Jonathan Adler: Now House Home Collection

Creative Direction | Art Direction | Furniture & Product Design | CMF Design | Graphic Development | Manufacturing Liaison | Packaging

Direction: Expand the reach of a luxury brand through a strategic diffusion line, making Jonathan Adler’s unique design vision accessible to a broader audience without compromising brand equity. The goal for the Now House collection was to create a fresh, approachable entry point via Amazon that captured the brand’s vibrant aesthetic, growing market presence and reinforcing its reputation for bold, artful design beyond traditional luxury channels.

Design: Drew inspiration from the iconic 1980s Memphis design group, blending playful geometry, bold colors, and graphic patterns across a versatile range of case goods and upholstered furniture. Guided by continuous consumer insights and competitive market analysis, I oversaw a massive development process—launching over 350 products. This involved managing everything from product and CMF design to graphic development, packaging, and close collaboration with international manufacturing partners to ensure high-quality finishes matching the brand's rigorous standards.

Dividend: Successfully executed a high-volume, multi-category launch that bridged luxury aesthetics with mass-market accessibility. The collection made a massive splash across editorial and social media platforms, earning widespread acclaim from influencers and style enthusiasts alike, while significantly scaling Jonathan Adler's digital footprint and commercial reach on a major global platform.