{"id":25679,"date":"2026-11-05T01:50:31","date_gmt":"2026-11-05T01:50:31","guid":{"rendered":"https:\/\/patrickhydeportfolio.com\/?page_id=25679"},"modified":"2026-11-05T01:50:31","modified_gmt":"2026-11-05T01:50:31","slug":"launching-synsisal-tile","status":"publish","type":"page","link":"https:\/\/patrickhydeportfolio.com\/index.php\/launching-synsisal-tile\/","title":{"rendered":"Launching SynSisal\u00ae Tile"},"content":{"rendered":"\n
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\u2190 All work<\/a><\/p>\n\n\n\n

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Case study 03<\/p>\n\n\n\n

Brand \u00d7 Growth<\/p>\n<\/div>\n\n\n\n

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Launching SynSisal\u00ae Tile<\/h1>\n<\/div>\n\n\n\n
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Taking a new modular flooring line from its Milan Design Week debut to the trade press and the specifiers who choose flooring.<\/p>\n<\/div>\n\n\n\n

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Role<\/p>\n\n\n\n

Head of Content & Marketing, Curran<\/p>\n<\/div>\n\n\n\n

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Scope<\/p>\n\n\n\n

Positioning, launch exhibition, press kit, design-media outreach, demand generation<\/p>\n<\/div>\n\n\n\n

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Launch<\/p>\n\n\n\n

Milan Design Week, April 2026<\/p>\n<\/div>\n\n\n\n

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Year<\/p>\n\n\n\n

2026<\/p>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n

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01<\/p>\n\n\n\n

The challenge<\/h2>\n<\/div>\n<\/div>\n\n\n\n
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SynSisal\u00ae 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.<\/p>\n\n\n\n

The launch had to introduce a new kind of product to architects and designers, and turn that attention into specification leads.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n

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02<\/p>\n\n\n\n

My role<\/h2>\n<\/div>\n<\/div>\n\n\n\n
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I led the go-to-market: the positioning, Curran\u2019s first-ever appearance at Milan Design Week, the press kit and design-media outreach, and the lead generation program behind them.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n

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03<\/p>\n\n\n\n

What I did<\/h2>\n<\/div>\n<\/div>\n\n\n\n
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  1. Positioning.<\/strong> Built the launch around one idea, \u201ca sisal look without limits,\u201d carried from the brochure to the exhibition to the press kit.<\/li>\n\n\n\n
  2. Milan Design Week.<\/strong> Debuted the collection in \u201cSisal Without Limits,\u201d Curran\u2019s first Fuorisalone exhibition, at FLOFAB Gallery in the Brera Design District, 21\u201326 April 2026. Wrote the copy for the 20-page exhibition brochure, including \u201cThe sisal mirage\u201d concept for Tile, and the official Fuorisalone listing.<\/li>\n\n\n\n
  3. Press.<\/strong> 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.<\/li>\n\n\n\n
  4. Demand generation.<\/strong> Built lead generation aimed at commercial designers at firms including Gensler, Sn\u00f8hetta and BIG, plus retail clients.<\/li>\n\n\n\n
  5. Awards.<\/strong> Entered Tile in the Mix Awards 2026, where it was a finalist for Product of the Year: Flooring.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n
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    04<\/p>\n\n\n\n

    Results<\/p>\n<\/div>\n\n\n\n

    What the launch delivered<\/h2>\n\n\n\n
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    Top 10<\/p>\n\n\n\n

    Building Products for Architects & Builders, Building Design+Construction, May 2026<\/p>\n<\/div>\n\n\n\n

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    Finalist<\/p>\n\n\n\n

    Mix Awards 2026, Product of the Year: Flooring, Mix Interiors (UK)<\/p>\n<\/div>\n\n\n\n

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    4<\/p>\n\n\n\n

    Launch features: Dezeen Showroom, BD+C, i+s Design and Officing<\/p>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n

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    05<\/p>\n\n\n\n

    Press & links<\/h2>\n<\/div>\n<\/div>\n\n\n\n
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    SynSisal carpet tiles by Curran, 14 April 2026<\/a><\/p>\n\n\n\n

    Dezeen \u2197<\/a><\/p>\n<\/div>\n\n\n\n

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    May 2026 Top 10 Building Products for Architects & Builders<\/a><\/p>\n\n\n\n

    BD+C \u2197<\/a><\/p>\n<\/div>\n\n\n\n

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    Curran\u2019s SynSisal\u00ae Tile: Eco-Friendly, High-Performance Flooring Solution<\/a><\/p>\n\n\n\n

    i+s Design \u2197<\/a><\/p>\n<\/div>\n\n\n\n

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    SynSisal\u00ae Tile: Sisal-Look Modular Tile for Commercial Interiors<\/p>\n\n\n\n

    Officing<\/p>\n<\/div>\n\n\n\n

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    Sisal Without Limits, official event listing<\/a><\/p>\n\n\n\n

    Fuorisalone \u2197<\/a><\/p>\n<\/div>\n\n\n\n

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    Mix Awards 2026 entry: SynSisal\u00ae Tile<\/a><\/p>\n\n\n\n

    Mix Interiors \u2197<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n

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    Next \u00b7 SEO & content strategy \u2192<\/p>\n\n\n\n

    Rebranding without losing search<\/a><\/p>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

    Taking a new modular flooring line from its Milan Design Week debut to the trade press and the specifiers who choose flooring.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"class_list":["post-25679","page","type-page","status-publish","hentry"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"patrickhydeportfolio.com","author_link":"https:\/\/patrickhydeportfolio.com\/index.php\/author\/patrickhydeportfolio-com\/"},"uagb_comment_info":0,"uagb_excerpt":"Taking a new modular flooring line from its Milan Design Week debut to the trade press and the specifiers who choose flooring.","_links":{"self":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/comments?post=25679"}],"version-history":[{"count":1,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25679\/revisions"}],"predecessor-version":[{"id":25688,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25679\/revisions\/25688"}],"wp:attachment":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/media?parent=25679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}