an international PR campaign for a characterful Brussels residence
Residence Michelle is a highly distinctive residential interior project by Belgian interior architect Merijn Degraeve, located in Brussels. In 2025, COVERED developed and managed an international PR campaign to introduce the residence to leading design publications and strengthen Merijn Degraeve’s position within the international interior architecture scene.
How to position a local interior architect in international design media?
When COVERED started working on Residence Michelle, Degraeve’s work had not yet received international media attention. The challenge was to translate a highly personal interior into a compelling editorial story that would appeal to leading international design publications.
International interior and design media also require a highly strategic approach. Many leading publications work with exclusive features, meaning that a project is often temporarily reserved for one specific title. Maximising the visibility of a residential project therefore requires careful coordination, clear agreements with media partners and a well-considered timing strategy.
A storytelling approach rooted in the personality of the interior
COVERED developed a PR strategy based on the distinctive qualities of Residence Michelle, translating a highly personal interior into an editorial narrative. Rather than focusing solely on visual aesthetics, the storytelling highlighted the interplay between materials, collectible design and the personal world of its inhabitants. A rich palette of Campanelli Rosso marble, lacquered walnut, herringbone flooring and natural lime finishes, combined with a curated selection of vintage furniture and artworks, illustrated this approach.
The media strategy focused exclusively on leading international publications within interior architecture and design. The geographical focus was Europe, targeting markets with a strong design culture and an established interest in high-end residential projects. Due to the role of exclusivity within international design media, the campaign was executed in different phases, allowing COVERED to respect editorial agreements while continuing to introduce the project to additional publications over time.
COVERED wrote the project text, developed the editorial narrative, pitched Residence Michelle to international media and secured interviews with Merijn Degraeve.
International media recognition in the best architecture publications
Residence Michelle was featured in several editions of Architectural Digest, including AD Italia, AD France, AD Poland and AD Spain, and gained international visibility through Wallpaper*, one of the world’s leading design publications. All features appeared as extensive interior reports, positioning the project within an international audience of architects, interior professionals and design enthusiasts.
What architecture studios can learn from this project
Residence Michelle demonstrates the importance of finding the right editorial angle for high-end residential projects. The strongest stories are not only built around the appearance of an interior, but around the decisions that make the space unique. In this case, the combination of a private art collection, carefully selected design pieces and a refined material palette created a narrative that resonated with international editors.
The campaign also confirmed the importance of atmospheric photography when presenting residential interiors. For a project such as Residence Michelle, images need to communicate the feeling of inhabiting the space, rather than only documenting its architecture. This approach helps editors understand the personality of a home and creates a stronger connection with their audience.
Finally, the project highlights the importance of strong project management and close media follow-up within luxury residential PR. By carefully navigating exclusivities and actively coordinating each phase of outreach, COVERED was able to maximise media coverage and extend the visibility of Residence Michelle across multiple international publications.