About

NeueHouse is the private work and social home for creative and professional progress. Through beautifully designed houses, thought-provoking cultural programming, and elevated hospitality, NeueHouse offers an unparalleled work experience that unlocks the potential of brands and innovators alike.

Overview

Salon is NeueHouse’s newest and most flexible Membership, fulfilling the need for individuals who want access to the spaces, events, ideas and communities that NeueHouse has to offer but may not need a permanent workspace.

Services

Go-to-market

Audience Development

Campaign

Creative Direction

Content Creation

Context

With 8+ years in the market, it was time for NeueHouse to evolve. The need was not arbitrary, but driven by three market realities: a change in the way people work and gather, a widening field of competition, and the economics of the co-working model.

Understanding these realities, we set out to help define the next era of the company – a substantive opportunity for revenue growth and expansion.

Approach

Creating new avenues for growth means understanding the needs of the community. No longer were creative professionals looking to work at the same desk, everyday, all day. Instead, creators sought out a variety of spaces that supported the multi-hyphate entrepreneurial journey – diving into focused work, looking to socialize and meet new people, or creative stimulation and inspiration – across multiple cities.

With this backdrop, we developed Salon – designed for those who wish to work, meet, connect and be nourished in a private and culturally rich environment. Salon is a market competitive option for entrepreneurs to plug into all that makes NeueHouse a leader in the category – leveraging its brand equity not only as a workspace, but as a highly regarded community and platform for social and cultural experiences.

"For years now we’ve tapped into the NeueHouse community for extraordinary activations...now comes Salon."

— Cool Hunting

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For creators, thought leaders and innovators on the move.

Campaign Launch

For the launch of this new Membership, a campaign was developed to showcase the culturally rich spaces, people, and experiences that pervade the NeueHouse experience. The motif incorporated an adaptation of the existing brand typeface so as to communicate its’ flexible nature, which became the visual device used across a new suite of photography and video assets. Leveraging this adapted visual identity, an omni-channel campaign was designed and deployed across digital media, OOH, micro-influencer and a series of live events.

NeueHouse

Introducing a flexible Membership Tier