In honor of Baldwin Hardware’s #70YearsBold birthday celebration, MAMA created a series of custom designed fashion looks and activations that were inspired by their most popular knobs over the past 70 years. Over the course of the year, each look was debuted as an event marketing and sales tactic at design Expos around the country (including the Architectural Digest Home show, the LUXE Home Show, Palm Springs Modern and others), as well as several private events and corporate functions. MAMA’s amazing “door couture” adorned brand ambassadors and quickly became a major talking point at each event that penetrated sales, marketing, and media. It seemed everyone was curious about the story behind these unique creations.

The year long campaign of events culminated at Baldwin’s 70th Anniversary Gala at the Greystone Mansion in Beverly Hills, CA. MAMA created an integrated movement spectacle and fashion event called, “Baldwin Door Couture.” After all, if hardware is like jewelry for the door, the bold fashion statements in the Baldwin designs would be the couture of their industry. MAMA brought the luxury hardware to life through models adorned in couture headpieces and gowns inspired by the brand’s signature hardware, and newly announced digital designs! Each couture look incorporated design cues from Baldwin knobs from the past seven decades.