Habitat and Pinterest launch short films showing how small changes in homes make big impacts

Habitat and Pinterest are teaming up to invite the nation to see homeware differently with ‘The Home of Attention’, a storytelling series that shows how to transform everyday spaces with just a few well chosen pieces.

For the first time ever on Pinterest, the tie up will centre around a series of short films launched exclusively on the platform. These focus on different moments in the home and how things in it can reflect our moods and reshape our interior needs.

Each film will be brought to life by a series of interactive and immersive Pinterest experiences. These include a 360-degree, shoppable set and film inspired creator content, as well as curated collages - an ad format giving users a new way to interact with Habitat products.

The films show how small design changes can make a big impact in the home, providing audiences with inspiration they can act on. This partnership between Habitat and Pinterest has been brought together and creatively delivered by DRUM, OMG UK’s branded content partnerships and entertainment agency. Media planning and buying for the partnership was also managed by PHD UK.

The first film and Pinterest activation launches on 25th June and is centred around The Billie Lamp from Habitat. 

Laura Boothby, Head of Brand Communications, Habitat, says: “Pinterest is a natural partner for Habitat, as a place where people go to plan and visualise their spaces. This partnership is about bringing that inspiration to life.”

“From a single lamp to a new rug, we’re showing how small design choices can have a big impact, both in how a space looks and how people feel in it. Through relatable stories, told with humour and heart, we’re bringing our products to life in a way that’s immersive, eye-catching, and instantly shoppable.”

Chris Frankland, Senior Creative, DRUM, says: “This campaign is about more than homeware, it’s about the emotional role our spaces play in the stories we live through. By grounding the work in moments of reinvention, we show how small design choices can create meaningful emotional shifts.”

“That’s where Habitat shines with thoughtfully designed, accessible pieces that don’t just change how a room looks, but how it feels to live in. We’ve reframed ‘simple’ changes as powerful, considered moves that earn attention and consideration. For us, it’s been a brilliant opportunity to bring together platform thinking, storytelling craft and cultural insight in one idea.”

Craig Brown, Senior Manager Home, Pinterest UK, says: “When Habitat and DRUM came to us with the ambitious idea for ‘The Home of Attention’, we immediately saw how Pinterest could bring it to life. As the leading visual search platform for interiors, we’re uniquely equipped to create interactive, engaging experiences that guide customers from inspiration to action. Through innovative formats like 360 Pin extensions and collages, we’re able to showcase bold, cinematic ideas that gain attention.”

2025 RTIH INNOVATION AWARDS

Social commerce 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.