Together for almost a decade in digital channels, brands develop floors, already on sale in large retail stores
Post on social networks, webseries, lead generation. Almost a decade began, the narrative around the partnership between the Tarkettone of the world leaders in vinyl floors and the Doma architectureAn office that produces one of the largest Brazilian channels on YouTube on reforms, was based on actions for digital media.
In a moment of collaborationsTarkett and the team led by the architect Patrícia Pomerantzeff They have the partnership built in eight years at a new level, in which the digital strategy is intertwined with the development of physical products, produced in Brazil and designed for residential projects.
Together, signs the collection of vinyl floors Rectant Tarkett Tarkettpresented to the market in the first half of the semester and, from now on, it reaches the greatest goals of Domestic centers and construction materials shops in Brazil.
The collection adds the technology applied by Tarkett in the production of floors and the characteristics of the vinyl with the involvement of Patricia throughout the process, from the construction of the concept to the curative of the colors, with consequent four options for residential use and inspired by the shades of wood.
The name of the collection, Recanto, is inspired by the idea of a place of warmth and peace, which has everything to do with contemporary houses, where the residents feel exhibited, safe and welcomed. To this is added a proposal of an earthly palette, as well as choosing names for the colors, which stimulate emotional meanings and memories (wheat, coffee, hazelnut and brown).
On the one hand, the first square meters of floors are already sold at the retail sale specialized throughout the country; On the other hand, the partnership has gained importance on social networks.
Considering only posts on Instagram, YouTube and Facebook relating to the collection, Tarkett has obtained over 650,000 views and over 30,000 interactions from the launch.
With the vast visibility from a new resource, both Tarkett and architecture aim to build a bridge to reach a new audience, guiding the funnel for people who know little or have never heard of one or the other.
The communities of Marchi improve this goal: while Tarkett adds 142,000 Instagram followers and 39.1 thousand subscribers on YouTube, Doma records 1.2 million followers on both networks (August/2025), adding a diversified and qualified audience made up of consumers, specific, creative, reimellent, opportunities and professionals of the construction sector.
“The synergy between Tarkett and Doma is a story of over eight years. Tarkett has been the first company to invest in the channel. Values aligned in Tarkett. With this, we could not think of another professional to launch our first collaboration in the Brazilian market.”Anna Castro, Tarkett’s marketing manager says.
“My story with Tarkett goes far beyond a partnership. We have built together a relationship of trust and admiration which, in recent years, has brought the vinyl floor of everyday life with suggestions, inspirations and specifications on our projects. The Ripanto Doma Tarkett collection represents a new step on this shared journey.”says Patricia Pomerazeff.
Information about Tarkett
With a story of over 140 years, Tarkett is one of the world leaders in innovative floors and sports surface solutions, with net sales of 3.3 billion euros in 2024. The group has about 12,000 employees, 24 research and development centers, eight recycling centers and 35 industrial units. Tarkett develops solutions for hospitals, schools, houses, hotels, offices, shops and sports fields, at the service of customers in over 100 countries. To build the road for best floors “The way to improve the floors”, the group is engaged in the circular economy and sustainability, in line with the design® approach conscious Tarkett. Tarkett is listed on the regulated market Euronext (Compart B, Isin: FR0004188670, Ticker: TKTT).
Website: www.arkett.com.br
Instagram: @Arketttbrasil AND @Oficinarkett
Facebook: Tarkett Brazil
YouTube: Tarkett Brazil
LinkedIn: Tarkett
Tiktok: @Tarkett.brasil
Website: https://tkett.com.br/catteria/piso–vinica-lv/Canto-doma- arquite- arkett
Source: Terra
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