Habitat and Pinterest launch final social story in their Home of Attention partnership

Habitat and Pinterest have launched the final story in their ‘Home of Attention’ partnership. This was brought together and creatively delivered by DRUM, while media planning and buying was managed by PHD UK.

The initiative asks the nation to see homeware differently by showing how to transform everyday spaces with just a few well chosen pieces.   

The final short film in the series, directed by Amirah Tajdin, is called THE make your own rules TABLE and aims to deliver a modern, relatable story about making your space your own.   

When an overbearing mother invites herself to lunch, a daughter is quietly determined to prove she’s her own person. As her mother’s rules for the ‘perfect’ table setting echo in her head, she begins to style the table on her own terms. Plates that don’t match. Glassware that clashes. A table runner instead of a tablecloth etc etc.

Through these small, deliberate design choices, the lunch table becomes a declaration of independence and growth. What starts as an everyday moment transforms into a confident expression of personal style, showing that hosting doesn’t have to follow inherited rules.

As with its two predecessors, THE make your own rules TABLE will be brought to life by a series of interactive and immersive Pinterest experiences, film inspired creator content, as well as curated collages - a new ad format that gives users, who come with commercial intent, new ways to interact with Habitat products. 

‘The Home of Attention’ partnership launched in June 2025, with the brighter days ahead LAMP and was followed by THE feels right at home CHAIR in December.   

Each short film has focused on different moments in the home and how homeware choices can reflect our moods and reshape our interior needs. 

Laura Boothby, Head of Brand Communications, Habitat, says: “THE make your own rules TABLE is a celebration of confidence. At Habitat, we’ve always believed that great design gives people the freedom to shape a home that feels uniquely theirs. This film captures how even the smallest design choices can become powerful expressions of personality, transforming spaces into places that feel truly lived-in, loved, and unmistakably ‘you’.”  

Chris Frankland, Senior Creative, DRUM, says: “This campaign has been about more than homeware, it’s about the emotional role our spaces play in the stories we live through. By grounding the films in moments of reinvention, we’ve shown 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, the whole partnership has been a brilliant opportunity to bring together platform thinking, storytelling craft and cultural insight in one idea.” 

Craig Brown, Senior Manager Home, Pinterest UK, comments:  “At Pinterest, we see how powerful visuals inspire creativity and turn ideas into action. The Make Your Own Rules TABLE empowers Pinners to express themselves, showing that small styling choices make a big impact in your home. Our partnership with Habitat and DRUM helps people move from inspiration to shopping seamlessly by using innovative video placements, Collage Ads, and creator content.”  

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.