Sofa Club turns homeware into cultural currency with launch of musical talent focused YouTube series

Furniture retailer Sofa Club has launched a YouTube series spotlighting emerging musical talent - performed, fittingly, on one of the brand's sofa.

“Cultural relevance is the new brand loyalty,” says Olivia Smith, Brand Director. “Sofa Sessions is our answer to where interiors meet influence. We’re not just selling sofas - we’re building emotional spaces that resonate with how people actually live, create, and connect.”

According to a press release: "Each episode features up and coming artists across genres, with the aim of bringing raw, authentic performances to intimate, beautifully styled living room sets. With a new generation demanding more than transactions from the brands they support, Sofa Club’s move is a case study in turning homeware into cultural currency."

This adds: "Sofa Sessions taps into a rising shift in brand strategy: experience as equity. As consumers increasingly align themselves with brands that reflect their cultural values, Sofa Club is investing not just in furniture, but in feeling.”

“The move also aligns with a broader industry trend: legacy and direct to consumer interior brands exploring music, art, and creator first content to deepen their resonance with Gen Z and Millennial audiences. By embedding itself in the music scene, Sofa Club is doing more than brand building, it’s community building."

2025 RTIH INNOVATION AWARDS

Brand loyalty will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.