Designers
Designers
Designers
Seat of Secrets
What's Your Secret?
Key Words
Designers
Amanda Farabow
Farrah Wohlford
Valentina Prensena
Ashley Campion
SUMMARY
1stDibs has the inventory and credibility, but it still operates as a marketplace rather than a cultural brand. At the same time, younger audiences are highly engaged with design but not yet buying. We propose transforming 1stDibs into a cultural destination through a scalable content franchise. By creating consistent, story-driven content, the platform can teach taste, build emotional connection, and stay relevant to the next generation. This shift turns 1stDibs from a place people shop into a place where they learn how to see: because taste is built, not bought.
challenge
We identified that 1stDibs has strong inventory and credibility but lacks cultural visibility, storytelling, and engagement with younger audiences. Gen Z values meaning, taste, and discovery, but feels excluded due to price and lack of accessible entry points. Sellers also want visibility but lack tools to share their stories. Through research, interviews, and competitor analysis, we saw an opportunity to use content to surface existing stories, build connection, and position 1stDibs as a cultural destination rather than just a marketplace.
Outcome
The project became a scalable content franchise that transforms 1stDibs from a marketplace into a cultural destination. Instead of focusing on products, it centers storytelling to make design more accessible and engaging. This directly addresses key gaps: it gives younger audiences an entry point to learn taste, increases seller visibility by surfacing their stories, and builds emotional connection to the platform. By creating consistent, story-driven content, 1stDibs can grow relevance now and convert audiences into future collectors.
MEET THE Designers:
Amanda Farabow
Farrah Wohlford
Valentina Prensena
Ashley Campion