Sainsbury's-owned Habitat has partnered with Pinterest to create a new campaign titled "The Home of Attention", a storytelling series demonstrating how to transform living spaces with carefully selected furniture pieces.

The collaboration combines cinematic storytelling with Pinterest's immersive platform to showcase how minor design adjustments can significantly enhance home environments. The initiative aims to provide actionable inspiration for homeowners through engaging visual content.

As part of the partnership, Habitat will debut exclusive short films on Pinterest. These will feature interactive elements including 360 degree shoppable sets, film inspired creative content and curated collages. This new advertising format allows users to engage directly with Habitat products in innovative ways.

Laura Boothby, head of brand communications at Habitat, highlighted the natural synergy between the brands in bringing design inspiration to life. "Through relatable stories told with humour and heart, we're showcasing our products in immersive, eye catching ways that enable immediate purchases," she said.

Craig Brown, senior manager for home at Pinterest UK, commented: "As the leading visual search platform for interiors, we're uniquely positioned to create interactive experiences that guide users from inspiration to action."

The launch follows Pinterest's recent announcement of new artificial intelligence features, including a tool that converts product catalogues into shoppable collages within minutes. This development forms part of Pinterest Ad Labs, an innovation programme where selected brands can test AI enhanced creative tools designed to improve advertising performance and user engagement.

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