Launching Great Library Design Studio & MORPHO
© Dirk Alexander
In January 2025, global cultural phenomenon Tomorrowland and acclaimed architect Dieter Vander Velpen launched Great Library Design Studio, a visionary design firm dedicated to transforming the ephemeral world of Tomorrowland into enduring, tangible spaces. In April, Great Library Design Studio launched its first collection MORPHO. Just like the fantastical universe of Tomorrowland, the collection takes inspiration from nature, interpreted through a contemporary Art Nouveau lens.
We at COVERED were proud to devise a 360° international launch strategy that included PR, social media management, email marketing and a gradual roll out spread over four design fairs: Maison & Objet, Salone del Mobile, ICFF and Antwerp Design Week.
Strategic foundations
Our goal was to clearly position Great Library Design Studio as a serious player in luxury hospitality design and MORPHO as both an extension of its architectural work and a collectible collection available to consumers.
To establish credibility and coherence, we focused on three strategic pillars:
Define the partnership between the festival, the architect Dieter Vander Velpen, and their partners: Ethnicraft, RVB and Atelier Vierkant
Align all messaging: We coordinated with all partners and their respective communication teams to unify communications under a shared narrative.
Connect with key audiences: Our outreach targeted international design press and architects— with secondary messaging aimed at early luxury consumers.
International PR campaign
We created and distributed tailored press materials and high-quality visual assets that told the full story. We invited top-tier design press to attend the fairs, and co-hosted select intimate dinners to build direct relationships. These moments provided deeper context and allowed the brand’s complexity to come through authentically. Resulting coverage positioned Great Library and MORPHO as serious, high-end players in the global design conversation.
Social Media
We launched and managed Instagram accounts for both @greatlibrarydesignstudio and @morpho.world, sharing brand storytelling and collection previews, behind-the-scenes content real-time posts during fairs and community management. This approach extended the narrative in a tone aligned with luxury audiences.
Email Marketing
A targeted campaign nurtured relationships with press, designers, and early adopters that supported discovery and engagement while reinforcing key messages.
Creating a lasting narrative
By synchronizing traditional press with digital storytelling, we maximized reach and resonance across global markets. The result is a deeply immersive, multi-platform debut for both Great Library Design Studio and its inaugural MORPHO collection that firmly establishes them as forces to watch in the luxury design world.
