Michela has worked with Dwell’s founder Lara Deam to create a brand that extended beyond its foundation in print into a series of platforms built around community. This vision now extends across 11 platforms including the award-winning Dwell magazine, Dwell.com, Dwell Homes, Dwell on Design and Dwell Store-all delivering on the original promise of the Dwell brand. The Dwell Store was created as an extension of the brand and built around the market for contextual commerce.
Michela and her team saw an opportunity to better serve their 3.5 million global consumers by offering them a Dwell-curated online marketplace for modern design. The store was launched in 2013 and is already seeing consistent double-digit month-over-month growth with over 1.2 million page views per month. The Dwell Store also hosted its first pop-up in June at Dwell on Design in LA, one of their most successful live events to date. This initiative was conceived by Michela nine years ago and has grown to achieve record attendance of more than 31,000.