showroom attracted a large audience of design professionals and enthusiasts, while the dedicated events generated valuable exposure and engagement.
The campaign strengthened Manutti’s visibility within the Belgian design community, reinforced its premium positioning and generated high-quality media coverage.
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