Case Studies

Sabai had been working with Wolf PR for several years when they were ready to launch one of their most ambitious collections to date: All Other Passports, a collaboration with actor, comedian, and writer Julio Torres. The collection marked Julio's design debut and explored themes of immigration, apartment living in New York, hosting out of towners, or being an out of towner yourself.

We knew this wasn't just a furniture launch, it was also a design story, a culture story, an art story, a celebrity collaboration, and a founder story all at once.

Months before the collection debuted, we began laying the groundwork. Conversations with editors started nearly a year before launch, when the collection was first previewed at Collectible Design Fair. 

When launch week finally arrived, we coordinated embargoes and exclusives, making sure every publication had its own angle and reason to cover the collection.

Some of the highlights include:

• An exclusive first look in T Magazine at The New York Times, exploring how the shared immigrant experiences of Julio Torres and Sabai co-founder Phantila Phataraprasit inspired All Other Passports.

• An interview with Julio Torres in Architectural Digest, exploring his lifelong interest in design, the collection's playful approach to furniture, and why All Other Passports was a natural extension of his creative work. 

• An in-depth feature in Dezeen, introducing Julio's design debut to an international audience while highlighting the collection's inspiration from New York City, immigration, and Sabai's expansion into new materials and product categories.

• A feature interview with Julio Torres in Fussy, including an original editorial photoshoot and a wide-ranging conversation about the collection's inspiration, New York apartment living, and his approach to design. The story was also shared across Fussy's Instagram, helping introduce the collection to an entirely new audience.

• A conversation with Julio Torres and Sabai co-founder Phantila Phataraprasit on the Business of Home podcast, discussing the collaboration and the ideas behind the collection.

• Additional features in New York Magazine, Domino, Rue, Furniture Today, Hospitality Design, The Quality Edit, along with influential design newsletters, Substacks, and Instagram accounts that extended the launch well beyond traditional media.

Results:

The launch generated nearly 20 earned editorial placements, creating sustained visibility throughout NYCxDesign and beyond.

One of the things we're most proud of with this launch wasn't any single publication, it was that we were able to work with every outlet to make sure they had a different angle and a different story to tell.

If you'd like to see how our early work with Sabai laid the foundation for coverage like this, read our original Sabai case study.