Walhub Hacks Ikea, Upwell Design

Walhüb Hacks IKEA Video

 

Walhub IKEA Research & Marketing Video
I wanted a way to test the “retail” validity of Walhub with an ideal target demographic at an ideal retail location. It’s always nice to know if your intended consumer even wants to buy your product before investing too much time and money. Unfortunately, accurate consumer research isn’t cheap and before entering the unforgiving retail arena, the ability to gain as much insight into your intended consumer is invaluable.

We conducted a research experiment that doubled as a marketing tool. I created IKEA-esque product tags, chose high traffic areas and set up some cameras and microphones with the help of some friends.  After securing an IKEA employee shirt, I attempted to install a new IKEA product – Walhüb – as if I was an IKEA employee.

 

Research & Marketing Results
The results were better than I could’ve hoped for. The experiment helped to not only validate a consumer market for the product, but it revealed information about the effectiveness of the packaging,  the price point, and ideal locations within a retail space.  Beyond the research aspect of the experiment we used the video as a marketing tool. We received 75,000 Youtube views, an interview on national TV via Right This Minute, and creative accolades from press outlets like Advertising Age and was even editors creative pick of the week on Creativity. Upwell was able to stretch a $600 marketing budget about as far as it would go while receiving valuable sales and market research.

 

Video Press

Advertising Age
Media Bistro
Design Taxi
Tom Fishburne
Core77
WIRED Italy
PSFK
HUH Magazine
Right This Minute
Branding Magazine
PR Daily
Creativity

 

 

Upwell Design Walhub wall hooks storage

Walhub Multi-Functional Switch Plates

Walhub is a functional switch cover that provides storage for the objects that often come and go with you – keys, mail, umbrella, scarf…Walhub re-imagines the standard, underutilized switch plate by adding practical function to it. There’s no reason why that flat piece of plastic on your wall can’t do more than just cover a hole. Taking advantage of an existing installation system in most buildings – light switch screw brackets – Walhub is a simple upgrade that only requires a screw driver – no new holes in your walls like existing wall hooks and other systems.

 

“Might seem like a simplistic concept, but the Walhub is actually one of the most organic designs created when it comes to seamlessly creating a place to put keys or other small essentials.” – Trendhunter

 

Its a system
Walhub was designed as a 3 part system because it allows the user to determine which position they want their Walhub in – right or left – by snapping out the parts and flipping them. Having parts that can easily be removed also allows for possible accessory line extension.

Upwell Design Walhub System

Upwell Products
Walhub is Upwells first endeavor into the retail world under the brand Upwell Products – we manufacture, sell and distribute a product family of 6 SKUs. Upwell was responsible for every aspect of the process: concept ideation, manufacturing management, package design, marketing and even sales. Walhub was first conceived in 2007 for a Muji competition, 2 ICFF shows (Best of ICFF 2013) and 2 Kickstarter campaigns later Upwell Products has its first product in production within the US.

 

See the entire Walhub family
Walhub.com

 

Walhub Packaging
Upwell worked with Coa Design – close friends – and a talented design duo to develop the Walhub logo and branding. Once the brand language was established Upwell focused on creating informative packaging. The major challenge was to illustrate immediately to the consumer what was unique about Walhub. By die cutting a hole in the front of the package it allowed the functional aspect of Walhub to protrude creating a strong focal point – the hooks and storage –  the core concept of Walhub. I was proud to have our packaging recognized by The Dieline.

walhub packaging upwell design

“As someone who just moved into a new space –  this product speaks to me on many levels, from its design for functionality to the packaging that cleverly illustrates the product in use.” – The Dieline

 

Walhub IKEA Research & Marketing Video
I wanted a way to test the “retail” validity of Walhub with an ideal target demographic at an ideal retail location. It’s always nice to know if your intended consumer even wants to buy your product before investing too much time and money. Unfortunately, accurate consumer research isn’t cheap and before entering the unforgiving retail arena, the ability to gain as much insight into your intended consumer is invaluable. So we conducted a research experiment that doubled as a marketing tool. 75,000 Youtube views later, an interview on national TV, and creative accolades from press outlets like Advertising Age and was even editors creative pick of the week on Creativity. Upwell was able to stretch a $600 marketing budget about as far as it would go while receiving valuable sales research.

Walhub hacks IKEA video