Launching SynSisal® Tile

Taking a new modular flooring line from its Milan Design Week debut to the trade press and the specifiers who choose flooring.

Role

Head of Content & Marketing, Curran

Scope

Positioning, launch exhibition, press kit, design-media outreach, demand generation

Launch

Milan Design Week, April 2026

Year

2026

The challenge

SynSisal® had already won an iF Design Award as a rug and carpet collection. Tile took the sisal look into a modular format for a different buyer: commercial interiors teams specifying flooring for hospitality, workplace, retail and multifamily projects.

The launch had to introduce a new kind of product to architects and designers, and turn that attention into specification leads.

My role

I led the go-to-market: the positioning, Curran’s first-ever appearance at Milan Design Week, the press kit and design-media outreach, and the lead generation program behind them.

What I did

Positioning. Built the launch around one idea, “a sisal look without limits,” carried from the brochure to the exhibition to the press kit.
Milan Design Week. Debuted the collection in “Sisal Without Limits,” Curran’s first Fuorisalone exhibition, at FLOFAB Gallery in the Brera Design District, 21–26 April 2026. Wrote the copy for the 20-page exhibition brochure, including “The sisal mirage” concept for Tile, and the official Fuorisalone listing.
Press. Wrote the press kit and pitched trade and design media, earning features in Building Design+Construction, i+s Design and Officing, plus a Dezeen Showroom feature.
Demand generation. Built lead generation aimed at commercial designers at firms including Gensler, Snøhetta and BIG, plus retail clients.
Awards. Entered Tile in the Mix Awards 2026, where it was a finalist for Product of the Year: Flooring.