This work took place during Gabriela Baiter’s 2.5 year tenure at World of Good after setting the original strategy at Whereabout Studio. As the Director of Experiential, Gabriela oversaw the experiential division across 3 media brands.

Situation

World of Good Brands (formerly Leafgroup) is a human connections company bringing access to traditionally aspirational categories across health, wellness, art, design, and travel. With hundreds of millions of visitors across their digital properties like Well+Good, Livestrong and Hunker, the media brand has become a powerhouse in digital storytelling.

Despite its growing audience, World of Good was in dire need to remain competitive in the rapidly evolving media landscape. To differentiate itself, it was important to expand beyond traditional offerings like branded content and digital media to a more integrated partnership approach that would help brands connect with their audiences in even deeper ways. What started as a 3-month experiment, became a multi-million dollar business unit that created a new paradigm for experiential media and commerce.

Solution

House of Good (formerly Hunker House) is a first-of-its-kind experiential storytelling platform and the living epicenter of World of Good Brands. Acting as a DTC retail showroom, content studio, and venue for branded events, the home creates a rotation of innovative experiences that come to life URL to IRL.

Seated in the heart of Los Angeles on Abbot Kinney, one of the most foot-trafficked shopping districts in the country, House of Good is a three-story space with a ground-level showroom plus full upstairs living quarters primed for brand takeovers and influencer stays that blur the line of retail and hospitality.