Hunker | The Newsstand

Situation

Hunker is a home and design publisher that aims to help people create homes they love and take pride in through inspiring content and expert advice. Just in time for holiday, the team wanted to create an IRL extension to their annual Gift Guide that would celebrate their Editor’s top picks of the season. Keeping in mind the retail landscape in a post COVID world, we worked with the brand to evolve their concept from idea to execution.

Solution

With the noise of the holiday season, we knew there was a bigger opportunity for Hunker than a holiday gift shop. With the brand regularly recommending products throughout the year, we developed a permanent commerce extension that succeeded in creating brand awareness and a new revenue stream they can rely on for years to come.

Introducing: The Hunker Newsstand - an ever changing editorial approach to retail that combines unique merchandise curation with deeper storytelling to guide the shopping experience. Curated by Hunker’s editors, the immersive space is designed to tell newsworthy stories that help people get to know the products they surround themselves with each and every day.

  • Hunker News - A narrative-driven product catalog that combined long-form editorial with a Gift Guide. Products could be scanned with a QR code to drive readers to their stories on Hunker.com.

  • The Newsstand - A window and pop-up showroom where readers could meet Hunker’s Editors in person to inspire people to buy a story, not a product this holiday season.

  • Hunker Live - A series of live shopping events with influencers and friends of the brand that gives readers an insider’s perspective.

Results

With the 2021 holiday edit garnering 10,000 store visitors and 6M+ digital impressions over a 5-week period, the Hunker Newsstand is continuing to release new Edits throughout 2022 with a permanent space on Abbot Kinney. For more, read www.hunker.com/thenewsstand

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