While Zara Home’s investment in capsule collections with the likes of Vincent Van Duysen and the placemaking of campaigns shot at case study homes indicates consumers at large are dedicating more time to curating their spaces as a reflection of personal taste and lifestyle, it is not to suggest that every brand needs to rush to launch home textiles or candlesticks. Instead, fashion and lifestyle brands can and should consider how aspects like historical locations and design references can play into storytelling and specific campaigns. This placemaking can look like shooting at a mid-century modern home, hosting a site-specific activation at an Art Deco landmark, or tying product launches in with archival design context.