Case Studies

Case: Paris in New York


Description / Event Details: 

With the unfortunate news of postponements of major design events like Maison&Objet and Deco Off in Paris due to the new surge of COVID, there has been a feeling of disappointment and yet, understanding that these events being delayed are to keep our community safe.


However, with a desire to support clients whose new lines of designer goods would have launched at these events abroad, a dedicated group of publicists are working together to curate an event that encompasses even an essence of that feeling of Paris, and are bringing it to New York at the end of this month.


On January 26th and 27th and with limited scheduling on the 28th, join a growing group of designers and makers for "Paris in New York" at the Decoration & Design building and the New York Design Center for curated showings of new product lines in select showrooms. With COVID protocol being top priority, it is our hope that we can still present to you, in person, the incredible works that designers and brands have labored over in the past year, and to continue to inspire great design-- even in the face of adverse circumstances.


Planning and Execution:

Andrew Joseph PR along with two other major PR agencies, Spread PR and Raymond Paul Schneider Consulting, worked together to deliver the following:


Participation- Designers and showrooms represented by the three PR agencies were asked to participate, and a total of 23 brands participated within a total of 15 showrooms. 

Press Release: written by AJPR and released to designer participants and their clients, showrooms and their clients


Email Campaign: Promotion of the event went on for 2 full weeks. Top industry publication editors were invited, top designer lists like AD100, Elle 200, and Luxe Gold lists were also invited to attend.


Scheduling: Each PR agency scheduled 30 min time slots for all attendees and editors with their respective clients.


Social Media campaign: graphic tiles and banners were created and promoted across all social media platforms.

PARIS in NEW YORK__1.png



Editors / publications present: aspire design and home, Atlanta Home & Lifestyles, Business of Home, Elle Decor, AD Pro, Town and Country, New England Home, Designers Today, House Beautiful, Veranda, Luxe, Interior Design Magazine and California Home and Design.


Secured Coverage: 

  • Business of Home feature on Product Preview

  • Business of Home feature in "The Tearsheet" mailer (below)

  • California Home + Design Instagram takeover for two days of event

  • California Home + Design - product features 1, 2

  • California Home + Design event feature

  • aspire design and home feature

  • NYDC promotion of event/showrooms via email campaign

Buzz: Paris in theMart Chicago - marketing managers for theMart in Chicago have reached out in hopes to set up a similar event in Chicago. Considering time constraints and timeline a decision was made to include a two page editorial in Design Chicago - the magazine produced by theMart.

Screen Shot 2022-02-02 at 9.43.53 AM.png

Case: Client, Sarah Von Dreele


Bio / About Business: 

Sarah Von Dreele discovered painting as a vehicle to create a quiet space from an emotionally traumatic experience. Through the meditative nature of making, she found herself safely contained in stillness, allowing her to process and evolve. This iterative and reflective act eventually resulted in a body of work which was foundational for the launch of the Sarah Von Dreele brand.


Sarah Von Dreele’s line of bespoke wallpapers, textiles, and fine art originals are available to the trade, and the collection is represented across the country by Thomas Lavin, Hewn, Jim Thompson, Jeffrey Michaels, Lepere, Solid & Pattern, and Croce. Sarah received a BFA in Graphic Design from Rhode Island School of Design in 1997. Between developing new products, painting what she sees, and keeping up with her fifth-grader, she patiently pursues her interest in learning the French language. Sarah lives and works in New York City, her home since 2002. 

PR Initiatives:

  • Press Releases written and deployed for new product launches

  • Press releases written and deployed for events, updates, newsletter etc.

  • Email campaigns sent to specific-locality contact lists and larger contact lists

  • “Virtual Deskside” meetings set up for new product launches with industry leading editors

  • Showroom Outreach completed for each national market zone to gain new representation

  • Introductions for collaborations

    • Intro to galleries for expansion of business to include fine art

    • Intro to other interior designers for potential work together

  • Submissions completed for awards/honors/special features

    • NYCxDesign

    • Best of Year Awards

    • Market Tabloid

    • International Design Awards

  • Leads for designer quotes from various publications shared and submitted

  • Event participation– Keeping up to date with current design events and working with Sarah to complete submissions, manage and advise in participation for worthwhile events.

  • Leads for design-based podcast participation shared


Social Media Initiatives:

  • Comprehensive social media calendar

    • Graphics, captions, hashtags, reels, gifs, created and reviewed for approval

  • Scheduled social media posting

  • “Highlights” categories on IG curated



At the start of representation for Sarah Von Dreele by AJPR, her company was a seedling at 3 months since its founding. The below outcomes and successes are the direct result of an extremely positive relationship over 3 years with AJPR and are due to the dedication of AJPR public relations initiatives as well as client participation:

Secured Press:

Sarah’s products and quotes have been featured in: Luxe Interiors + Design, Business of Home, Interior Design Magazine, aspire home and design, AD Pro, NYCxDesign Magazine, House Beautiful, Mansion Global, Cottages & Gardens, California Home + Design, Domino, Chronogram, Apartment Therapy, Pattern Observer and more. She was also featured in Interior Design Magazine’s Spring Market Tabloid 2020, Fall Market Tabloid 2020, and Fall Market Tabloid 2019.


Click for Links to Sarah Von Dreele Secured Press


Secured Events: 

Design Social Pop Up Nashville, TN

Design Social Pop Up Lexington, KY

Design Social Pop Up Charlotte, N.C.

Design Social Pop Up Charleston, S.C.

Design Social Pop Up Newport, R.I.

Design Social Pop Up Santa Barbara, CA

Paris in New York

Kingston Design Showhouse 2020

Kingston Design Showhouse 2021

Kips Bay Palm Beach Designer Showhouse 2022


Awards and Honors:

Best of Year Awards - 2021 Finalist & Honoree: Window Treatments December 2021

Best of Year Awards - 2021 Nominee: Wall Covering, Paper

Best of Year Awards - 2021 Nominee: Textiles, Residential

NYCxDesign Awards Honoree: Residential Wall Covering May 2021

NYCxDesign Awards Honoree: Residential Fabric May 2021

International Design Awards 2020 Silver Prize: Home Interior Products/Materials & Surfaces

DNA Paris Design Awards 2020 Product Design Award Winner

Best of Year Awards 2020 Nominee: Wall Covering, Paper

International Design Awards 2019 Gold Prize: Home Interior Products/Materials & Surfaces

International Design Awards 2019 Bronze Prize: Design for Society/Eco-Sustainable Design

Best of Year Awards - 2019 Product Finalist, Wallpaper


Secured Collaborations:

Original Artworks represented by Candita Clayton Gallery


Secured Podcasts: 

A Well Designed Business with LuAnn Nigara

Design Perspectives: The Gail M Davis Podcast

The Chaise Lounge Podcast


Showroom Representation Secured: 

Croce, Philadelphia

Solid and Pattern, Chicago

Egg + Dart, Colorado

Jeffrey Michaels, Florida

Jim Thompson, Atlanta and Southeast Markets

Thomas Lavin, Southern California

Hewn, Northern California

Lepere, New York