West Elm Teams Up with Seattle Blogger for Local Pop-Up Event

Coco Kelley owner curates group of local makers to be featured at West Elm event
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Increasingly, companies are recognizing the power and utility of social media influencers on their businesses, especially in highlighting local talent.

West Elm has, accordingly, teamed up with Coco Kelley owner and creative director Cassandra LaValle to host its LOCAL pop-up, the home decor retailer's 13th pop-up event around the country this year. For the event on August 6, LaValle has curated a select number of Seattle-based makers and designers to showcase their works at the event, helping to introduce shoppers with products that are made or designed locally.

“We have always had a great relationship with Cassandra, so when it came time to select a local influencer in Seattle to curate this event, she was our first choice,” says West Elm spokesman Andres Ortega. “We love Cassandra's style, aesthetic, and eye for design and knew that she would bring together a great group of local Seattle makers and designers.”

The Seattle LOCAL pop-up event at West Elm features the goods of local designers, curated by Coco Kelley's Cassandra LaValle. PHOTO CREDIT: Jeff Mindell Photography.

LaValle’s artist selection includes Dorotea Ceramics, Sarah Kaye, Piano Nobile, E. Smith Mercantile, Concrete Project, Three Bad Seeds and The Ivory Gull.

“Coming up with the list was easy, but narrowing it down was hard!” LaValle says. “There are so many fantastic designers and makers here in Seattle and the surrounding areas. I wanted to try and pull in a few people, like Concrete Project, who I had never worked with before as well as some of my favorites like Dorotea. I tried to keep it balanced and home-focused with items that I felt went well with the West Elm aesthetic. We’ve got art, ceramics, concrete objects, textiles—a bit of everything."

The LOCAL pop-up event runs 1-6 p.m. on Saturday, August 6 at the Seattle West Elm store (2201 Westlake Ave). Interested in attending? RSVP online.


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