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Volker Haug Studio

A Four-Year Exposure Strategy

Volker Haug Studio

About Volker Haug Studio

Luxury contemporary lighting brand Volker Haug Studio is primarily to-trade, based in Australia with activations, audiences, and clientele globally. 

Over the span of four years, I spearheaded the strategy to introduce Volker Haug Studio (VHS) to the US market, scaling from initial exposure to a global presence through strategic media relations, gallery partnerships, and collection launches. This comprehensive approach helped establish Volker Haug Studio as a recognized presence in the international design landscape.

Bringing an international brand stateside

Over four years, work with Volker Haug Studio built the brand’s US presence, with a strong focus on New York. Relationships began early in the pandemic and were deepened through in-person moments that made the work tangible for the trade, press, and gallerists.

Initial growth and visibility resulted from gallery partnerships secured with COLONY as well as Galerie Philia, supported by a targeted media outreach list and direct introductions. I secured domestic PR launch coverage through Architectural Digest, and strengthened relationships to support eventual representation from notable galleries including Future Perfect and GARDE.

Launching Collections

In parallel, I supported the launch of multiple collections, including “Me and You”
with AD100 designer David Flack and the “und Messing” series, shaping names and narratives for messaging used across social, press, and web. The 2024 “Me and You” campaign debuted at Milan Design Week and earned nearly 40 global placements during its launch month, including The New York Times, with ~ 60% of outlets echoing our angles and storylines near-verbatim.

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