QVC and Ballard Designs launching ‘shoppable entertainment’ series featuring familiar design
Cindy W. Hodnett// Executive Editor of Brand Development// March 20, 2023
ATLANTA — QVC+ is launching an eight-part series today that offers answers to common home decorating dilemmas as well as the network’s signature “shoppable entertainment” programming format.
The first episode of Design School by Ballard Designs airs March 24 on QVC+ and is hosted by Ballard’s Caroline McDonald, host of Ballard Designs’ podcast How to Decorate. QVC officials said that the series will help viewers “tap into spring cleaning and redesigning their spaces for warmer weather,” while also assisting them in transforming different rooms of the home into “truly stunning visual spectacles.”
“Our customers have always enjoyed the storytelling aspect of QVC’s live video commerce experience,” said Susan Ripke, vice president, streaming commerce and experience at Qurate Retail Group, owner of QVC. “They love getting to know the hosts, learning about a product from an expert or picking up tips from someone they trust.
“We wanted to bring Ballard Designs, which is part of Qurate Retail Group, to life for viewers as you only can through video,” she added. “We know audiences are responding to content where they can watch and discover new things while simultaneously benefiting from an interactive, shoppable experience. Adding distribution via the QVC+ streaming experience also gives QVC more opportunities to reach viewers and viewers more ways to consume programming, interact and make transactions.”
For each 30-minute episode, McDonald will be joined by interior designers who will walk viewers through the design process by tackling a design challenge sent in by QVC viewers. Each installment will focus on a specific design theme like furniture placement, color selection or patterns and will include before-and-after visuals of the spaces.
Viewers will be given access to a unique QR code and vanity URL that will instantly take them to an episode-specific e-commerce destination featuring bonus content and items they can instantly purchase that will help them bring the design concepts into their own home.
Guest interior design experts featured on Design School include former HGTV Design Star winner Justin Q. Williams, as well as Michele Gratch, Maggie Griffin, Andre Jordan Hilton, Bill Peace, Kristen Kong, Whitney Durham and Gordon Dunning. The episodes include the following topics:
“By the end of each episode, audiences will learn a tangible takeaway and be inspired to take risks in their own homes and demystify design for all,” Ripke said. “In addition, each episode will be accompanied by a 15-minute complementary show called Inspired Style. The bonus content will feature QVC-specific products inspired by themes covered in each episode, from color blocking and patterns to home décor accents and more.”
“We love good design, and we love educating our customers about how they can bring good design into their homes.” McDonald said. “Whether it’s in our store talking to our free design services, listening to our podcast or reading our blog, we’re always looking to encourage creativity and personalization in the home. Design School is a beautiful way to show our products in real spaces while offering the audience approachable takeaways for their own spaces.
“From the beginning, Ballard Designs has celebrated personalization and making your home your own unique expression,” she continued. “All of the homes we tour in the show are gorgeously executed, but viewers will see how different they all are. Michelle Gratch, Bill Peace and Andre Jordan Hilton couldn’t be more different in their use of shapes and colors, but they’re all masters of their craft. We wanted to show that there’s no right answer in design, and that’s part of the fun.”
Viewers can download the FREE QVC+ streaming service on Roku, Fire TV, and other streaming platforms and devices. It is also available online at qvcplus.com.
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