Paperless Post’s Award-Winning Design for Bloom Room

In these last few weeks leading up to the release of the Winter 2016 issue of HOW magazine, we’re celebrating winners of the HOW In-House Design Awards. (ICYMI, all winners will be featured in the Winter issue, which you can find at Barnes & Noble Dec. 13—or get your subscription to be the first to see the printed issue in your mailbox in November!)

This week we’re celebrating merit-winning work from New York City–based Paperless Post, where they’re dedicated to redefining the way we connect with people both online and off via their customizable online invitations. In 2013, they introduced the first collection of hybrid online-offline stationery, which they describe as bringing the timeless tradition of fine paper to people who value both the efficiency and accessibility of the web.

Paperless Post's Award-Winning Design for Bloom Room

TITLE Bloom Room
COMPANY/ORGANIZATION Paperless Post, New York City;
CREATIVE TEAM Luke Williams, Laura Berglund, Anna Bond (Rifle Paper Co.),
Daniel Sky, Luke Williams, Stephanie Shih

The Paperless Post team regularly collaborates with leading fashion and lifestyle designers, as well as stationers like Rifle Paper Co. To celebrate their partnership with Rifle Paper Co., Paperless Post created the Bloom Room, an immersive pop-up space overflowing with both real and paper flowers. From the outside, the Bloom Room had the look of a flower-shop storefront presenting sugarbush blossoms, garden roses and dahlias to the world. But on the inside, an Alice-in-Wonderland–like world awaited visitors, with larger-than-life paper flowers set against Rifle’s botanical wallpaper.

Paperless Post says that they installed everything in only 24 hours, and upon opening they were greeted by a line of guests running halfway down the block—each of whom received a limited-edition poster signed by Rifle Paper Co.’s Anna Bond.


We love that this In-House Design Awards–winning project, which was recognized in the consumer category of the Awards, was made into such a pleasurable experience for all, both inside the pop-up space and in the online and print communications that advertised it.


Congratulations on the well-deserved win, Paperless Post! We look forward to seeing you in the Winter issue of HOW.

hwfl16Subscribe to HOW today and be the first to get a copy of the Winter 2016 issue featuring all the winners of the In-House Design Awards, and you’ll also receive a year’s worth of design inspiration, profiles and case studies from the people and agencies you want to know about, and cutting-edge how-to content that can’t be found anywhere else.